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Welcome to the Digital Edge Blog!
The Digital Edge Blog focuses on developments, trends, best practices and more in newspaper digital media. The blog launched in 2006 (archives before August 2008 are here).
We look forward to reading your comments and contributions to the Digital Edge Blog. Questions? E-mail Beth Lawton at beth.lawton@naa.org.
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NAA Releases Digital Media Advertising Toolkit
Today, the Newspaper Association of America released a Digital Media Advertising Toolkit, designed to help your print and online sales reps maximize revenue opportunities in newspaper digital media.
Here's the intro to the Toolkit:
 We are happy to deliver this Digital Media Advertising Toolkit to help you grow your business.
It's not news that newspaper industry leaders have universally accepted the growing importance of digital media-based ads and services. The power of search-based, video, mobile and online advertising to drive revenue for newspaper companies is impressive, and newspapers that focus on increasing this revenue will surely be better off for the efforts.
Although the worldwide economy continues to struggle in 2009, digital media revenue trends continue to outperform traditional media. In a recent report for the Newspaper Association of America, iMedia Advisory Services, a media consulting firm based in Europe, noted:
iMedia's forecast for growth in online revenues is 10.8 percent in 2010, declining to 9.4 percent in 2017. This is relatively modest compared to most other analysts' forecasts, and takes no account of the enormous potential, and indeed strategic imperative, for newspapers to move aggressively into the local and locational search arenas. Even a small increase in acceleration of digital revenues will enable many newspaper companies to compensate for their print losses, with stronger digital profit growth.
The world of digital media advertising is complex and may seem a bit daunting to newspaper sales reps trained to sell print. There are new terms and concepts, different metrics and measures of success and a slew of available products.
That's why NAA produced this Digital Media Advertising Toolkit for our newspaper members. This introduction to the field of newspaper digital media advertising includes articles resources on several key concepts, including why online newspaper advertising is effective, how an online ad sale differs from a print sale and how to overcome advertisers' objections and misconceptions. Other articles provide an overview of metrics and ad serving, inventory management, ad networks and search engine optimization.
NAA also produced guides to many types of digital media advertising as part of this toolkit. These focus on rich media, video, mobile, local search and more. Each guide includes technical specifications, definitions and advice on which advertisers to target and mistakes to avoid making.
We hope this toolkit is helpful and informative as your newspaper increases its digital media advertising sales efforts. Thanks for reading.
Sincerely,
Beth Lawton
Manager, Digital Media
Newspaper Association of America
beth.lawton@naa.org
You can access all of the articles in the toolkit through www.naa.org/adtoolkit if you are an employee of an NAA member newspaper company.
Published
Feb 23 2009, 04:10 PM
by
Beth Lawton
About Beth Lawton
Beth Lawton is manager, digital media communications in the Business Development division of the Newspaper Association of America. She writes and edits many of NAA’s Digital Edge reports and the Online Publishing Update.
Prior to joining NAA two years ago, she worked as a Web producer and editor in newsrooms in the Midwest and the Caribbean.
Beth is a graduate of Washington University in St. Louis and Northwestern University's Medill School of Journalism (MSJ New Media 2003).
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