As newspapers struggle to attract online advertisers, one company is suggesting that print display ads should be posted on Web sites. The feature is part of the company's Marketplace service, which allows papers to put their print special sections on their Web sites, including editorial content, coupons, and display and classified advertising.
Newspapers can run thumbnails of the display ads or tile ads alongside the editorial content.
When users click on those buttons, they get a new screen with a full- size version of the print display ad. This program replicates that experience online by putting the display ads beside the same content that they ran with in print. Not everyone is a fan of putting print display ads online. He agrees that ads must be served in context with the content. But he thinks newspapers would be better served by developing interactive advertising, such as the new ad sizes and formats endorsed by the Interactive Advertising Bureau.