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This Tiny North Carolina Paper Replaced the Money It Lost in Advertising With Money Made in Circulation

from Poynter

When The (Whiteville, North Carolina) News Reporter launched a website, "our strategy was to make it just good enough," said Publisher Les High. The advertising team didn't want a site that competed with the print product. And for years, it did not. High remembers a meeting several years ago when that thinking started to shift, at least for him. A young ad rep looked at his phone and said "All I know is however people get their news, they need to get it from us." more

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