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January 31, 2012
Coverage of how Ron Johnson, new CEO of J.C. Penney Co. and former head of Apple Inc.’s retail operation, is reinventing his stores has dominated the business media of late. For those of us in the newspaper business, the key unanswered question is, “What does this mean to me?" One thing is for certain: You need to be listening to the J.C. Penney advertising executives at NAA mediaXchange 2012, scheduled for April 2-5 in Washington, D.C. Whether you arrange for a private meeting or attend the roundtable sessions, you will hear more specific strategy for newspapers.
March 02, 2011
Used cars are sold very differently than new ones. More than 90 percent of people intending to buy a used car, enter the market looking only at used cars. There is a separate yet distinct buying process for used-car buyers. There were 37 million used vehicles sold in 2010. And, for those people looking at used cars, newspaper media are the primary information vehicle driving traffic to dealerships.
January 18, 2011
At best, the last couple years have been challenging for auto dealers. One constant has been that newspapers have continued to be the linchpin during the final critical stages of the auto buying process funnel. The most recent data on the auto funnel from CNW Research points out that during the final two weeks of the funnel, auto shoppers turn to newspapers more than all other media.
October 28, 2009
The Gannett Company’s Sunday Select is a product that delivers local and national preprint advertising wrapped in an editorial product called Yes! Your Essential Shopper every Sunday free to opt-in subscribers in targeted zip codes within eleven markets.
October 28, 2009
The Dallas Morning News’ Briefing is a free, easy-to-read broadsheet newspaper that delivers preprint advertising to targeted non-subscriber households across Dallas’ four-county area every Wednesday, Thursday, Friday and Saturday.
October 28, 2009
Segmentations often serve as the cornerstone to many strategic plans, as they can provide insight into advertisers’ needs and help newspapers plan business tactics based on where their promotional and preprint customers will be, rather than where they are.
October 28, 2009
OPUBCO’s alternative delivery is a third-party managed carrier delivery channel that will provide a weekly total market coverage (TMC) product, Buyer’s Edge, to virtually all households in the greater Oklahoma City area on either Tuesday or Wednesday.
October 28, 2009
Consumers and retailers have come to rely heavily on newspaper advertising as a key tool for the shopping experience. Consumers come to newspapers first for news about shopping (what’s new, what’s on sale, who has what merchandise) and retailers use newspaper advertising to drive store traffic and sales.
October 28, 2009
The abundance of media choices today has given marketers new ways to promote their products and services, to generate leads and to build brands. Of course, this has also made it much more competitive for established media players to hold or grow their market share without adding value to their own offerings.
October 28, 2009
As part of the overall NAA Preprint Initiative, an NAA Task Force has recommended that an industry-wide preprint data analytics solution be developed to help newspapers drive more revenue from preprints and create new revenue opportunities. This document will provide newspaper executives with an overview of Preprint Optimization (PPO), including why it is part of the solution that newspapers offer insert advertisers, what is involved in pursuing a PPO option and what steps might be needed to move PPO forward.
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