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Nov. 9, 2011


Public Policy

Learn how to minimize effect of postal increase on TMC products
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The U.S. Postal Service recently filed a request with the Postal Regulatory Commission to raise rates effective Jan. 22, 2012. This is the first rate increase in two years. The request complies with the overall 2.133 percent cap tied to the Consumer Price Index as required by law. Actual percentage increases for products vary within the class, depending upon volume, weight and entry into the postal system. In a short video, newspaper consultant Jim Hart outlines what you can do to minimize the effect of postal increases on your total market coverage products. More


Webinar topics include career management, home improvement, mobile
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Register now for these upcoming NAA webinars: "Managing Up," a session from the NAA Foundation on strategies for working effectively with supervisors, Nov. 10; "Home Improvement: Understanding the Consumer and the Business," a look at the buying process funnel, Nov. 16; "How Newspapers Can Optimize Traffic and Revenue With Mobile, Part 2: A Look at Mobile Apps," a joint presentation from NAA and the Mobile Marketing Association, Dec. 13. All three webinars are free for NAA members.

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Order Planbooks now for holiday delivery
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Revised and refreshed for 2012, the NAA Advertising Planning Guide is designed to help small- to medium-size local businesses meet today's marketing challenges. Consider how advertising alternatives in your market have changed in the past few years, and imagine hard it must be for your local businesses to plan and budget advertising. The NAA Advertising Planning Guide, priced at $9.95 a copy, provides a way for them to sift through the choices, understand the basics and find trustworthy advice. More

Get LinkedIn with NAA's groups
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Network with more than 1,700 newspaper industry professionals through NAA's LinkedIn groups. NAA offers members several discipline-specific groups on LinkedIn to keep up with the latest developments, exchange ideas and answer questions. Participation is free — all that's required is registration with LinkedIn.


J.C. Penney's Christmas ads emphasize fun, frugality
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
J.C. Penney's Christmas 2011 advertising campaign — Who's your Santa! — is an elaborate mix of traditional print, online, mobile and social elements; among the new media aspects are QR codes, a Facebook game, apps and a presence on Google+. There are multiple parts to the campaign in addition to conventional pitches to buy gifts. More

Black Friday advertisements, sales start well before Thanksgiving
The Atlanta Journal-Constitution    Share    Share on FacebookTwitterShare on LinkedinE-mail article
In the weeks before Thanksgiving — the traditional start to the holiday shopping season — plenty of retailers are advertising sales that are intended to jump-start holiday spending. Walmart is advertising a Super Saturday sale that promises savings on TVs and toys; Sears is advertising one on jewelry, electronics and footwear. With a still-slow economy, retailers said they are touting early sales as a way to help shoppers spread out their spending. More

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Kohl's holiday campaign: 'Love to Give, Happy to Save'
Radio Business Report    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Kohl's integrated effort emphasizes unprecedented value to all customers this holiday, given the economy and spending outlooks for the season. "Love to Give, Happy to Save" will be communicated across multiple mediums, including print, TV, radio, direct mail, email, digital and social media,, mobile and in-store marketing. More

Toyota ditches digital technology for creating Prius ads
MediaPost News    Share    Share on FacebookTwitterShare on LinkedinE-mail
Toyota has embraced "artisanal advertising," at least for its Prius lineup of vehicles. The effort, which includes TV, print, out of home and an iPad execution, all with a hyper-chromatic feel, looks at the daily lives of the peripatetic Gen Xers against whom this new vehicle is positioned. More


HLN finally launches website independent of
TVNewser    Share    Share on FacebookTwitterShare on LinkedinE-mail article
HLN has quietly launched The design features a top 10 list of stories, with sub-stories and videos embedded in each. There is also a lot more color than one might expect from a news site. will continue to serve as the publisher of, though HLN will have editorial control of the site. More

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Your digital paper, sir: Making money out of news on tablets
The Economist    Share    Share on FacebookTwitterShare on LinkedinE-mail
A customized, constantly updating newspaper used to be the stuff of science fiction. Now, thanks to tablet devices like the iPad, there are several. Livestand, a news app launched this week by Yahoo!, joins a field that already includes Zite, bought recently by CNN; Editions, created by AOL; and Flipboard, which Google tried to buy last year. More

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New Nook is latest entry in tablet wars
The New York Times    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Barnes & Noble answered Amazon's challenge in the tablet wars, introducing a $249 color device called the Nook Tablet. The unveiling of the new tablet set up what is sure to be a heated competition between Barnes & Noble, Amazon and Apple for the quickly expanding group of consumers who will shop for color tablets this holiday season. More

Video on papers' sites garner high impression rate for Gannett
Beet.TV    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Gannett is earning $40 to $50 per thousand video views on several of its smaller market newspapers, says Kate Walters, senior vice president for video at Gannett Digital. This is many times higher than conventional industry rates for video on big websites. More

Business Models

Major newspapers' total digital editions rise 63 percent
paidContent    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Digital editions of the top 25 newspapers rose 63 percent to 2,169,843 for the six months ending in September, according to Audit Bureau of Circulations' Fas-Fax tally. For the most part, the numbers reflect newspapers' and consumers' relatively new embrace of digital editions across a growing number of mobile devices. More

Union-Tribune launches Latino A&E, shopping magazine
San Diego Union-Tribune    Share    Share on FacebookTwitterShare on LinkedinE-mail
Vida Latina San Diego will be the region's largest Spanish-language magazine devoted to entertainment, television and shopping. The weekly glossy magazine has an anticipated initial audience of 80,000 readers and will be distributed for free every Friday in racks. More


For more information about NAA, please contact Cheryl Sadowski,
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