Eric Shanfelt

Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at eric@nearviewmedia.com.

NOTE: This month's column isn't written to you, dear publisher. It's written to your advertisers. Please pass it along with my regards. It will help them be more successful with their online ads and get better return on investment (ROI) with limited budgets. In the end, it will help you, too: A happy advertiser is a repeat advertiser.

Why are we still selling advertising the old way with print-frequency discounts? As modern publishers, we’re selling print, Web, e-mail, events, data and more, and our advertisers are shifting their dollars from print-only to a mix of media. But one look at most of our media kits and it’s obvious we’re stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.

Magazine publishers are still looking for that magic formula to really boost online revenue. What new strategy or technology will help us make up for what we’ve been losing in print?

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