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Dec. 18, 2013

 




NAA News

FTC explores native advertising
This month, the Federal Trade Commission held its inaugural workshop on native advertising called “Blurred Lines: Advertising or Content?” The purpose of the workshop was to better understand the “blending of advertisements with news, entertainment, and other editorial content in digital media.” Sophia Cope, NAA director of public policy; legislative counsel, shares her thoughts on the workshop and what it means for newspapers.
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Why you should sponsor NAA mediaXchange
NAA mediaXchange 2014 is mere months away, so if you haven’t already booked your sponsorship slot — now is definitely the time. If you’re wondering how a sponsorship presence at our event can grow your business, we have a few insights for you to consider. In 2014, we will continue to uncover best practices and strategies as showcased by industry executives. Ben Smith, of Buzzfeed, and B. Bonin Bough, of Mondelez International, will serve as keynote speakers.
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Exploring categories of tablet news consumers
Making sense of how people think and act is not usually easy. Marketers and brand managers have wrestled with putting human motivation and behavior into categories for years in an effort to understand customers of their products and services. Overlaying segmentation systems with audience measurements can provide some useful insights for those seeking to make effective use of marketing dollars.
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PRODUCT SHOWCASE
  Newspapers choose Agfa Graphics.

Worldwide, more than 50% of the 520 million newspapers read daily are produced with Agfa Graphics’ technology. Arkitex workflow, Advantage platesetters and N94-VCF chemistry-free offset plates are part of our complete newspaper production package. We understand newspapers, which is why newspapers choose Agfa Graphics.
 


NAA ad for download: Why advertisers turn to newspapers in December
Did you know that 30 percent of toy, hobby and game sales happen in November and December? Or that 64 percent of adults who read a newspaper in print or online in an average week have shopped for these things in the past three months? These new ads showcase why newspapers are so critical for advertisers during the holiday season.
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Sponsor breakout sessions now available for NAA mediaXchange 2014
Sponsor breakout sessions at NAA mediaXchange 2014 allow companies that provide products or services in the newspaper industry to present new and innovative information. From 8 a.m. to noon on Wednesday, March 19, the sponsor breakout sessions will give sponsors the unique opportunity for a 45-minute presentation to key media, newspapers and advertising executives. Presentations must fit into one of the following categories: audience/circulation, digital, advertising/revenue or print.
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Business Models


USA Today content added to local Gannett newspapers
MediaPost
USA Today content will begin appearing in Gannett’s local newspapers in a move intended to expand its reach, bolster the local publications' national and international news and free up editorial staff to focus on local reporting. According to the company, a local edition of USA Today will be included in the print and digital editions for 35 of Gannett’s local daily publications across the country.
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  PRODUCT SHOWCASES
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The New York Times raises subscription prices
Adweek
The New York Times is looking for more money from print subscribers in 2014 as it continues to contend with declining print and digital advertising revenues alike. Home delivery subscribers received a letter with their papers notifying them that starting Jan. 6, the cost of home delivery would increase 30 to 60 cents per week, depending on the level of service. For a Saturday-Sunday subscription, the increase translates to a 5.6 percent hike. Circulation revenue has been a bright spot for the Times, so it's no wonder the paper is going back to readers, hat in hand, as it grapples with softening ad revenue.
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New LA Daily: Los Angeles Register debuts in 2014
MediaPost
No need to check your lenses; you read that right: Freedom Communications is planning to launch a new metropolitan daily newspaper, the Los Angeles Register, in early 2014. The newspaper will be published seven days a week and distributed throughout Los Angeles County, CEO Aaron Kushner told staffers at the Orange Country Register, which first reported the news.
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Advertising


Paywalls boost ad rates for some magazines and newspapers, OPA study finds
Ad Age
Online paywalls are helping some newspaper and magazine websites increase the ad rates they charge, according to a new report from the Online Publishers Association. It's a hopeful sign for publishers that have hesitated to erect paywalls, despite the potential to generate new revenue from readers, for fear of hurting traffic and ad revenue.
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Financial Times' native ad initiative goes global
Newspapers & Technology
As the buzz surrounding native advertising continues to mount, The Financial Times recently rolled out its FT SmartMatch to global advertising clients, following a successful trial period. The publisher partnered with Smartology for technology that recognizes the meaning of news articles, allowing advertisers to match their messages to relevant stories in real time on FT.com. FT piloted the concept, which uses semantic profiling, in 2011.
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2014's big online trend: Automated buying
Media Life Magazine
A few months ago, Interpublic Group announced plans to do at least half its online and offline buying by automation within the next three years. A new forecast from eMarketer, the online advertising tracking firm, predicts that automated buying, often referred to as programmatic buying, will increase by 75 percent in 2013, to $3.37 billion. Next year it will increase another 38 percent, to $4.66 billion. That includes real-time bidding on exchanges run by sites such as Google and Facebook, as well as any other technologically-driven form of buying display advertising.
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Google sets new viewability standard for Web ads
Adweek
Google is looking to set the tone when it comes to making sure real people can actually see ads served on the Web, recently saying that it will only charge for viewable ads. Google said it has worked directly with the Media Rating Council to define viewable ads using the Interactive Advertising Bureau’s proposed standard. That is, at least 50 percent of an ad must appear on a screen for one second or longer. Google calls its viewability product Active View.
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Competitors


NPR kicks off major digital transformation
MediaPost
Aided by $17 million in fresh grants, NPR is embarking on a major digital change. “It’s the biggest and most important initiative in NPR’s history,” said Zach Brand, NPR’s vice president of digital media. As part of the broader effort — which will ultimately span clock radios, Web-enabled cars, tablets, smartphones and other mobile devices — consumers can expect a new mobile app sometime next year.
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Radionomy, TargetSpot form digital audio ad network
Radio World
Internet audio streaming platform Radionomy and Internet advertising services provider TargetSpot have combined efforts to form a digital audio advertising network. As part of the Radionomy Group, the combined ad network known as TargetSpot will extend monetization opportunities for TargetSpot and Radionomy customers and offer enhanced technology, new products, multiplatform inventory and expanded sales. According to a release, advertisers may now leverage the capabilities of a digital audio network with reach to 75 million listeners and a total of 80 publishers in both the U.S. and Europe.
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The tablet magazine ship is sinking. Fast.
GigaOM
With a number of magazine publishers as current and former clients — we are acutely aware of the challenges they face. From dwindling print revenues to increasing internal costs managing simultaneous print and digital editions of their magazines — it’s absolutely understandable that choosing the apparent “quick win” of InDesign-generated apps (Adobe’s own DPS, Mag+, etc.), or even PDF-wrapper solutions provide a cheap and rapid route to the App store. But it’s been a false economy, and there simply is no time to waste waiting for things to improve.
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FTC explores native advertising
NAA
This month, the Federal Trade Commission held its inaugural workshop on native advertising called “Blurred Lines: Advertising or Content?” The purpose of the workshop was to better understand the “blending of advertisements with news, entertainment, and other editorial content in digital media.”

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The successes and lessons learned by the Tampa Bay Times in pursuit of a long-form bounty
NAA
It was a risky move. The Tampa Bay Times was about to remove one of its senior enterprise reporters, Michael Kruse, from the normal beat for nearly nine months to focus on one story.

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New NAA ad for download: Why advertisers turn to newspapers in December
NAA
Did you know that 30 percent of toy, hobby and game sales happen in November and December? Or that 64 percent of adults who read a newspaper in print or online in an average week have shopped for these things in the past three months?

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Digital


Viral strategy behind The Washington Post's Know More blog won't blow your mind
Poynter
A two-month-old viral blog by The Washington Post (the venerable 136-year-old newspaper and venerable 17-year-old website) seems to have tapped into the shareable content trend of the moment. And even if viral content’s a bubble bound to burst — thanks to Facebook interrupting its business model via algorithm changes or otherwise — the newspaper hardly has much to lose if Know More, a Wonkblog spinoff, doesn’t work out.
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Twitter brings promoted accounts to timelines to reach mobile users
Ad Age
Twitter is bringing a new and more visible ad format that promotes advertiser accounts on the service to users' mobile tweet streams. The company has had promoted accounts since October 2010, and they appear in a "who to follow" module along with organic recommendations tailored to users' perceived interests. While the ads are fairly prominent on the desktop version of Twitter, appearing alongside users' streams, they had gotten very little visibility within Twitter's mobile apps.
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Commenters on HuffPost mobile apps will soon need Facebook verification too
Poynter
Amid the uproar over the Huffington Post’s announcement that commenting now requires Facebook verification — which itself requires supplying Facebook with a phone number — some users found a loophole: They could still use their old usernames (and not their real names) when commenting via HuffPost mobile apps. Reached via email, Tim McDonald, HuffPost’s director of community, told Poynter that Facebook verification will be required in the apps once they’re updated.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    New NAA ad for download: Why advertisers turn to newspapers in December (NAA)
The successes and lessons learned by the Tampa Bay Times in pursuit of a long-form bounty (NAA)
Newspaper dollars still tops in local media (MediaPost)
The plan behind Newsweek's return to print: Charge readers more than before (Ad Age)
The Information wants to be $39 a month (Nieman Journalism Lab)
Owners of Star-Ledger, NJ.com and sister newspapers studying possible consolidations (The Star-Ledger)

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


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NAA Updates

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