Over 50 percent of newspaper executives from Canada and the U.S. are predicting digital growth for 2012 according to the latest industry preview report from Toronto-based market research firm KubasPrimedia. The survey shows that nearly 65 to 70 percent of newspapers have definite plans to expand email, mobile or e-reader digital advertising, to improve website advertising programs and options and to upgrade digital sales capabilities.
Other important initiatives for newspapers in 2012 include controlling costs, erecting pay walls, and starting specialty products. On the print side, newspapers plan on upgrading print sales capabilities and improving ad pricing and rate structures
Preview 2012 is based on responses from 436 executives and managers from Canadian and U.S. newspapers ranging in size from less than 25,000 circulation to more than 100,000.