Newspaper Industry benefits from digital publishing
The newspaper industry revenue stream is under pressure as advertisers are turning to other channels, which deliver a higher ROI through a more targeted and personalized approach. Now, with high-speed digital technology and the width necessary to print newspapers in their original format, it is possible to apply the successful one-to-one target model of direct mail to the newspaper industry. This approach results in a more profitable customer response to targeted advertising. Additionally newspapers may further explore opportunities in short-run distributed print, niche publications or special editions, and micro-zone publishing.