“The real money in newspapers is still in print – digital is our future, but it is a future not yet realised,” says Byrne, who was moderating the opening session of WAN-IFRA’s World Advertising Forum on Tuesday in Torino, Italy.
However, there are some promising areas for digital advertising revenues. For example, he notes, “Tablet advertising is giving a very, very good yield. That is something that is similar to print in giving good value for us.”
At the moment, he says, there are too many “certain” futures, but too little money coming from any of them. The difficulty for publishers is that all of those futures have the potential to end up being relevant.
“It’s your decision, and your future,” says Byrne, who also advises publishers to make these decisions carefully and based on their needs and those of their markets, because while following the crowd may sound like a good idea at first, it can end in tears.