Dave Chase contributes advice at Online Journalism Review to those looking at furthering their adventures in the digital media business: Find two businesses inside yours, rather like display advertising and classified advertising have been for the newspaper.
Chase is particularly tough on sales forces. He thinks they ought to be taken out to the woodshed somehow. But he relents and provides some compassion in suggesting that there be a new team of "hunters" to find business and an incumbent team of "farmers" to harvest the remainder of the old business.
"The sooner local media businesses recognize it's critical to have dual business models rather than dueling business models, the sooner we'll see hiring rather than firing being the storyline of local media."
