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Thursday, January 25, 2007

Advertising Remaking the News

Some of the oldest news organizations in the country are remaking themselves in order to capture online advertising dollars.

The Los Angeles Times has discarded its age-old reporting process and is now an around the clock news reporting organization. The paper is training its reporters to become "Web journalists" including blogging and how to get stories posted online as quickly as possible, according to MediaPost.

The paper has seen is automotive print advertising cut by nearly half, and so far the online revenue increases aren't keeping up. Bloggers and news aggregators are stealing there readership, and the papers aren't about to take it sitting down.

The Washington Post is increasing the number of political blogs on its website ahead of the next presidential election cycle.

This means more inventory available from respected media companies for national and local advertisers alike.

By John Gartner at 06:12 PM | Comments (0)

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