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Oct. 16, 2013

 




NAA News

Media Watch: Rethinking newspapers' role in the digital age
Recent changes to the ethos and practices by The Guardian and the Financial Times begin to answer the question of what newspapers will do in the digital age. The changes reflect the changing taste of readers for contextualized news as well as how readers now find and consume news across multiple devices.
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Free Speech Week Ads
Free Speech Week is a nationwide program held from Oct. 21-27, 2013, to raise awareness and celebrate the importance of free speech and a free press in the United States. A variety of ads are now available on NAA.org. We encourage our member newspapers to run these ads and join the many organizations that support this worthwhile endeavor.
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Native Advertising: What it is and what it isn't
Native advertising is all the buzz, even if not everyone agrees what it is. In part 1 of this series, Dorian Benkoil, of Teeming Media, shares his take on what native advertising is, and isn't, why it's here, and how to do it effectively.
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WEBINAR — Native Advertising: What it is and what it isn't
Join Dorian Benkoil and Steve Rubel, chief content strategist at Edelman, for this webinar to further explore what native advertising means for newspapers.
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PRODUCT SHOWCASE
  Go Mobile. Go Eversify
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Data Leakage: Business Considerations
Online advertising is a vital revenue source for newspaper companies and its importance is growing every day. As online advertising technology has evolved over the past several years, the ads have become more effective, allowing newspaper websites to serve targeted ads that will be of most interest to consumers. Unfortunately, some of the third parties involved in the targeted advertising ecosystem are increasingly collecting and monetizing newspaper reader data to the detriment of newspapers.
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Social media, publishers and connecting with consumers
How should newspapers use social media? Read this blog post to learn best practices and see how other major publishers have effectively used the medium to connect with readers worldwide.
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Advertising


BrandVoice contributes 20 percent of Forbes' ad revenues
MediaPost
BrandVoice, Forbes Media’s pioneering native advertising product, will contribute around 20 percent of the company’s total advertising revenues in 2013, according to an update from Forbes on the third anniversary of the service. And BrandVoice is growing fast: Forbes expects that proportion to increase to 30 percent next year.
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Facebook launches new retargeting alternative to FBX
Ad Age
Facebook is launching a new retargeting tool that will allow retailers to show ads to people who've visited their websites or mobile apps. The targeting feature, "website and mobile app custom audiences," is distinct from Facebook's FBX ad exchange and won't include demand-side platforms like Turn, AdRoll and Triggit that have made retargeting to Facebook users via FBX a pillar of their business.
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  PRODUCT SHOWCASES
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BlackBerry seeks to reassure customers with newspaper ads
Bloomberg
BlackBerry Ltd. is taking out full-page ads in newspapers worldwide in a bid to convince carriers, consumers and partners that they shouldn’t abandon the struggling smartphone maker. “These are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges,” the Waterloo, Ontario-based company says in the ads, which take the form of an open letter. “We are making the difficult changes necessary to strengthen BlackBerry.” The ads are an attempt to communicate directly with customers, without intermediaries or distortion, said Chief Marketing Officer Frank Boulben.
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For CVS regulars, ads tailored just to them
The New York Times
Once, the letters in the name of the CVS drugstore chain stood for Consumer Value Store. Now, they could also stand for Customized Virtual Shopping. CVS Pharmacy is taking a big step forward in the increasingly popular realm of personalizing and selecting products for shoppers. The effort will offer customers, who belong to the chain’s ExtraCare loyalty program, tailored versions of the weekly print circulars distributed through newspapers and in stores to an estimated 45 million people.
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Q3 magazine ad revenues up 4 percent to nearly $4.8 billion
USA Today
American consumer magazines are showing some signs of life. Despite a decline in ad pages sold, U.S. magazines' print ad revenues rose 4 percent during the third quarter to $4.75 billion as rebounding readership allowed publishers to charge more, according to new data from Publishers Information Bureau, a unit of MPA — The Association of Magazine Media. Magazine readership has been inching up this year — up 2.6 percent in the first half of this year in both printed products and tablets — and publishers have been able to fetch more dollars for print ads.
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Competitors


$70 billion TV ad market eases into digital direction
Ad Age
Earlier this year, DirecTV took a step into the future of TV advertising. Rather than let marketers target only shows and geographic markets, it allowed them to zero in on specific audiences — down to the individual home. "The way our technology works, I can literally take a 30-second TV commercial, I can insert it into a commercial pod and I can target that commercial to the household level," said DirecTV Executive Vice President Paul Guyardo. "We don't serve up the impression until we know the TV is on and the viewer is watching. The show doesn't matter. It's the audience."
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Why Twitter is testing a real-time news service when it already is a real-time news service
GigaOm
With its IPO waiting in the wings, new features seem to be spilling out of Twitter’s headquarters in San Francisco almost daily. Some are clearly designed to kiss up to the television industry — since that’s where the money seems to be — while others have a more subtle mission: namely, to convince people to use the service more. User growth and engagement is one of the metrics Twitter is probably most focused on as it prepares to go public.
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PolicyMic raises $3 million, betting that millenials want substantive news and commentary
TechCrunch
How many younger readers really care about news and politics — as opposed to celebrity gossip, viral videos, and cat GIFs? Well, a site called PolicyMic is built around the proposition that readers under 35 are looking for something more substantive, and it just raised $3 million in new funding. Co-founder and CEO Christopher Altchek argued that most existing sites aimed at a younger audience are “very much focused on lighter and more entertaining content,” creating an opportunity for a competitor that’s tailored to the same audience but tackles “meaty topics.”
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Digital


You won't believe which media company just launched a BuzzFeed-inspired microsite
Nieman Journalism Lab
On Oct. 14, a grumpy garden gnome introduced Ezra Klein’s newest addition to the Internet: Know More, “a site for people who like learning stuff.” It’s a simple grid of images, looking not unlike Pinterest. (Or Fuego. Or Topicly. Image-heavy grids are in these days.) Eight to 10 times a day, Klein and reporter/Know More point man Dylan Matthews will post an image macro, video, tweet, data visualization, or block of text on a WordPress microsite built by Yuri Victor, user experience director at The Washington Post.
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Why news orgs should make it easier for readers to distinguish staffers from contributors
Poynter
When Maury Brown read a story on Forbes with the declarative headline “2013 Houston Astros: Baseball’s Worst Team Is The Most Profitable In History,” he knew he had to write a reply. Brown, founder and president of the Business of Sports Network, did just that. His piece carried an equally strong headline, “Erroneous Story Claiming Houston Astros Most-Profitable Ever A Massive Strikeout.” Brown’s story took the Forbes piece by Dan Alexander to task, and it was published on … Forbes.
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BrandVoice contributes 20 percent of Forbes' ad revenues
MediaPost
BrandVoice, Forbes Media’s pioneering native advertising product, will contribute around 20 percent of the company’s total advertising revenues in 2013, according to an update from Forbes on the third anniversary of the service. And BrandVoice is growing fast: Forbes expects that proportion to increase to 30 percent next year.

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Newspapers are still the cornerstone of democracy, says NAA President & CEO Caroline Little
NAA
We’ve been calling it the end of an era for a long time now. It’s supposed to be the end of newspapers, according to naysayers who have been predicting their ultimate demise for years. But the facts prove the newspaper industry is growing and transforming rather than dying.

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Perfecting the paywall, then going beyond it
NAA
There has been no shortage of paywall news the past month with the end of The Dallas Morning News paywall following the fall of San Francisco Chronicle paywall just four months after its launch. However, talking exclusively about paywalls may ignore other opportunities to generate revenue.

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Business Models


In digital era, The New York Times eyes growth abroad with global edition replacing Herald Tribune
The Washington Post
The New York Times Co. is rebranding its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Executives say the recent rechristening aims to get the most out of its brand, and complete a gradual fusion of the newspapers’ editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post.
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No more late news: Financial Times moves to one print edition daily
Ad Age
The Financial Times will consolidate the multiple print editions it publishes each night into a single, global newspaper in the first half of 2014, using its website for breaking news as the publisher focuses on growth in digital products and perhaps sets the stage for eventual further reductions in print. The paper may also start arriving in a single section.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    Perfecting the paywall, then going beyond it (NAA)
Newspapers are still the cornerstone of democracy, says NAA President & CEO Caroline Little (NAA)
International Newspaper Carrier day (NAA)
National Newspaper Week (NAA)
Newspapers more relevant than ever before (Journal Sentinel)

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


SalesTouch CRM for Media Sales


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

Perfecting the paywall, then going beyond it
NAA
There has been no shortage of paywall news the past month with the end of The Dallas Morning News paywall following the fall of San Francisco Chronicle paywall just four months after its launch. However, talking exclusively about paywalls may ignore other opportunities to generate revenue.

Share on FacebookTwitterShare on LinkedinE-mail article
read more



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