Magazine article Editor & Publisher

Marketing the Web in Other Media

Magazine article Editor & Publisher

Marketing the Web in Other Media

Article excerpt

Integrated marketing will drive traffic, attract advertisers to news Web sites

If newspapers want successful Web sites, they have to market them not only in their print products but in other media as well. Papers might consider promoting their online products on television and even radio, says Dominique Noth, a media consultant from Milwaukee. Wis. No one thought radio ads would be effective in promoting Web sites, but Noth says many sites including priceline.com have received lots of traffic from radio spots.

Many consultants are also advising newspapers to become local portals used by the local community. In just two years, half of all Web advertising revenue will be spent in local markets, says Jay Friesel, executive vice president/sales and marketing for 24/7, an advertising network on the Net which includes Knight Ridder's Real Cities. "The local marketplaces are developing very, very strongly," he says. Friesel suggests newspapers consider selling text links and buttons in addition to banner ads. Also, to create advertisements for retailers, papers might want to work with a local design firm.

While new media executives fret about getting their print counterparts to promote Web sites in the newspaper, it should be the other way around, says Michael O'Hara, general manager of Packet Publications Inc. …

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