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Feb. 9, 2011
 
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NAA News


Public Policy

NAA opposes postal program targeting newspaper advertising
The U.S. Postal Service filed notice with the Postal Regulatory Commission on Jan. 12 of its intention to offer, as an experimental market test, "Marketing Mail Made Easy" (MMME). This would allow business mailers to distribute saturation advertising mail without an address. The test begins on Feb. 27 and lasts for two years. The Postal Service says the new program targets small and medium-sized businesses not using the mail. However, we believe the market test will simply move advertising from shared and solo mail operations currently administered by newspapers and other mail service providers. Mailers, including NAA (view comments), have encouraged the Postal Regulatory Commission to reject this proposal. In our view, it is another short-sighted proposal that ignores interests of the Postal Service's long-standing newspaper customers — providing another incentive for newspapers to consider alternative delivery.


Readership

Report looks at getting the most out of e-editions
A new NAA report, "Optimizing Digital Editions and Delivering Apps," captures the thinking of newspaper marketers and industry consultants on where the e-edition fits in today's product offering, how effective the platform can be in increasing newspaper readership and how the product can be marketed tomorrow. The e-edition may be a niche product, but it is an important element in today's multiplatform strategy. As newspapers continue to optimize and enhance user experiences, the product is proving to be effective at growing readership and building total audience. MORE


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Case Study

Text coupon program ups weekend visitors
More than 200,000 attendees turn out for the two-week Stanislaus County Fair in Turlock, Calif. This year, the family friendly event promoted slow days by texting a discount offer. The program provides lessons to newspapers in preventing fraud and succeeding in the mobile deals space. Read more in a case study from Local Media Insider. In an exclusive deal for NAA members, this report and other revenue case studies are available for $24 for three months.


Young Readers

NIE Week celebrates the power of newspapers
Newspaper In Education Week is March 7-11. For this year’s celebration, the NAA Foundation is providing a teacher's guide, an in-paper ad and a website banner ad. The NIE Week package also includes two new features: two flip-book lessons on fine arts and civics that can be used with interactive whiteboards or other digital technology. MORE


Advertising


AP will test digital ad 'inserts' for smart phones
The Associated Press via The Washington Post    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Associated Press is developing mobile versions of the advertising and coupon inserts that come with weekend newspapers. More

Consumers using credit cards again
The Associated Press via USA Today    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Americans are putting more money on their credit cards after two years of cutting back, helping fuel the third straight monthly increase in consumer borrowing. More



Ad spending confidence reaches highest levels
MediaPost    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The optimism of ad executives, as measured by their plans to increase spending over the next 12 months, is now greater than it was at its pre-recession peak in the spring of 2007. More

Sale of company a possibility for Big Lots
Bloomberg Businessweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Big Lots Inc., the Columbus, Ohio-based discount retailer, is exploring a possible sale of the company after receiving interest from buyout firms, said two people with knowledge of the situation. More

Digital


Newspaper stocks jump after AOL deal shows content still matters
The Associated Press via ABC News    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Newspaper stocks jumped after AOL agreed to buy online news site Huffington Post for $315 million, the latest in a string of deals that show investors are interested in companies that cover the news and websites that carry news. More

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Competitors


Google steps up mobile ad efforts
Reuters    Share    Share on FacebookTwitterShare on LinkedinE-mail
article
Google Inc. is reaching out to some of its top advertising customers to promote its mobile marketing services, as the Internet giant moves to expand its advertising business from computer screens to smart phones. More

Personalized content may be in the works for Yahoo
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Confronted by declining revenue and a steady stream of prominent departures, Yahoo plans to announce that it is developing a publishing platform for applications that would let users get personalized content on their phones and other mobile devices. More

Hulu watched twice as much as major networks
TechCrunch    Share    Share on FacebookTwitterShare on LinkedinE-mail article
When it comes to premium video on the Web, Hulu still rules. More
   
PRESSTIME Update
For more information about NAA, please contact Jeff Sigmund, jeff.sigmund@naa.org
Colby Horton, Vice President of Publishing, 469.420.2601  Download media kit
Yvette Craig, Sr. Content Editor, 469.420.2641   Contribute news
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