PRESSTIME Update
Oct. 2, 2013

NAA Webinar Series: AAM Changes, The Strategic Direction and Tactical Advice

Thursday, Oct. 10 at 2 p.m. ET
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. In this session, Hugh McGarry, SVP, Sales & Marketing Milwaukee Journal Sentinel and Dan Schaub, Corporate Director for Audience Development The McClatchy Company will provide the strategy behind the adoption of the new reporting opportunity and how newspapers can prepare for the transition. A special guest, Steve Mueller, President NSA Media & Wahlstrom, will present the advertiser perspective on why the upcoming changes are critical to newspapers. And AAM’s Ken Shultz and Jessica George will be on hand to outline what newspapers need to be doing now to prepare.
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Postal rate changes offer good news as well as uncertainty for newspapers

The Postal Service on Sept. 26 filed proposed postal rate increases with the Postal Regulatory Commission that would lower rates for newspaper Total Market Coverage products going at High Density Plus rates, but potentially dramatically increase rates for all mail products. Media reports have focused on the fact that the Postal Service is requesting higher-than-inflation rate increases on all mail products – busting the rate cap that was established by Congress with the passage of the Postal Accountability and Enhancement Act in 2006. However, it is important to recognize that the Postal Service filed two separate rate proposals with the PRC – one that is likely to be easily approved and one that may run into problems. More

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

Alliance For Audit Media changing newspaper membership requirements

The AAM Board agreed to change newspaper eligibility calculation after considering the results of the newspaper advisory vote. The AAM board has unanimously agreed to eliminate digital verified/qualified copies from the membership eligibility calculation for U.S. and Canadian newspapers. The board has not yet reached a final decision to eliminate the paid circulation requirement for newspaper membership.More

Phony Web traffic tricks digital ads
The Wall Street Journal
The website Songsrpeople.com looks a lot like other amateur-video sites. It is wallpapered with clips featuring "the most insane amusement park ever" and "your girlfriend's six friends." The site draws tens of thousands of visitors a month, according to audience measurement firms. It also has ads for national brands, including Target Corp., Amazon.com Inc. and State Farm. But Web-security investigators at a firm called White Ops contend that most of the site's visitors aren't people. Rather, they are computer-generated visitors, or "bots," designed to fool advertisers into paying for the traffic, says White Ops, which has blacklisted the site—and thousands more like it—so that ads from clients such as Zipcar don't land there.More

Advertising watchdog concerned about native advertising
Ad Age
The National Advertising Division's first official look into sponsored content determined that an article series running on Mashable earlier this year was appropriately identified, the group said recently. A NAD spokeswoman said the months-long examination into a campaign from Qualcomm for its Snapdragon processor chip was part of the group's routine monitoring program. The NAD is the marketing industry's self-regulatory body, backed by agencies and marketers. More

'Wall Street Journal' editor Gerard Baker decries native advertising as a 'Faustian pact'
Capital New York
Wall Street Journal managing editor Gerard Baker took to a podium and warned of the dangers of "native advertising," a big buzzword these days describing the practice of presenting brand-generated content in the style of editorial. "The clear delineation between news and advertising is becoming more and more blurred. We have to resist that," Baker told a crowd at New York University's Journalism School, before describing the deals many publishers are making with advertisers as a "Faustian pact."More

The device that could change the internet
CNN
Depending whom you ask, Chad Russell and Charles Butkus' invention is either a step forward for the Internet — or a death knell for free content. Their AdTrap device intercepts online advertisements before they reach any devices that access your Internet connection, allowing you to surf the Web — even stream videos — without those annoying ads. Their inspiration? A conversation about the early days of the Internet.More

Digital media content and technology spend to reach $1 trillion in 2013
MediaPost
According to a new report by PQ Media, digital media spending, including unit purchases, subscription access, hardware, software and related services, accounted for 58.7 percent of worldwide expenditures on overall digital and traditional media content & technology in 2012.More

New features for Facebook mobile app ads to help drive engagement and conversions
Facebook News
On Oct. 1, Facebook announced new features for mobile app ads that can help businesses drive engagement and conversions within their apps. With these new features, mobile app ads now offer an end-to-end solution that helps businesses drive awareness, acquire new users and increase engagement in their mobile app. More

Almost half of US smartphone users find In-App ads 'disruptive'
MediaPost
Almost half (47 percent) of U.S. smartphone users ignore in-app ads, and 43 percent find them disruptive, according to a new Forrester study. Only 28 percent found these ads to be relevant and just a quarter said the ads were inventive or creative. Based on these findings, the report concludes that marketers are not crafting ads carefully enough to suit the smaller smartphone screen and appeal to the task-oriented mindset of on-the-go consumers. But it also underscores the potential for in-app ads as 40 percent recall seeing ads for an app, app upgrade or brand and product in an app.More

Google launches visual tool for building HTML5 ads, websites
MediaPost
Google has introduced professional-quality design tools Monday that allow Web designers and marketers to create HTML5 creative ads for mobile and desktop. The free tool enables advertisers and agencies to build HTML5 creative rich media ads for default layouts in DoubleClick and AdMob, but they also can use the tools to create ads and publish them to any generic interactive environment.More

Spotify again shows how it can act like a giant, powerful magazine
PandoDaily
Hamish McKenzie recently heralded the arrival of Spotify Landmark, a new multimedia feature that tells the stories of historic musical moments, by asking a question: “What if Spotify became the next music magazine?“ Given that Spotify has more than 24 million active users, it struck him that it could be a powerful way for pieces of journalism to reach readers.More

New insights on newspapers' mobile audience
NetNewsCheck
With the number of mobile devices owned by American adults still growing, newspapers need to continue to aggressively engage with the mobile market, says NAA's Jim Conaghan. "As mobile devices continue expanding their reach in the consumer marketplace, newspaper media have the opportunity to extend their market penetration and develop additional new revenue streams, both for editorial content and for advertising," he writes.More

Google Android takes tablet lead from Apple iPad
CBS News
Up until now, Apple has been the undisputed leader in tablet sales. The iPad and iPad mini hit the ground running and immediately pulled away from both Google and Microsoft , which weren't even close to competing. No longer, according to market analyst firm ABI Research. Android tablets took the lead, as already happened in smartphone.More

How tablets are changing the way writers work
Poynter
Journalists have long defined themselves by the medium that carries their work. They say they write for magazines, newspapers or the Web. No one says, “I write for tablets.” Yet as more tablet-focused startups and spinoffs are developed, more journalists are seeing their bylines as tappable things connected to experiences, instead of articles. And this often changes how — and with whom — they work.More

For journalists, more firepower to protect sources and secrets
The New York Times
Earlier this year, federal investigators secretly obtained two months of phone records of reporters and editors at The Associated Press, including calls on their home phones and cellphones. They did so without providing notice to The A.P., which could have asked a judge to quash the requests, or at least negotiated the scope of the investigation. It was an extraordinary incursion into the operations of a news organization, but the Justice Department did not violate any laws, which manages to be both comforting and shocking at the same time.More

NAA Webinar Series: AAM Changes, The Strategic Direction and Tactical Advice
NAA
Thursday, Oct. 10 at 2 p.m. ET
In this session, Hugh McGarry, SVP, Sales & Marketing Milwaukee Journal Sentinel and Dan Schaub, Corporate Director for Audience Development The McClatchy Company will provide the strategy behind the adoption of the new reporting opportunity and how newspapers can prepare for the transition.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.More

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

What does the Milwaukee Journal Sentinel know that your newsroom doesn't?
Nieman Journalism Lab
Something’s different in Milwaukee. The daily newspaper is actually…kind of…almost…thriving. There’s been plenty of pain along the way: layoffs, buyouts, wage freezes, and advertising declines. The staff is smaller, as it is almost everywhere. But spend time talking to people in the newsroom and you’ll find morale is unusually high. Out in the community, the newspaper has maintained one of the nation’s highest rates of market penetration.More

The Dallas Morning News abandons paywall effort, launches premium content strategy
Talking New Media
The Dallas Morning News announced this Sept. 30 that it would be dumping its paywall and replacing it with a “Subscriber Content” strategy. Beginning Oct. 1, the paywall gets lowered. The premium digital offering will include “enhanced design and navigation, limited advertising, and access to unique subscriber benefits,” the paper announced. “In the first quarter of 2011, we became one of the first daily newspapers to ask consumers to pay for the content we distributed digitally. Now, we are going to experiment with another approach,” said Jim Moroney, CEO and publisher of The Dallas Morning News.More

Branded and owned by GE, run by Atlantic Media Strategies, Ideas Lab is a test for brand journalism
Nieman Journalism Lab
Brock Meeks remembers a time when online journalism of any stripe made media types as wary and disgruntled as sponsored content makes them today. Meeks, a ten-year veteran of MSNBC and former investigative journalist, says in the course of his own career, he saw web journalism go from second-class citizen to commanding the “respect and appreciation” of print. Now, Meeks has moved on to what he considers the next big innovation in digital media: branded journalism.More

Winning the paywall debate
Folio
The Nation is doing something revolutionary: they're finally testing different paywall strategies. Sharing this is like dumping a purse on the table of a restaurant — it’s a mixed bag of embarrassment and pride. Why haven’t they done this sooner?

 It’s a little tricky, of course, being a subscription-based publication with a 150-year history of an audience allied to very strong editorial content. The Nation has become increasingly forward-thinking with their approach to advertising, but at the core of it, subscribers fund the magazine. At The Nation, editorial rules.More

The newsonomics of selling more stuff
Nieman Journalism Lab
It’s a certified trend: Thanks to digital media, Americans are consuming more stuff. Recently, the astounding news was announced that mobile minutes are doubling the amount of time Americans are spending online, with smartphone and tablet usage the great multipliers. Amazon reports that its Kindle owners buy four times more books than those who buy only print. Online video watching has increased at least 600 percent over the past five years — averaging more than 200 videos, totaling over 22 hours, per month.More