Strategy Resources
Online Ideas Gallery
The 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
Featured
Imagining the Future of Newspapers
What strategies, products, business models and organizational structures will newspapers have to adopt to thrive in the future? NAA asked more than 20 progressive thinkers to provide their perspectives on the future of newspapers. Check out the “Imagining the Future of Newspapers” blog and share your own thoughts on the future of the newspaper franchise.
Strategic Imperative Reports
In 2006, the NAA Board Committee on Industry Development identified 10 strategic imperatives for the industry. This year we followed-up with reports drilling down on three of those imperatives.
The first report examines why newspaper organizations need to be tightly aligned with an overall strategy and how a few newspapers are re-structuring accordingly. Achieving Strategic Alignment.
The second report focuses on characteristics of "world-class" sales organizations and profiles of new sales approaches by three newspapers. Building World-Class Sales and Marketing Capabilities.
The third report addresses how newspapers need to adopt strategies and mindsets that assume cross-platform product development and sales. Adopting a Multimedia Mindset.
Articles
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Feature: Customers in ViewFirst Published: June 04, 2008 Keyword(s): Innovation
Summary: At Gayle Butler’s publication, the same question is asked repeatedly each day: “How does this help the reader?” Her people pore over data from reader-response networks, focus groups and circulation. They arrange visits to customers’ homes to get a first-hand feel for information readers might find useful.
From the President: Change Ahead for Industry and NAAFirst Published: May 09, 2008 Keyword(s): Advertising
Summary: Everyone knows that change is in the wind for the newspaper industry. The same is true for NAA.
Digital Edge: Road-Test a Virtual NewsroomFirst Published: May 09, 2008 Summary: A recent conference about the best ways to design an entirely new physical newsroom caused me to think about the physical spaces involved in my typical workday. From trying to park my car in the same space every day to putting my coffee cup in the same area of my desk, I’m a creature of habit.
SEO-Friendly URLS ConstructionFirst Published: May 01, 2008 Keyword(s): Web
Summary: What’s in a URL? A rose may be as sweet by any other name, but a misnamed URL can turn out to be a real stinker, while a well-named one can bring a boost to search engine results.
The Upside To The DownturnFirst Published: May 01, 2008 Summary: If you’re a business owner, it’s likely that some of your recent workdays have gone something like this: You bolt awake (probably after a sleepless night!), grab the financial section of the paper, and turn on your TV to get the latest worrisome financial news.
Innovative Ideas & Best Practices
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Online Ideas GalleryFirst Published: August 16, 2007 Keyword(s): ABC
Advertising
Audience
Award
Circulation
College
Digital Edge Awards
Ideas
Innovation
Loyalty
Marketing
Newspaper In Education (NIE)
Readership
Renewal
Research
Retention
Sampling
Sponsorship
Wrap
Sales
Promotion
Summary: The 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!
Innovation: Three StrategiesFirst Published: June 21, 2007 Keyword(s): Audience Growth
Career Management
Innovation
Summary: A Newspaper Starts a 'Revolution', New Circulation Approach Has Paper Buzzing with Energy, and Asheville Paper Takes a Team Approach to Innovation
Presentations
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New Styles for New Leaders: Leading ChangeFirst Published: July 10, 2007 Summary: Challenges rocking the newspaper industry not only call for new ways of thinking about markets, products and customers, but also for new styles of leadership.Today’s leaders must be visionaries who inspire innovation through behavior that is collaborative, courageous and optimistic.
A New Approach to Product DevelopmentFirst Published: January 01, 2006 Summary: The newspaper industry is undergoing a period of profound transition. Daily newspapers can still rightfully make the claim of being the last mass medium, able to reach a majority of adults in their markets with one or two issues; nevertheless, circulation and readership of the core product are declining, and new, more complex business models are emerging. These new models will be based not on a single core product, but on a growing portfolio of products that are managed to better meet the needs of both consumers and advertisers.
Media Disintermediation the Rise of Non-Traditional Media FormsFirst Published: March 05, 2005 Keyword(s): Strategy
Business Model
Horizon Watching
Strategic Planning
Trends
Strategic Imperatives
Summary: Emerging media has disintermediated traditional media, both publishers and advertisers. This report provides analysis on how that disintermediation is taking place and strategies for newspapers to respond.
Reports
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Adopting a Multimedia MindsetFirst Published: August 01, 2007 Keyword(s): Strategy
Business Model
Horizon Watching
Strategic Imperatives
Multimedia
Workforce
Organization
Organizational Development Strategy
Digital
Summary: This report addresses how newspapers need to adopt strategies and mindsets that assume cross-platform product development and sales The report includes examples of how newspapers are restructuring their newsrooms, transforming the relationship between print and online and building multimedia skills.
Achieving Strategic Alignment: Executive SummaryFirst Published: May 01, 2007 Keyword(s): Strategy
Business Model
Horizon Watching
Strategic Imperatives
Strategic Planning
Workforce
Organization
Organizational Development Strategy
Summary: Successful execution of business strategy requires that all aspects of an organization be aligned with that strategy. This is an executive summary of the Achieving Strategic Alignment report, one of 10 strategic imperatives from the NAA Horizon Watching Initiative.
Achieving Strategic Alignment ReportFirst Published: May 01, 2007 Keyword(s): Strategy
Business Model
Horizon Watching
Strategic Imperatives
Strategic Planning
Workforce
Organization
Organizational Development Strategy
Summary: Successful execution of business strategy requires that all aspects of an organization be aligned with that strategy. The more difficult the challenge – the steeper and rockier the road to success, the faster the speed demanded -- the greater the importance of alignment. This report drills down on one of the Horizon Watching 10 strategic imperatives.
Media DisintermediationFirst Published: March 01, 2005 Summary: What happens when control of the message passes from media to its customers? This is no longer an academic question as technology empowers consumers and advertisers to bypass traditional media gatekeepers.
Strategic Essentials: A Long-Term Planning GuideFirst Published: October 08, 2003 Keyword(s): Strategic Planning
Strategy
Strategic Plan
Planning
Summary: The future is unknowable and unpredictable. But being prepared for it is vital. Mapping a strategic course for the unfolding environment requires an objective understanding of where you are now, where you want to be, and monitoring your progress. Of course there is uncertainty ahead as advertisers’ and consumers’ needs change and industries restructure.
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