N&T speaks with Bob Behringer, president and chief executive officer of Presteligence Inc., about the challenges papers face online.
What trends are you seeing in the online media market?
One trend that is becoming more mainstream is the ability for users to access online information while mobile. Users can now subscribe to RSS feeds and podcasts through Internet Explorer 7.0 and Vista and access them on their cell phones. That lets publishers expand their online media marketing.
What are some of the major issues facing newspapers in regard to increasing their online presence?
A major issue facing newspapers in increasing their online presence is finding ways to make their Web site one that consumers want to go to each day and throughout the day. Newspapers have to become known as a portal for local information, whether it’s weather, movie times, phone numbers, etc. That will increase their site traffic and online presence.
What is a newspaper’s greatest strength to potential online advertisers?
Potential newspaper advertisers have the ability to promote in print, online, and in any other media format the newspaper offers. There’s a good chance the consumer will see the advertisements through all of these channels. Newspapers are the No. 1 source for local information so they are a great tool for local advertising.
In what areas do they need to improve?
Newspapers could improve in marketing by transforming their Web site to a local portal of information and increasing methods of accessing their local information in a more mobile way — through podcasts, mobile editions, etc.
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