My speech last week for Borrell Associates to the World Association of Newspapers Advertising Conference in Paris received good play in The Guardian of London, MarketWatch in the U.S., PaidContent.org, and from WAN itself. Yet, most of the news stories focused on a comparison I made between the values of print edition readers and online edition readers.
That was a good ‘take-out’ quote for those stories to use. However, I made that comparison towards the end of my speech just to show the newspaper advertising executives that they must greatly increase their online revenues, particularly if their readerships continue shifting from print to online.
Other points I made were that American newspapers are earning significant revenues online, particularly now that local advertisers are going online. However, newspapers are in danger of losing local online advertising revenues, not to TV or radio stations but to ‘pure-play’ Internet competitors such as Google and Yahoo. And that newspapers must their expand their online advertising focus well beyond just the traditional classified advertising categories of jobs, properties, and automotive, because those three categories account for just a fraction of the monies advertisers are spending online.
So, for the record, here’s the text of that speech: