Amidst the current economic troubles in the US newspaper industry and the increasing migration towards the Web, the focus shifts to selling more online ads. Publishers should look into expanding online by "partnering with or buying" niche ad sites, according to Media Week.

Mike McHale, media company Cleverworks founder, mentioned that he is interested in seeing papers designing editions for phones, PDAs and more online content like videos.  According to him, 'daily isn't soon enough".

Strategies that bigger regional papers have adopted, such as focusing more local news, have been a "bust", according to Media Week. What papers should have done was increase coverage by publishing newsletters on singular topics.

Papers are more accommodating to different ad rates and more likely to use formats that shift the ad-edit line, according to Media Week.

Watermark ads that are placed under editorial copy are becoming more common in different parts of a paper. As a result of more ad choices, some advertisers increased or stabilized their newspaper expenditure.

Nonetheless, the total amount of advertising is plunging for the third year in a row, reported Media Week. Newspaper's increasing rates, frequency needs and production issues may put off advertisers.

Source: Media Week