Andrew Swinand, executive vice president at Starcom Worldwide, a major advertising-buying agency, said during a panel discussion that newspapers could do more to harness their presence online, such as getting more participation from audiences.

Swinand also said his firm would like to buy advertising across newspaper websites but had difficulty doing so, and had to go through third-party vendors. He also said it was difficult to buy both print and online advertising through newspapers, and that the process for fulfilling newspaper ad sales was cumbersome and less automated than in other media.

Swinand did say afterward that he was still “bullish” on newspapers’ online advertising potential, but added that newspapers should do more to personalize and localize their online content, in ways such as the social networking site MySpace does. — —Stop the Presses … Go Online (Wired | AP)

The job market for traditional journalism jobs is drying up. No question about it.