Ties are growing between newspapers and online advertising as papers struggle to try to make money from their Web content. Some efforts involve the use of news sites to integrate ads and editorial coverage.
For a long time newspaper advertising departments have preferred knowing in advance what stories will be in certain sections to sell advertising around that. Some editors now are working more closely with them, as papers face increasing revenue pressure. However, others see greater movement in this news-ads direction as a troubling trend.
Not all advertisers are going the newspaper route all the time. As Stephanie Clifford wrote in the New York Times, sometimes the use of expensive newspaper advertising is limited and for more targeted purposes.
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