Jupiter Exec Encourages "Local Papers" to Invest in Web Sites to Steal Alt-Weekly Market Share

april 26, 2005  07:01 pm
Internet marketing research firm Jupiter Research issued a report today that it says "reveals growing preference for online news at the expense of TV and newspapers." In a note commenting on his company's report, Jupiter VP and Senior Analyst David Card tells Poynter Online: "I think the interpretation of this data could be pretty positive for local papers. I'd recommend, for instance, that a local paper invest modestly in its online local entertainment coverage as a way to steal young adult market share from TV or the local alternative paper. It's probably more cost effective than launching a free tabloid." When Card says "local papers," we think he means "daily papers." Read the Poynter column here.