The rush is on to develop a new advertising model for newspapers. The dire results of the U.S. newspaper industry serve as a warning to other countries about how advertising is migrating, splintering and in some cases vaporizing.
Len Kubas has been a consultant on news media for as long as anyone can remember, and he reinvents his thinking routinely to provide some fresh ideas on the future state of affairs. His company's executive vice president, Ed Strapagiel, has produced a useful new set of prescriptions on how newspapers should approach the advertising environment in the digital age.
Largely it comes down to tearing down silos to create a common pricing and sales approach, developing a self-serve model to reduce the troop allotment, and investing in technology.
It's not my conclusion but theirs: Do it like Google.
