Newspapers Need Online-Only Classifieds to Protect Market Share

Newspapers that consider offering online-only classified line ads to their customers often do so with trepidation.

The worries are common. We need to build our weakening print liner volume. We don’t need to develop a product with lower revenue and that will encourage our print customers to buy online-only and discourage them from buying print anymore. (more…)

Spread Online Marketing Tasks, Knowledge Among Staff

Knowledge is money, especially in a small organization where one individual knows almost everything about a particular set of tasks such as online marketing.

The U.S. has 6 million businesses with at least one employee in addition to the owner, according to the U.S. Census Bureau. Out of that total, about 60 percent have only one to four employees.

A small publishing company with a Web presence has little choice but to concentrate its marketing efforts in a small number of people. In many cases, it concentrates those efforts in one person.

But what if that person left the company? (more…)