NAA Publications
| Selected Issue*: September/October 2007 |
Back to the Future of Classified
That is one way to describe today’s Classified business. The numbers are soft, and we have a broad range of opinions on how long it will take for the dust to settle. If only we could transport ourselves back to the 80’s and 90’s when Classified dominated in all the verticals, revenue was strong and one of my favorite movie trilogies, Back to the Future, was breaking box office records.
First Published: September 1, 2007
Building and Reporting Audience
The upcoming ABC Publisher’s Statement for many newspapers will include audience information in the form of print and online readership and Web usage. This is part of the launch of the larger “Audience FAX,” reporting initiative that will integrate newspaper readership and online audience estimates into ABC circulation reports.
First Published: September 1, 2007
Developing Your Forecasting Process
To develop their business plans for 2008, newspaper advertising executives approach the forecasting and budgeting process with both the advantage of strategic data and the difficulty of an evolving industry.
First Published: September 1, 2007
Financial Literacy is Key for Success: Make financial awareness for all staff priority
Advertising sales reps live and die by their numbers and therefore are always eager to strike a deal. But whenever a rep agrees to let an advertiser pay for an ad in, for example, 60 days instead of 30, or pressures the paper’s internal credit department to extend credit to an advertiser, Sarah Baker is concerned. Baker, the chief financial officer of The Virginian-Pilot Media Companies in Norfolk, Va., says that while such incidents do not happen often, when they do it is a sign that these reps are not seeing the big picture.
First Published: September 1, 2007
Forecast 2008: Newspapers Navigate to Success with Online Investment and Strategic Planning
While advertising revenue in traditional print categories is expected to decline next year, the digital arena will continue to see growth, particularly for small and medium-sized newspapers that are just ramping up their Internet efforts.
First Published: September 1, 2007
Horizon Watching: Strategic Imperatives for a Shifting Media Market
Media executives are busier now than ever before, struggling to meet daily deadlines and goals with reduced resources, greater competition, expanded product portfolios and shifting consumer behavior. But it’s not enough to just keep up with the pace of today if we don’t have a strategic eye poised on the future.
First Published: September 1, 2007
Know Your Real Estate Customer
The National Association of Realtors® has released a new survey of its membership. The “2007 National Association of Realtors Member Profile” provides a highly-detailed description of the key attributes of this important group of newspaper advertisers.
First Published: September 1, 2007
Maximize Ad Revenue With Free Content
It is a familiar scenario in newsrooms across the country. Cutbacks have forced managers to lay off key staff members and there is no money in the budget to replace them. The existing staff is left to fill the void, and must find a way to combine new duties with their current full-time responsibilities.
First Published: September 1, 2007
New Styles for Newspaper Leaders
Challenges rocking the newspaper industry not only call for new ways of thinking about markets, products and customers, but also for new styles of leadership. Today’s leaders must be visionaries who inspire innovation through behavior that is collaborative, courageous and optimistic. Newspapers have begun to respond to the myriad threats to the industry and its business model, but newspaper leaders believe that the industry has failed to create an environment for true innovation.
First Published: September 1, 2007
Regain Your Selling Spark
Why do salespeople get into a selling rut? It can happen when they have been doing their job for so long that they are bored and uninspired. It can happen when they have been calling on the same customers or selling in the same industry for years, so it seems as if nothing new ever happens—they have lost the thrill of the hunt. And it can happen when arrogance or complacency creeps in. When they feel there is nothing they have not already experienced, they may feel there is nothing new to learn.
First Published: September 1, 2007
The Glass is Half Full: Exploring the training and development of an Internet advertising coordinator
We have all been asked if the glass is half full or half empty. What answer you give typically puts you in one of two categories: optimist or pessimist. I believe the glass is completely full: half of water, half of air—a mix of content that only makes a whole when placed together.
First Published: September 1, 2007
The Scan-based Trading Conundrum
Applying scan-based trading technology to newspaper sales solves some problems, while creating a new host of challenges. Overall the issue has become a serious concern for a number of newspapers around the country as more retailers streamline their processes and convert to a pay on scan system.
First Published: September 1, 2007
| |  |
*Not all articles from this issue may be online. For more information, please contact our Information Resource Center.
|
RSS Feeds from NAA
 Subscription Options
Suggestions
We are actively adding new resources. If you know of a resource that you think we should include, please send us your suggestions.
Send us your suggestions ›
|