Declining readership is not the only reason the stench of death is wafting through some metropolitan newspapers. Seems that journalists are not the only people in newspapers who have to adjust to the world of new media.

According to Online Journalism Blog, newspaper advertising sales people should start taking a good look at how they are relating to the surge in online media.
The report says that ad people are not adjusting to online advertising and that’s hurting papers’ bottom lines. It offers ad reps 10 ways to keep their jobs — and probably their managers’ jobs and those of the editorial staff at their papers.
In fact, the report states:

The biggest problem for newspapers is not falling readerships, it is falling advertising revenue. It is the move from local monopolies to a global platform where competition is everywhere, and advertising less lucrative.

For all the talk of how journalists can get a grip on new media, there’s been far too little on how ad sales people can do the same.