Advance Publications’ much debated five-year-old strategy of discontinuing some days of daily print editions to devote added resources to digital is poised to achieve a critical crossover point in 2015: digital advertising gains will exceed print newspaper ad losses, the company claims.
In a bi-annual letter to employees today, Advance Local President Randy Siegel, writes:
Our local sales and marketing teams have leveraged their entrepreneurial abilities and expansive digital knowledge to prove they can grow digital ad revenue faster than we’re losing print ad revenue. In 2015, our local leadership teams plan to generate higher total ad revenue in every one of our markets, reversing a longstanding trend of decline.
I asked Siegel by e-mail whether he was including national advertising in that calculation, and he said yes. Read more