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    Exceeding Expectations: Enhancing Newspapers' Online Ad Performance




    Exceeding ExpectationsHow well do online newspapers perform for their advertisers in contrast to other Web sites? Do they have any advantages that the industry can exploit? Do certain formats or practices do better than others?

    To determine the answers, NAA commissioned market research company Dynamic Logic to analyze the ability of newspapers' online advertising campaigns to impact branding metrics. The New York-based marketing effectiveness firm has compiled a MarketNorms™ database that draws on more than 1,000 measured campaigns, 10,000 creative executions and one million respondents.

    Dynamic Logic researchers discovered that newspaper campaigns perform "on par" with MarketNorms. But online newspapers excel in impacting brands in the financial services and travel categories and in building persuasion in the automotive category, significantly outperforming MarketNorms in these industries. Expectations were exceeded even more in retail, but from a comparatively much smaller sample size.

    First Published:
    July 15, 2004

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    NAA / Political

    As the 2008 presidential campaign swings into full gear, NAA announces the launch of NAA / Political. This new Web site tackles political advertising from both sides. How can candidates and campaigns use newspaper media to deliver their message? How can newspaper sales personnel effectively persuade campaign professionals to utilize newspaper media?

    Learn more

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    NAA Events

    2008 Retail Advertising Forum
    September 21 - 23, Dallas, TX

    NAA’s Retail Forum was introduced five years ago so that newspaper media and retail executives would have an opportunity to communicate about strategies, products and processes which achieve the goals of retailers.

    Event Details