Four top publishers Tuesday reaffirmed their commitment to print and discussed revenue ideas for bolstering their products.
The discussion was part of an executive roundtable at the Key Executives Mega Conference in New Orleans.
The publishers of the Star Tribune Media Co., USA Today, The Omaha World-Herald and The Dallas Morning News talked about the revenue opportunities for their content.
For Jim Moroney at The Dallas Morning News, his company is converting the story archives into revenue through content marketing. Companies in the Dallas area are in need of content to populate company newsletters, websites and blogs, and the paper is making its archives available for customers of its digital agency. Clients’ monthly bills average $4,000 a month for services that include access to the archives.
“Marketing has become a content war and nobody is better positioned to win a content war than a content company,” Moroney told the more than 500 attendees at the national conference. “I urge you to have a conversation with your newsroom about it. … I think it can work on any scale in all markets.”