"Newspapers are falling into the 'Disruptive technology' trap. They are focusing almost all their online advertising efforts on the declining side of their businesses — the 25% of the money that involves print classified categories — the old-fashioned side of the business. And they are missing the bigger opportunities — the 75 percent of the online advertising that doesn't involve those old classified categories. This must change if newspapers are truly going to profit from online."
I saw this change this week while exploring how the Boston Herald interacted with the crime blog community. Instead of focusing all our energies on the "declining side" of our writing, writers have to forge new alliances with these communities.
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