Is the Web the Only Place to Place Newspaper Ads?

A startup is betting its future that it is. The odds -- and the competition -- are stacked against this strategy

M. Blake Barker wants to take a bite out of the business of buying ad space in newspapers. In January, he launched the Newspaper Industry Communications Center (NICC) in Vienna, Va. That mouthful of a name has a simple goal: Move newspaper advertising to the Internet -- and pronto. Funded as a for-profit subsidiary by the Newspaper Association of America trade and research group, NICC aims to create a one-stop shop where media buyers can pay for and place ads anywhere in the nation. In turn, newspapers can receive payments and the necessary artwork from one source.

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