Make sure editors recognize the online product as an extension of the paper, not simply a marketing tool. Explain that in the online world, we can run the entire text of a speech or a new state or federal bill and show all the pictures that didn't make the paper. Print can point readers to more content. Identify the newspaper as the core product. The paper's brand, promotional value and strength in the marketplace should never be underestimated.
Familiarity is key.
Through a high-profile campaign among employees, we raised awareness of our interactive products with demonstrations and articles in the paper. We met with small groups for hands-on training. Online marketing staff members make themselves available to answer questions, and each devotes at least one day a week to work with advertising-sales representatives. We work closely with our classified staff to sell up from print to online. Whereas liner ads come over as an inclusive sale, the sales people said that if the price was right, they could sell online opportunities to as many as 90 percent of the current display employment advertisers.