Strategies for a Turbulent Future?

Abstract

In the previous chapter, it was recognised that the majority of traditional print publishers have either undertaken, or have seriously considered, moves to online publishing to help defend their readership numbers and advertising revenues. The reality of the position today is that even the most effective local newspaper organisations that have launched into this digital world have had the greatest difficulty in gaining a fraction of their current print advertising revenues. The growth in this area has been disappointing and despite uneasy attempts to stimulate this area, there seems to be little appetite on the part of local advertisers to invest as much in advertising in online publications as they formerly had done in print publications.