News about the newspaper industry's financial problems are everywhere, but solutions to those problems seem to be in short supply, states Mark Glaser, of PBS's MediaShift. Glaser is doing his part, offering up alternative business models, some that are already being used, and others that are new or borrowed from other media.
It seems highly unlikely that "an idea that will catch on as the savior for the newspaper business. Instead, a successful online newspaper will need a mix of many different revenue streams to survive in the digital age," Glaser writes.
Following is an outline of the list Glaser has come up with. For the full list and more information, visit Glaser's MediaShift article:
- Blog networks: Aggregating blogs written for the newspaper will "generate more page views that can be monetized with targeted ads, especially if the blogs are focused on specific topics like sports, health or politics. Example: The Washington Post's network Blogroll, which took the process a step further by running ad sales for outside blogs and promoting them on Washingtonpost.com.
- Classified Networks: Newspapers need to "super-charge listings and add extras galore -- some they can charge for -- in order to entice people back" from other free options online, like Craigslist. Example:CareerBuilder.com, owned by Tribune Co., Gannett Co., Inc., McClatchy and Microsoft.
- Crowdfunding: This one is "more experimental," Glaser notes, as it asks audience members to make direct payments that support journalists writing a certain story or covering a certain beat. Example: Spot.us and Representative Journalism.
- Customised papers: "Print is far from dead. Many newspapers can use technology to offer up customised print pages - with ads - for readers, or hyper-local editions of their papers. Examples: Printcasting project at the Bakersfield Californian, NewspaperDirect's Print-on-Demand.
- Hyper-local ads: The original idea behind hyper-local ads was to target smaller areas and let citizens post content, which would lead to local businesses lining up to put their ads in front of these people. However, "the most successful hyper-local efforts (so far) have been reverse-published print editions." Examples: Northwest Voice in Bakersfield, California, and Your Hub in Denver, Colorado.
- Local portal: Creating a location's online home, becoming go-to guides for specific locales. These include restaurant, entertainment, business and other information, and become great spots for local businesses to advertise. Example: Vegas.com, an arm of the Las Vegas Sun.
- Multimedia ads: Use the power of everything the Internet can offer to serve up more exciting, interesting, captivating ads. Examples: Video from OrlandoSental.com and USAToday.com.
- Niche sites: These reach out to slices of the overall audience, providing marketers with better way to reach targeted audiences. However, they must "stay fresh, involve the community and stay focused on their niches," Glaser points out. Examples: MomsLikeMe, from Gannett.
- Non-profit: Support local journalism through grants, donations and sponsorships. Examples: PBS, NPR, and more recently, MinnPost and VoiceofSanDiego.
- Paid content: Although most paid walls have come down, some newspapers are offering select content, archives or other premium content for a fee. Example: Wall Street Journal Online, TimesSelect (part of The New York Times).

