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Aug. 20, 2013

 




NAA News


New report: 'Optimizing Opt-in to Maximize Advertiser Value'
"Optimizing Opt-in to Maximize Advertiser Value" is designed to help newspapers continue this positive momentum by meeting the level of quality that early adopter advertisers have come to expect and the level of effectiveness necessary to attract additional advertising dollars. This report offers best practices gleaned from interviews with circulation executives who have successfully managed their opt-in programs, including insights on effectively capturing new subscribers, maintaining an accurate database and quality control procedures to achieve a high level of accuracy in delivery.
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Single-Copy solutions webinar series on demand
Following the completion of Single-Copy Summer Webinar Series, NAA members now have access to a variety single-copy sales ideas and operational solutions on demand. The final session, "Merchandising for Measurable Gains," was devoted to the basics of merchandising. The presentation includes examples of the most effective point-of-purchase techniques and general merchandising tactics that will drive sales, as well as examples of how to take full advantage of today's news and content — from championship events to everyday shopping information.
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Advertising


App gives print advertising a lifeline
PerformanceIN
Until now, the most common way to link print advertising with digital devices was through QR codes, but smartphone app Pounce, is hoping it can give consumers and advertisers an alternative. Pounce is a secure mobile app that aims to make shopping a more convenient task for consumers by letting them buy goods they have seen in print media. It uses image recognition technology to scan product images before enabling a product to be purchased in less than 30 seconds.
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PRODUCT SHOWCASE
  Go Mobile. Go Eversify
Agfa’s :Arkitex Eversify makes tablet publishing fast & easy, delivering a highly interactive robust experience to mobile devices while providing the look, feel and brand image of your printed publication. Eversify workflow is automated and works with your current system. Take advantage of new circulation and revenue opportunities.
 


David Zeeck: Internet opens up new avenues for advertising
The News Tribune
Most people are aware that the Internet has had a dramatic effect on newspaper readership. But often they perceive only part of the story. People are generally aware that the Internet has cut into print newspaper readership, which is true. What is less well known is that the Internet has actually expanded our audience.
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Native advertising, content marketing, mobile and the future of online publishing
The Sacramento Press
The relatively low value and cost of digital ads compared to print ads has been one of the biggest challenges facing online publishers, particularly news publishers, over the last decade. But a potential solution has risen over the last few years, one that the more forward-thinking online publishers like BuzzFeed, Gawker or Mashable have already begun to master: the rise of content marketing and native advertising.
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Outstanding newspaper ads across categories
Newspapers Canada
Newspapers ads work — no matter what category of business you are in. Get inspired by viewing a selection of the best ads from travel, automotive, technology, local retail and more. Some are shortlisted ads from Newspapers Canada's annual Extra Awards and some were pulled directly from the pages of Canadian newspapers.
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Competitors


Is big media trading digital dollars for analog dimes?
Forbes
In 2008, Jeff Zucker, then at NBC Universal, complained that media companies were in danger of "trading analogue dollars for digital pennies." As chastened media executives repeated the quote over time, it eventually became amended to "trading analogue dollars for digital dimes for mobile pennies." It seems quaint now.
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CBS, Time Warner Cable and the disruption of TV
The New Yorker
Until the 1980s, American television was dominated by CBS, NBC and ABC, broadcast networks so powerful that they were known simply as the "Big Three." Then a new technology came along, one that gave viewers many more options to choose from, completely disrupting the way that people watched TV. It was called cable.
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PRODUCT SHOWCASE
  Transform Your Obituary Category

Introducing the next generation of online obituaries by Legacy.com. Elevate your online obituary strategy with this innovative, new premium product that provides revenue-driving solutions for your online goals and brings you closer to readers and funeral homes.
 


Google patents unsettling 'pay-per-gaze' advertising model
Silicone Public
Google was granted a patent recently for a Gaze Tracking System which could be employed in devices like Glass in order to track what users look at and charge advertisers on a "pay-per-gaze" basis. The patent was originally filed with the US Patent and Trademark Office in May 2011 and refers to a system for use with a head-mounted device, which we can now safely assume refers to Google Glass.
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FEATURED ARTICLE
TRENDING ARTICLE
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California newspaper delivers today's news in centuries-old style
Los Angeles Times
Holding back time is a big job. But out in the high mountain California desert, where rattlesnakes and sagebrush outnumber people, it is a task Dean Coombs shoulders each week with a certain glee.

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Can Jeff Bezos and John Henry teach old media new tricks?
Bloomberg
Transformationally speaking, technological innovation is easy. Culture change is not. Jeff Bezos knows this. If he wants to kindle his newly acquired Washington Post into Amazon Prime, he's free to do so.

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Journalism case studies that apply design thinking
Poynter
Design thinking has become a popular method among journalists who are interested in boosting creativity and better engaging their audiences.

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Digital


Back to school shopping gets more digital
NetNewsCheck
As students across the country get ready to return to school, parents get set to spend nearly $73 billion on clothes and supplies. While newspaper ads and circulars are still one of the most popular sources for information on sales, mobile technology is increasingly playing a role in the back-to-school shopping scene.
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What's trending with those tablet newspaper editions?
Garcia Media
Dr. Mario R. Garcia writes: "It's been a year since the publication of my digital book about tablets: So what's happening with newspaper tablet editions today? I do feel that a good newspaper tablet edition must have material that has been selected, prepared and crafted for what the tablet can do. It does not have to be an entirely curated edition, however. It does not have to be an app. But, it definitely needs to have the extra ingredients which the tablet is so good for."
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    Wired taps real journalists to push further into native advertising (Adweek)
Study: Fake web traffic is worse than you thought (Ad Age Media News)
Why newspapers need big data now (NetNewsCheck)
Newspapers can finally burn the paper, leaving only news (Forbes)
California newspaper delivers today's news in centuries-old style (Los Angeles Times)

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


Taking native advertising beyond digital
The Guardian
This year's must-have on the media plan is native advertising. In theory it offers an advertising utopia whereby audiences become more engaged with advertising content that is displayed alongside editorial and advertisers generate better ROI from their digital budgets. What's not to like? It's easy to see why native advertising is being talked about as the ad industry's next big thing, but can it be used a little more widely?
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Samsung looking to launch 12-inch tablet in October
Digital Trends
There have been several claims in recent months suggesting a number of the tech industry's big hitters are looking to launch tablets with screen sizes of 12 inches or more, with another report appearing recently. According to the Korea Economic Daily, Samsung is prepping a slate with a 12-inch screen, a whopper in anyone's book. However, knowing the tech company's penchant for pushing out mobile devices in just about every size possible, such news may not surprise too many observers.
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Not just for the geeks any more: Digital is doomed as an ad industry specialization
Meme Burn
Digital won't last. It's already on its last legs as an advertising industry specialization and about time too. Coming from an agency professional with a 15-year grounding in digital communication this sounds like a betrayal. It's not.
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Business Models


As iconoclastic as it may sound, it's time to stop chasing the digital ghost
Wall Street Journal
How can a newspaper charge for its content when other competitors choose to give away their work? The old-fashioned way — by differentiating the content, boosting its quality, and making it essential to the community it serves. HBO, satellite radio and FedEx famously figured out this value problem. Why not newspapers?
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Patch is dying — local news needs paywalls
Slate
Ad-supported online media of all kinds has serious economic challenges. But the problem for very local news seems especially intense. That said, in the realm of local news the dream of making readers pay money to read your content strikes me as unusually promising. The basic trouble with a paywall strategy is that in a competitive marketplace the price should equal the marginal cost. The marginal cost of serving an additional webpage to someone is nearly zero, so competition should drive the price down to zero.
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Canada, leading the world into paywalls
The Tyee
Canadian newspapers are leading the world in charging for online news, moving to digital subscriptions much faster than papers in the United States or Europe. By the end of this year, English readers in most major Canadian cities will have to pay to read their local papers online. The lone exception is Winnipeg, where readers can still scan the Free Press without charge — but only if they are in Canada. Winnipeg Free Press readers outside the country must pay.
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Rupert Murdoch's investment shows Vice has its virtues
MediaPost
Rupert Murodoch just spent $70 million for a 5 percent interest in Brooklyn-based Vice. Six years into its existence, the dot-com bubble burst, and Vice had to start anew. In the period between then and now, Vice sold and bought back a stake to MTV and launched VBS.tv. Today it has become one of the darlings of the media world, evidenced by Murdoch's investment via the print-less 21st Century Fox — fitting, since Vice has all but shed its print DNA as it has added record labels, a booming online video unit, and a pub!
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Will the New York Times be sold?
The Huffington Post
Stephen H. Weiss writes: "In the wake of the recent sale of the Washington Post for the exorbitant price of $250 million to Jeff Bezos, the founder of Amazon.com, I am frequently asked if the New York Times will be sold. The reason I am asked is because I am the author of the 2012 book 'Endtimes? Crises and Turmoil at the New York Times.'"
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Chronicle kills its paywall — after only 4 months
SF Weekly
More than four months ago, Chronicle President Mark Adkins announced the installation of a long-planned paywall for the paper's online content. Adkins has since been transferred to Beaumont, Texas — and the paywall has been transferred to an even more backwater locale called "nonexistence."
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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.




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