Newspaper Marketing

We regret to inform you that this publication is no longer being produced by NAA. While we have discontinued the publishing of Newspaper Marketing magazine, NAA realizes your critical need to keep current with the issues and trends facing the industry. To ensure you stay engaged and experience the best ideas and practices being applied across the newspaper media business, NAA will be launching an online Community tool at the end of September. The new Community will include e-forums and also allow you to exchange photos and files, read industry-related blogs and participate in private discussions. You can create your own profile and engage your colleagues and associates using many of the same features found in the most popular Internet professional networking sites. To find out more about your NAA Federation benefits, please click here or call the Membership Hotline at (571) 366-1194.

Please note that Newspaper Marketing archives are still accessible here.

Current Issue:  May/June 2008

The Revolution Will Be Uploaded Here’s a pop quiz: You’re the editor or publisher of a mid-size metro daily newspaper. In one of the suburbs in your newspaper’s coverage area, a group of citizens decides to launch their own, online-only, independent newspaper. First Published: May 1, 2008 The Upside to the Downturn 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. First Published: May 1, 2008 From Gutenberg to Galaxy In November 2007, NAA launched the “Imagining the Future of Newspapers” blog, with commentaries from 23 thought leaders about newspaper commentaries, and a PDF compilation, are available at www.naa.org/blog/futureofnewspapers. Below is an excerpt from the blog entry by technology forecaster Paul Saffo. First Published: May 1, 2008 AJC Delivers Dinner Ideas Daily In January, The Atlanta Journal-Constitution, the local Atlanta leader in print and online media, launched eveningedge.com, a new site to help Atlantans solve the daily “What’s for dinner?” dilemma. First Published: May 1, 2008 Newspaper-Owned Web Sites Dominate Local Ad Space Newspaper-owned Web sites maintain a three-to-one lead over other local competitors in advertising market share last year, capturing 26.9 percent of the market, according to data from Borrell Associates’ fifth annual local online revenue survey. First Published: May 1, 2008 SEO-Friendly URLS Construction 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. First Published: May 1, 2008 Turn On the Ideas Developing audience and looking for innovation outside the industry were the major themes of the 2008 Newspaper Association of America Marketing Conference at the Orlando World Center Marriott. The conference, which ran Feb. 24-27, drew media professionals, who were able to share new ideas, meet with about 150 vendors and network at a variety of sessions. First Published: May 1, 2008 Campaigning for Ads You could call it a case of Déjà vu. It was the final weeks of a presidential primary race and a relatively obscure candidate was making massive gains online. First Published: May 1, 2008 Change for Challenging Times Being constantly involved in change is very much a part of every circulator’s world in 2008. Whether it is how we are marketing our many products, learning new ABC Rules or outsourcing functions in the circ department, everyday brings changes. First Published: May 1, 2008 You Can Get Something for Nothing By running thousands of free ads every month, The Daily Journal of Kankakee, Ill. has grown its classified section to more than four times its original size. Attracted to the heft and popularity of the section, people have flocked to advertise their merchandise in it, driving revenue up more than 50 percent. First Published: May 1, 2008 More Myths About Multicultural Customers Over one-third of all Americans today are minorities plus there are over a million people from overseas immigrating every year. The number of people from diverse cultures is growing so rapidly that the U.S. Census Bureau expects this group to be nearly half of the population by 2050. First Published: May 1, 2008 I Didn't Marry This Job, I'm Just Dating It My 33-year-old son recently remarked, “People no longer marry their jobs—they just date them.” Having worked for virtually every casual-themed restaurant chain in America, he speaks from experience. First Published: May 1, 2008 Foundation Study Shows High School Journalism Matters For the past 20 years, advocates of high school journalism have relied on a study conducted by the Journalism Education Association to demonstrate the value of school newspaper and yearbook experience in boosting students’ academic performance and helping their transition to college. First Published: May 1, 2008

Previous Issue:  March/April 2008

The 2008 Media Innovation Awards In 2007, the NAA Media Innovation Awards were launched to recognize newspaper media companies that were making valuable progress in innovating print and online offerings and strategies. The new awards competition grew from what were formerly known as the ACME and the Digital Edge Awards. First Published: March 1, 2008 New Audience-Growth Strategies From Across the Atlantic NAA’s Growing Audience Web site currently features two new case studies from its Innovation In Action series. Media properties chosen for the series are selected because they are experimenting with their new and traditional business strategies, and are aggressively targeting underserved audiences. First Published: March 1, 2008 The Online Community Cookbook For more than a decade now, U.S. newspapers have been trying to cook up a winning Web strategy, starting with simple meals (publishing print content online) and later moving up to more complicated fare such as audio, video, games and searchable databases. Newspapers have been slow, though, to add what might be the most important ingredient: online community. First Published: March 1, 2008 eEditions in Education More than ever, newspapers fill an important role by providing reliable, sourced information in the face of proliferating online content, which is not self-regulated with the checks and balances of quality reporting. Thus, journalists and educators agree that Newspaper In Education (NIE) programs provide students access to valuable information from credible sources on the complex issues in the news. First Published: March 1, 2008 Behind the Winning Entries Part of the Newspaper Association of America’s mission is to share the newspaper story with everyone: the employees of our member newspapers, industry analysts, local and national advertisers, and the valuable consumers who support our industry by reading the newspaper or visiting newspaper Web sites. First Published: March 1, 2008 How to Make the Most of Change Has your paper or your department reorganized and/or gotten a new leader in recent months? In fact, the better question might be, is there anyone in the industry who is not in the midst of ongoing change? First Published: March 1, 2008 Transitioning Into The Future Technology is both the disruptor and the enabler for the evolution of the newspaper business model. Manifest in an ever-growing multiplicity of devices and mediums, technology allows consumers to be in control of how and when they receive news and information. First Published: March 1, 2008 Imagining The Future Of Newspapers The newspaper industry is in the midst of a wrenching period of transition. As business models, consumer and advertiser behavior and the competitive landscape transform, newspaper companies search for long-term clarity through the near-term fog. First Published: March 1, 2008 Go West Digital NIE, alternative storytelling, magical workshops, pizza vs. paychecks – these are just some of the topics on tap at the 2008 NAA Foundation Young Reader Seminar. First Published: March 1, 2008 All Fired Up! Here we are in 2008 and our business model is changing—rapidly. Are our companies changing quickly enough too? No doubt we will always have more projects than hands and more questions than answers, but the key issue for research departments this year should be helping our internal customers understand how our product portfolio and business model should evolve. First Published: March 1, 2008 Applying Technology for Multiple Product Delivery Delivering multiple products on different days of the week isn’t easy, but newspapers are using technology in a variety of ways to ensure that service is consistent and on time. First Published: March 1, 2008 Protecting and Serving Web Content Owners Here are the dilemmas that surround content owner and search engine disputes on the Web First Published: March 1, 2008 Retaining Subscribers with Telephone Technology Automated telephone messages are now being used by newspapers for tasks ranging from verifying service starts to letting customers know about opportunities to upgrade their subscriptions. First Published: March 1, 2008

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May/June 2008March/April 2008January/February 2008November/December 2007September/October 2007July/August 2007