Newspaper sites grow their portfolio of products

Newspaper sites grow their portfolio of products

Revenue streams are going away from traditional media outlets and moving towards interactive venues. As a result interactive advertising revenues grew from $4.6 Billion in 1999 to $21.2 Billion in 2007 (PwC2007annualreport).
So, how do newspaper companies, whose majority of revenues comes from print advertising, survive?

Well, to accommodate the trend toward online ad spending, newspaper sites have changed their business models by adopting a go to market strategy that diversifies their product suite. Newspapers have realized that they have to adopt a multimedia position to survive. In turn newspaper sites have created partnerships with third party vendors like Yahoo, Metrix for Media as well as employment sites like Career Builder and Hot Jobs to offer comprehensive advertising solutions to their customers.

Here’s a look at NEW product portfolios:
-Direct mail
-Video production
-Website development
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM); (PPC)
- Ad production
- Display advertising
- Behavioral targeting
- Geo targeting
- Targeted email campaigns
- Rich Media