By: Carl Sullivan If the discussions at May's Interactive Media Conference in Atlanta are any indication, newspapers seem to have settled the "free vs. paid" content debate. For now, most publishers have opted for advertising-supported free Web sites, as evidenced by the near ubiquitousness of user registration and targeted advertising programs ? at least at the largest chains.
With registration a foregone conclusion, advertising was a dominant theme at the E&P and Mediaweek-sponsored event. "We're being out-localized by national players" such as Google, warned Hyde Post, Internet editorial director at The Atlanta Journal-Constitution. To combat the challenge, local publishers must emphasize the nuance they can bring to local search, said Washington Post Co. Vice President/Strategy Christopher Schroeder. A national site can list Italian restaurants in St. Louis, but can it tell you which ones are best for kids or romantic dinners? Newspapers can.
Consultant Neil Budde predicted that print margins will erode as advertisers move toward pay-for-performance and self-service online models. Business aside, editors reminded attendees that content is still king. Some suggestions: Engage audiences with more interactivity, and provide your content in formats for mobile devices.
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