A guarantee: “15 percent, or else!” by Peter M. Zollman in Uncategorized 08 Apr 2009 HERSHEY, Pa. — It was about halfway through our panel at America East this week when the inevitable (and persistent) question came up: “We’re a small paper and no matter what we do, we can’t seem to make our Web sales go up. Ours are about 3 to 5 percent of our total revenue, and I’d bet most of the small papers in this room have a similar percentage. What can we do?&r This article is only available to AIM Group clients. Please subscribe now or log in to view. Share Strategy Peter M. Zollman Peter M. Zollman brings more than 35 years of media experience to his role as founding principal of the AIM Group / Classified Intelligence Report. He has worked with a wide range of media companies, dot-coms, technology providers and start-ups to develop and expand successful interactive-media services. He is based in Altamonte Springs, Fla., near Orlando.