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April 28, 2010
 


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Dear Member:

On Monday, ABC released its semi-annual FAS-FAX report on newspaper circulation. While the data indicates declines are moderating, NAA went on the offensive to help journalists and others understand the figures within their proper context. The message in our statement was clear: Although audited circulation data at a local level remains important to certain types of advertisers — particularly insert advertisers — bottom-line paid circulation data in an aggregated industry level does not tell the whole story about the vitality of the newspaper industry. Excerpts from the statement, which incorporated data from Scarborough Research and Nielsen Online while highlighting our medium's smarter circulation strategies, appeared in coverage from Ad Age, The Associated Press and other key outlets.

The statement follows last week's NAA release on the record audiences newspapers attracted to their websites in the first quarter: 74.4 million unique visitors per month on average, more than one-third (37 percent) of all Internet users. The numbers have attracted attention and we will continue to champion our medium's impressive, multiplatform audience to advertisers, members of the media, and other critical audiences.


John F. Sturm
NAA President and CEO



NAA News


Public Policy

NAA members testify before the FCC on media cross-ownership
The Federal Communications Commission (FCC) held a workshop on April 20 in Tampa, Fla., to discuss newspaper/broadcast cross-ownership as part of its quadrennial review of media ownership rules. Representatives from NAA members Cox Enterprises Inc., Media General Inc. and Gannett Co. participated in the panel discussion. They argued that the FCC should eliminate its 35-year ban on newspaper-broadcast cross-ownership to allow the media industry maximum flexibility to innovate in this challenging economy. MORE

Postal program targets samples in newspapers, in-store displays
The United States Postal Service will conduct a two-city market test in May of a "Sample Showcase" parcel box containing an assortment of product samples from multiple consumer packaged-goods companies. The co-op boxes will be distributed to 200,000 "target consumers" in Pittsburgh and Charlotte, N.C. The Postal Service is partnering with a direct-mail firm and postal delivery during the test is free. The Postal Service says the service is being offered because competition for samples distribution exists from newspapers and in-store displays. MORE




Events

Register now for the Virtual Young Reader Conference
The NAA Foundation's Virtual Young Reader Conference on May 7 is designed to provide young-reader professionals with information and resources they need to strengthen their programs. All sessions are offered in webinar format. Check out the schedule and sign up now for this free one-day event.

Webinar focuses on Google news optimization
While story rankings in Google News may seem more art than science, Google uses a complex set of factors to determine placement. Josh Cohen, senior business manager at Google News, talks about the ranking process and provides tips newspapers can use to optimize their content for Google News. Register now for this free webinar, scheduled for 2 p.m. May 25.


Grants

Minority Fellowships offered for industry training
The NAA Foundation's Minority Fellowship program provides 17 grants to attend industry training opportunities scheduled from July through December 2010. The program includes events and seminars offered by American Press Institute, Media Management Center at Northwestern University and The Poynter Institute. Deadline to apply is May 25.


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Advertising


Retail Roundup
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Levi.com has been tapped by Facebook as the first retailer granted access to the social networking platform’s new plug-ins, which make possible a variety of social shopping experiences on both Levi.com and Facebook. … Pizza Hut is emphasizing value in a bid to cement its top spot on the pizza food chain, with two-click online ordering and new advertising touting its $10 large pies. … Kiosks to create and print coupons matched to shopping habits now can be found at Food Lion stores in the Charlotte, N.C., area, with more on the way for locations in the Carolinas as well as Virginia. … Sears Holdings Corp. has established SHC Realty to market its Sears and Kmart properties available for sale, rent or partial lease. … In other Sears news, the company is adding Edwin Watts Golf Shops to a dozen locations in Utah, New York, Virginia, Maryland, Texas, Illinois, Florida and Kentucky. … American Well and Rite Aid are joining forces to offer live online pharmacy consultations that customers can access from home or select Rite Aid stores.


Consumer mojo lifts profits
The Wall Street Journal    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Consumers are spending again, delivering a strong boost to first-quarter corporate sales and profits, and prodding some companies to rehire laid-off workers and others to start raising prices again. From restaurants including Cheesecake Factory Inc., which posted its first increase in sales at stores open at least a year in two years, to high-tech bellwethers such as Intel Corp., which reported its best-ever first-quarter sales and operating income on strong consumer PC sales, buyers returning to their old ways are powering results. More

In a world of ads, teaching the young how to read them
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
A federal agency is undertaking an effort to school youngsters in the ways of Madison Avenue. The initiative seeks to educate children in grades four through six — tweens, in the parlance of marketing — about how advertising works so they can make better, more informed choices when they shop or when they ask parents to shop on their behalf. More



Mother, may I?
Adweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Despite the enduring effects of a recession that's supposedly over, parents are still shelling out money on their children despite double-digit unemployment and ongoing mortgage defaults. And that's good news for any brand that makes toys, clothes, candy or just about anything else an American kid could want. More

Singapore newspaper goes 3-D with ad
TODAY online    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The April 26 edition of Today featured the first 3-D newspaper advertisement to be published in Singapore. When viewed through special glasses that came with the newspaper, vivid images appeared to "pop out" from the pages. More

More media companies offer creative services
MediaBuyerPlanner    Share    Share on FacebookTwitterShare on LinkedinE-mail
article
Media companies like Conde Nast are increasingly offering advertisers creative services to help their ads integrate more deeply with the content the media companies are offering — and they're even offering creative services for ads being run outside the company's own media. More

Digital


Paywalls mean fewer page views
MediaPost News    Share    Share on
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As Hollywood trade publication Variety has joined the select few publications with an online paywall, it has seen page views drop more than 40 percent, according to Nielsen figures. The number of unique visitors has fallen a lesser 18 percent, but that could be attributable to Variety allowing users to view up to five articles for free. More

Now newspapers can count their mobile audiences, too
paidContent.org    Share    Share on FacebookTwitterShare on LinkedinE-mail article
One of the world's leading newspaper auditors has added mobile phones to the list of mediums that it tracks, providing validation to the wireless industry, while also potentially giving publications a shot of new readers as traditional print audiences decline. To do so, the interactive unit of the Audit Bureau of Circulations has partnered with Verve Wireless, which works with more than 600 newspaper publishers in the United States, Canada and Europe. More

A 'watch and see' approach to paywalls
Seeking Alpha    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Washington Post will take a "watch and see" approach rather than rushing into a system to force its Internet readers to pay for content online, the vice chairman of the Washington Post Co., Boisfeuillet Jones Jr., said. More

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Competitors


Retail, fast food looking up at radio
Radio Ink Magazine    Share    Share on FacebookTwitterShare on LinkedinE-mail article
A new review of U.S. radio advertising from Mediaguide shows that ad placement in the retail and quick-serve restaurant categories showed "marked improvement" in the first quarter. Fast food was up 61 percent from the first quarter of last year, with McDonald's, Burger King and Wendy's taking the lead and Panera Bread and Romano's Macaroni Grill "showing promise." More

Craigslist revenue soars, but problems loom
MediaPost News    Share    Share on FacebookTwitterShare on LinkedinE-mail article
In a forecast that is sure to make newspaper publishers cringe, Craigslist will generate an estimated $122 million in revenue this year, and — ready for this? — profits of $88 million to $99 million, according to new estimates from the classified ad consultancy AIM Group. More

Huffington Post ascends toward top news sites
The Associated Press via Google News    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Huffington Post will soon turn 5 years old — veritable old age in Internet years. As the site, co-founded by Arianna Huffington and launched on May 9, 2005, marks the anniversary, its proclaimed mission to be an "Internet newspaper" gains more credence every time its traffic surpasses the websites of its print brethren. More
 


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