Publishers should get a clear picture of both companies' objectives and seek partners with complementary strengths, he advised. Technology ranks among the top of those complementary strengths. Not until we show that this medium is more effective than others will the faucets be turned on. I'm comfortable with that. If advertising doesn't work on my site, I want to know.
Some publishers take the process one step further by helping improve advertisers' sites.
When it comes to online sales of all sorts, training traditional reps poses another challenge. While dedicated to combining print and online efforts, Philadelphia Newspapers Inc. managers created a temporary Internet salesforce that doubled online revenue. They felt they must act. That was the question facing Joni Adams, managing editor of the town's 17,900-circulation Southeast Missourian. The paper has since added regional history and Mississippi River packages.