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Home > Topics & Tools > Advertising > Ad Strategies

AD STRATEGIES

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Advertising Case Studies: Tribune Media Group

May 19, 2014

Tribune Media Group showcases how it demonstrated the value of newspapers to advertising partners. these four case studies of advertising and promotion showcase newspaper media innovation, creativity and effectiveness in delivering results.

GateHouse Media shares tips for revving up revenue

May 01, 2014

In a survey GateHouse Media conducted with local advertisers throughout their markets, advertisers said they wanted help navigating their total media plans, more analytics and better pricing models. They also indicated that they wanted help learning about digital media and that they wanted better return on investment.

Call for Creative Examples

April 09, 2014

Help us demonstrate the value of newspapers to advertising and their media agency partners! NAA is looking for advertising and promotion examples that showcase newspaper media innovation, creativity and effectiveness in delivering results.

Sliding Down the Rabbit Hole: Advertising, engagement and digital platforms

March 23, 2014

Less than two years ago, the World Federation of Advertisers released survey results showing that senior marketers at major multinational brands feared they were drowning in data and were looking for ways to simplify the number of key performance indicators they needed to follow. Most of the respondents to that survey were tracking between five and 10 different digital metrics, but nearly one-fourth were monitoring 10 to 15 measures. Seventy-two percent of respondents indicated their current data load was about right, but one in five said that it was too many.

What newspapers need to know about native advertising

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?

Native Advertising: A word on ethics

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.

Native Advertising: The how and why

October 16, 2013

Why should a publisher bother with native advertising? The answer is pretty simple. Marketers are exploring native advertising – and spending more money on it – because traditional display ads can be more easily ignored. People are interested in a mixed stream of information. And, they are fine with sponsored content as long as it’s relevant, useful, engaging and not boorish.

Dorian Benkoil, of Teeming Media, looks at why native advertising works and how to provide content that's engaging and real-time in a cost-efficient way.

Native Advertising: What it is and what it isn't

October 09, 2013

Native advertising is all the buzz, even if not everyone agrees what it is. It came up repeatedly at Advertising Week events last week in New York, and top-flight publishers such as The New York Times, The New Yorker, The Washington Post and, notably, Forbes, have experimented with the form. Other major publishers quietly are shopping their similar offerings around. 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? Dorian Benkoil, of Teeming Media, gives his take on native advertising, based on his company's work, as well as public and private discussions.

Alternative ad pricing models

September 14, 2010

For decades, newspapers have relied upon a simple ad pricing model. A newspaper has space, and the more an advertiser is willing to pay the more space they can buy. Inch contracts, weekly contracts and bulk contracts have long been the standard.

NAA Newspaper Advertising Benchmarks Study 2010

September 02, 2010

The Newspaper Advertising Benchmarks 2010 study is based on data collected from NAA-member newspapers in June 2010. The results will help newspapers gauge their print and online advertising performance in relation to similar-sized newspapers.

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