Foundation

The NAA Foundation focuses on Newspaper In Education, newspaper youth content, scholastic journalism and diversity. In this blog, you'll learn about products, programs and resources that emphasize the use of newspapers and other media by young people. You'll also learn about programs and activities that can help news media companies transform their cultures in order to grow business and increase readership and audience.

February 2009 - Posts

• More on ABC

  The Audit Bureau of Circulations has released online research guides detailing rule changes that will take effect April 1, 2009 for NIE and other areas. On a related note, NAA's Rob Rubrecht has consulted with ABC on answers to questions posed during the Foundation's recent webinar, "Navigating the ABCs of ABC." Click here to download the Q&A from the NIE shared files in NAA Community. Note: You may be asked to sign on to Community to access the Q&A file.  -- By Marina Hendricks and Rashad Mulla, NAA Foundation Posted Feb 25 2009, 03:19 PM by Marina Hendricks with no comments

• Students Talk Frankly About Newspapers

  The past couple of weeks have seen an array of youth opinion on the state of newspapers. High school and college students alike have voiced thoughts as well as solutions. Student journalist You Jung Kim wrote an op-ed piece for the Seattle Post-Intelligencer's Web site on Feb. 8 about what she thinks newspapers can do to appeal to future generations. MySanAntonio.com published interviews with the Teen Team of the San Antonio Express-News on Feb. 13. The students outlined what they would do if they headed newspapers during this challenging time for the industry. Journalism professor Tim McGuire asked his 21st Century Journalism students to discuss what happened to newspapers, receiving many responses. He documented the class's discussion on his blog on Feb. 19. -- By Rashad Mulla, NAA Foundation intern Posted Feb 24 2009, 03:08 PM by Marina Hendricks with no comments Filed under: young readers, newspaper industry

• NIE: Fundraising

  Editor's note: This is the last of three installments about "Navigating the New ABC's of ABC," a webinar recently sponsored by the NAA Foundation. The webinar was conducted by Rob Rubrecht, NAA director of circulation marketing. Rob Rubrecht's career features stops at five newspapers and NIE fundraising duties at three different publications. He shared some fundraising ideas for both newspapers and schools during the Foundation webinar. While at newspapers, Rubrecht contacted and maintained relationships with businesses and vendors in order to acquire sponsorships for NIE programs. He also spent a lot of his time writing and developing NIE marketing material. He approached fundraising assuming the newspaper would have to cover the costs of NIE on its own. But he was surprised a few times. "In some cases, parents of children are willing to provide the monies for newspapers for a class," he said. Accordingly, Rubrecht encouraged newspapers to be creative with fundraising ideas. However, he cautioned that they need to be mindful of the Audit Bureau of Circulations' promotion and marketing requirements. The Policies and Practices document on ABC's Web site makes a direct reference to one rule: The cost of newspapers must be listed as separate from the cost of the event, and attendees must have the option to pay for the event without buying the newspaper. As stated in the document, "all admission signs at the event venue must make disclosure of the components of the sale, to include reference that the newspaper cost is optional to the combined total cost." Follow the links below to download the webinar script and slides from the NIE shared files in NAA Community. Script Slides -- By Rashad Mulla, NAA Foundation intern Posted Feb 20 2009, 05:00 PM by Marina Hendricks with no comments Filed under: Newspaper In Education, audit bureau of circulations, webinar

• NIE: Rewriting the Rules

  Editor's note: This is the second of three installments about "Navigating the New ABC's of ABC," a webinar recently sponsored by the NAA Foundation. The Audit Bureau of Circulations is instituting two rule changes that could have a significant impact on NIE programs. During the Foundation's webinar, Rob Rubrecht introduced the audience to "Paid Circulation Defined," an ABC rule taking effect in April. Under this rule, newspapers participating in NIE programs could charge as little as 1 cent per copy in order to meet paid print circulation guidelines. The previous low to meet the paid circulation requirement was 25 percent of a newspaper's basic rate. Because widespread implementation of this tactic would decrease subscription revenue, Rubrecht said he believes this option is unattractive for publishers. "Given the current state of the economy, I don't see this as an option," said Rubrecht, NAA director of circulation marketing. "I think most publishers are trying to bring in additional revenue." Should newspapers choose to adapt to the 1 cent-per-copy model, they may have to wait until summer to do so. Newspapers must maintain their current NIE rates until the end of the school year, even though April 1 officially marks the day when 1-cent copies are allowed. Even after April 1, Rubrecht said he does not expect to see many publishers bringing down the price. The paid classification becomes largely irrelevant in October 2010, when NIE programs will fall under the "Verified Circulation" category. Newspapers will cease to have a funding requirement for their NIE programs, and ABC will check inventory only to see if newspapers are sent to the proper destinations. "It will provide NIE departments with an opportunity to reach more students - a greater audience - without the restrictions of acquiring funding," Rubrecht said. Next, Rubrecht goes over fundraising and sponsorship techniques. Follow the links below to download the webinar script and slides from the NIE shared files in NAA Community. Script Slides - By Rashad Mulla, NAA Foundation intern Posted Feb 17 2009, 08:31 PM by Marina Hendricks with 1 comment(s) Filed under: Newspaper In Education, audit bureau of circulations, webinar

• NIE: Making the Jump to Cyberspace

  Editor's note: This is the first of three installments about "Navigating the New ABC's of ABC," a webinar recently sponsored by the NAA Foundation. With newspapers around the country exploring the potential savings of digital products, Newspaper In Education programs are looking in that direction as well. Rob Rubrecht, NAA director of circulation marketing, said as much in a webinar on Jan. 28. In his presentation, "Navigating the New ABC's of ABC," Rubrecht cited Audit Bureau of Circulations statistics in listing reasons why many newspapers are moving NIE operations online: Converting to a digital format would allow newspapers to cut down on printing and distribution costs. Delivery of supplemental NIE teaching materials would be expedited as a result of the reduction in shipping costs. In addition to lower costs, the digital format would allow newspapers to print less paper and use less ink, both environmentally-savvy measures. The online arrangement benefits the newspaper industry, Rubrecht said. But he also listed potential benefits of NIE programs' digital products for those meant to read them: students. "Today's students are accustomed to receiving information in a digital format," he said. "Let's attract them through a channel with which they're familiar." The newspaper industry is counting on digital media to deliver these and more benefits in the future. One webinar participant asked what NIE programs would look like in 10 years. "NIE will still exist," Rubrecht said. "But primarily in a digital format." Next, Rubrecht will discuss two important ABC rule changes - one coming up in April. Follow the links below to download the webinar script and slides from the NIE shared files in NAA Community. Script Slides -- By Rashad Mulla, NAA Foundation intern Posted Feb 11 2009, 04:19 PM by Marina Hendricks with no comments Filed under: Newspaper In Education, audit bureau of circulations, webinar