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HellcatCopley

Surprise: Union-Tribune Solicits Employee Suggestions

The 'right' audience and effective sales can boost revenues Jeff Light of Orange Country Register Communications talks about cohesive integration among audience size and engagement, audience quality and sales effectiveness at newspapers. By Lorraine K. Lee | Medill School of Journalism Monday, January 4, 2010 8:49 AM CST Without cohesive integration among audience size and engagement, audience quality and sales effectiveness, local newspaper company revenues could continue to erode, according to Jeff Light, vice president of Interactive at Orange Country Register Communications Inc. “What tends to happen, unfortunately, is you might have a zealous newsroom crank up audience—but revenue doesn’t move and sales go down,” said Light, a presenter at Inland’s 124th Annual Meeting. He charged them thusly: “Please work all the dials!” Though this advice may sound simple, Light said, it isn’t working well because the gap between print and Web is substantial and that is not ideal. “It’s closing in an unhappy way because the print side is losing money,” Light said, while providing a PowerPoint presentation with slides that demonstrated deep declines in print revenue across the industry. “Do not make print the root product for all your content,” he admonished the Inland audience. But then Light assured them that there is money to be made—in providing online content conducive to local areas. He said that local media outlets are missing an opportunity to make money off their share of Internet usage, and that must be fixed. “Of that 24 billion dollars that’s being spent to reach all web users,” said Light, “we represent a tiny slice of that opportunity for advertisers.”
— February 11, 2010 4:18 p.m.

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