Newspaper Web sites that have at least one account executive dedicated to online sales have 87 percent higher online revenue than papers that rely solely on print AEs to sell online ads, according to the NAA.

In addition, 59 percent of the total revenue came from online-only ads, the NAA says. The association’s data comes from a recent Borrell Associates study.

While it is true that sites with dedicated online AEs deliver more revenue over time, it’s worth noting that it doesn’t come easily for smaller newspaper Web sites.

The above numbers don’t necessarily reflect the fact that larger markets have dedicated online staffs, their clients are more in tune with local online advertising and that regional and national accounts tend to spend a lot more money in large markets.

Many smaller dailies don’t have dedicated online reps because they can’t afford them or because their clients aren’t ready to start spending heavily online. Their lack of spending therefore doesn’t justify the expense.

Other small markets may have only one online AE, but that person often is isolated and struggles with both internal reluctance and a local market that doesn’t have dedicated online budgets.

Small newspapers should seriously consider setting online budgets for their print staffs that deliver enough revenue to justify a dedicated AE or a sales and marketing coordinator who provides them with client support and goes on four-legged calls.

When enough online banner revenue is generated — at least two to three times the total compensation of a single rep — then that market is probably ready for a dedicated online AE.

But just as the online rep provides help for the print reps, that same market needs to make sure the print reps reciprocate. There are many, many former online AEs who gave it a try and quit because of isolation or weak support from a culture that simply isn’t ready to embrace the growing online presence in their markets.