Emergic: Rajesh Jain's Blog

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What Audiences Demand

August 26th, 2006 · No Comments

paidContent.org discusses a Scarborough Research white paper on how newspapers can build their audience share through online:

Factors that contribute to online audience growth: unique web content; heavy cross-promotion; high local-market web penetration; and integration of the site into the core newspaper business. Chances are that execs not already doing all that probably arent likely to read this site, but moving on

Integration is essential. One of the most pronounced success factors that emerged from our conversations with industry executives is that integration contributes to the success of newspaper websites, said Meo. At the newspapers we spoke with, their websites are an integral and essential part of the business strategy to grow audience.

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