To help the advertising sales staff become more familiar with online marketing, some big media companies are sending those staffers to training courses and classes to prepare them to sell online ads more effectively, according to ClickZ.

Newspaper publishers such as Lee Enterprises and Gannett are sending their sales staffs to take university courses or are providing in-house training on how to integrate online into the sales process. Part of that includes an emphasis not just on selling media but also on audience segments across different media.

The training includes making sure the staffers know how internet measurement and targeting work so they can accurately convey that to advertisers looking for targeted rather than mass reach.

Research firm Borrell Associates also offers in-house training for TV stations in selling bundled media, including how to best optimize local demographic data that the firm can provide.