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Feb. 3, 2010

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Dear Member:

Welcome to the first issue of PRESSTIME Update, a new weekly publication from NAA designed to deliver market intelligence that will help your company thrive in today’s media environment. This electronic communication will combine elements from our previous newsletters to provide the latest news and insight on public policy issues, advertising and audience trends, circulation strategies and much more. I hope you enjoy this members-only resource.

This first issue of PRESSTIME Update comes as newspapers continue to grow their audience across multiple platforms. Just yesterday, NAA released the latest audience figures from Nielsen Online indicating that newspaper Web sites attracted 72 million monthly unique visitors on average in last year’s fourth quarter – that’s more than one-third (37 percent) of all Internet users. Site visitors generated more than 3.2 billion page views during the quarter, spending 2.4 billion minutes browsing the sites over nearly 565 million total sessions. As you can see, newspapers continue to deliver a growing and sophisticated audience in the digital space..

Thanks for reading.

John F. Sturm
NAA President and CEO

NAA News

Public Policy

FCC revisits telemarketing rule
The Federal Communications Commission (FCC) proposed changes on Jan. 20 to its rules regulating prerecorded telemarketing calls (also known as "robocalls"). The FCC’s goal is to harmonize its rules with those of the Federal Trade Commission (FTC) because most businesses using prerecorded telemarketing calls are subject to both agencies’ regulations. The FTC amended its rules in 2008 to clarify that the existence of a pre-established business relationship will not serve as authorization from consumers for placing prerecorded telemarketing calls. (FTC rules apply to interstate calls and FCC rules apply to both interstate and intrastate calls.) NAA will submit comments urging the FCC to maintain its pre-established business relationship exemption.

Icon, language highlight online behavioral ad privacy principles
A coalition of advertising trade groups introduced an icon on Jan. 27 that indicates adherence to industry self-regulatory privacy principles for online behavioral advertising (OBA). The principles were released in July 2009. The icon also will act as a link to give consumers detailed information about OBA practices. The coalition selected language to accompany the icon near advertisements on Web pages where OBA occurs: Interest-Based Ads, Ad Choices or Why did I get this ad? NAA participated in development of the principles and supports this effort to provide consumers with enhanced transparency and choice.


New copyright rule addresses online-only works
The U.S. Copyright Office issued an interim rule on Jan. 25 in Mandatory Deposit of Published Electronic Works Available Only Online. NAA filed comments in this matter. The rule provides guidance for newspaper publishers with respect to online-only newspapers, e-editions and Web sites. Under law, copyrightable works published in the United States are subject to mandatory deposit. The rule states that published electronic works available online only, beginning with electronic serials, are exempt from mandatory deposit until a demand for those works is made. Once the Copyright Office demands the online-only work, the owner of the copyright (or of the exclusive right of publication) has three months to comply, unless special relief is granted. The Copyright Office will not initially demand online-only newspapers.


Register now and save on mediaXchange
Early bird registration for NAA's mediaXchange ends March 5. Register now to save. Programming sessions for the conference, which is scheduled for April 11-14 in Orlando, include "The Role of the Publisher: 2010 and Beyond." As the industry transforms, the role of the newspaper publisher continues to evolve. This session explores how publishers are making this transition and examines the skill set necessary for success in leading a newspaper in the new media marketplace.

Young Readers

Data on NIE, youth content needed for foundation survey
The NAA Foundation is conducting an online survey to gain an up-to-date picture of Newspaper In Education (NIE) and youth content programs. The survey includes questions on budgets, staff size, circulation and more. Survey results will be shared in a report this spring. The report will look at how youth content programs — NIE in particular — are evolving and innovating amid current industry challenges. The NAA Foundation hopes that PRESSTIME Update readers will forward the survey link to the appropriate personnel at their newspapers.


U.S. magazine advertising sales drop widened in 2009
Bloomberg via BusinessWeek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
U.S. magazine publishers posted an 18 percent decline in advertising revenue last year, more than twice as steep as a year earlier, according to data released by a trade group. Revenue from advertising sales at major magazines plunged to $19.5 billion last year from $23.7 billion, according to Publishers Information Bureau data. The drop in 2008 was 7.8 percent. Ad pages fell 26 percent to 169,218. More

Americans look to print for savings
eMarketer    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The recession has inspired a thriftiness in consumers that some believe will outlast the economic downturn. Bargain-hunting Internet users have turned to price comparison hubs and coupon sites in increasing numbers, but according to data from Adweek and Harris Poll, Americans think the best places to look for deals are still offline. More

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To deliver, iPad needs media deals
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Short of landing in a flying saucer and having a tablet teleported into his hands, there was no way that Steve Jobs could have lived up to the hype before the iPad announcement. But he came pretty close. ... "It was like someone came back from five years into the future and handed this to us," said John Gruber of Daring Fireball, a respected tech blog. More

Poll: Most won't pay to read newspapers online
CNET    Share    Share on FacebookTwitterShare on LinkedinE-mail article
With traditional print newspapers struggling to turn a profit, many have turned to the Web as a means to stay afloat. While some offer their online content free of charge, other papers have played around with subscriptions by charging readers a monthly fee. But that strategy may backfire, says a Harris poll. More

McClatchy to trial paywalls
The Editors Weblog    Share    Share on
on LinkedinE-mail article
Newspaper publisher McClatchy is going to try out charging for content online, Editor and Publisher reports. Chief Executive Gary Pruitt said that McClatchy will trial a pay model on one of its newspaper Web sites, suggesting that a number of articles could be available for free before the reader hits a paywall. He added that the publisher will continue to focus on free online content supported by advertising, and that he believes that this will remain widespread. "We feel the model isn't broken," he said. "But we'll learn from everything — we wish them all the luck. If someone cracks the code, we'll copy it." More

Report: Digital marketing outlook is strong
B2B Marketing News via KoMarketing Associate    Share    Share on FacebookTwitterShare on LinkedinE-mail article
It may have been a tough year for most companies trying to drum up business. But a report from Society of Digital Agencies paints a rosier picture for online marketing in 2010 — and not as bleak of a 2009 as some may have expected. The "2010 Digital Marketing Outlook" report found that 81 percent of the brand executives surveyed expected an increase in digital projects in 2010. More


The future of TV
The Wall Street Journal    Share    Share on FacebookTwitterShare on LinkedinE-mail article
This may not be the year America cuts the cable cord and drops its subscription to pay TV. But it will likely be a year of sublime creative destruction in the home-video entertainment business. Dozens of players (including retailers and gadget makers) are entering what's called the "over the top" TV market, with nothing to lose and every reason to innovate in competition with each other. The toughest hurdle has been connecting the television to a potentially bottomless supply of Internet programming in a way not daunting to the average viewer. More

Coca-Cola pairs Super Bowl ads with social media
Atlanta Gadgets Examiner    Share    Share
on FacebookTwitterShare on LinkedinE-mail article
Atlanta based Coca-Cola is inviting you to watch a sneak peek of the new Coca-Cola commercials that will debut during the Super Bowl telecast, give a virtual gift to a friend and help make a positive difference in the lives of others — all at the same time? More

Citysearch unleashes a massive local ad and content network
TechCrunch    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The momentum around local online advertising is growing, especially with the expansion of the Web to mobile devices and flowering of Geo-mobile apps which need a way to make money. Citysearch is throwing its hat into the local advertising ring with the launch of CityGrid, a set of APIs which makes all of Citysearch's local listings content and advertising available to other Web sites and mobile apps. More


Retailers try new survival strategies for 2010
USA TODAY    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The recession pushed shoppers to pick necessities over discretionary items, discounts over luxury. But retailers hope to shift such behavioral changes further in coming months, affecting what consumers will buy, pay and experience at stores. More

TJX's move to upscale may blur lines in high-end retail
Reuters    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Off-price retailer TJX Cos Inc. has capitalized on the woes of its higher-end rivals in the past year by snapping up tons of their unsold merchandise and winning a new contingent of shoppers. But that success to some degree means that TJX relies on the miscalculations of its competitors and could be short-lived if full price chains cut back too far on orders and limit the amount of excess supply, analysts say. More

JCPenney pioneers postal intelligence
DMNews    Share    Share on FacebookTwitterShare on LinkedinE-mail article
JCPenney's postal affairs manager Ty Taylor discusses the retailer's catalog and mail strategy.

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Now's the time to reset marketing for post-recession
Advertising Age    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Though there's still widespread disagreement of just when the industry will put the recession firmly behind it, one thing's clear: Whenever it happens, marketers had better be ready. More

Wal-Mart makes organizational moves to raise efficiency
Reuters via The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Wal-Mart Stores, the world's biggest retailer, is consolidating some operations in the United States while dividing the country into three regions with separate presidents. The company is looking to more efficiently manage its more than 3,700 American stores. More

Costco, other warehouse clubs holding their own during recession
The Seattle Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
People flocked to Costco Wholesale's annual shareholder meeting recently as they do its warehouse clubs on Saturdays. There were piles of muffins, samples of cheese and bowls of shrimp and chicken salad for a couple thousand investors and employees at Meydenbauer Center in Bellevue, Wash. But they came mostly to hear Costco founders Jeff Brotman and Jim Sinegal talk about the country's third largest retailer. More

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