Writing for Nieman Journalism Lab, Michael Andersen looks at Flyerboard, which offers online publishers and businesses self-serve advertising. Click over to Boston.com’s Your Town page for Newton and see an example of Flyerboard’s handiwork on the left rail. The image in this post is from the Houston Chronicle website, Chron.com.
Tag Archives: online advertising
I know what you’re thinking (cause I”m clairvoyant like that): “Not again. Not another post on how to save newspapers.” Ah, but this one is pretty darn good, tapping into the wisdom of 10 experts who offer advice on how to keep the presses rolling. Here are a few of the highlights:
On reinventing the core product:
Leonsis: [Develop] a core competency in ad sales so that the organization can represent other local media companies to build scale and create mini advertising.com-like businesses in each market.
On the audience for newspapers:
Mutter: Editors and publishers need to adopt a zero-based, market-driven approach to what they do. They need to learn to ask their readers and nonreaders what they want—and then respond creatively to the answers.
On the role of the print product:
Hall: Print is good at the things the Web is not good at—watchdog, explanatory, enterprise, narrative storytelling. The two media complement one another. One is the flowing river, changing constantly; the other is the rock on the shore, fixed and solid.
On reinventing the newspaper to work in concert with online offerings:
Caught this little nugget from New York Times publisher Arthur Sulzberger Jr.’s keynote address to Stony Brook University last Thursday. In light of my previous post on new revenue-generating initiatives for newspapers, this passage from Sulzberger’s speech struck me as particularly relevant and validating:
We must engage in a deep and realistic examination of the value we add for marketers, of the services that we offer today to support that value, and of the new services we will need to offer in the future. We must invest in creating the skills and competencies to accomplish these things.