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The Super Bowl is truly an American cultural phenomenon. Outside of the game, the halftime show and the endless snacks, people watch the Super Bowl for the ads. Some may find it hard to believe that there are other times — and other mediums — in which audiences are highly engaged with ads. According to a Nielsen study, newspaper media scored the highest out of all media when it came to overall consumer engagement.
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I was recently invited by Digital Content Next to attend their members' summit. It was a great chance for me to hear from digital content managers representing a wide variety of media businesses — and the smart people they look to for advice and insight — and to evaluate the prospects for daily news organizations in the digital era, particularly as compared to other types of publishers. The bottom line — I will gladly bet on the power of daily news in our digital future.
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Recent independent research reveals that newspaper inserts continued to drive traffic for retailers this past holiday shopping season. Two-thirds of newspaper readers either always or regularly look at inserts, according to Coda Ventures' Triad research. And, most important to advertisers, newspaper inserts drive action. Nine out of 10 newspaper readers report that they take one or more of a broad range of specific actions after reading or looking at inserts.
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Weekly NAA Round-up of the latest member announcements and staff changes, NAA announcements, what's on our reading list, and social media posts. The February 5th edition includes: Tribune Publishing Announces $44.4 Million Private Placement Transaction with Merrick Media, LLC; Tampa Bay Times to print The Tampa Tribune; how the New York Times is using unpublished images from the archives to tell stories it missed the first time; and more.
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Stacy Lynch is the Senior Director of Audience Analytics, Atlanta Journal-Constitution/Cox Media Group. Lynch and her team provide audience analytics that use transactional data, web analytics, sales data, market data and a variety of other sources to understand consumers and inform strategy. NAA caught up with Lynch about her work, how she sees the future of media and more.
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If you want to know who still believes in a future for news media, just turn to some of our most respected businessmen: Warren Buffett. Jeff Bezos. John Henry. Glen Taylor. All of them have made significant investments in newspapers, despite the media pundits that have been claiming the death of the newspaper industry for years.
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By David Chavern, NAA president & CEO — Over history, the news industry has always been heavily impacted by — and then it has adapted to — technological change. Town criers gave way to printing presses, and typesetting was replaced by photocomposition. Our industry has always found ways to transmit the latest news in the fastest and most efficient ways possible.
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New York Times
Buoyed by strong digital growth and cost savings, The New York Times Company reported an increase in quarterly profit but said revenue was flat as its print business continued to decline. The earnings report came on the same day that a sweeping examination of the newsroom, which will include identifying further areas for cost reductions, was announced.
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CBC News
News that another local paper or TV news show is cutting back or closing down may lead to a resigned shrug from the general population.
But that's a big mistake, says April Lindgren, associate professor in Ryerson University's School of Journalism and academic director of the Ryerson Journalism Research Centre. She heads the Local News Research Project.
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Ad Exchanger
In an age of banner blindness, nearly every publisher has added a sponsored content offering. Meanwhile, programmatic native is replacing banners and boxes.
The programmatic native bucket, which includes Outbrain, TripleLift, Sharethrough, Taboola and Yahoo Gemini, features advertising in the form of article snippets, which look similar to sponsored content teasers.
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Media Life
Inserts — the circulars that come in newspapers, such as the big coupon books on Sundays — are the media equivalent of mean girls.
A lot of media people have complaints about them. Yet they remain popular.
What are the complaints? They're expensive and they don't deliver a big enough return on investment.
A study by Omnicom last year found inserts have the second-lowest ROI for any major media, about half that of radio and television.
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The Wall Street Journal
The Washington Post is experimenting with technology to automatically optimize articles on its website for maximum readership.
A new internally-developed tool, dubbed "Bandito," allows editors to enter different article versions with varying headlines, images and teaser text into its content management system. The technology then detects which version readers are clicking or tapping on more, and automatically serves that version more frequently on the homepage and other areas of the Post's site.
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Digiday
Publishers are placing big bets on social platforms like Facebook and Snapchat, praying that fishing for audiences outside their owned sites will eventually pay off in new readers and advertising. As with any bet, though, it's still a gamble. Ultimately, the payoff in audience and ad dollars is uncertain. Plus, fishing expeditions are hardly free.
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Digiday
Small things have snowballed. The Web became a fairly ugly place in 2015: Incentives to employ pageview bait and annoying advertising experiences have been too strong. Sticky, clunky experiences have become the rule.
The root of the problem is that the needs of the publisher have been out of whack with the consumer. People want to be able to access information seamlessly. Publishers need to make money. The friction is palpable.
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Journalism.co.uk
BuzzFeed has grown exponentially since its launch in 2006. The company now has 11 international editions, averages over 200 million unique visitors per month and has made efforts to expand its news operations.
After receiving an investment of $50 million from capital firm Andreessen Horowitz in 2014, BuzzFeed expanded its editorial team into three divisions: News, Buzz and Life.
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Fortune
Algorithmic filtering of some kind is coming to Twitter, it seems. According to CEO and co-founder Jack Dorsey, it isn't rolling out this week, as some initially speculated, but it is almost certainly coming in some form, and soon. And while it likely won't kill Twitter — despite what some hysterical Twitter users seemed to fear — it is not a magical solution to Twitter's problems, and it does have some pretty clear downsides that are worth talking about.
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