By: Jennifer Nelson
From: Reynolds Journalism Institute
Missouri Press Service has launched a suite of digital services designed to help community newspaper publishers boost their relationships with ad clients while generating additional revenue.
Services range from creating websites and social media pages for newspapers’ ad clients to training newspaper staffs to sell targeted YouTube and display ads.
Since MPS, a Missouri Press Association affiliate, will serve as a “back office” for newspapers for this project, it will share in the net revenue from digital products sold, says Mark Nienhueser, advertising director of MPS.
Nienhueser and his team developed the suite of services during a 2015-2016 institutional fellowship at the Donald W. Reynolds Journalism Institute. Smaller community newspapers don’t always have the people or resources to offer these digital products to their print ad clients, he says. That spells potential loss of revenue for newspapers if their clients turn to other providers for help.
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