I find it amazing that a high percentage of local newspaper interactive customers do not know they are advertising on the newspaper’s website. I believe this is happening for two reasons.

• The newspaper account executive isn’t trained well enough to explain the products to the local business.
• The newspaper is to reliant on the bundle sales model.

To achieve growth in market share and incremental revenue, they are going to have to change the sales plan and focus more on developing advertising products that reach the 80% of local businesses that do not currently advertise in the newspaper. Don’t get me wrong, I am not saying they should stop focusing on their current advertisers. They will also benefit from a more informed sales force and new products.

Focus on developing a strong value statement about your audience and how it will help local business owners prosper and tie it to an advertiser awareness campaign.

The results based advertising model is understood by everyone. If the local business owner knows that his advertisement will reach a high percentage of potential local consumers and the advertising is priced using a pay-per -action model or at least pricing based on their potential reach, there is a high percentage that he will make a purchase.

The follow up is key. Advertisers need to get reporting on their performance. I have found that going into an advertiser with bad results and teaching them how to turn it around builds their confidence in the sales rep and your product.

Developing online advertisers will have a positive long term effect on their print advertising revenue. Every new online customer is a lead for the print product.