MARKETING STRATEGIES
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May 02, 2013
Although the Alliance for Audited Media’s topline data no longer serve as a barometer of the industry’s health and the total circulation numbers 'do not capture the full story,’ the most recent AAM Snapshot quantifies the growth of digital subscriptions at individual newspapers, and gives insights into consumers’ increased willingness to pay a premium for newspaper content across platforms. These factors are driving strong circulation revenue gains.
NAA’s analysis of the AAM snapshot takes a close look at total circulation, the digital divide, branded editions, print circulation and other factors, and makes connections with relevant information from recent NAA reports on industry revenue and engagement with newspaper media.
May 02, 2013
Although the Alliance for Audited Media’s topline data no longer serve as a barometer of the industry’s health and the total circulation numbers 'do not capture the full story,’ the most recent AAM Snapshot quantifies the growth of digital subscriptions at individual newspapers, and gives insights into consumers’ increased willingness to pay a premium for newspaper content across platforms. These factors are driving strong circulation revenue gains.
NAA’s analysis of the AAM snapshot takes a close look at total circulation, the digital divide, branded editions, print circulation and other factors, and makes connections with relevant information from recent NAA reports on industry revenue and engagement with newspaper media.
February 20, 2013
A variety of newspapers are growing their audiences across print and digital platforms. They are developing a series of strategies to make that happen, and they are being helped by the spread of mobile and digital technology, which is fueling reader appetite for news and making it more convenient to access.
Content is being tailored to multiple mediums, allowing consumers to tap into coverage whenever they wish and in the format of their choice. Subscription offers are reaching new customers through direct mail, e-mail and daily deal websites.
February 20, 2013
After several years of print readership gains, the Arkansas Democrat-Gazette decided in 2012 to raise prices substantially because of the changing advertisement environment. After a decade of charging well below the national average, rate increases of as much as 50 percent were established for 80 percent of subscribers.
Over the last year, the newspaper’s total audience grew 9.1 percent to 672,643 readers in print and 109,342 readers online in its DMA, according to Scarborough Research data and AAM Audience Snapshot for the period ending Sept. 30, 2012. The Democrat-Gazette’s total net combined audience was reported at 690,280 based on seven days of print and 30 days of online readership. Known as “Arkansas’ newspaper,” the Democrat-Gazette has an established brand identity that has garnered loyal readers for many years. It is the state’s largest paper.
February 05, 2013
Knowledge of the community, keeping the focus on local news and smart marketing all contribute to audience growth strategies at the Daily Press, which is published in Newport News, Va., and serves the area known collectively as Hampton Roads in the southeastern part of the state.
The Daily Press has maintained its print readership and made gains despite price increases last year. Online readership is steady, with access to digital products promoted as added value to subscribers. Over the last year, the newspaper’s total audience grew 13.9 percent to 372,703 readers in print and 157,718 readers online in its DMA, according to Scarborough Research data and AAM Audience Snapshot for the period ending Sept. 30, 2012. The total net combined audience was reported at 434,852 based on seven days of print and 30 days of online readership.
February 04, 2013
Understanding the newer metrics and how to use them is critical to the overall success of our newspapers going forward. We are no longer print-centric circulation executives but rather audience-centric circulation executives. Developing the correct balance between both is an imperative and not an option.
January 18, 2013
Over the last year, total audience for the Telegram & Gazette in Worcester, Mass., grew 9.0 percent to 378,169 readers in print and 166,144 readers online in its DMA, according to Scarborough Research data and AAM Audience Snapshot for the period ending Sept. 30, 2012. The Telegram & Gazette’s total net combined audience was reported at 455,586 based on seven days of print and 30 days of online readership. The paper also reported 983,307 monthly unique visitors and about 8.5 million page views.
December 18, 2012
The Star Tribune in Minneapolis has undergone several changes of ownership and management in recent years. Despite dramatic cost-cutting, the newspaper has emerged from bankruptcy with marked success in audience growth on the print and digital fronts. Like other newspapers that have experienced success, the Star Tribune maintained a commitment to become more efficient and steered resources to areas that mattered most to readers, investing in content, new platforms and an overall value proposition.
December 06, 2012
Keeping the focus on local coverage has been the key to growing audience at The News & Observer in Raleigh, N.C., where readers eagerly consume state capitol news, coverage of college sports and stories about high-tech developments in the business arena.
November 20, 2012
Last week, the Audit Bureau of Circulations became the Alliance for Audited Media. The decision to change the name reflects many of the substantive changes in our industry and acknowledges that we anticipate more change in the future. The reasons for the change should be obvious. ABC audits and reports more than the printed paid circulation of newspapers. Many newspapers include print/online readership, Web metrics, branded editions and more on their Publisher’s Statements. Developments such as ABC’s just-announced agreement with Adobe and the organization’s recent acquisition of Certified Audit of Circulations are examples of auditing non-newspaper products.
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