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Mar. 6, 2013



 

NAA News


Public Policy


Commissioner calls for repeal of newspaper/broadcast cross-ownership ban

"If you are willing to invest in a newspaper in this day and age, we should be thanking you, not standing in your way," Federal Communications Commissioner Ajit Pai said in a recent speech at The Media Institute. Pai noted that "the Internet transformation is disrupting business models all across the media market. And cross-owned television stations [with newspapers] on average provide their viewers with more news than do other stations." Arguing that it is long past time for the commission to eliminate the 1975 ban on newspaper/broadcast cross-ownership, he said, "If we eliminated this prohibition a decade ago, the industry's prospects might look brighter today." View a related editorial in support of repealing the cross-ownership ban.
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Germany considers copyright bill

The lower house of Germany's parliament approved legislation last week that would require search engines and news aggregators earning money from content to pay publishers to display that content. However, "single words or very small text excerpts" could be used for free. The law would not be a clear win for the news industry, because it does not specify exactly how much of an article a search engine or a news aggregator can use before having to pay the publisher, which is reminiscent of battles over fair use in the United States. A very small excerpt could potentially include the lead of an article. However, the European Publishers Council issued a statement saying the new law, if approved by the upper house of parliament, "will pave the way for commercial negotiations between the parties on the price for the commercial use of publishers' content." NAA will continue to monitor copyright developments in Europe, given their potential to influence U.S. policy.
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Events


Sessions announced for NAA mediaXchange 2013 audience symposium

"Marketing to Readers and Attracting New Audiences" is a key component of NAA mediaXchange, which runs April 14-17 at the Hilton Bonnet Creek in Orlando, Fla. The Wednesday symposium focuses on issues around marketing to multiplatform readers, acquiring new audiences, improving operational efficiencies and growing revenue. Sessions address strategic issues, incorporate the basics that remain critical to success and share new ideas that have worked.
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Sunshine Week puts spotlight on open government

Scheduled for March 10-16, Sunshine Week is a national initiative to promote dialogue about the importance of open government and freedom of information. It seeks to enlighten and empower people to play an active role in their government at all levels, and to give them access to information that makes their lives better and their communities stronger. For news organizations, a toolkit is available with opinion columns, cartoons and other materials to use during Sunshine Week.
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API


Last chance to register for Transformational Communities

Two of the biggest challenges in creating new digital business models are engaging communities and changing organizational culture. The American Press Institute's Transformational Communities workshop on March 11 in Chicago provides a framework for connecting businesses to customers, building communities of interest and engaging audiences in the conversation.
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Advertising


The Guardian aims to turn American readers' heads
The New York Times
Whether you define news as the latest updates on the Kardashians or the conflict in Syria, there are enough digital sources to satisfy every taste and to feed the incessant demands of social media. So how does a 192-year-old news organization get people to pay attention to its online edition? It advertises.
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Kohl's, sans chief marketer, plans to boost TV, digital ad spending
Ad Age
Kohl's, which is now without a chief marketer, plans to make major changes to its marketing strategy in the coming year to reach a broader base of customers. Kohl's CEO Kevin Mansell explained during the company's most recent earnings call that through its efforts to improve efficiency, marketing came under scrutiny — but the retailer isn't slashing ad spending. It does plan to shift its spending, significantly increasing TV and digital investment, while focusing on targeting moms, particularly in the 35- to 54-year-old age group.
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Why retail apps should worry publishers
Editor & Publisher
Smartphone apps appeal to retailers, for starters, because they are far cheaper than buying full-page ads and preprint inserts in newspapers. Perhaps even more compelling to merchants is that apps enable them to precisely target offers to individuals, thus achieving not only happier customers but also fatter tickets at the checkout line.
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Product testers go on social media 'missions'
GigaOM
In a recent twist on content and social media marketing, companies like Johnson & Johnson and Kraft are sending out samples and asking consumers to complete "missions" based on the products they receive. One recent example, known as "the Juicy Bird Mission," asked participants to brine their Thanksgiving turkeys with Kikkoman soy sauce and describe the experience online.
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Competitors


Seeing riches in sports TV, Fox will create new network
The New York Times
Two decades after shaking up the sports broadcasting world for the first time by acquiring NFL rights, Rupert Murdoch has plans to challenge ESPN head on and claim some of the lucrative revenue that the sports media giant has had largely to itself for more than three decades.
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Facebook inks deal that will show ads based on shopping habits
Ad Age
Facebook is formally announcing its partnership with data behemoths Acxiom, Epsilon and Datalogix to target ads to users based on their recent in-store purchases. Aimed at CPG marketers, it hypothetically would enable Pampers to deliver ads to Facebook users who have recently purchased baby products, or Coca-Cola to market to teenagers in Atlanta who have bought soda in the past month.
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Don't touch that remote: TV pilots turn to net, not networks
The New York Times
When Amazon sizes up the television marketplace, it sees opportunity. Internet-delivered TV, which until recently was unready for prime time, is the new front in the war for Americans' attention spans. Netflix is following up on the $100 million drama "House of Cards" with four more series this year. Microsoft is producing programming for the Xbox video game console with the help of a former CBS president. Other companies, from AOL to Sony to Twitter, are likely to follow.
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Digital


The New York Times expands Flipboard apps to Android, Kindle Fire
ReadWrite
In conjunction with its new Kindle Fire and Android Flipboard streams comes The Times' own particular blend of paywalled content. In conjunction with its new Kindle Fire and Android Flipboard streams comes the Times' own particular blend of paywalled content. The top news section of the Times will be free but in order to access other content from the publication, a digital subscription is required.
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The Washington Post to try sponsored posts
Digiday
WaPo has launched "BrandConnect," which will let marketers create content throughout the WaPo site and on its home page. It's kind of like Forbes' BrandVoice, which lets brands post on the Forbes platform. CTIA, the wireless trade association, is the inaugural advertiser and will create content through blog posts, videos and infographics, according to a rep.
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Twitter reaction to events often at odds with overall public opinion
Pew Research Center
The reaction on Twitter to major political events and policy decisions often differs a great deal from public opinion as measured by surveys. This is the conclusion of a year-long Pew Research Center study that compared the results of national polls to the tone of tweets in response to eight major news events, including the outcome of the presidential election, the first presidential debate and major speeches by Barack Obama.
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How GinWiz optimizes a site for mobile in 5 minutes
Journalism.co.uk
News websites that do not have mobile or responsive sites can convert and optimize their sites for mobile in less than minutes using an online tool called GinWiz. Those interested in trying it out can enter the URL of their site into a box on the GinWiz site and then customize by selecting a template and which categories are displayed.
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Business Models


Four ways publishers are winning with digital subscriptions
Mashable
Some analysts have debated mobile's growing importance for publishers, while others watch major news corporations test the waters with metered paywalls. To get a sense of how different outlets are moving ahead, Mashable spoke with four different publishers about their current and upcoming digital subscription strategies.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    In Arkansas, understanding audience needs brings readership gains (NAA)
J.C. Penney and the future of retail (Forbes)
Discover the strength of digital subscriptions at NAA mediaXchange (NAA)
The Next Journalism: White House media strategy raises questions (NAA)
Safeway envisions future without print ads (Ad Age)



Ten newspapers doing it right in 2013
Editor & Publisher
This year's 10 newspapers that do it right are all prime examples of how newspapers can flex their marketing muscle to take back their place in the community, produce the high-quality products that readers demand, and update their sales tactics to accommodate the needs of modern advertisers. The newspapers featured are making a difference, not in leaps and bounds necessarily, but in calculated, thoughtful steps designed to position them to seize even more opportunities for growth.
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Content economics: How and why people fork over money for media
Columbia Journalism Review
There are basically three ways to persuade readers to pay the publisher directly. You can put up a paywall; you can ask for donations; or you can sell non-digital things to your digital audience. When it comes to online publishing, why are paywalls more common than tip jars, despite the fact that they're much more difficult to implement?
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NAA Updates

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