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May. 22, 2013

 


NAA News


Digital


NAA report looks at developing, executing a paid digital revenue strategy
As more newspapers decide to charge for digital content, media executives are facing a tough question: What are the best ways to convince customers to pay for digital access and content that previously was free? A new NAA report details how many are finding success in comprehensive pricing structures that include both print and digital, as well as in proactive marketing efforts highlighting the value of newspaper offerings, especially on digital platforms.
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Events


ESPN's Rob King joins API's mobile workshop lineup
ESPN is seeing huge growth in traffic from its mobile offerings — an indication of how fast the mobile media landscape is gaining momentum. Rob King, who oversees the editorial direction of ESPN's industry-leading portfolio of digital and print properties, will reveal how the sports and entertainment network is successfully engaging fans with a "mobile-first" strategy at "Mobile Digital Publishing" June 17 in Boston, presented by the American Press Institute with The Poynter Institute.
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Advertising


Newspaper print ads rank high
The Missourian
More than eight in 10 adults, 81 percent, took action in the past month as a result of seeing a newspaper ad, new research from the Newspaper Association of America shows. More than half made an actual purchase.
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Why Target ditched Amazon
The Wall Street Journal
Target executives say that since taking the website in-house, they're now better able to glean real-time data from both Web and store operations, something that before was difficult, if not impossible. "It gives us the ability now to see more broadly across the experiences of our guests, whether they're on the phone, online or whether they're actually in the store," said Nate Swanstrom, vice president of multichannel and marketing at Target.
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PRODUCT SHOWCASE
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The New York Times reinvents the boring banner ad
Adweek
An obscure piece on The New York Times' website about Picasso repurposing his canvases by painting over older, abandoned projects was fascinating, at least insofar as stories about master artists and their recycling habits go. The paper added a feature that made the piece much more engaging: an interactive tool that enabled readers to "erase" a Picasso to reveal what lay beneath. In that trip through art history, those on the Times' business side saw the potential for commerce.
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Macy's plan? Wave the flag
Cincinnati Enquirer
Macy's shoppers will be surrounded by red, white and blue during the next seven weeks as the retailer embraces Americana in a newly launched marketing campaign throughout 850 stores. The blitz of in-store displays, magazine ads, direct-mail catalogs and even a charity fundraiser is calibrated for just one thing: "It's about driving sales," says Martine Reardon, Macy's chief marketing officer.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    The Department of Justice probes AP phone records (WNYC)
Phone records of journalists seized by U.S. (The New York Times)
New report examines 'state of the art' in tablet content design (NAA)
NAA calls for action in seizure of AP phone records (NAA)
Android is fading into the background — and that's a good thing (ReadWrite)

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


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Competitors


US pay TV thrown for net loss
Broadcasting & Cable
Video subscriber gains in the first quarter of 2013 by top U.S. service providers were not enough to avoid a first net subscriber loss in the category over a four-quarter period, Leichtman Research Group reported.
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Thought leadership and digital ad sales winning the battle for The Economist
The Drum
"We're in a strong position because our premium pricing means circulation makes a positive contribution — so we're investing heavily in growing our readers, to grow profits, which, together with our thought leadership services and digital ad sales, allows us to more than make up decline in print advertising," The Economist's Michael Brunt says in a Q&A. "We still offer free content on our apps and on our site, as this remains a great way to drive sampling, engagement and ultimately subscription sales."
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  FEATURED COMPANIES
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Digital


Digital publishing: Reddit 101
Editor & Publisher
Reddit, with its large readership and thousands of user-controlled subcategories, is quickly becoming an important tool for journalists to understand and master. Not only is it a potential treasure trove of human interest stories and local news leads, it should also be part of every newsroom’s social media strategy to drive Web traffic.
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Looking for similar articles? Search here, keyword ANDROID.


Students swap laptops, desktops for smartphones, tablets
USA TODAY
On college campuses across the country, tiny glowing screens are taking over. Today's smaller, more mobile devices hold many of the academic and entertainment tools that once filled up a backpack or clunky desktop hard drive.
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How some news orgs use Tumblr
Poynter
What do you do with a blog service full of cat GIFs and memes? If you're Yahoo, you buy it for $1.1 billion. If you're a media outlet, you use Tumblr as an extension of your brand.
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FEATURED ARTICLE
TRENDING ARTICLE
MOST POPULAR ARTICLE
Alternative funding: What you need to know before outsourcing your business model
Editor & Publisher
With the advent of online crowdfunding, newspapers and journalists are learning that the public media approach ...

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Study shows native ads outperform banners, mostly
Forbes
A new study by Sharethrough and the IPG Media Lab surveyed 4,770 consumers on their responses to native ad formats. The results overwhelmingly backed up the central contention that readers are more likely to pay attention to marketing messages that resemble the content around them.

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Outlook.com users can now chat with their Google friends
TechCrunch
Here is something you probably didn't see coming: Outlook.com just enabled chat interoperability with Google Talk.

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Business Models


NY Times CEO calls digital pay model 'most successful' decision in years
paidContent
"The launch of the pay model is the most important and most successful business decision made by The New York Times in many years," CEO Mark Thompson said in a commencement address to business students at Columbia University. "We have around 700,000 paid digital subscribers across the company's products so far and a new nine-figure revenue stream that is still growing."
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At The Miami Herald, tweeting's about breaking news in the a.m. and conversation in the p.m.
Nieman Journalism Lab
Nikki Usher writes: "When I went to The Miami Herald as part of a much larger project looking at newsrooms and news buildings, I was pleasantly surprised to find it, like some other newspapers, has actual people manning Twitter — breaking news 'by hand,' interacting with readers, and having a genuine public conversation over the main @miamiherald Twitter account, with its 98,000 followers."
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SalesTouch CRM for Media Sales


SalesTouch has been a "game-changer” for this Oklahoma City newspaper. Watch the video to see why.




NAA Updates

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