The sales department should offer upsells, allowing advertisers to provide more information than can appear on paper. Editorial should provide content related to the employment ads. And targeted, lifestyle ads could be sold around the traditional text ads in the classified section. Information printed in a newspaper has great potential to be interesting. And it should be.
Online information can be interesting and useful.
Make sure your Web site complements your print product, and your readers and users will return often because you ll both capture their interest and help them manage their lives. Peter M. Zollman is founding principal of Advanced Interactive Media Group L.L.C., a consulting group that works with newspapers and other media companies to develop profitable interactive services.