GOOGLE: Experiment. Experiment. Experiment

Stop cribbing, start innovating, Google economist-in-chief Hal Varian‘s advice to newspapers.
Varian arrives at some stunning conclusions: 1) Newspaper ad revenue is where was it ws in 1982 in inflation-adjusted dollars. 2) The medium with the largest increase in ad revenue since 1995 is cable TV, not the itnernet. 3) Online readership is only 3% of total readership in terms of time or pageviews. 4) Online revenue is only 5% of total newspaper revenue. 5) Time spent per online newspaper is a bit more than one minute per day, compared to 25 minutes per day for offline reading.

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