How Newspapers Can Monetize Their Digital Audience

Mather Economics President Matt Lindsay was published in the Newspaper Association of America’s (www.naa.org) e-newsletter Feb. 3. In Matt’s article, titled “How Newspapers Can Monetize Their Digital Audience,” Matt explains that to monetize a digital audience, the ideal approach would be to determine the potential revenue for an individual visitor through the revenue channels available to a digital publisher – advertising and audience revenue – and act upon that information through audience marketing and advertising operations. He lists some constraints to this and offers solutions. Read the article.