August 03, 2012
The best way to get your fair share of an advertising budget is to understand what the budget ought to be and how it should be used. With “Advertising Planning and Budgeting 101,” a new free resource from NAA, you can be a hero to your customers and get your fair share.
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Latest ADVERTISING Topics & Tools
December 04, 2013
Native advertising is all the buzz, even if not everyone agrees what it is. Top-flight publishers such as The New York Times, The New Yorker, The Washington Post and, notably, Forbes, have experimented with the form. Meanwhile digital-first news organizations such as Buzzfeed, Gawker, Quartz and The Huffington Post consider native advertising a core sponsorship offering. But what is native advertising – and what isn't?
And, how can newspapers employ native advertising strategies effectively?
November 06, 2013
Robust consumer spending is vital for a healthy economy. It is especially important for the retailers, and for media enterprises that thrive in a vigorous advertising environment. But consumer activity in the aggregate today can hardly be described as robust. Not horrible, mind you, when compared to what most experienced a few years ago. At best it might be described as growing at a tepid pace. Consumer spending in the second quarter rose at an annual rate of 1.8 percent in inflation-adjusted dollars, according to the Bureau of Economic Analysis. Third-quarter growth, estimated by the Mortgage Bankers Association, looks to be marginally weaker, at 1.5 percent. Other forecasters’ predictions are in the same vein, with numbers below 2 percent for the third quarter, with fourth quarter calculations faintly higher. Considering that the average rate for all 250 quarters going back to 1950 is 3.4 percent, the current velocity is anemic (more on this later).
Consumer attitudes and behaviors are influenced by multiple factors, such as employment, income, debt, and feelings about personal future prospects. Most recently, the consumer mindset was jostled by brawling battles over the federal government shutdown and debt-ceiling deadline. Monthly polling data recorded those consumer jitters.
November 06, 2013
The latest advertisements and infographics from the Newspaper Association of America. The ads focus on the power of newspaper media and the value newspapers offer to advertisers.
November 05, 2013
The quality of a website and the content on it is crucial not only for readers but also for the advertisers promoting their products and services on the site. However, as the ad environment has shifted to a greater concentration on ad networks and ad exchanges, the scale has increased so much that it’s hard for brands to evaluate every site on which their advertising might appear. That’s where a new class of businesses is coming into play, to inspect website quality and guarantee the safety of a large advertising buy. This area of expertise was not needed years ago, when retailers worked largely one-on-one with media properties, but it has now become a widely used safeguard.
October 23, 2013
There's a lot of concern about deceptive practices in native advertising, and how much consumers understand what they're getting – so much so that the FTC is planning a workshop on the "Blurring of Ads with Digital Content." Dorian Benkoil, of Teeming Media, offers a word on the ethics of native advertising.