Displaying 1 - 10 of 53
January 09, 2013
As news consumers continue to move more and more toward using digital platforms, newspapers are increasingly focused on finding new ways to sell digital assets. Many are finding that simply asking legacy salespeople to add digital products to their plate is not the answer. So how are small newspapers handling this shifting need to sell digital?
November 09, 2012
The Bold Italic – a hyperlocal, lifestyle-driven hub for perspectives and images – is a new digital endeavor from Gannett, based around a website and a strong e-mail newsletter/social media strategy. What sets it apart more than the format – the what – is the how. The Bold Italic is unmistakably San Francisco.
October 19, 2012
Boston.com now has a soundtrack. Over the summer, the news and information site – part of The Boston Globe franchise – debuted a live streaming radio station titled RadioBDC (short for “Boston dot com”). But, why venture into an entirely different format like radio?
October 19, 2012
During a webinar organized by NetNewsCheck, Chad Wagner, the Star Tribune’s director of digital technology, explained how the newspaper thinks about its digital presence across devices and platforms. That strategy and some well-conceived decisions around staffing and workflow have led the Star Tribune to become the dominant digital brand in the market – not just the dominant newspaper or news brand, but the brand with the market’s highest share of online visitors, even over Amazon.com and The Weather Channel.
August 24, 2012
Video is something newspapers have been testing for years as another tool in their multimedia arsenal. But now just might be the time when video breaks through and really becomes a game changer for publications as a way to build revenue and audience. We’re seeing more sophisticated and varied usages of video by newspaper staffs. The video content on their sites and apps is also guided by more comprehensive approaches, with footage fitting into programming schedules and supported by a boost in video skills training.
August 10, 2012
On the first Thursday of every month at 2 p.m. ET, NAA hosts a conference call with industry digital sales executives. The calls, open to all NAA members, provide opportunities for executives to ask questions, share insights, discuss new developments and more.
June 05, 2012
As advertisers and agencies look for more efficiency and greater ROI in their digital media spending, they increasingly are moving to automated, programmatic buying such as advertising exchanges.
There is debate about whether emergence of exchanges will be beneficial to premium publishers. Regardless, newspapers must learn how to participate effectively in these new marketplaces.
February 07, 2012
As we start 2012, online promotions continue to present an exciting revenue opportunity for newspapers. Like advertising, online promotions – such as contests, deals, coupons and sweepstakes – often increase consumer awareness of an advertiser. However, online promotions go beyond advertising by encouraging measurable consumer engagement and interaction with advertisers with incentives – such as entering a contest, “liking” an advertiser on Facebook or purchasing a deal, which brings consumers into the advertiser’s store.
February 02, 2012
In a tough economy where acquiring new recruitment advertisers has become more difficult, our newspaper, the Standard-Examiner in Ogden, Utah, has been consistently winning between 10 and 12 new recruitment advertisers per month for the past three years. This total includes an average of five new accounts per month located outside of our newspaper's geographic area. This increase is due to a new online solution that has greatly increased the responses our recruitment advertisers receive, which has also offered our newspaper a variety of upsell opportunities.
December 30, 2011
One dramatic tactic to focus the sales effort on year-over-year increases is the use of travel incentive programs, that is, awarding trips to advertisers in return for meeting specific spending targets (even though most of these programs were cut from budgets years ago).