In Part I, I described how Morris Publishing Group came to be committed to creating a separate digital sales division in our markets. But at that point, we still had big questions. Exactly what would we sell, and how would we sell it?

To figure out the answers, we talked with others who had done it before us. Two of the most helpful were Jay Small at Informed Interactive, the digital sales division of Evening Post Publishing Co., and Grant Moise, vice president of digital at The Dallas Morning News. We learned a lot from both.

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