While the constant drumbeat of sky-is-falling chatter has persuaded many observers that the newspaper industry will soon be toast, one media strategist has a different point of view.
Gordon Borrell, head of Internet research firm Borrell Associates, believes the industry needs to relax. The end is not necessarily nigh. His take, according to Media Life, is that
"publishers must stop thinking of the Web site as a version of the paper.” Borrell argues that publishers must reinvent their Web sites as separate businesses with the end of growing them
dramatically. That means leaving the local news in the printed edition--and out of the Web edition. Publishers should post content unique to the site with the sole aim of building traffic and
extension advertising revenue. Media Life: "’There would be little worry of losing readers looking for local news, says Borrell, noting research showing that only 9 percent of
surfers read local news online. ‘Publishers have to relax. Most people still prefer to get their local news from a paper,’ Borrell says.”
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