How To Attract Online Ads

News groups need to expand their online advertising options in order to capture the market.

That’s the view of Barb Palser from McGraw-Hill, who asserts that traditional sales managers will only succeed if they adapt to new advertising models.

The director of digital media suggests that managers “need to play up their role in a mix of options that’s vastly larger and more complex than before”.

Writing in American Journalism Review, Palser outlines her ideas for an effective advertising strategy in a world where search ads are becoming the dominant model.

“For starters, they should look for ways to co-opt emerging ad formats. To complement their traditional ad packages, for example, sales reps can assist clients with their search marketing goals.”

In addition, Palser says some news providers are widening their advertising offerings by creating standalone websites which offer targeted opportunities to clients.

Palser highlights examples of these non-news niche sites such as the IndyPaws pets website from the Indianapolis Star and the Orange County Register’s OCMoms.com.

“Diversification away from news is a smart way to reach new viewers and revenue streams, but these sites will be competing with numerous local and national brands - so they’ll have to be pretty darn good.”

Palser concludes: “Whether in print, on air or online, people will continue to seek news, and advertisers will want to be connected with it.

“But new options have changed the game; things won’t go back to the way they were.”