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

MARKETING STRATEGIES

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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.

Rethinking newspapers’ role in the digital age

October 14, 2013

It’s hard to see a change that you are entwined in, but the digital transformation is deeply profound and happening at an unbelievable speed — and newspapers must transform and adapt accordingly. Katharine Viner, deputy editor of The Guardian and editor-in-chief of Guardian Australia, recently said "Digital is a huge conceptual change, a sociological change, a cluster bomb blowing apart who we are and how our world is ordered, how we see ourselves, how we live."

But there is no right answer as newspapers navigate the transition to the digital age. In this edition of Media Watch, Millie Tran explores changes being made at The Guardian and the Financial Times, as newspapers and journalists work to create new relationships with their audience.

AAM Snapshot analysis: Digital and branded editions up daily, Sunday

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.

AAM Snapshot Analysis: Executive Summary

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.

Strategies and Successful Practices for Growing Audience

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.

Understanding audience needs brings readership gains

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.

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