Scott Karp looks at some new research data, and makes the argument that print may be dragging down publishers who should be focusing more on their online revenue:
“…pure-play online media is eating the once monopoly-protected lunch of local print media — these online players don’t have to worry about supporting, protecting, not competing with, or creating “synergies” with a print media business. They can just focus on maximizing advertiser value.”
“That’s why publishers need a dedicated online sales staff — to give the online business full throttle. Every publisher celebrating double digit percentage growth in online advertising knows they need triple digit growth…full throttle.”
“The print business doesn’t have to die — but it does need to be radically restructured as the online business grows.”