Business information written specifically for newspaper advertising departments

An Unlikely Revenue Source

Discovering the blog
It is necessary to facilitate new strategies because news is beginning to reach consumers in different ways. Many consumers, especially younger consumers, check their favorite blogs before their local paper, and will rarely check the paper at all, unless they are instructed to by a source they trust. As a sales rep, it is time to think about partnering with other non-institutional news sources to help develop a consistent revenue stream for the newspaper industry in the future.

If we think about what globalization means, especially in the context of the information age, one must come to some consensus that the sharing of information has become much more democratic with a combination of anonymity and intimacy. People can agree, disagree, argue, commiserate and bond from multiple places on the planet all at the same time. Information is instantaneous, and people — younger generations in particular — rely much more on information they receive on the Internet, than they do their peers, or even their parents. Although this can be bad news for the newspaper industry, because it has the possibility of leaving the news establishment in the dust, you have the ability to wield the power of the Internet to develop new strategies that will allow you to reinvent the functions and reach of the paper to include newly accepted ways of receiving information and selling advertising space.

As someone in the newspaper industry, you probably have some reservations about the globalization of information, and desire to re-focus information and news back to local communities. Whether or not you share the reservations of the traditionalists in the industry, there are ways of partnering up with local voices that are involved in the global community to sell ad space that both fulfills your client’s advertising goals and your local voice’s global presence.

To find this partnership, do some research and find some local bloggers that discuss things that appeal to both the local and global communities. Some good examples of this are food or culture bloggers. Since these types of bloggers are generally focused on sharing information and not musings, or are more critical than personal about the information that they share. This means that the blog’s readers are more interested in information and experience, and aren’t interested in reading a diary. It is important that that blog is both legitimate and credible. Make sure that they blog about useful or interesting topics and that the content on their blog is well written, grammatically correct and not polarizing in any way. You will also want the blog to have enough followers and readers that it has good visibility, but with few to no advertisers.

You won’t have to do much convincing; for bloggers, obtaining advertising on their blogs is a no-brainer. Isn’t the goal of many individuals to make a career out of their hobbies? Well, if you can get bloggers enough advertising, you are helping them do just that. On the other hand, for an advertiser, finding another space to advertise that has minimal overhead, as well as the widespread local visibility blog advertising can garner, is also a no-brainer. You are now a matchmaker made in heaven, linking together two people that can fulfill each other’s needs, and develop a new revenue stream for you and your paper.

Although this strategy may seem like a divergence of your primary goal as a sales rep, which is to sell ad space in the paper’s print/online editions, you can sell blog space as well as print space for an upsell or package deal or even list it with some of your partner sites. It is necessary to facilitate new strategies because news is beginning to reach consumers in different ways. Many consumers, especially younger consumers, check their favorite blogs before their local paper, and will rarely check the paper at all, unless they are instructed to by a source they trust. As a sales rep, it is time to think about partnering with other non-institutional news sources to help develop a consistent revenue stream for the newspaper industry in the future. By doing so, you are blazing a trail that will establish you as an innovative, creative and successful sales person.