Old Media Tires Of Being "Old"
A trend is arising among so-called "old media" companies. Experiencing the "revenue reapportionment" that has been brought about by the rise of the Internet, traditional media companies, both large and small, are learning from their electronic rivals to find success in new approaches. This ClickZ.com report details several examples including this one of note:
"Gannett, McClatchy, and Tribune teaming up to collectively sell advertising across their Web properties. 'The Wall Street Journal' calls it 'a one-stop shop for online ads.' You could also view it as an ad network.
"'Open Network,' as the endeavor is working-titled, is aimed at capturing spend from the telco, automotive, and other major national campaigns local newspapers have had trouble securing in recent years with one consolidated buy."
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"Gannett, McClatchy, and Tribune teaming up to collectively sell advertising across their Web properties. 'The Wall Street Journal' calls it 'a one-stop shop for online ads.' You could also view it as an ad network.
"'Open Network,' as the endeavor is working-titled, is aimed at capturing spend from the telco, automotive, and other major national campaigns local newspapers have had trouble securing in recent years with one consolidated buy."
Read complete article ...
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I am a firm believer in the newspaper industry breaking out of its local mentality and cooperating to land large budget, national accounts. After all, every paper still serves its local market. But the upside for creating a nationwide network, and standards to go with it, is huge.
Yes, we agree. Newspapers still have to understand the economic advantages that come with being a network in order to reap these benefits. We believe this is emblematic of the change of thinking that newspapers are now facing across the board. And we have a feeling that market pressures will be the most effective force in facilitating these kinds of changes as we go forward.