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April 20, 2011
 
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Dear NAA Member:

As you may know, Tuesday, May 3, 2011 is World Press Freedom Day. For the first time, this worldwide event will be commemorated at special events in Washington, D.C., including at the Newseum.

In connection with this annual event, the World Association of Newspapers and News Publishers (also known as WAN-IFRA) is making available through its member national associations (such as NAA) a series of ads for newspapers and newspaper websites. This year's campaign, titled "Silence kills democracy, but a free press talks," explores the link between a free press and freedom of expression – the central ingredient in any democratic system.

These ads are available to you for download at www.worldpressfreedomday.org. There is other related material available on this website as well.

When you access the advertising material, you will likely note that it is fairly provocative and to the point. Please also note that NAA had no role in the development or creative aspects of this campaign. As a cooperating national association, NAA makes this material available to you solely for your usual election whether to publish it in print and/or online.

Thanks for reading and best regards,


John F. Sturm
NAA President and CEO






NAA News


Advertising

Consumers rate advertising as primary shopping information source
Newspaper advertising is the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to a 2011 survey of 2,500 adults by Frank N. Magid Associates. Survey results, detailed in "How America Shops and Spends 2011," also indicate that four in five adults (79 percent) surveyed said they "took action" as a result of newspaper advertising in the past month. These actions included: clipping a coupon (54 percent), buying something (46 percent), visiting websites to learn more (37 percent) and trying something for the first time (20 percent). Register today for an April 27 webinar – free for NAA members – to find out more about the study.


Public Policy

Study demonstrates power of advertising on economy, jobs
Over the years, the deduction for advertising as an "ordinary and necessary" deductible expense has been viewed as a potential revenue option for the federal government ─ as recently as last year in the health care reform debate, when the tax committees examined the elimination of the deduction for prescription drug advertising. With Congress searching for new revenues that would not be considered a "tax increase," NAA and other members of the Advertising Coalition commissioned IHS Global Insight Inc. to conduct a comprehensive assessment of the total economic impact of advertising expenditures. This study will be used at the federal level to educate members of Congress about the harm to jobs and economic development if Congress eliminates or restricts the business deduction for advertising. In addition, state-by-state results from the study have been distributed to all state press associations to assist them in fending off efforts to modify tax advertising at the state level. MORE


Event

Webinar offers teachers' perspectives on NIE
Join the NAA Foundation on April 28 for insights from educators on raising the visibility and awareness of Newspaper In Education programs. This free webinar draws on information gleaned from a recent Foundation research project. Focus groups and telephone interviews were conducted with teachers in six communities to determine why they do — or do not — use newspapers in their classrooms. Sign up today!


Case Study

Newspaper's mobile coupon platform launch shows early promise
In mid-March, the website of the Herald and News in Klamath Falls, Ore., began offering the first outside implementation of Forkfly, a locational mobile coupon platform. Within three days, the platform tallied 1,000 visits, 150 clicks on the banner ad, 110 sign-ups and a 10 percent adoption rate. The rapid early adoption in this small market region shows the possibility of success for mobile coupon sites. Learn more about this venture in a Local Media Insider case study. In an exclusive deal for NAA members, this report and other revenue case studies are available for $24 for three months.


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Advertising


Retailers hoping to get a slice of the tax-return pie
9NEWS.com    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Retail sales were up in March, and analysts can't help but think tax refunds had a lot to do with it. More

Retail industry continues to lead in online ad spending
Media News International    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Retailers are expected to spend $5.73 billion on online advertising this year, up from $5.16 billion in 2010, accounting for more than one in every five online ad dollars. More

Digital


Tablet market may surge to $49 billion
Bloomberg Businessweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Apple and other electronics makers will generate $49 billion in sales of tablet computers by 2015, amid booming demand for devices that bridge the gap between smartphones and laptops. More

Google One Pass working harder to save newspaper industry
Business Insider    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Google rolled out One Pass — the company's simple answer to Apple's subscription plan — in February to fanfare that ranged from "maybe this will work" to "no way this saves the publishing industry." More



Most marketers plan to increase social media spend this year
Mashable    Share    Share on FacebookTwitterShare on LinkedinE-mail
article
An overwhelming number of marketers consider social media to be integral to their strategies this year, and 70 percent plan to increase their social media budget by more than 10 percent, according to a poll from Effie Worldwide and Mashable. More

Competitors


Yellow Pages turns to local search
The Wall Street Journal    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Yellow Pages Association, a trade group that represents the business directories worldwide, unveiled a new moniker to better reflect its ongoing transition from printed content into an online local search tool. More

Facebook 'likes' ad industry with new networking platform
Adweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Creators hope to facilitate sharing of ideas and feedback on new campaigns by creating a new networking community, Facebook Studio, specifically for the advertising world. More

Cable in ad sales driver's seat
Adweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Everything is coming up roses for the cable TV networks, as a once thorny ad sales market promises to be particularly sweet smelling in 2011. According to IPG's MagnaGlobal, the national cable networks will boost their advertising dollars by 10.8 percent this year. More

Business Models


Executives prefer edited content
BtoB Magazine    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Senior-level business executives prefer professionally edited content to user-generated content 53 percent to 19 percent, a survey shows. More
 
 
PRESSTIME Update
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