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February 25, 2015

 




NAA News


An Inside Look at Columbus Dispatch's Game Plan for Ohio State's Title
Starting before the game, readers could go online to order one to five commemorative packs of the Tuesday edition if OSU won, for $6.99 a paper. People ordered more than 47,000 papers, which are not part of single copy numbers, to be sent to 45 states. Those purchases generated $210,980. On Jan. 13, the day after the game, circulation was 308,127 copies, three times the amount for a typical Tuesday. Also on the 13th, 221,534 single copies were sold.
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Five Answers with Paul Field, Touchcast
"Newspapers often forget they have huge amounts of evergreen content. The arrivistes who are moving into the space previously occupied only by publishers don't have the luxury of years of timeless archive that can be resurfaced or repackaged in new products. If newspaper publishers dive into their archives they can capitalize on one of their advantages."
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Diverse Keynotes at NAA mediaXchange 2015 to Address Marketing, Technology and Journalism
NAA is proud to announce a diverse lineup of keynote speakers for NAA mediaXchange 2015 in Nashville, Tennessee. These speakers will share insights from marketing, technology, music and journalism to help guide the newspaper industry forward. "The keynote speakers reflect the evolution of the newspaper industry, as we continue to navigate an ever-changing media landscape," said Caroline Little, NAA president and CEO.
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What Publishers Should Know About Native Advertising
Native advertising is at the center of a current movement in digital advertising, but its definition remains vague, especially to consumers and news readers. Marketers are increasing their spending on native ads as they are finding it is a new way to communicate their product. More publishers are beginning to showcase them on their websites since native ads have the ability to look like editorial content.
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SPONSORED CONTENT


Business Models


Don't Miss the NAA Audience Symposium on Sunday, March 15
"Attracting New Audiences and Engaging Readers," the NAA Audience Development and Circulation Symposium, takes place March 15, during NAA mediaXchange 2015. The day is devoted to the latest initiatives for acquiring and engaging new audiences, building readership and growing revenues. The symposium begins at 9 a.m. with a networking breakfast. It is open to all NAA mediaXchange attendees. To attend only the symposium, the cost is $295.
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Data, Relationships Key For Papers' Survival
Net News Check
Newspapers have invested far more in advertising than in their audiences, a path from which they'll need to diverge to ensure their futures, cautions media analyst Ken Doctor. Opening this year's Key Executives Mega-Conference, Doctor says newspapers need to invest in "relation newsonomics," or "deep, wide, data-laden relationships with customers" that focus on knowing and producing products that their customers actually want.
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The Signal Sees Dramatic Readers Choice Revenue Growth
Second Street Media
Papers are transitioning reader's choice programs online to maximize revenue and save time. After making the switch to digital, the signal in Santa Clarita, CA, increased their revenue by over 38% over 2 years, resulting in thousands of dollars of new revenue for the small market paper. More
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Promoted by Second Street Media


Why Serious Journalism Can Coexist With Audience-Pleasing Content
Columbia Journalism Review
In his editor's letter announcing a redesigned New York Times Magazine, one with much more digital content and a podcast tie-in, editor Jake Silverstein offered a preemptive defense against concerns that this might run against the magazine's reputation for sterling journalism. "This isn't an obligatory exercise in multiplatform brand leveraging, as the marketing types might put it," he wrote, "or the beginning of our descent into soul-deadening content farming."
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WSJ vs. Bloomberg: A Tale of 2 Marketing Campaigns
Digiday
The Wall Street Journal has tapped will.i.am and Tory Burch to help sell itself. A new consumer-focused ad campaign positions the paper as the publication for ambitious and successful readers who may not have time to do much — but make the time to read the Journal. The campaign, created by The&Partnership agency, will also feature Mike McCue, CEO of Flipboard and Zhang Xin, CEO of SOHO China.
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PRODUCT SHOWCASE
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Miss an issue of The Presstime Update? Click here to visit The Presstime Update archive page.


Advertising


Publishers Arm for War With Ad Blockers
Digiday
Some publishers believe "education" is the way to combat the spread of ad blocking. Maybe, but others think it's just a matter of fighting back with tech of their own. ITV, the U.K.'s top broadcaster, for example, thwarts ad-blocking-software users by completely preventing them from watching its content. Those using ad blockers are politely, but firmly, turned away. The approach is best described as tough love.
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Why Ad Tech is: A) Too Complicated; and B) Going to Get More Complicated
Digiday
There are over 2,500 companies on the many advertising- and marketing-tech industry landscape slides produced by investment bank Luma Partners, from display to search to video to native. Yet Luma's own analysis is that little more than one in 20 will likely exit for more than $75 million. You'd think that means the collapse of the ad-tech bubble. You'd be wrong.
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Competitors


Now With 2 Million Advertisers, Facebook is Gaining a Foothold With Small Businesses
Adweek
Facebook now has 2 million advertisers, a milestone CEO Mark Zuckerberg announced in a video post on the social network. Zuckerberg and COO Sheryl Sandberg thanked small-and-medium-sized businesses and entrepreneurs for jumping on board with the platform, helping it attract 500,000 new advertisers in the last year.
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The Platform-Publisher Race is Heating Up and LinkedIn is Gaining
GigaOM
Everywhere you look, a social platform of some kind is either looking to become a publisher or has already done so, whether it's by hiring writers and editors, as Medium has, or by encouraging media companies to allow their content to live on its platform, as both Snapchat and Facebook do. While other platforms get most of the publicity, however, there is one player on the field that seems to be consistently underestimated as a competitor, and that's LinkedIn.
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  PRODUCT SHOWCASES
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Timely Features MicroSites
Monetizing your Web site just got easier with these ready-to-deploy and-sell themed microsites. Heeding the call for online solutions that can deliver immediate results, Metro developed Timely Features MicroSites to give publications what they need to successfully implement an extension to their online efforts in a cost-effective, timely and highly-professional way. More info


Podcasts are Booming, but Google Could Make Them Much Bigger
Digiday
Podcasts, aided by the smash hit "Serial," are having a moment. They've broken through with mainstream audiences, they've piqued interest from brand advertisers. Ad agencies — when they're not busy producing their own podcasts — finally feel comfortable discussing podcast buys with clients. Despite these gains, the podcast industry has been mostly unable to tap into what could become its largest listener segment.
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Why Digital Natives Prefer Reading in Print
The Washington Post
Frank Schembari loves books — printed books. He loves how they smell. He loves scribbling in the margins, underlining interesting sentences, folding a page corner to mark his place. Schembari is not a retiree who sips tea at Politics and Prose or some other bookstore. He is 20, a junior at American University, and paging through a thick history of Israel between classes, he is evidence of a peculiar irony of the Internet age: Digital natives prefer reading in print.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    Five Answers with Jeff Sonderman, American Press Institute (NAA)
Driving Growth Together: New Vehicle Buyers & Newspaper Media 2015 (NAA)
McClatchy to Undergo Corporate Reorganization (Net News Check)
How The New York Times Works (Popular Mechanics)
Why Print Newspapers Remain the Dominant Media Power in Britain (The Guardian)

Don't be left behind. Click here to see what else you missed.


Digital


Will the New Page One Meetings Finally Make the Times Digital First?
Columbia Journalism Review
Last Thursday, New York Times Executive Editor Dean Baquet announced a radical change: The Gray Lady's twice-daily Page One meetings would no longer be focusing on the print paper. Instead, these hallowed meetings will focus on which three to four enterprise stories will get prime real estate on digital platforms. The conversation will now ostensibly be focused on digital rather than print, and selected pieces will be placed on "Dean's List."
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News Outlets are Using New Site to Find Photos and Video on Social Media
New York Observer
For two and a half years, Jordan Osher has been building an online service he thinks will forever change the way news outlets get their photos and videos. Finally, after operating in what Mr. Osher described as "total stealth mode," he’s debuting the product to the world. Capture is an online platform that helps news organizations find real-time coverage of events happening around the world.
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NAA Updates

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