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Home > Topics & Tools > Audience & Circulation > Marketing Strategies

MARKETING STRATEGIES

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NAA Series: Proven Strategies and Practices for Building Audience

September 12, 2014

In this series, NAA will take an in-depth look at newspapers that have increased their total audience over the past two years. The newspapers selected for the series were identified based on data from Scarborough Research and published by the Alliance of Audited media as among the 25 fastest-growing U.S. daily newspapers.

In Olympia, Mobile and Social Drive Growth

September 12, 2014

For The Olympian, audience growth has come in part from a deliberate approach to revamping online operations for an audience that has rapidly embraced mobile. Mobile growth, says online editor Ian Swenson, “is partly a result of the market, and partly a result of what we’re doing.”

Richmond Times-Dispatch: Restoring Print, Repositioning for the Future

August 28, 2014

Efforts to restore the print edition after past retrenchment have contributed to significant print readership gains for The Richmond (Va.) Times-Dispatch. Stable combined audience trends that have inched up slightly over the past two years belie significant growth in weekday print readership.

The Ventura County Star: Two Markets, One Focus

August 13, 2014

The Ventura County (Calif.) Star has seen audience grow by narrowing its focus—and by expanding its sights down the bustling Highway 101 corridor into Los Angeles County. As its digital readership has grown in the broader Los Angeles market, executives at the daily have paid new attention to a readership far beyond its traditional circulation boundaries.

The Denver Post: Digital and mobile strategies provided revenue opportunities

April 22, 2014

Officials at the Denver Post knew they had a special opportunity after the Denver Broncos made it to the Super Bowl.

The home team hadn’t reached the National Football League championship game in 15 years. So, during the weeks leading up to Super Bowl Sunday, fan fervor was running off the charts.

“Any other team goes to playoffs and it’s ho-hum. The Broncos go to the playoffs and everything shuts down so people can watch the game,” said Lennie Changeux, the newspaper’s director of advertising operations and communications.

Digital Subscriptions: Meters, marketing and analytics

March 28, 2014

Just having a meter on your content isn't enough. As newspapers focus on growing digital subscriptions, more newspaper companies acknowledge the "low hanging" fruit has been captured by newspapers that have had an aggressive paid content strategy in place for an extended time. In simple terms, while the number of subscriptions continues to grow, we're getting closer to securing most of the digital subscribers that we can acquire by putting our content behind the meter.

2013 gains in AAM total circulation due to success in digital subscriptions

February 03, 2014

Average daily combined circulation increased 3 percent compared to the same period a year ago for the six-month period ending Sept. 30, 2013. The gain is based on an NAA analysis of the 541 daily newspapers reporting to AAM for comparable periods. The bottom-line increase was driven by substantial gains in digital circulation among the largest newspapers and more moderate losses in print circulation among the smaller circulation newspapers.

Average Sunday circulation for the 508 newspapers reporting for both periods increased 1.6 percent from last year. The gains were due to increased reporting of branded editions and digital non replica circulation by the largest newspapers. Among the 541 newspapers reporting for the period, 120 reported an increase in total daily circulation for the six-month period, while 112 newspapers were up in total Sunday circulation. In both cases print losses were offset by increases in digital copies and branded editions.

AAM Changes: The Strategic Direction and Tactical Advice

November 25, 2013

Let’s keep it simple. Newspapers report circulation and other audience data through the Alliance for Audited Media for one reason: to provide advertisers the information they need to make informed buying decisions. It is both an obligation and an opportunity. Our advertisers want more information on a timelier basis. The request is not new. For many years, insert advertisers asked for more up-to-date ZIP code-level circulation data. In some cases, they enlisted outside intermediary sources to collect the information. The changes underway address that longstanding request by requiring newspapers to provide distribution data on a quarterly basis.

That’s the obligation. The opportunity lies in the Consolidated Media Report concept. Whether as a printed report that serves as a blank canvas for newspapers to paint a more complete picture of their multiplatform, multipublication advertising opportunities, or as a comprehensive online database, this is an opportunity.

Pink Day Fair raises breast cancer awareness and drives subscriptions for The Charlotte Observer

November 15, 2013

How do you put on a successful event? That was the question when The Charlotte Observer staff when the newspaper decided to host its first public event, the Pink Day Fair to coincide with an all-pink edition.

“There was a lot of effort and a lot of thought put into this by a lot of people,” explained Chad Martin, advertising manager for the newspaper and coordinator of the Pink Day Fair. “It was a very cool event but one that took hard work.”

Simple is not always better: Relevance is the long-term strategy driving AAM reporting changes

October 29, 2013

Let’s keep it simple. Newspapers report circulation and other audience data through the Alliance for Audited Media for one reason: to provide advertisers the information they need to make informed buying decisions. It is both an obligation and an opportunity.

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