The ads feature one Web site amenity, such as the live sports coverage or the crossword puzzle. The Daily News runs the ads in strategic sections to target segments of the audience. Consistency in an advertising campaign fuels its success, said Norman. We re not perfect when it comes to marketing, but we know we have to continue to be out there, out there, out there, he said. Better technology Sandy said he feels pressure to remain proactive in the online arena.
People expect more amenities when they visit Web sites.
McCourt also said newspapers will have to invest in better technology to compete. They will need to use emerging technology to provide better information to their customers. However, newspapers must first realize the importance of online products in protecting the classified franchise. Zollman said newspapers need to understand that a basic revenue streams is at risk, but that, at the same time, there is a huge opportunity to exponentially increase their business in this area. The choice is theirs whether they want to be aggressive and develop new opportunities, he said, or fold up their tent and watch their business slowly wither away.