On the edge: matching resources to ROI

Article Abstract:

Most newspapers depend on a handful of major advertisers for perhaps 90% of their annual display advertising revenues. It takes dozens of average sized display advertisers to replace the loss of one major advertiser. Furthermore, most newspapers make less or actually lose money on a significant number of smaller local display advertisers. There are some suggested measures by which newspapers can lower the cost acquire new customers and serve their existing needs. The key is to match resources to potential return on investment.

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On the edge: mass media in a one-to-one world

Article Abstract:

Newspapers initially considered the Internet World Wide Web as a low-cost mass media distribution channel for newspaper content and advertising. Many newspapers in 2000 readily acknowledge that they have not developed the appropriate business model for the Web. Thus, newspapers should consider a number of factors when planning their future direction on the Web. These include the development of online transaction capabilities and leveraging the interactive capabilities of the Web combined with relevant content to develop a valuable database for knowledge management efforts.

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Databases don't make money

Article Abstract:

Databases can only make money for the newspaper business if they are translated into knowledge that will aid in improving products and services as well as in creating new sources of revenues. Successful database investments begin with a concrete business plan, involves as many units as possible, possess a established method of handling data, have realistic goals and a means of giving access to the information to individuals who will derive the most benefit from them.

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