A QIP in Time Saves Nine
by Nancy Lowther
While one newspaper may be able to put together a great targeted package for an insert advertiser, another may not be able to offer the same degree of zoning or microzoning. Rather than develop a dual plan, that advertiser might simply forego newspapers for direct mail.That's one of the quandaries NAA hopes to resolve with its new Quality Insert Program, established "to provide a higher quality and consistent level of distribution to preprint advertisers and make newspapers easier to do business with," says John Murray, NAA vice president of circulation and QIP staff liaison.
Through a process similar to ISO 9000 certification, newspapers will be able to apply for a "quality seal," indicating they meet specific quality, billing and zoning criteria, including:
- ZIP code distribution capabilities both daily and Sunday
- The ability to buy home delivery or single-copy distribution individually
- Total-market coverage products offering ZIP-code specific, unduplicated delivery via U.S. Mail or audited carriers
- The ability to accept preprints at least seven days prior to publication
- Preprint billing following the newspaper Standard Advertising Invoice.
The program was first suggested by NAA's Industry Development Committee two years ago. Following grass-root discussions involving newspapers and advertisers, a key need was identified "to remain competitive with direct mailers in regard to zoning, their strength being the ability to zone even smaller than ZIP code areas," Murray says.
NAA's Board of Directors approved guidelines for QIP in April and handed over operations to a free-standing board of directors, slated to meet for the first time in September. Along with establishing bylaws and rules of operation, the board will begin refining guidelines for the Quality Seal and compliance verification, as well as developing separate communication plans for newspapers and advertisers.
W. Dean Singleton, chief executive officer of MediaNews Group Inc. of Denver, will chair the QIP board, which includes both advertiser and newspaper representatives.
"Initially, the program will be aimed at preprinted inserts, the lowest-common-denominator approach, concentrating on a set of actions most immediately achievable by many newspapers," Murray says. However, eventually "the program will include run-of-paper advertising."
Nancy Lowther is president of Lowther Training and Development in Scarborough, Ontario. Phone is (416) 282-1890.