With 2011 revenues being less than expected, newspapers need to focus on creating digital advertising revenue next year. 

Digital ad revenue is the only area in which newspapers expect to see revenue growth in 2012, according to KubasPrimedia’s annual preview report.  

As MarketingMag.ca reports, 53 per cent of newspaper executives said ad revenues were worse than expected this year. With digital revenue being the only saving grace, newspapers plan on improving their online presence, content and digital advertising platforms.

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The preview report surveyed 436 executives from Canadian and U.S. newspapers with circulations ranging from 25,000 to 100,000.