Summary Box: Study on online ads at newspapers

NEW STUDY: The Pew Research Center says newspapers need to prioritize digital advertising sales if they expect to thrive.

THE BACKDROP: As advertisers shift spending from traditional print media to the Internet, newspapers are failing to make up for the decline in print advertising revenue with gains in online ads. Pew studied 38 newspapers and found that for every $7 in print ad revenue declines, the companies generated only about $1 in new digital advertising sales.

WHAT TO DO: Pew says even the smallest newspapers can boost online ad sales with a properly aligned sales force, training and commissions.