Samstag, August 30, 2008

Who can save the newspaper? Q-Journalism, Readers, Advertisers, Investors, or …

Maybe none of the above, they all have multiple alternatives.

Each newspaper and news business has to struggle for the magic formula and performance, which make their offering useful, indispensable and lucrative to all parties involved.

Yesterday, Will Sullivan (??? Journerdism) Paul Bradshaw (OJB) looked at what ad sales people and management can do to save the newspaper and their jobs:

1. Stop treating web ads as second class
2. Stop selling advertising on static pages
3. Sell advertising against search terms
4. Give ad sales people access to the Internet
5. Enable the long tail of small businesses to advertise without you doing it for them
6. Think beyond the banner: get creative about online advertising
7. Think about vouchers/coupons
8. Sell advertising aimed at the non-local market
9. Sell video ads, as well as the production of video content
10. Work in networks

Sullivan Paul is (also) a journalist. So he stops his list after reaching number 10 - (there are quite a few more powerful and effective opportunity how ad sales people and their managers could help ...)

For his 10 suggestions you find his explanation and how-to's here