Alternative marketing thinking


Online Revenues Support Offline Publication

Jeff Jarvis calls it right when he reports on how the online edition of LA Times now creates enough online advertising revenue to cover the Times’ entire editorial payroll, print and online. We are on the cusp of the moment, he writes, when online revenue could sustain a substantial digital journalistic enterprise without the onerous cost of printing and distribution. So will LA Times shut off their presses and start living a fully digital life? He thinks not. It will take more than a legacy paper to eschew traditional newsrooms and online completely. Despite millions of dollars in savings by shutting down its print shop, Jeff Jarvis thinks it will take bold new innovators with new ideas to reinvent the newspaper business. From The Guardian.


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