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Oct. 5, 2011

  NAA News


Social media strategies highlighted in new toolkit
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With social media services reaching critical mass, businesses large and small are taking notice and newspapers are no exception. "Network to Success: Social Media Strategies for Newspapers," a new NAA guide, discusses how newspapers of all sizes can use Facebook and Twitter to drive traffic to their websites, generate revenue and report the news. The guide includes insights and examples from newspapers such as The Denver Post, Austin American-Statesman, The Press-Enterprise in Riverside, Calif., The Arizona Republic in Phoenix and the News Sentinel in Knoxville, Tenn. More

Public Policy

FCC hearing reviews recommendation for shifting federal government advertising to local media
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The Federal Communications Commission held a field hearing in Arizona on Oct. 3 concerning "Information Needs of Communities: The Changing Media Landscape in a Broadband Age." Issued in June, this staff-level report outlines recommendations for strengthening news and information-gathering to meet the needs of local communities. One of the report’s recommendations calls on the federal government to consider "targeting existing federal advertising spending to local news media." At the request of the FCC (and in coordination with NAA), Jason Klein, president and CEO of the Newspaper National Network, participated in the hearing to explain how organizations such as NNN offer a one-stop point of contact for national advertisers to make local ad buys across print and digital publications. More


Week celebrates newspapers as number-one source for local news
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Newspapers throughout the country are in the midst of observing National Newspaper Week, the annual celebration and recognition of the important role newspapers play in their communities. This year's theme is "Newspapers – the number-one source for local news." The celebration closes out Oct. 8 with International Newspaper Carrier Day. A new downloadable ad and an archive of past ads are available to NAA members who wish to honor carriers in their communities. More

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How can circulation executives redefine themselves in newspapers 2.0?
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As newspapers position themselves in the digital world, many of those with roots in circulation management are concerned. These managers are defined by their success in growing circulation, understanding the market and providing excellent customer service. But how do these skills fit into the multimedia model, with newspapers rolling out social media products, mobile apps and more? In an article written for NAA, a circulation executive provides answers for his colleagues along with examples of how he practices what he preaches. More


Foundation offers PowerMind fellowships for leadership development
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Applications are now being accepted for PowerMind, a leadership development opportunity for managers of color presented by the NAA Foundation. Up to 15 fellowships are available for the six-month program. Starting in January, PowerMind involves monthly webinars on topics such as leadership, personal branding, networking, managing up and career strategizing. Fellows participate in conference calls on the webinar topics, confer with their advisers (senior industry executives) and complete assignments. They also attend the NAA mediaXchange conference, which is scheduled for April 2-5 in Washington, D.C. There is no cost to participate in PowerMind. Deadline to apply is Nov. 4. More


Google takes page from Sunday newspaper
Bloomberg    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Google Inc. is on a quest to make Internet advertising look more like the Sunday paper. The online-search giant is working with advertisers such as Best Buy Co. and Macy's Inc. to create Web-based circulars, similar to the ad inserts included in newspapers. More

Papers' ads outperform competition for car dealers
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When a shopper visits Cox Chrysler Jeep Dodge in Wilson, N.C., it's not uncommon for the staff to spot the local newspaper sitting in the front seat of the individual's car, flipped open to an ad from the store. CNW Research confirms that 55 percent of dealership visitors in the first six months of the year reveal their reason for making the trip was primarily due to a print or online newspaper ad. More


ABC News, Yahoo News announce deal to share content
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Yahoo News, which has more unique visitors than any other news website, is forming a partnership with ABC News to share stories and feature Web video series. The alliance was described by ABC News as a "game changer" for the network news division. ABC News has languished low on the list of major news brands in terms of Web traffic, but the deal with Yahoo may help change that. More

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New app will let viewers choose Super Bowl ad winner
Mashable    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Facebook and USA Today have teamed up to build an application that will rate the commercials broadcast during Super Bowl XLVI. The app, called the "USA Today-Facebook Super Bowl Ad Meter," will reside on Facebook and USA Today's online properties, and be accessible on mobile platforms. It will allow users to view, rate and share Super Bowl ads. This marks the first time that online consumers will have a say in the winner of USA Today's long-running Ad Meter. More

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Mobile ads help campaigns
Mobiledia    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Nielsen researchers found three-quarters of participants in a Google-commissioned study remembered brand names advertised across all four major media platforms, viewing ads on TV, computer, smartphones and tablet ads. More

Business Models

Murdoch's tablet paper shows some promise
Ad Age    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The Daily has 120,000 active weekly readers, 80,000 of whom are actually paying for the app, according to Publisher Greg Clayman. The bigger number includes 40,000 nonpaying readers on a two-week introductory trial period. About 15 percent of people who sign up for a trial ultimately end up subscribing, he said. "The numbers are telling us people are responding well to original content designed for the platform. Premium content seems to work well on a tablet device." More

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