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March 3, 2010

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Dear Colleague:

Just last week, NAA released new research from comScore which found that local newspaper Web sites have the greatest overall reach as a source of local online information. The survey of more than 3,050 adults also revealed that newspaper Web sites are seen as the most trustworthy source of advertising, with data indicating that consumers trust ads on newspaper Web sites more than those on portals, specialty sites, social networks and local TV or radio sites because our medium's ads are perceived to be more current, credible and relevant. The "Site Matters" research (study and PowerPoint available here) reinforces the notion that the premium-quality content of newspaper Web sites produces premium-level results for advertisers. We will continue to disseminate this research to a wide audience — from media buyers and journalists to the financial community — as we work to convey the industry's value message to our most important advertising customers.

Speaking of our most important customers, one excellent – and cost-effective — way to reach them is to attend this year's mediaXchange conference, April 11-14 in Orlando. This premiere industry event is the only opportunity in 2010 to meet with nearly three dozen major advertisers, all in one cost-effective trip. In addition, mediaXchange will feature cutting-edge programming on key topics, including: driving circulation revenue, leveraging emerging mobile and e-reader platforms, adopting paid-content strategies, serving small/medium-sized businesses, implementing new solutions for retail advertisers, increasing digital revenue streams, and much more. Further information, including registration and programming details, is available at . I hope to see you all in Orlando.

Thanks for reading.

John F. Sturm
NAA President and CEO

NAA News

Public Policy

Pension relief included in proposed jobs bill
NAA, along with a broad business coalition, is asking Congress for relief from meeting statutory pension funding targets, objectives that have been put out of reach due to adverse trends in equity and bond markets that have affected funding status. Without relief, businesses would have to freeze pension plans or divert much-needed cash reserves to meet these targets. Senate Majority Leader Harry Reid, D-Nev., released draft legislation last week with the intent of stimulating U.S. job creation. A provision in this legislation would provide sponsors of defined benefit pension plans with much-needed relief from funding obligations required by the Pension Protection Act of 2006. Under the legislation — identical to a proposal offered by Sens. Max Baucus, D-Mont., and Charles Grassley, R-Iowa — companies could select one of two options for pension funding relief for up to two years (from 2008 through 2011). FULL ARTICLE


Planbook helps you help your advertisers
The 2010 NAA Planbook, "Your 'How-To' Guide to Improving Advertising Effectiveness and ROI," features new research on the value of newspaper media to advertisers. This valuable resource also offers a look at how America shops and spends, a section on competitive media, an increased emphasis on digital product advantages, and more. Supplies are limited — order today!


Take advantage of early-bird rates for mediaXchange by March 5
Sign up now to save $100 on registration for mediaXchange, the largest newspaper media event in North America. Sessions at the April 11-14 conference in Orlando include "Managing Content in a Multiplatform World," a look at how newspapers can provide relevant information across media channels. Hear representatives from several newspapers describe their strategies and technology investments for effective delivery of multimedia content in the digital age.


Foundation program honors young-reader projects
Deadline to enter the NAA Foundation's 2010 Young Reader Awards is March 15. The awards are designed to showcase new and noteworthy ideas in Newspaper In Education and youth content programs. Seven award categories are available to U.S., Canadian and international newspapers and newspaper associations. "Young reader" refers to those up to age 18. Cost to enter is $30 per category.

Reinventing the sales process

MultiAd is launching, the tool you need to boost your ad revenue, increase your advertiser's budgets, and bring in new clients. Find out how.


Interactive ads: gauging potential and reality
Multichannel News    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Somewhere between "now" and "five years from now," television programmers, distributors and advertisers will know whether interactive and targeted advertising will reach its potential. For now, experts at an industry conference made clear, there's incentive on all sides to realize that potential and enthusiasm over what's happening right now at cable operators, including Cablevision Systems and Comcast. More

Consumer optimism seen with January rise in spending
The Washington Post    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Consumers spent more and saved less in January, according to government data released, a sign that Americans feel increasingly secure about their financial situation, economists said. The growth in spending and the decline in savings were, respectively, more and less than analysts had predicted — adding weight to a growing consensus that consumers' newfound frugality was just a fling. More

Digital coupon redemption value beats newspapers
MediaPost    Share    Share on FacebookTwitterShare on LinkedinE-mail article
According to statistics from, the Grocery iQ smartphone app grew 170 percent in value during 2009 to more than $858 million. By comparison, growth measures for newspaper coupon value last year ranged from 8 percent (per TNS Media Intelligence) to 16 percent (estimate from retail consultant Inmar.) As a result, says the report, redemption values on its digital offering outstripped the increase in newspaper-based coupons by more than 10 to 1. More


New AP Gateway business unit will develop mobile, tablet products
Editor & Publisher    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Associated Press announced it will create a new business unit, AP Gateway, to identify and develop new products for the Web mobile devices, tablets and other multimedia platforms. AP Gateway is akin to a Web 3.0 development, the cooperative's President and CEO, Tom Curley, said in announcing the business unit at the annual meeting of the Colorado Press Association. More

Publishers ready for iPad, worry about Apple-Adobe Flash support
PC World    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Print publications are lining up to offer digital interactive versions of their wares on Apple's iPad and other tablet-shaped readers — but there is a problem. Many of the coolest aspects of a digital version of static print magazines include multimedia and interactive content. More

Reach Thousands of Potential Newspaper Advertisers for FREE
Register your newspaper for free on and take advantage of a suite of online tools designed to help you sell more ads. MORE

Survey: 93 million Americans lack broadband opportunities
Radio Magazine    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Federal Communications Commission released its National Broadband Plan Consumer Survey, "Broadband Adoption and Use in America," which found that affordability and lack of digital skills are the main reasons why 93 million Americans — one-third of the country — are not connected to high-speed Internet at home. "We need to tackle the challenge of connecting 93 million Americans to our broadband future," said FCC Chairman Julius Genachowski. "In the 21st century, a digital divide is an opportunity divide. To bolster American competitiveness abroad and create the jobs of the future here at home, we need to make sure that all Americans have the skills and means to fully participate in the digital economy." More

Payment processing: How do you choose the right partner?
Electronic Retailer Magazine    Share    Share on FacebookTwitterShare on LinkedinE-mail article
If you want to transact business via a Web site or over the phone – if you're a direct response marketer, in other words – you need a way for customers to pay for your goods. In addition to a merchant account that allows you to accept credit and debit cards, you need a portal through which to enter the card number, a way to determine that the card is valid and a way to have the money transferred to your account after the sale. That's where a payment processing company comes into the picture. More


Quarter of Americans get news on cell phones
The Associated Press via The Wall Street Journal    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Just over a quarter of American adults now read news on their cell phones, according to a new report from the Pew Research Center. The survey results released by the group Monday offer another sign of how people are changing they way they get information. Technology has been reshaping the news business and the way consumers relate to it for more than a decade. The latest shift is driven by the exploding popularity of phones that easily access the Internet. More

Magazines team up to tout 'power of print'
The Wall Street Journal    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Magazine executives spent much of last year telling anyone who would listen that they were taking their brands digital. Their message this year: Print rules. More

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