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July 27, 2011


NAA News


Webinar reveals the who, what, how of social media marketing
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Over the past 12 to 18 months, various companies have emerged to help local businesses use social media in their marketing efforts. Our Aug. 23 webinar, "Social Media Marketing: Who, What and How," will provide an overview of this landscape. The session will look at some of the key players in the space and will share insights on how newspapers can drive new revenue by offering social media marketing to small- and medium-size businesses and other local advertisers. Register now for this session and our other upcoming webinars: "Sunday Coupon Craze" on July 28 and "Everything You Need to Know About QR Codes but Didn't Know to Ask" on Aug. 4 (part 1) and Aug. 11 (part 2). All are free for NAA members.

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Newspaper iPad apps get a closer look in report
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As the iPad enters its second year with an installed base exceeding 25 million, dozens of U.S. newspapers have taken the plunge and developed apps specifically for the tablet device. Functionality, design, navigation and offerings of newspaper iPad apps are very similar from one company to the next. But a few apps stand out with some marked differences. "Examining Newspaper iPad Apps," an NAA report, focuses on interfaces and designs of more than 50 newspaper iPad apps to identify common ground and promising practices.

White paper showcases hyperlocal strategies
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Newspapers are beginning to incorporate more user-generated content and blogger networks in order to fend off hyperlocal threats from competitors such as AOL. "Competing in the Hyperlocal Game," an NAA white paper, details the hyperlocal efforts of The Miami Herald, The Oregonian and The Boston Globe. In addition, the report spotlights an ad network partnership between The Seattle Times and Belo TV station KING 5 to bolster community coverage and generate new revenue.

Legal Affairs

'Sunrise' period offers opportunity to protect trademarks
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Sept. 7 will mark the beginning of a 52-day “sunrise” period when members of the adult entertainment industry and trademark owners from other industries may seek to protect their registered trademarks ahead of wider availability. Newspaper publishers may want to take note that this sunrise period — which will end Oct. 28 — will provide an opportunity for them to block the registration of their registered trademarks in the .xxx domain. More


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Student's startup ad company rewards engaged audience
The Associated Press via The Boston Globe    Share    Share on FacebookTwitterShare on LinkedinE-mail article
A 22-year-old Brown University student has a solution to a problem vexing advertisers in this era of distracted audiences: Give viewers a chance to win prizes in exchange for watching commercials. Brandon Yoshimura, a senior political science student, launched a startup company called Loffles that presents online advertisements to viewers in exchange for giving them gift cards to popular retailers and a chance to win products like televisions or computers. More


Flipboard ads to run alongside magazine titles
MediaPost    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Flipboard users should soon receive ads alongside the content of select Condé Nast titles, including The New Yorker, Wired and Bon Appétit. All Things Digital's Kara Swisher calls the partnership "an important deal" for the iPad-based social reading app. Indeed, "Flipboard ... has been trying to create strong ties with big publishers as it seeks to dominate distribution in the fast-growing social reading arena." More

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Google rides auto, finance sectors to ad growth
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While Google Inc. has long led the pack when it comes to search advertising, it has also been making strides of late in the market for online display ads. The rate at which companies are spending on display ads on Google has "accelerated" in the past two years, said Jon Kaplan, industry director for financial services at Google's advertising unit. Ads for automobile and financial services led impressions on image, Flash and rich media expanding ads last year. More

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What Google Plus can teach news organizations
The Poynter Institute    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The business strategy behind Google Plus — and the way the company handled the launch — is an example for news organizations to follow. Jeff Sonderman, digital media fellow at The Poynter Institute, lists five things Google got right that can translate to the news business. More

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Scribd creates paid news site
The New York Times' Bits Blog    Share    Share on
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Float, the name of Scribd's newsstand, is the latest strategy for making money from online news. Publishers have struggled with a formula for getting people to pay. Readers often don't because there is so much free commoditized news on the Web. Publications on Float would get a cut of the revenue after its subscription program starts in the fall. Scribd didn't make it clear how much money publishers would have to share with it and how much subscribers would have to pay. More

Business Models

Hispanic newspaper network unveiled
Hispanic PR Blog    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The newspaper industry is introducing a new national network that will offer marketers a one-stop buy for reaching consumers in Spanish-language daily and weekly newspapers. NNN Hispanic Network is a new division of the industry's Newspaper National Network, and is the first set up to target and package newspapers buys specifically for a multicultural segment of the U.S. population. "We serve all multicultural markets, but this is different because we haven't put this level of resources against a specific multicultural market before," says Jason Klein, president and CEO of NNN. More



For more information about NAA, please contact Cheryl Sadowski,
Colby Horton, Vice President of Publishing, 469.420.2601  Download media kit
Yvette Craig, Sr. Content Editor, 469.420.2641   Contribute news
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