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Oct. 30, 2013

 




NAA News

Relevance is the long-term strategy driving AAM reporting changes
Newspapers report circulation and other audience data through the Alliance for Audited Media for one reason: to provide advertisers the information they need to make informed buying decisions. Our advertisers want more information, on a timelier basis. For many years insert advertisers asked for more up-to-date, zip code-level circulation data, and in some cases enlisted outside intermediary sources to collect the information. The changes underway address that longstanding request by requiring newspapers to provide distribution data on a quarterly basis.
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WEBINAR: AAM Reporting and Qualification Standards — The Changes Underway
Thurs., Nov. 7 at 2:00 p.m.
Today’s newspapers offer multiplatform solutions to advertisers in search of targeted audiences as well as total reach of the marketplace. The solution for most newspapers will be using an AAM Consolidated Media Report, a new reporting format that provides the opportunity to report beyond traditional circulation metrics. This session is designed to explain what newspapers need to do today, the decisions newspapers need to make next, and what to expect in the next phase of reporting changes.

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Conversion data: Finding insights in readers' patterns
Newspapers are deeply connected with their audiences. And the interactions newspapers have with their readers create large volumes of data. There are plenty of metrics: page views, unique visitors, paths readers take on a website, who they are and where they come from, scrolling and mouse behaviors, and countless others. This data can be newspapers’ biggest assets and their biggest opportunities.
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NAA fights for press freedom
NAA is battling for the freedom of press across many fronts, including legislative, regulatory and legal. At the forefront is the fight for a federal shield law, for which NAA is leading a coalition of more than 70 media companies and organizations. Sophia Cope, NAA Director of Government Affairs and Legislative Counsel, details the full scope of NAA’s efforts.
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The Chattanooga Times Free Press shares its secrets to success at a summit
Over the past five years, the Chattanooga Times Free Press has become an industry leader for event hosting, raking in more than $1 million annually. Their success drew other newspapers to frequently request or visit the newspaper’s executives, who were more than happy to share their secrets but needed to do it more effectively. Thus was born the Event Revenue Summit, which starts this Sunday.
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Native advertising: A word on ethics
In December, the Federal Trade Commission will hold a workshop aimed at examining the impact of native advertising. In the final part of his series, Dorian Benkoil, of Teeming Media, shares his thoughts on the ethics of native advertising and how newspapers can avoid the high-profile mistakes that made headlines in the past year.
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How is the two-website paid model faring for newspapers?
A number of metro newspapers have recently launched two websites — one paid and one free — as a way to satisfy different audience sets while building distinct brands. Find out how this new model has fared, with insight from The Dallas Morning News and The Boston Globe on their experiences.
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Advertising


Here's how native ads will scale
Ad Age
Though it may reign as the advertising industry's favorite buzzword, so-called "native" advertising has yet to prove its ability to scale. But that may not be the case for long. Native ads and the high-volume world of RTB (real-time bidding) are on course to come together with the most difficult hurdle, the technological one, all but cleared thanks to the introduction of Facebook's FBX exchange ads.
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After viral success of inequality ads, creators say they will expand campaign
Adweek
A creative twist on print advertising became a global phenomenon, as the "Auto-Complete Truth" campaign for UN Women exploded across social media and generated worldwide discussion. AdFreak's writeup of the campaign by Memac Ogilvy & Mather Dubai has been shared more than 116,000 times on Facebook, making it the most-shared item of the year on Adweek.com. The campaign has since been featured by hundreds of blogs, news sites and social media feeds around the world.
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Ad-sponsored editorial content draws regulator's notice
The New York Times
The practice of native advertising is beginning to capture the attention of advertising regulators who are concerned that some content could be considered deceptive to consumers. The National Advertising Division, an investigative unit of the Advertising Self-Regulatory Council, administered by the Council of Better Business Bureaus, has issued two rulings on the practice in the last two months, one in favor of how an advertiser used editorial content for promotional purposes and one that required an advertiser to modify its practices.
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Google hides search terms from publishers, marketers
Ad Age
When you're Google, subtle shifts have a big impact. That was the case last month, when the search giant announced it would severely limit the information publishers — or anyone else — would receive on the keywords driving traffic to their websites. Google still provides keyword data to search advertisers, but the move changed the game for organic search, leaving some publishers and advertisers in the dark. "It's one of the most significant losses of data marketers have seen in half a decade," said Conductor CEO Seth Besmertnik, who claimed, on average, that half of his clients’ traffic comes through organic search.
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Competitors


New Pew data shows Facebook users find news there, but don't seek it out
Nieman Journalism Lab
Do people go to Facebook for news? There is now an answer: Generally, no. According to a new study from the Pew Research Center, only 16 percent of Facebook users say getting news is a major reason they use the social network. Only 4 percent say it’s the most important way they get news. Even among people who count themselves as news consumers on Facebook, the majority say it’s just something they’re exposed to while on the site.
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Social enterprise and social advertising are where HootSuite sees its next 8 million users
Venture Beat
HootSuite announced that it now has almost eight million users, over 1,000 enterprise customers, 150 percent year-over-year growth, and a new partnership with social analytics expert Brandwatch. That’s all good. Where’s tomorrow’s growth coming from? HootSuite CEO Ryan Holmes said user growth is likely to come from the death of a single social media “allstar” in companies and the work Hootsuite is putting into social media advertising.
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Are networks perpetrating TV, online video ad fraud?
MediaPost
Have major TV networks been committing fraud? That would seem to be the case, based on the definition of video advertising fraud presented by Integrated Ad Science's Mike Iantosca on the "How Bad Is The Inventory" panel during MediaPost's Video Insider Summit. The definition of "fraud," he said, is "an impression not viewed by a human."
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Digital


The New York Times offers a glimpse at the homepage of the future
Nieman Journalism Lab
The New York Times is offering another sneak peek at the future of nytimes.com, with an advance look at the new homepage, sections fronts, and article pages. At first glance, the redesigned homepage may not appear that different from its current state. But a closer look shows a front page that features new fonts, and has rearranged the way users navigate. The site index on the left hand side of the page has been dropped to the bottom in favor of a sections menu that mirrors its iPad app. The new homepage also has a fixed navigation bar that stays with users as they scroll down the page.
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Gawker Media invites publishers onto its Kinja platform
Folio
Gawker Media is welcoming more than just readers into its Kinja ad-free community; now publishers are signing up and distributing content on the open commenting and blogging platform. Gawker soft-launched Kinja last January. Since, the company has been aggressively tweaking and adding new tools and features to the platform. Lauren Bertolini, community development manager at Gakwer, implies that the ongoing build-out is centered on keeping the content-producer in mind.
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FEATURED ARTICLE
TRENDING ARTICLE
MOST POPULAR ARTICLE
Relevance is the long-term strategy driving AAM reporting changes
NAA
Newspapers report circulation and other audience data through the Alliance for Audited Media for one reason: to provide advertisers the information they need to make informed buying decisions. Our advertisers want more information, on a timelier basis.

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Native Advertising: The how and why
NAA
Why should a publisher bother with native advertising? The answer is pretty simple. Marketers are spending money on native advertising. In 2013 media buyers expected to see an average increase of 12.6 percent in native ad spending compared to 2012, according to Solve Media.

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CEO update: Celebrating the role of newspapers in protecting free speech
NAA
Where would we be as a nation without the freedom of speech? In fact, 47 percent of Americans voted for free speech as our most important right. NAA CEO Caroline Little details our right to accurate news and why it is very closely tied to our right to free speech and our freedom to challenge leaders and institutions on their practices.

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Business Models


Four takeaways from new owner John Henry's message to readers of The Boston Globe
Nieman Journalism Lab
John Henry’s nearly 2,900-word message to readers of The Boston Globe could have been little more than an exercise in public relations, standing up for what is good and deploring what is bad. Henry’s piece, headlined “Why I bought the Globe,” takes up a full page in the Opinion section of Sunday’s paper. It’s teased on the front page as well. He writes about his life, the Red Sox, the financially struggling news business and what he thinks needs to be done to set it on a sustainable path.
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In Colorado, a small paper looks forward
Columbia Journalism Review
As reporters and editors stream into The Coloradoan newsroom on a Monday morning in September, they glance upward at the page-view numbers beaming from the 55-inch, flatscreen monitor. The journalists savor the metrics, which indicate that Web traffic skyrocketed more than tenfold over the weekend as the newsroom scrambled to produce stories, photo galleries, and videos of the floods that ravaged northern Colorado. While the numbers certainly aren’t all that matters, it’s clear that this small, 140-year-old newspaper now places a lot of emphasis on the metrics. And so far, it seems to be paying off.
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Buffet-owned Richmond Times-Dispatch introduces paywall
Poynter
“Giving away content online no longer can be sustained,” Richmond Times-Dispatch publisher Tom Silvestri writes in a letter to readers. “Not if we want to be around for another 160-plus years serving the Richmond region and Virginia with the kind of news reporting that makes a difference and advertising deals that delight.” The Times-Dispatch’s “All Access” plan will operate in a manner now familiar to paywall observers: People who don’t subscribe to the paper will be able to see 20 stories per 30-day period without hitting a gate.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    CEO update: Celebrating the role of newspapers in protecting free speech (NAA)
Native Advertising: The how and why (NAA)
WEBINAR — Native Advertising: What it is and what it isn't (NAA)
Associated Press is the latest news organization to try sponsored content (Ad Age)
Data leakage is a serious problem for newspaper websites (NAA)

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


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NAA Updates

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