The conventional wisdom is that newspapers will capture digital advertising revenue as they ramp up their sales efforts in that sphere. The expectation: As revenue drains from print, it would largely stay with the outlet in the newer medium.
But the Wall Street Journal has a strong piece on the many challenges inherent in this effort: The commissions for salespeople, the crowded space of local and other competitors, and the nature of the advertising itself, among other things.
The cultural challenge is significant, too. The traditions of newspaper ad sales don't necessarily hold in the new space.