Dec 19 07 - 03:01 PM
Technology has always been a catalyst for change. It has changed how we live, interact with each other, even how we receive and process information. The 15th century was first to see the printing press and a wide dispersion of information. Today, we have the Internet. Both have drastically changed the way the world receives information – creating new opportunities for businesses willing to adapt and embrace the advantages of new technology and punishing those who sit idly.

Many in the newspaper industry have discovered that without adjusting traditional methods there are significant decreases in the Two “R” s — Readership and Revenue. A recent Businessweek article indicates many dailies are losing circulation at an alarming rate. Spending on local newspaper ads fell 3.1 percent last year, to $24.4 billion, while Internet advertising rose 17.3 percent, to $9.8 billion. It is clear the market is eroding away from the newspapers. The key question is why? Consumers still require the information newspapers provide. Many are just getting it from another source.

The Internet has changed they way people consume information. Your content, in an easy-to-use format is the reason consumers will come to your site day after day. You may only have a mere moment to reach your audience, whose attention is already spread thin across the media spectrum. By taking the features of your paper and placing them in sections that are easy to navigate and search, you give members the valuable information they want in the timesaving format they require.

A posted PDF document of your paper won’t cut it anymore. Once you ensure that the content you provide is in a readily accessible, easily searchable format, you still have to turn your site into a revenue-generating machine. You receive this newsletter because you are looking to adapt, and have chosen Matchbin to help you. It’s a good start. Matchbin has worked hard to provide additional sources of revenue for printed publications with loyal communities already in place. Here are a few ways you can take advantage:

Online Classifieds/Business/Event listings: Your readers can place any of these listings, at any time, in your paper and your online site, at their convenience. Our system allows them complete control over the ad creation process and research shows they’ll pay more when exercising that control.

Listing upgrades: With Matchbin, users can purchase a number of upgrades, including ad bolding, photo packs, premium positioning and personalized Web pages for their businesses. Simply upgrading 10 business listings with these Servicefronts could net you an additional $1,500 in ongoing revenue per year*.

Banner ads: Matchbin can pepper your site with unobtrusive banner ads from nationwide advertising networks, and pay you for the impressions. Your local advertisers will pay a premium for access to the demographic your community serves. The Gilmer Mirror has increased ad revenue by more than $100 each month with this mixture of ad offerings.

Online Subscription links: Any visitor to your Web site has the option of clicking a link to subscribe to your newspaper. Matchbin keeps track of these and delivers an e-mail notification to the person in charge at your publication. It’s just another way to distribute your products.


If you need help implementing any of these services, please contact us for help. Remember, Matchbin has a vested interest in helping you make money. We’re in this together.