So why is growth in digital ad revenues so (relatively) slow at The Economist? Are its sales teams trying to sell online and print schedules alongside one another?
We don’t know if The Economist insists on doing this. But plenty of media owners do, including many local newspaper chains in the US.
Borrell Associates blames defensive cross-media selling of this kind for the sub-par growth in digital revenues at US local newspaper groups this year.
The report suggests that the online local advertising market in the US will grow by 47% this year. By contrast, most newspaper groups have been turning in digital growth rates at, or around 20%.
According to the report, US newspaper publishers are getting ready to abandon cross-selling because of its crippling effect on their digital operations.