Myth One: “It’s an Either/Or Proposition”
- Think 88/91 (keep 88% of page views, 91% of ad revenue).
- Think “hybrid” models, sampling and “freemium” strategies.
- Think premium CPMs and focusing on most engaged readers.
- Think optimization of high-margin revenues.
Myth Two: “It’s Only About Online Revenue”
- It’s also about the value proposition of print.
- It’s also about print subscriber acquisition and retention costs.
- It’s also about keeping the direct relationship with readers.
- It’s about making the internet an asset, not the enemy.
- Because it’s ultimately about delivering information to your best customers however they want it, now and in the future.

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