Today's Silicon Valley Insider claims that $42B in Ad Rev is up for grabs in the coming years and it's at least clearer to see why after reading their article. The online format is merciless on inefficiencies and throughout its history publishing in general is all about "warehousing" more information than you actually need. And worse newspapers try and do it everyday! That said it's easy to see why national newspaper such as USA Today and WSJ are actually gaining circ. with their new formats and style that include the incorporation of the web in their product whereas traditional papers are sticking to their knitting and dieing. (Only the NYT would make the new info free and charge for the archives; geez what a bunch of knucklheads.) Same with many periodicals such as BusinessWeek vs Wired. Its all about the product!
At the Web 2.0 Expo last week a statement was made that in general for every newspaper sold their are 10X viewers of that same content on line. However, the newspaper publishers have only been able to monetize those on-line viewers at a rate of approx. 1/10 that which they get from the ink-on-paper version. Hmmm. Why is this so hard for those in the newspaper business to figure out. Lead with the online; not the printed format and make sure that the traffic generated is efficiently converting those ads to leads not just traffic - click crap.