PRESSTIME Update
Sep. 25, 2013

New report on targeting subscriber acquisition and the value of hitting the bull's-eye

NAA has posted a new report by Jim Fleigner of the Impact Consultancy LLC, “Micro-Targeting Subscriber Acquisition: Quantifying the Value of Hitting the Acquisition Bull’s-eye.” The premise is that every newspaper should be able to rank order its most cost effective sales efforts. The difficult part is isolating all the variables. Impact Consultancy offers both a strategy and some effective tactics they have implemented at newspapers. The process is designed to identify the sale programs that warrant the greatest emphasis and investment. The goal is to attain the best combination of lowest cost per start, highest weekly net margin and most weeks retained. The report provides the logic behind the theory and formula of how to get started.More

Appeals Court hears NAA's lawsuit challenging Valassis NSA

On September 19, a three-judge panel of the U.S. Court of Appeals for the District of Columbia Circuit heard the oral argument in Newspaper Association of America v. Postal Regulatory Commission — NAA's lawsuit challenging the PRC's approval of the USPS / Valassis negotiated services agreement (NSA). Robert Long of Covington & Burling argued the case on behalf of NAA before Judges Griffith, Henderson and Randolph. NAA's main argument in our petition was that the agency did not properly evaluate the harm the NSA would cause in the marketplace as required by the Postal Accountability and Enhancement Act of 2006. The court is expected to reach a decision within 60 days. Listen to an audio recording of the argument here.More

Debating the changing economics of editorial content
The New York Times
As the 10th annual Advertising Week in New York began on Sept. 23, speakers and panelists were paying a good deal of attention to what appears in between ads — aka editorial content — as well as to the ads themselves. The focus on content creation was partly related to content’s being part of a major trend on Madison Avenue known as content marketing or native advertising, which seeks to skirt consumers’ aversion to being pitched by dressing up ads to resemble articles or programs.More

What does it take to make native advertising scale?
Adweek
Vice's approach to getting native advertising to scale is pretty simple: "You can either game the system or you can make good content. We prefer to make good content, and it'll scale itself," publisher John Martin said recently at an Advertising Week panel in New York.More

Inside Forbes: The role of native advertising in our search for a new media equation
Forbes
David Carr’s weekly column for The New York Times carries an intriguing title: “The Media Equation.” With 430,000 Twitter followers, he’s a unique journalist exploring the world of media for the larger Times brand, with its 9.5 million followers. It’s similar to the 1,200 individually branded Forbes contributors — and staff reporters, too — who now write about specific business topics under the 96-year-old umbrella brand.More

Programmatic advertising levels the playing field
Digiday
When it comes to buying online ads, the rise of programmatic advertising is letting small agencies compete with the big boys like never before. Once upon a time media buying was all about scale. Agencies aggregated their clients’ dollars and used the resulting spending power to negotiate bulk discounts and preferential treatment from media sellers. It’s a model that persists in “traditional” media like TV and print.More

Newspaper inserts boost unclaimed property claims
Charleston Daily Mail
South Carolina State Treasurer John Perdue said recently his office has seen a strong public response to its recent unclaimed property newspaper advertisement, which ran as an insert in newspapers across the state between Aug. 27 and Sept. 12. According to a news release from Perdue’s office, the number of people filing to claim their property each day has nearly tripled following the advertisement.More

TV exposure drives more customers to brands vs. digital
MediaPost
Not all media is created equal when delivery new and old consumers to brands. In looking at one significant piece of research from a cross platform campaign, TiVo Research and Analytics (TRA) says TV drives more new customers to make sales, while digital media gets more business from existing customers.More

Twitter adds CBS to its stable of big advertising partners
The New York Times
Twitter has been furiously adding partners to its Amplify advertising program ever since it began informally last year with a partnership between the social network, ESPN and the Ford Motor Company. In those initial ads, ESPN sent out clips of football games, wrapped in a Ford Fusion ad, as short messages on the service. On Sept. 23, Twitter announced that it had signed CBS, one of its biggest partners yet. The broadcast and Internet network intends to use Twitter Amplify to showcase content from 42 products, from TVGuide.com to its fantasy football site.More

From Esquire, the Esquire network
Media Life Magazine
The fourth major cable network launch in five weeks came Sept. 23 when the Esquire Network joined Fox Sports 1, Al Jazeera America and FXX on the dial. Like those networks, Esquire also encountered some unexpected bumps. The channel, the TV incarnation of the men’s magazine, was originally supposed to launch in April, taking over for G4, a low-rated net targeted at the same male 18-34 demo. But the first premiere date got pushed back because the magazine and NBCUniversal, which is collaborating on the network, wanted more original content.More

Flipboard's Mike McCue confirms $50 million raise, says Windows 8 app, more international versions coming by end of year
TechCrunch
Flipboard, the mobile-first “social” magazine that lets people tag, assemble and then share collections of stories from around the Web, has now raised another $50 million at an $800 million valuation led by Suhail Rizvi, with Goldman Sachs close behind and existing investors like Insight Venture Partners, Index Ventures and Kleiner Perkins also participating (KPCP has confirmed its investment directly with us as well). The news was first reported earlier today by AllThingsD, and it has now been confirmed to us by Mike McCue, CEO and co-founder of the company, who also gave Tech Crunch some insight into how the company is doing today — “an awesome day,” as he put it — and what it plans to do tomorrow.More

What does it take to make native advertising scale?
Adweek
Vice's approach to getting native advertising to scale is pretty simple: "You can either game the system or you can make good content. We prefer to make good content, and it'll scale itself," publisher John Martin said recently at an Advertising Week panel in New York.More

Brokers, agents back in advertising game
Inman News
Real estate advertising is back. After declining in 2011 and 2012, the amount brokers and agents will spend on advertising is expected to climb 13.2 percent to $12.5 billion in 2013. The study showed that the amount brokers and agents will spend on newspaper ads in $1.7 on newspaper ads in 2013.More

Storytelling ads — or native advertising — may be journalism's new peril
The New York Times
Joe McCambley, founder of The Wonderfactory, a digital design firm, helped build the first banner ad back in 1994. It was a much-maligned innovation that grew like kudzu until it had all but overwhelmed the consumer Web, defining its look and economics for years to come.More

In 2014 Nielsen will start counting your phone/table TV viewing
MediaPost
TV Everywhere is, well, just about everywhere now. Major networks like ABC, CNN, and EPSN have begun to turn on in-app live streams of their broadcasts. Service providers like Dish are letting customers access their TV set-top boxes and DVRs from phones and tablets. But as many of us rely on devices for catch-up and remote TV viewing, who is measuring all of that activity?More

The Washington Post unveils visual news product, Topicly
Adweek
Ever wish it was easier to get up to speed on the biggest stories of the day when you're on the go? The Washington Post has that need in mind with Topicly, a new reading feature for its site and mobile platforms debuting today. Topicly is basically a visual table of contents of the site's biggest news topics of the day. When you click on one of the topics, which are arranged checkerboard-fashion, you’re taken to a collection of all the content from the Post's website on that topic, updated every 15 minutes.More

The hub of the Twitterverse: The Boston Globe has built a localized, tweet-powered news aggregator
Nieman Journalism Lab
In the Boston area, the passing of a Dunkin Donuts franchise is news. So are the finer points of Tom Brady’s hair. But in this instance, we know the closing of the Mass Ave. Dunkin reached a certain level of…prominence? Virality? Social lift? — because it made an appearance on 61Fresh, the experimental news aggregator built by the Globe Lab, the research and development team inside The Boston Globe.More

Jim Bankoff brings lush print-design ethic to Web
Ad Age
Count Vox Media among those spurring online media's continuing makeover. The digital-media company's properties, like sports-blog network SB Nation and tech-news site The Verge, have garnered praise for designs descended from print magazines and reimagined digitally. At the center of Vox's ascent is CEO Jim Bankoff, 44, who has made a top priority the development of technological tools its editors and designers need to create the content they want to see online.More

Indianapolis Star partners with USA Today to boost national coverage
Poynter
Instead of contracting its print edition like so many other papers, the Indianapolis Star is investing more resources in its print edition through a partnership with USA Today. The paper will add a USA Today section featuring national and international news. It will also expand its local coverage, Crotchfelt says. There will be more sports and business news, and more space for visuals from staff photojournalists.More

Reuters ends plans for ambitious direct-to-reader service
The New York Times
Two years after Thomson Reuters announced an ambitious effort to reach out to news consumers directly through a program called Next, the company has decided to change direction and work through its website, Reuters.com. Reuters, a venerable news organization with a network of 2,000 journalists across the globe, has worked largely as a news wire service, with its reports and photos appearing in other publications. Next was to be a platform to reach readers directly, but it has been plagued by missed deadlines and cost overruns.More

Turn your followers into gold: Beacon won't be the Netflix of journalism, but it might help you make rent
Nieman Journalism Lab
“The actual number of readers, at this stage, is kind of irrelevant, as long as the writers are like, ‘This is worth it for me.’” Not exactly the wisdom you’d expect from Adrian Sanders, one of three founders of the new journalism site Beacon. The new website, which Sanders cofounded with former Facebook managing editor Dan Fletcher and developer Dmitri Cherniak, is based on the idea that loyal readers will pay to read the writers they like. Specifically, Beacon readers will pay five dollars a month for access to all of the content produced by the writers Fletcher has assembled — with the largest share (about 60 percent of that money) will go to a single, “favorite” writer, with the remainder to be split among the rest.More