Newspapers need to personalize their articles and display advertising in order to shore up losses from reduced classified advertising, said several newspaper executives on April 15.  

In the words of Leon Levitt, vice president of digital media for Cox Newspapers Inc., it requires "slicing and dicing" content to suit readers' particular interests, reports Editor & Publisher.

Diminishing print advertising is pushing newspapers to rely more on the growing internet advertising market (go here for the latest figures). But other newspaper execs on the panel said newspapers first needed to understand online reader behavior before they could effectively modify and personalize their content.

Certain panelists said they were leaning on social media like blogs to deliver personalized advertising. Others like Vivian Schiller, senior vice president and general manager of NYTimes.com, advocated creating multiple brands.

She cited two of the company's businesses, DealBook blog, focused on financial news, and the Great Homes and Destinations website, which caters to the luxury real estate market. Brand identity was such that she said there was "still an appetite for it."

Source: Editor & Publisher