Digital Edge
The Digital Edge is home to NAA’s Digital Media Federation and the Digital Edge Awards, now part of the NAA Media Innovation Awards.
Throughout the year, The Digital Edge focuses on emerging technology trends and innovation, including online communities and video. For more information about Digital Edge projects and reports, contact Beth Lawton, Manager, Digital Media Communications, at beth.lawton@naa.org or (571) 366-1037.
 Check out the new NAA Community!
NAA.org has introduced a new opportunity to network and interact with your industry colleagues and NAA experts, share best practices and keep your fingers on the pulse of important industry issues. The NAA Community is a tool designed to make your online community experience easy, with exciting features including blogs, photo galleries, file sharing, upgraded e-forums, and more. Please also note that the Digital Edge blog has now moved to NAA Community.
Get started on NAA Community today!
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Bakersfield’s Financial Rigor Produces Ideas, Advertising Success, Raising Bakersfield Site
In order to better ensure the advertising success of future new products, The Bakersfield Californian took a new approach to analyzing their full market potential and developing an “idea scorecard” to rate new ideas and guide the company’s portfolio strategy. The results led to the development of the Raising Bakersfield Web site described by one as the best business plan the newspaper ever developed.
First Published: October 9, 2008
In Focus: The Honolulu Advertiser
The Honolulu Advertiser, which covers the news in an environment so picturesque that much of the world considers it a paradise, has a natural urge to cover as much in video as in words and static images.
First Published: August 29, 2008
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Moving to Mobile: A Development & Growth Guide for Newspapers
Mobile devices – frequently called the “third screen” – are an important distribution platform for newspapers. Mobile sites and services have great revenue potential, and they can build a newspaper’s audience and brand.
First Published: August 15, 2008
Humbled by the Hammer
AlwaysOn, Palo Alto, CA – It took back-from-bankruptcy rap star MC Hammer to clue me in to Twitter. Twitter, you see, topped this year’s list of the AlwaysOn Stanford Innovation Summit “pick” companies of those most likely to succeed financially.
First Published: August 1, 2008
AlwaysOn Ups Ante Naming 250 Stars in ‘08
Palo Alto, CA – Tony Perkins has probably earned the right to crow. He famously predicted the “dot-bomb” right before it went off, for instance, and through the darkest aftermath, companies he and his AlwaysOn advisors picked as leading potential entrepreneurial investments have managed to stay ahead of the curve for profitable exits.
First Published: August 1, 2008
Mobility Makes its Move (Coming Soon to iPhone)
Given the array of truly novel and impressive mobile offerings in evidence at AlwaysOn, it seems almost counter intuitive that its advisors would have ranked the Israeli-based Modu as their mobile category winner. Clearly, they were captivated by the device itself, which was described as “sleek” with customizeable “jackets” and features.
First Published: August 1, 2008
Snapshot from the Edge: CopyCamp Brings Community Offline and Into the Newsroom
At a time when newspapers are trying to connect with their readers through article comments, social networks and other Web 2.0 tools, The San Jose Mercury News took a step in the opposite direction. In late June, the newspaper hosted the first CopyCamp, an “unconference” with readers. The idea "struck us as a fascinating way to explore a different kind of relationship with our audience,”said Mercury News reporter and columnist Chris O'Brien.
First Published: July 21, 2008
Local Search: Strategies for Audience and Revenue Growth
Newspapers are finding new and varied ways of tapping into the search space. Some are blending news and targeted advertising content with more sophisticated search tools, at times supplemented by human hands to differentiate them from the competition. Others are partnering with such potential "frenemies" as Google and Yahoo! to sell pay-per-click contextual advertising. Learn more about newspaper's efforts at local search with case studies from Boston.com, Ottoway Newspapers, GateHouse Media and others.
First Published: July 3, 2008
Engaging Users: User-Generated Content and Tools for Newspapers
Awareness and familiarity are the main stumbling blocks to growing usage of user-generated content (UGC) on newspaper Web sites, according to this new NAA study on UGC and Web 2.0 tools. As newspaper site visitors’ familiarity and awareness increases, so will visitors’ contributions and usage of newspaper UGC features. Learn about the opportunities for newspapers in these areas.
First Published: June 24, 2008
Snapshot from the Edge: Washingtonpost.com’s Interactive Grocery Store Helps Readers Make Healthy Choices
The Washington Post and washingtonpost.com set about covering the topic of childhood obesity in new ways that would help readers not only understand the gravity of the issue, but help them tackle the problem head-on. A key part of the effort was washingtonpost.com’s Virtual Grocery Store. The idea and execution: Let people choose among similar products at a virtual store to see how careful shopping can make a significant dent in the volume of unhealthy ingredients brought home.
First Published: June 19, 2008
Audience Building Initiative: Prep Sports Site Draws Teens to Newspaper
The Northwest News Group’s McHenryCountySports.com has proven especially successful at connecting teenagers with the newspaper company, which publishes the Northwest Herald, the Kane County Chronicle and a variety of other publications in the Chicago suburbs. Traffic to the sports site has nearly quadrupled since it launched.
First Published: June 18, 2008
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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 Joint NPA/NAA Conference
November 11 - 12, Chicago, IL
NAA and NPA jointly sponsor the Newsprint Conference each year to bring together executives of the newspaper industry and the newsprint manufacturing industries to discuss issues related to our most important raw material - newsprint.
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