CHICAGO — Print revenues will remain critical for newspapers and publishers will need to continue to focus their efforts on that segment for the foreseeable future, according to industry analyst Jim Chisholm.
Chisholm, who also writes a column for News & Tech, told attendees at the Inland Press Association’s 125th annual meeting, that “Newspapers are not dying. They are just slow to wake up.”
Digital advertising, he said, will at best only contribute 20 percent of newspapers’ overall revenues for the foreseeable future. “Eighty percent of a newspaper’s revenues will still come from print for a long time to come and newspapers will have to continue to concentrate on the core of its business,” he said.
To that end, Chisholm encouraged publishers to concentrate on building up their sales efforts. “Publishers are continuing to reduce sales staff at a time when they need more firepower. “There needs to be a program of targeting, rehabilitating, and retaining lost advertisers – in print and digital. Introduce a customer recovery program.”
— News & Tech