Newspaper sales executives untrained to sell new media services

Over 90 per cent of newspaper ad sales executives across North America say they are striving for a "

The survey, conducted by ITZBelden along with the American Press Institute, showed that only 3 per cent of respondents have organized their sales force into separate print and digital categories, with the rest having only one channel that sells everything.

Around 70 per cent of the respondents said that "click-throughs" are the most important index the advertisers use to evaluate the success of banner ads on their sites, even though research results by different companies have shown that 84 per cent of internet users rarely click on banner ads.

Though the respondents said they try to adopt a sales approach that offers a wide range of products and services to clients, fewer than half of them offer digital services such as paid search and search engine marketing. However, 17 per cent of them plan to offer these services by 2010.