Rusty Coats, vice president for interactive at Scripps, is so confident about their online strategy, “that he projects that Scripps websites will sell enough ads to support the staff and costs of the print and online newsrooms by 2012, without staff cuts,” reports the NY Times. “If Scripps could achieve that, it would mark a turnaround for it and for other newspaper publishers, who have been slashing costs to stay alive.” So what does Scripps have planned? They’re on the new Apt platform so they can tap behavior advertising across the Yahoo network, they’ve set up a call center to go after smaller advertisers and they’re overhauling the print commission structure. Still, the prediction seems incredibly optimistic, but stay tuned…
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