Sunday, January 4, 2009

Tough economy, fragmented revenues force changes in The Star

Michael G. Kane is president and publisher of The Indianapolis Star, writes:

As we think about our future business models, our balancing act is how to support the traditional newspaper as we develop new digital offerings and innovations. The issue is not audience delivery. We currently serve nearly 850,000 readers for The Star and 643,000 unique visitors to our Web sites every week. Our aggregated market reach of 82 percent of all adults and 5 million impressions every week is second to none and is hardly a position of weakness.

It's also one we don't take for granted.

The sense of urgency I feel is that as fast as we're moving we need to move even faster. Media revenues are increasingly fragmented. In an economy like this, the media advertising pie is smaller as businesses cut back.

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