About Me

  • I've spent more than 25 years at the intersection of traditional and digital journalism. I've helped to invent ways to read and interact with the news and advertising on computer screens and iPads, and before that, I wrote news stories on typewriters and six-ply paper. I co-founded WashingtonPost.com and hyperlocal pioneers Backfence.com and GrowthSpur; served as editor of Philly.com; taught media entrepreneurship at the University of Maryland; and have done product-development and strategy consulting for all sorts of media and Internet companies and startups. You can read more about me here.

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« Paper Losses | Main | No Consensus on Collision With Iceberg »

November 17, 2008


Sam Shepherd

Hi Mark

I think this is very true - and the main problem is that lots of papers not only use the same advertisers online but the same advertising: it's an add-on to the print revenue and not being sold as a seperate entity. So obviously as the paper revenue drops off, so will the internet.
Sometimes I despair at how far our newsroom is from where it should be.. and then I hear about advertising and they're another five years behind us


As they say in these parts, ya wikkit smaat. My client - Mediaspace Solutions, the planning/buying group - uses the line "newspapers are the consumer's essential local resource." In some ways, it's true. But, as you say, they really miss the concept of contextual ads (that have made Google sooooooo much money). What's saddest is that the vast majority of NPs seem genetically pre-disposed to miss The Next Big Thing.

My local - Providence Journal - is hamstrung by their parent-company Belo. For example, Belo hosts all Belo blogs on one domain: beloblogs.com - so on comScore, those clicks don't roll up into the actual newspapers. They have virtually no control over interface, platform or layout.

Like I'm saying anything you don't know...

Anywho, check out the Mediaspace Solutions discussion forums recently launched. I just posted a link to your story about papes going weekly. That idea is really starting to make sense to me. Weird.



Using the internet to advertise or post a newspaper is a big risk. Why? it is because obviously people still prefer reading the newspaper in the paper rather in the internet.

Mark Potts

No, they don't. Check out the latest Pew study: the Internet has surpassed printed newspapers as a source of news:

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