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June. 23, 2010

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Dear Member:

Last week, comScore released new data that speaks to the continued vitality of our business. The release, which came as a result of discussions between NAA and the company, highlights the size of the newspaper Web audience based on comScore's new hybrid measurement. The company is reporting 124 million unique visitors in May among the top 10 newspaper companies (by size of Web audience).

In addition, comScore's analysis of CPM (cost per thousand impressions) rates showed that newspaper CPMs are nearly three times the industry average. comScore's Ad Metric service indicated that among the top site categories where display ads appeared in April 2010, online newspapers accounted for 2.4 percent of impressions but a higher 6.7 percent of display advertising dollars.

These findings provide further evidence that newspapers' trusted brands and robust content continue to stand out in today's media landscape. Thanks for reading.

John F. Sturm
NAA President and CEO

NAA News

Public Policy

Senate committee examines independent contractor classification
Expressing a concern that many businesses have misclassified employees as independent contractors, the U.S. Senate Committee on Health, Education, Labor and Pensions held a hearing on June 17 to discuss the Employee Misclassification Prevention Act (S. 3254), which has been introduced by Chairman Tom Harkin, D-Iowa, and Sherrod Brown, D-Ohio. The hearing, "Leveling the Playing Field: Protecting Workers and Businesses Affected by Misclassification," focused on ways to prevent the misclassification of workers and the revenue lost by states and the federal government in uncollected unemployment insurance, Social Security and Medicare taxes. The Senate bill would require additional employer reporting and increased penalties on employers who intentionally misclassify their workers. NAA will continue to lobby Congress in an effort to protect the newspaper industry's long-standing use of independent contractors for distribution and editorial purposes. MORE


Webinars put the spotlight on e-readers, analytics, single copy
Learn more about today's trends and tomorrow's opportunities with NAA's ongoing webinar series. Upcoming sessions include "The E-Reader/Tablet Landscape," June 24; "Web Analytics Best Practices," July 20; and "Single Copy Summer Series: Looking at Newspapers from the Retailers' Perspective – The Convenience Category," July 22. Sign up today!


Report offers insights into youth media usage
The NAA Foundation's "Fitting Into Their Lives" report looks at three recent studies about youth media usage. Get into the mindsets and lives of teens as you consider what this very important target audience might need that you might provide.


Retail roundup
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Buick is hosting "Regal Remix" get-togethers in five U.S. cities in an attempt to market the General Motors Corp. brand to a younger demographic. … Eight Jos. A. Bank stores have opened this year as part of the menswear retailer's plan to launch 30 to 40 new locations by January 2011. … Sears Holdings Corp. is mulling over the possibility of leasing part of a California Sears store to Forever 21 Inc. … A 5 percent discount on purchases at Target Corp. stores is coming sometime this fall for customers using Target-brand credit cards.

Web ad spending to surge 10.8 percent
Adweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Online advertising spending will surge 10.8 percent in 2010 to $25.1 billion, according to a new report by the digital researcher eMarketer. That double-digit growth prediction would seem to provide a clear sign that the market has bounced back from a rough 2009, during which eMarketer tracked nearly a 5 percent spending decline. More

Affluents drive consumer spending gains
Adweek    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Survey data released this month by Gallup show a 33 percent jump in self-reported spending between April and May, from $109 to $145 in daily outlays. In comparison, spending by middle- and lower-income respondents was flat. Gallup's report of the findings speculates that "frugality fatigue" may finally have set in among upper-income consumers who'd previously been holding back on spending. More

Last-Minute Ad Space to Fill?
We have ads from national, direct-response advertisers. Get paid for each call or sale the ad generates in your newspaper. Free service. MORE

Ad futures: Mobile, digital are best bets
MediaPost    Share    Share on FacebookTwitterShare on LinkedinE-mail article
A new study from Ernst & Young's 2010 global media and entertainment group says 75 of the top media and entertainment companies said revenue potential from the Internet and mobile devices would be key for big gains — despite reports of declining revenues. More

Retail chains are embracing their online stores
Los Angeles Times    Share    Share on
FacebookTwitterShare on LinkedinE-mail article
Traditional brick-and-mortar retailers once outsourced their online sales to specialty "fulfillment" companies. Today they are running their own online operations — and increasingly challenging their executive brainpower to find more sophisticated ways to compete with online-only retailers such as Inc. More

NRF CEO backs 2010 U.S. retail sales view
Reuters    Share    Share on FacebookTwitterShare on LinkedinE-mail article
U.S. retail sales are on track to rise 2.5 percent this year despite lingering unemployment and economic uncertainty, the head of the nation's premier retail trade group said. More


Nintendo planning reader for magazines, newspapers    Share    Share on FacebookTwitterShare on LinkedinE-mail article
For all the hype surrounding glasses-free 3-D, Nintendo might also be courting the Kindle crowd with the 3-DS. During a recent interview (via Andriasang), Nintendo President and CEO Satoru Iwata talked up the device's online connectivity as a means for downloading and viewing traditional print media. More


DirecTV to sell local ads for the first time
The Associated Press via Google News    Share    Share on FacebookTwitterShare on LinkedinE-mail
DirecTV Inc. is joining forces with a company owned by its cable rivals to sell local advertising spots coast-to-coast for the first time. The nation's largest satellite TV company unveiled a partnership with NCC Media, an advertising sales firm owned by cable companies Comcast Corp., Time Warner Cable Inc. and Cox Communications Inc. More

Increased advertiser interest signals resurgence of big TV    Share    Share on FacebookTwitterShare on LinkedinE-mail article
After spending years complaining about TV, have advertisers embarked on a new love affair with the medium? Marketers have expressed frustration over pricing, effectiveness and nearly everything and anything else having to do with boob-tube advertising, but now they are running back into big TV's arms. And they may not want to leave its embrace. More

Business Models

CNN ends use of AP content as contract talks stall
The Associated Press via Google News    Share    Share on FacebookTwitterShare on LinkedinE-mail article
CNN said that it's no longer using Associated Press content after the two sides could not agree on a contract extension. The AP confirmed that the two news organizations differed on terms for licensing AP stories, photos, video and other content beyond the June 30 expiration of the existing contract. CNN has been an AP customer since the cable network launched in 1980. More

Los Angeles Times launches rewards program
Editor & Publisher    Share    Share on FacebookTwitterShare on LinkedinE-mail
The Los Angeles Times is rolling out SCORE (SoCal Offers, Rewards & Entertainment), a free consumer loyalty program designed to enable advertisers to engage Times readers, with a sweepstakes offering $200,000 ($10,000 per week for 20 weeks) in cash prizes. More

Breaking the content barrier
ClickZ    Share    Share on FacebookTwitterShare on LinkedinE-mail article
How well do you know your customers? Where they fall in this broad spectrum will drive the type of information they deem relevant — and the behaviors they will make as they move through the buying cycle. The good news is their behaviors make it very easy for marketers to figure this out. Every keyword search, product review and click leaves a digital footprint that helps make up their digital profile. More


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