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The decline of newspapers continues

The newspaper industry has for the most part been treating the new technology like an end in itself, thinking that the combination of a well-known brand and a slick Website would do the trick. Well, those Web sites have attracted online readers but they have not improved the medium-term prospects of their sister organizations. Internet advertising revenues account on average for no more than 10 percent of total ad revenues because online readers of newspapers still have small value for advertisers. Newspapers need to expand their Internet readership very substantially and, particularly, persuade their online readers to stay hooked to their digital versions much longer. The way to do that is to embrace the cultural change.

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