Paul Bradshaw on the Online Journalism Blog posts some interesting advice to newspaper publishers about how to increase the traction in online advertising.

He lists 10 ways publishers can improve the offering, working from the basic premise that the web is different from print.

Among the more thought-provoking are:

• sell ads against dynamic content like most popular story at that particular moment,  or next to breaking news, or against exclusives
• developing tools so long-tail advertisers can advertise for themselves (like Rick Waghorn has with Addiply )
• getting creative with ads (email this ad to a friend, widgets based on the advertisers’ interest etc)

It is interesting that it is a journalist posting these thoughts about advertising. It’s well worth a read.