Digital Edge
The Digital Edge is home to all things in newspaper digital media.
Throughout the year, The Digital Edge focuses on emerging technology trends and newspaper innovation, including online communities, video and mobile. 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 moved to NAA Community.
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| Current Issue:
Winter 2010 |
Snapshot from the Edge: Newspapers Test Google Wave
As Google Wave ends its first year of existence, we have learned two things: First, there’s no shortage of critics who argue that the Google product, may be a technology searching for a purpose. Second, the term “beta” applied to a Google product means just that for a change. But newspapers should not wait to experiment with it, given its potential to shape conversations both within and beyond news organizations.
First Published: January 15, 2010
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| Previous Issue:
Fall 2009 |
Social Media ROI: Digging for Traffic
Readers have limitless options for social bookmarking sites—StumbleUpon, Twine, Diigo, Blogmarks, Yahoo! Buzz, Digg—not to mention social networking sites. But what is striking is the different experiences newspaper editors have had trying to leverage such sites for traffic or brand-building purposes.
First Published: November 3, 2009
Social Media ROI: Connecting to Readers on Facebook
The social network that started in a college dorm room now has 200 million members worldwide and enormous potential for newspapers. Publications are following their audience onto the increasingly popular Facebook social network with the goal of extending the newspaper’s brand reach and driving traffic back to the newspaper’s Web site.
First Published: October 12, 2009
Social Media ROI: Newspapers' Future on MySpace Uncertain
With limited resources, newspapers must be increasingly conscious of where to invest time and effort to maximize return. Not all social networking sites are created equal, and one-time industry king MySpace has recently ceded large audiences to juggernauts Facebook and Twitter.
First Published: October 12, 2009
Social Media ROI: Tweets Bring Traffic, Boost to Brand for Newspapers on Twitter
When Twitter started in 2006, few people in the newspaper industry imagined it would turn out to be a social media darling embraced by every major news outlet in the country.
First Published: October 12, 2009
What might online readers be willing to pay to access?
Many people – from readers to newspaper industry executives – are passionate about the topic. Some people suggest that consumers will never pay because they are too accustomed to getting newspaper content online free of charge, while other have outlined some creative ideas for increasing revenue from consumers.
First Published: October 9, 2009
Free Classifieds: In Houston, Kaango Brand Boosts Print
After dipping its toes into the free-classified space, the Houston Chronicle made the more ambitious shift to offering unlimited online ads in virtually every category when it joined the Kaango classified network with other Hearst Newspapers properties in fall 2008.
First Published: September 28, 2009
Free Classifieds: Atlanta: An Exchange of Sites and Mindsets
The debate over whether to offer free classifieds at the Atlanta Journal-Constitution lasted several years, but after the newspaper embraced the model, it took just months to reverse a long-standing decline in online classified traffic.
First Published: September 28, 2009
Free Classifieds: Oregonian Aims to Change Perceptions, Create Attractive Marketplace
When Ed Merrick landed a job at The Oregonian in 1988 he thought he had entered the best classifieds marketplace in Portland. But within about 10 years the advertising landscape shifted dramatically. The marketplace shriveled.
First Published: September 28, 2009
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Digital Edge BlogFor more on these topics, visit the NAA Community and read the Digital Edge blog. Launched in 2006, the Digital Edge blog focuses on developments, trends, best practices and more in newspaper digital media. RSS Feeds from NAA
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