Where the New Revenue Is and How to Get It

Course Overview

Where the New Revenue Is and How to Get It
Seminar Snapshot
Time Estimate:
One hour

About Seminar Snapshots

A Seminar Snapshot features video highlights that capture the key learning of a seminar presentation.

In the debate about the future of news and the business prospects of news organizations, there has been surprisingly little discussion of how advertising is evolving.

In this one-hour session, top media anayst and consultant Ken Doctor leads an exploration of the sunrise segments of digital advertising.
The presentation includes detailed (and some proprietary) statistics, charts and projections on relevant trends. Then he offers a detailed road map of categories in which newspapers can expect success and a six-point checklist for measuring whether your organization is ready.

This presentation was part of a daylong event that brought together leaders of half a dozen news organizations as well as advertising and industry experts to discuss a post-recession advertising strategy.

This replay is one of five from a Poynter Conference, "A Post-Recession Advertising Strategy: Where Will the Money Go?" held Nov. 19, 2009. See the training package.

The other replays in the series are:

  • "Changing Consumer Attitudes: Optimism, Aspiration, and Accommodation" with Betsy Frank, chief research and insights officer, Time Inc. Media Group

  • "Revenue Boosters" with Lem Lloyd, vice president, Yahoo Reseller Network

  • "What Advertisers Are Looking For" with Jim Gillespie, executive director of the St. Petersburg Automobile Dealers Association, and Michael Oransky, president at Michael Oransky & Company/Media

  • *"The Chaos Scenario" with Bob Garfield, "On the Media" host, advertising columnist and author

If you registered during the live event, you are already enrolled in all the replays in the series and don't need to pay again.

What Will I Learn:
  • Why the traditional advertising/circulation split of 80/20 is shifting -- with circulation picking up a bigger share
  • How news organizations will begin testing paid content online
  • Why advertisers have tripled the money they're spending on their own Web sites since 2006 -- and not increasing their ad spend on other sites
Who should take this course:

Anyone interested in the ways in which newspapers are surviving by combining print and online revenue.


Ken Doctor

Ken Doctor analyzes the news business on his blog, Content Bridges, and for Outsell, an information-market analytics firm.

Training Partner:

Carnegie Corporation

The Carnegie Corporation of New York was formed in 1911 by Andrew Carnegie to promote "the advancement and diffusion of knowledge and understanding."