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Advertising Resources
Overview
The NAA Advertising division is staffed by a team of experts in all major revenue categories who consult with NAA members on strategic and tactical initiatives in retail, classified, political and national advertising areas as well as on industry best practices, benchmarking and leading edges ad revenue generation. Additionally, these experts develop media usage research, create collateral materials and represent the industry at major advertiser venues.
Featured
 Advertising & NewspaperMedia
This monthly electronic newsletters delivers retail, national and classified advertising ideas plus updates on your most important customers. If your job responsibilities include any type advertising revenue you need to be a subscriber. More Information
 Standardized Ad Units
NAA's "Rapid Easy Buy" program aims to provide national and regional advertisers with a quick and painless way to plan specific adscapes across the country. Participating newspapers will adopt standard unit sizes and mechanicals for seven unique adscapes allowing advertisers to more easily plan accross multiple markets. More Information
Articles
(145)
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Consumers Go e-TailingFirst Published: May 20, 2008 Keyword(s): Online
Summary: Despite concerns regarding internet security issues, the convenience of shopping online has become extremely popular. Studies show that more and more consumers are shopping online. The How America Shops and Spends (HAAS) 2006 study found that two-thirds of those with internet access and almost half of all adults used the internet for shopping-related tasks.
New Study Suggest Automakers Over Invest in TV Under Invest in NewspaperFirst Published: May 20, 2008 Keyword(s): Automotive Advertising
Summary: A new study from BIGresearch, a Worthington, Ohio-based consumer research company suggests automakers are investing twice as much money as they should in TV advertising based on its findings that overall only 17%-18% of consumers report being influenced by such advertising.
“People’s” WebFirst Published: May 20, 2008 Keyword(s): Social Networking
Summary: Jason Goldberg, the former CEO for Jobster.com was quoted recently saying that “Web 1.0 for recruiters was about getting everything online and that Web 2.0 would be about making it work for you”. This “people driven” premise has begun to take many forms in the recruitment space such as: niche sites, IM-ing, pod casting, blogging, you-tubing, video resumes, and most importantly social networking sites. Indeed, a recent Hitwise report concluded that time spent by young adults on social networking sites already supersedes email, and instant messaging. And, a new eMarketer report shows that more than one-fourth of all adults are visiting social networking sites on a regular basis.
Print and Online – A Powerful Political Ad PunchFirst Published: May 20, 2008 Summary: The oldest mass medium, newspapers, and one of the newest, the internet, have individually proven that they are potent tools in reaching and persuading voters. But now, a new major study commissioned by Google ™ shows that the power of newspaper and online advertising are greatly enhanced when they’re used in tandem. Although the study is primarily directed at product and consumer advertising, it is reasonable to conclude that many of the findings are directly applicable to political advertising.
In Growing Ad Revenue Its the Little Things that CountFirst Published: May 20, 2008 Summary: When a potential advertiser calls your newspaper, what do you do? Dump the advertiser to voicemail and call back when convenient for you? Do you put the advertiser on hold until an acceptable percentage of them hang up? Answer the call and attempt to manage the call as quickly as you can?
Presentations
(24)
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The Keys To Boosting Auto Ad RevenueFirst Published: May 02, 2008 Keyword(s): Automotive Advertising
Purchase Funnel
CNW Marketing Research
Revenue
Summary: This presentation on growing automotive advertising for your various media properties utilizes data from CNW Research, Inc. a company that specializes in understanding how consumers use media to help them decide on a purchase. It can be modified with local data, available from NAA, that demonstrates more specifically how auto intenders use the media in your area to help them decide. Before using this PPT. you should act on the key recommendations included in it that pertain to building media offerings that will resonate with consumers and advertisers.
Creative Newspaper AdvertisingFirst Published: February 20, 2008 Keyword(s): Ads
Advertising
Creative
Summary: An inspiring collection of newspaper ads.
Newspaper Contact Center: Training & ResourcesFirst Published: September 10, 2007 Keyword(s): Outbound
Summary: Three easy-to-understand manuals to answer your questions and educate you in the best methods of outbound advertising - whether you are in charge of a staff or part of a staff.
Creative Retail AdsFirst Published: August 27, 2007 Keyword(s): Creative
Summary: A PDF presentation highlighting innovative ads in the retail category.
Creative Real Estate AdsFirst Published: August 27, 2007 Keyword(s): Real Estate
Creative
Summary: A PowerPoint presentation highlighting innovative ads in within the real estate category.
Products
(3)
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Harness the Power of Your Brand: A Guide for Newspaper ExecutivesKeyword(s): Audience Development
Audience Growth
Readership
Revenue
Summary: Reap the REWARDS! A strong branding strategy at your paper yields: increased readership, revenue and recognition in the community!
Newspaper Classifieds: The Smart ChoiceSummary: This handy private party sales tool contains valuable and easily accessible information, conveniently formatted in a small flip chart. It attaches to a computer monitor so sales representatives can quickly flip through it as a reference during their sales calls.
Strengthening Advertising Partnerships: A Path to Insert Process ImprovementSummary: This publication is sure to foster stronger relationships between newspapers and advertisers.
Reports
(11)
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Advertising in Sports SectionsFirst Published: October 26, 2007 Keyword(s): Advertising
Summary: 2007 Mort Goldstrom PowerPoint presentation highlighting creative advertising within newspaper sports sections.
Sales Per Square Foot of Stores in U.S. Shopping Centers (2001)First Published: July 03, 2007 Summary: To guide you in determining an ad budget for a customer, you determine the square footage, multiply by the sales per square feet, and multiply by the industry percent of sales devoted to advertising. If you do not know the ad budget of a customer, you can ask questions that give you the answers to these questions or apply the industry averages shown below.
The LienertsFirst Published: July 02, 2007 Keyword(s): Contract
Contract Summaries
Copyreader, Rewrite
Summary: Trends: The Big Picture; Cool Production Vehicles; Cool Concept Vehicles; Cool Gadgets & Gimmicks
Measuring Cost of State Ad Taxes in Lost Sales and JobsFirst Published: June 05, 2007 Summary: State legislatures, from time to time, have contemplated and some have proposed the expansion of their state sales taxes to business payments for advertising. While states attempt to justify this as a way to raise additional revenues by “broadening the base” of their sales taxes, in reality it is a tax on information in the marketplace. Moreover, unlike virtually all sales taxes that are applied to the sale of a product or service at its end use, a tax on advertising is a tax on an interim process – not a final step – in the delivery of the item to the consumer. Thus, the cost of the advertising plus the tax on the advertising is compounded in the final price paid by the consumer.
Kosak Keynote SpeakerFirst Published: January 19, 2006 Summary: Kosak's Keynote Address at the 2007 NAA/ANSR Automotive Advertising Symposium
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NAA / Political
As the 2008 presidential campaign swings into full gear, NAA announces the launch of NAA / Political. This new Web site tackles political advertising from both sides. How can candidates and campaigns use newspaper media to deliver their message? How can newspaper sales personnel effectively persuade campaign professionals to utilize newspaper media?
Learn more
NAA Advertising Events
The NAA advertising department offers many symposia throughout the year designed to give newspaper advertising staff members the information they need to succeed.
September
- Sep. 21-23
Retail Advertising
- Sep. 23-24
Online Advertising October
- Oct. 12-14
Recruitment Advertising November
- Date TBD
Real Estate Advertising Online Ideas GalleryThe Online Ideas Gallery is a compilation of hundreds of innovative, award-winning ideas in the areas of advertising, circulation, marketing, research and online from the past four years of ACME and Digital Edge Award competitions. Use this member resource to search for ideas and solutions you can implement at your newspaper immediately! More Information . |