Is Print Dragging Down Publishers?
Dec 20th, 2007 by Dan Blank
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.”