Blog Archives

Think bigger than native advertising

One of the biggest challenges legacy media companies face today is learning to think big enough to meet the real 21st-century needs of advertisers.

There’s a lot of talk about native advertising right now. Done right, it can help to meet those real needs. But native is, at best, only a small piece of a much bigger puzzle.

For those who learn how to solve that bigger puzzle for advertisers, the payoff can be much greater than just another sale of print space, air time or digital display units. Read the rest of this entry

Doubling down on digital at Morris — Part II

In Part I, I described how Morris Publishing Group came to be committed to creating a separate digital sales division in our markets. But at that point, we still had big questions. Exactly what would we sell, and how would we sell it?

To figure out the answers, Read the rest of this entry

Doubling down on digital at Morris — Part I

You’ve probably heard this before: If you want to have a shot at holding and gaining digital market share in your local market, you need a separate digital sales force.

But “separate” can have a wide range of meanings. Read the rest of this entry