by: Mary Peskin | American Press Institute

A critical strategic goal for most local media companies is to learn how to grow digital revenue – rather than focusing most resources on managing traditional revenue streams. This is especially critical for newspapers, where print ad revenues have dropped markedly since 2006.

Among the newspaper companies, The McClatchy Co. has one of the most highly developed digital sales operations in the country. It has even created what it calls McClatchy University, a company-wide, self-directed online certification program that trains the staff at its 30 newspapers and McClatchy Interactive, which provides technology and product development company wide.