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 Public Policy Postal Service selling direct mail to national advertisers The U.S. Postal Service is ready to launch a market test that would offer national advertisers a money-back guarantee for direct mail advertisements through first-class mail and standard mail. The test will begin on or shortly after May 16, 2011. The Postal Service is focusing on 16 unidentified national advertisers that spend a minimum of $250 million annually on advertising and for whom postage right now is less than 0.36 percent of the company's total spending on advertising. Under the "Mail Works Guarantee" program, the advertiser and the Postal Service would agree on a set of metrics by which to measure success (e.g., increased store traffic, more website hits, etc.). Each participating mailer would be expected to mail between 500,000 and 1,000,000 pieces of first-class or standard mail. If the direct-mail campaign fails to meet the agreed-upon metrics, the Postal Service would refund the postage paid during the market test, up to $250,000, as a credit to the mailer's postage account for future mailings. NAA filed comments last week with the Postal Regulatory Commission, arguing that it is inappropriate for the Postal Service, a government monopoly, to engage directly into competition with newspapers and other media for the business of advertising. The comments also objected to the Postal Service giving preferential treatment to some mailers and not others through this risk-free test, and raised concerns over the agency working directly with marketers to develop the advertising campaigns. For more information on the program and how you can help stop the Postal Service from expanding it, please contact Paul Boyle, NAA senior vice president of public policy, at paul.boyle@naa.org.
Advertising New NAA ad series highlights power of newspaper advertising By popular demand, NAA is creating a series of ads to demonstrate the value of newspaper advertising. Based on the 2011 "How America Shops and Spends" research report, the first ad in the series showcases the variety of actions taken by consumers who not only see, but use newspaper advertising — from clipping coupons to visiting websites to making purchasing decisions. The copy emphasizes how newspaper advertising creates action for advertisers because it is an "opt-in" medium in an increasingly "opt-out" world. The ad, which highlights the connection between newspaper advertising and consumer action, is available here. More ads are coming in the weeks ahead. Digital Workshop focuses on mobile marketing leadership for newspaper execs With nearly half of the American population accessing local news on mobile devices, it is critical for publishing executives to develop a familiarity with both consumer behavior and the needs of brand marketers to engage them within this new medium. To that end, NAA is partnering with the Mobile Marketing Association on an exclusive workshop for newspaper executives on June 15 in New York City, preceding MMA's annual forum. NAA members are being offered a significant discount to attend both the pre-conference workshop and the forum itself. MORE 'Service Alley' sees gains in connecting service providers with consumers Positioned as "Consumer Reports meets Angie’s List," Service Alley is a free, review-based site that enables consumers to identify, evaluate and contact home service providers. It's a product of The Washington Post that's treated as a vertical with a separate URL. Since the start of the year, Service Alley has gained momentum and generated new revenue for the newspaper. Expansion plans are now in the works. MORE
 For journalists, a call to rethink their online models The New York Times Share    
Columbia University has surveyed the state of digital journalism, and it has concluded that journalists must rethink their relationships — and their audiences' relationships — with advertisers. More Retail sales surge in April despite higher gas and food prices Los Angeles Times Share
Rising gas and food prices didn't stop shoppers from storming the malls last month, leading to a surge in sales and continuing the recent momentum in consumer spending — although industry experts doubted the pace will hold up as summer approaches. More Retailers slowly step up mobile efforts MarketWatch Share
Retailers see selling through mobile devices as their next frontier for capturing customers, but their approaches and investments vary. More
 Most Internet users still not willing to pay for online news eMarketer Share
Readers have never been too keen on paying for news online and convincing them to do so remains an uphill battle. More WSJ creates Web-based subscription service for CFOs paidContent.org Share
The Wall Street Journal is drilling down on niche audiences and is now selling subscriptions to a Web-based news service aimed at chief financial officers and similar executives. More Now, to sell advertisers on tablets The New York Times Share
Anybody in publishing will tell you that the prices they can charge advertisers for print (and now tablet) subscribers are far above the commodity pricing that rules on Web-based content. More Tablets change media behavior; iPad still king MediaPost Share
Some 82 percent of consumers who own tablets have an iPad, according to a new survey by Nielsen. More  Facebook influencing how readers get the news redOrbit Share
The flow of traffic to the Web's 25 largest news destinations is being influenced by Facebook as users share stories on their pages, reports a study published by the Pew Research Center's Project for Excellence in Journalism. More Digital fuels Clear Channel Outdoor growth MediaPost Share
Ad spending appears to be recovering in the out-of-home industry, judging by the latest results from Clear Channel Outdoor, which said total revenues jumped 7 percent to $650 million in the first quarter of 2011. More |
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