I am still long and was not at all surprised by the quarterly revenue results. The fact that income popped up due to lower expenses was a good sign and thanks to lower newsprint and less volume of printed pages at a lower cost.
I had to laugh to hear that Impress Local is now the new strategy of developing online streams of revenue. So now, in 2012 MNI IS going to hire new sales reps to sell websites, and manage their Google Adwords campaigns and do SEO. One word for McClatchy before they go to far into it. Mobile.
Websites are moving mobile and away from desktop. basically a mobile website is a one page site with a map, address, and cell enabled phone number. SEO is going to become a dead industry as the world shifts to mobile. The trend is big-time pay per click, so no one will be spending money to have their website optimized since the first page of mobile search will be either Google Plus pages or pay per click ads ON THE SEARCH RESULTS PAGE. Google wins, and has won, and anyone that thinks there is a pot of gold out there doing SEO and building complicated websites is TEN YEARS TOO LATE.
If MNI's sole strategy is maximizing MOBILE opps then maybe they are on to something. Most phone book companies (DEX, ATT, Yellowbook, Century Link etc) have been doing quite well in the website building/search engine Optimizing area since 2008. Reach Local since 2005. Again, MNI is too late to the party, skating to where the puck was, not to where it is going.