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| The Growing Audience blog features regular postings regarding business strategies, market forces and new technologies that impact the audience development initiatives at media companies. Many of these postings reflect current news headlines as summarized in the Growing Audience e-alert which publishes on Thursdays, others may come from you, the audience.
Please feel free to contact me with your interest in creating and posting a blog entry by emailing me at john.murray@naa.org or by phone at 571.366.1030. |
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To: All NAA Audience Development and Circulation Professionals
From: John Murray
 The mediaXchange 2010 program has come together into a terrific package for Audience and Circulation professionals. Your colleagues on the program committee have identified the most essential topics and the most qualified newspaper executives to share what is working for them and their marketing initiatives for the coming year. Below I've summarized the sessions and the reasons to attend. Go to the mediaXchange site and see the listing of more than two dozen newspaper marketing professionals focusing on what it takes to grow audiences, sell newspapers, and improve audiences.
If you are looking for a single compelling reason consider the changes in ABC metrics that will be approved by the ABC Board in March, just a month before this event and effective October 2010. Most of these reporting changes have yet to be released throughout the industry and now is the time to understand the changes and how it will impact your newspaper. If that is not it then look at the sessions focused on increasing circulation revenue and pricing strategies or how newspapers have reduced their costs of increasing home delivery circulation by improving subscriber retention.
And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future.
Registration is open for mediaXchange 2010, April 11-14, in Orlando.
Go to the NAA's mediaXchange site and select the most compelling programs for you and you can quickly make your own list of reasons, excluding the weather, why your newspaper needs to be represented in Orlando. Register early and make this an even better investment. Early bird registration will save you $100.00 and air fares are still cheap -- I just found a Jet Blue Flight for $139 roundtrip.
Speaking of networking another important value newspaper professionals derive from NAA membership, is networking and communications on the issues we face on a daily basis.
This past Wednesday, Feb. 3, you should have received NAA's new PRESSTIME Update, a weekly electronic newsletter designed to provide members with the information they need to achieve success in today's media environment -- from legislative news that affects your bottom line to advertising and audience trends. The new publication will be delivered each Wednesday and will combine elements from all of our newsletters -- including the Digital Edge, Growing Audience E-Alert and Public Policy News.
Subscribers to this newsletter automatically will be subscribed to the PRESSTIME Update. While we no longer will publish this Growing Audience E-Alert as a weekly newsletter, we will continue to post discipline-specific items of interest to the blogs Circulation: Marketing to Readers and Growing Audience.
To help keep all members involved with NAA and keep you in touch with your fellow Circulation and Audience executives, we will have moved our e-forums from the NAA Community to NAA-hosted groups on LinkedIn. We have created an NAA Group (yes, please click on the link and sign-up today) as well as the following Subgroups:
Digital
Revenue
Circulation/Audience
Production/Operations
Research
By moving to an established network where many newspaper professionals already have a presence, we can stimulate more discussions - and more value - for NAA members. We "officially" launched this week. The groups are now live, however, and we would welcome your participation in seeding the discussions and making this a valuable tool for all of our members.
Please contact me if you have any questions. I hope to see you in Orlando and on the new NAA Audience LinkedIn NAA Group .
Thank you for your support,
John
Here are Seven Reasons Audience and Circulation Professionals Should Attend NAA's mediaXchange 2010:
1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers.
2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs.
3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers.
4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders.
5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics.
6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers.
7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers.
Here are a dozen sessions I picked from the larger program that are on target for audience and circulation professionals starting with the compulsory updates on the changes in ABC metrics that will impact all newspapers and how they go to market...
1. Developments in Audience Metrics: Now that newspapers have transformed into multi-channel, multi-product enterprises, how do we effectively measure the audiences we reach and sell that audience to advertisers? This session will include changes in ABC reporting strategies, new developments in measuring Web audiences and how newspapers are using new audience metrics in sales.
2. The Nuts & Bolts of the new ABC Qualification and Reporting Standards: ABC publisher representatives will provide insights and guidance on new reporting requirements and qualification rules approved in March by the ABC Board. Workshop attendees will better understand the new definitions of total, paid, and verified circulation and the new report formats and how they will accommodate reporting branded editions, print copies, eReader and eReplica circulation and mobile usage.
3. Driving Circulation Revenue: Newspapers are using customer insights and segmentation strategies to maximize circulation revenue and better serve advertising customers. This session will explore different strategies from two newspapers, including how they addressed the value equation for readers, how they identified opportunities and how newspapers can better promote the value of their products.
4. Successful Consumer Segmentation Strategies for Building Audience: From using e-mail to sell single-copy and build subscriber retention to applying data solutions to successful home delivery strategies newspapers have learned that successful growth strategies require delivering the right message to the right audience through the right media channel. This session will focus on successful segmentation and database techniques.
5. Audience Development 2015: What audience development and circulation strategies, structures, and processes will be successful in the next five years? The session will focus on a new revenue mix, new products, distribution services, the delivery of content, organizational structures and identifying the core competencies and areas of focus for newspapers in 2015.
6. Managing Content in a Multiplatform World: Printed newspapers, Web sites, social media platforms, e-readers, smart phones. The ability to deliver relevant content across media channels will be key to newspapers' future success. Several newspapers will describe their strategy and technology investments to effectively deliver multi-media content in a digital age.
7. Premium Content: Is the Strategy Paying Off? A number of newspapers have taken the plunge in charging consumers to access their Web sites or certain premium content. Has the approach achieved desired results? This session will share how paid content strategies at a variety of newspapers are playing out and perspectives on the future.
8. Digital- E-Readers and E-Revenue: Skiff, Kindle, Que ProReader -- Technologically, e-readers have come a long way in the past year. But the business model for newspapers that put content on the devices has a long way to go. Learn about the current state of e-reader revenue, advertisements and more from experts working in this new area.
9. Niche Products for Desired Audiences: Reaching new audiences increasingly means developing new, targeted products with relevant content and capabilities. In this session, newspaper executives will share successful product development strategies to attract and retain elusive audience segments.
10. Lessons Learned from 2009: The sharp downturn in the newspaper has forced most newspapers to rethink their organizations, cost structures, product strategy and customer base to operate a successful business going forward. Newspaper executives will share how they are transforming their newspapers to better align the business with market realities.
11. Driving Innovation: How does understanding people, asking good questions, seeking the truth, and telling compelling stories - familiar newspaper strengths -- drive innovation? Executives from IDEO, a global innovation and design consultancy, and Gannett will share their real-world experiences based on this approach to innovation.
12. Expand your thinking with two Strategic General Sessions: Transforming a Brand: A Case Study of Success: No one has been more successful at taking a traditional brand and transforming it for the digital age than Kodak CMO Jeff Hayzlett. Jeff has taken Kodak from a brand known for instamatics and 35 mm film and repositioned it as one of the most innovative digital technology companies on the globe. Jeff will share insights on where Kodak has been and where it is going along with the lessons for newspapers about transforming brands. How Digital Platforms Are Transforming Marketing: Media visionary Rishad Tobbacowala has been a pioneer in developing digital strategies for major advertising brands. He will share insights on the future of marketing and advertising and how traditional media companies must leverage new platforms to more effectively serve advertising customers.
Registration is now open with early registration discounts. John P. Murray Director of Audience Development Newspaper Association of America 4401 Wilson Boulevard Suite 900 Arlington, VA 22203 571.366.1030 John.Murray@naa.org
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Inside This Edition:
Poynter Addresses What Apple's iPad Means for Journalism Design, Multimedia & Business
Hype Over, iPad Presents Opportunities for Newspapers
Foundation Launches NIE Survey
Kroger, Walgreen's, and Panera Bread, Chosen for NAA's 2009 Merchandiser of the Year Awards
Paid Content: Newsday's Pay Wall, 3 Months Later
New Orleans Saints Sell Newspapers for Times-Picayune
Online Poll: 72 Percent Say They Read a Newspaper At Least Once a Week
Engagement on Social Networks a Top Priority for Marketers
Coupon Distribution and Usage Jumped in 2009
Super Opportunity to Tell the Newspaper Story
USA TODAY Will Distribute Travel Mag to Select Major Market Hotels
Austin Upgrades E-Replica Edition
Deseret News Set to Publish Spanish-Language Newspaper in Utah
Seven Reasons Audience and Circulation Professionals Will Attend NAA's mediaXchange 2010
Get Your Free Materials for NIE Week
Editor's Note: Beginning Wednesday, Feb. 3, NAA will launch PRESSTIME Update, a weekly electronic newsletter designed to provide members with the information they need to achieve success in today's media environment -- from legislative news that affects your bottom line to advertising and audience trends. The new publication will be delivered each Wednesday and will combine elements from all of our newsletters -- including the Digital Edge, Growing Audience E-Alert and Public Policy News.
Subscribers to this newsletter automatically will be subscribed to the PRESSTIME Update. While we will not continue to publish this Growing Audience E-Alert as a weekly newsletter, we will continue to post discipline-specific items of interest to the blogs Circulation: Marketing to Readers and Growing Audience.
Thank you for your support and we hope you enjoy PRESSTIME Update.
Poynter Addresses What Apple's iPad Means for Journalism Design, Multimedia & Business
 This week's unveiling of the iPad has been long anticipated and now that we know what it is and isn't Poynter asked its staff of experts to comment on the device in terms of their area of expertise in journalism and individual media consumers.
Bill Mitchell explained that Apple's most interesting claim "goes to the heart of journalism's future: the experience of news on emerging devices. It's a claim that sounds a lot more analog than digital". He noted, "... an interesting retro strategy behind Apple's claims for the iPad: delivering that familiar old experience of curling up with my favorite paper/book/magazine -- with some cool functionality thrown in, too."
On design and usability Sara Dickenson Quinn wrote, "news design is about getting the reader to interact with the page. This has a more tangible feel. As a newspaper lover, I like the idea of a little more 'elbow' room to work with. ... The resolution looks amazing, bringing exciting possibilities for photojournalists, artists and designers. It seems a bit like a high-definition television that you might hold up to your face ... This will mean a lot more design work to create apps for newspapers -- and they will have to be done right -- but the possibilities for using images and nice design are very exciting."
Rick Edmonds wrote, "Yes, the iPad has potential to be a popular new way to get the news and a meaningful new revenue stream for the newspaper industry, which needs several of those in a hurry. Transforming, revolutionizing or saving the industry? That's unlikely."
Source: Poynter
Hype Over, iPad Presents Opportunities for Newspapers
For all its hype, the Apple iPad will not be the savior of the newspaper and magazine industries. However, it does present some interesting opportunities for publishers.
That's the consensus among dozens of technology and media reporters following Apple's debut of the iPad tablet device earlier this week.
Read more in NAA's Digital Edge Blog.
Source: NAA
Foundation Launches NIE Survey
To assess the current state of Newspaper In Education programs, the NAA Foundation is conducting an online survey. Information collected in the survey will be featured in an upcoming report that will detail how NIE programs are evolving and innovating amid the current industry challenges.
The survey includes questions on NIE budgets, staff size, circulation and youth content programs. Please take a few minutes to complete the survey, if you haven't done so already.
Kroger, Walgreens, and Panera Bread, Chosen for NAA's 2009 Merchandiser of the Year Awards
NAA's Tony Mineart Newspaper Merchandiser of the Year awards honor retailers who have demonstrated a long-term cooperative effort to sell and market newspapers in their stores and who model the industry's cutting-edge approach to single-copy promotions. Judges look for retailers who are open to ideas such as co-promotions, newspaper-specific promotions or, in general, the retailer who does the best overall and ongoing job of promoting newspapers in their stores.
This year's winners in the five categories are:
Convenience Stores: Gates Petroleum, nominated for their partnership with the Florida Times Union in Jacksonville, Fla.
Drugs Stores: Walgreens, in partnership with the Tennessean in Nashville, Tenn.
Grocery Stores: Kroger, in partnership with The Enquirer in Cincinnati, Ohio.
Restaurants: Panera Bread, nominated by the Detroit Media Partnership.
Market Wide Promotion: White Plains Railroad Station, in partnership with The Journal News in White Plains, N.Y.
Read more on the Circulation: Marketing to Readers blog.
Newsday's Pay Wall: Three Months Later...
Newsday's online pay wall isn't bringing in a lot of new revenue. The New York Observer reported just 35 people are paying $5 per week to access Newsday.com content.
However the goal of the project, according to Newsday, was not to increase revenue or sell online subscriptions. Paid Content reported, "the real emphasis has been on creating additional value for the services Cablevision customers already get and improved engagement with local subscribers." Cablevision subscribers get free access to all Newsday.com content -- a major factor in the whether the pay wall can be described as "successful."
Sources: NAA's Digitial Edge, The New York Observer, Paid Content
More on Paid Content:
McClatchy Considering a Test of Paid Content Site
Nieman Lab Blog Posts Paid Content Calculator (Nieman Journalism Lab)
New Orleans Saints Sell Newspapers for Times-Picayune
 The Times-Picayune's Monday edition, with its historic "Super Saints" headline, sold out despite the newspaper's plan for an extra press run after doubling the single-copy draw.
The newspaper went pack to press on Tuesday after enthusiastic Saints fans struggled to find copies of The Times-Picayune Monday edition to the point of bringing "traffic to a standstill on one highway" and "parked along the North I-10 Service Road" in nearby Metairie.
"I thought we understood how passionate Saints fans are, but you amazed us," Publisher Ashton Phelps Jr. said.
"We're flattered by the loyalty of the community and we're sorry about the inconvenience," he said. Phelps also expressed thanks to the law enforcement agencies who helped direct traffic.
According to the Times-Picayune, "in all the newspaper expects to sell six times as many single copies as normal, or roughly 150,000 extra newspapers".
The paper is also experiencing overwhelming sales of poster-quality reprints of Monday's paper and advance orders for its book "Super Saints."
Source: Times-Picayune, E&P
Online Poll: 72 percent say they read a newspaper one at least once a week
In the Adweek Media/Harris poll of 2,136 U.S. adults surveyed online in December, 43 percent say they read a daily newspaper, either online or in print, almost every day. Just more than seven in ten Americans (72 percent) say they read one at least once a week, while 81 percent read a daily newspaper at least once a month. One in ten adults (10 percent) say they never read a daily newspaper. Age makes a difference with almost two-thirds of those aged 55 and older (64 percent) say they still read a daily newspaper almost every day. The poll also asked who would pay for online content. About one in four online adults say they would be willing to pay something to read a daily newspaper's content online.
Source: MediaPost, Harris
Engagement on Social Networks a Top Priority for Marketers
Marketers will be looking to invest more in social networks and applications to reach out to consumers, according to a study from the Society of Digital Agencies, eMarketer reported. More than 85 percent of survey respondents said social networks and digital infrastructure were either a "top priority" or "important." More than 75 percent said search optimization was a "top priority" or "important."
Source: NAA's Digital Edge, eMarketer
Coupon Distribution and Usage jumped in 2009
Consumers redeemed 3.3 billion consumer packaged goods coupons in 2009, compared to 2.6 billion the year before. This was the first year-over-year increase in coupon redemption since 1992, according to a report from transaction settlement provider Inmar and reported in DM News. Last year, coupon marketers distributed 367 billion coupons in total -- the highest number on record since Inmar began tracking coupon use in 1988.
"Over the past 18-to-24 months, we've seen CPG companies increase their couponing," said Jesse Aversano, EVP of marketing for News America Marketing. "We've also seen clients buy a corresponding ad for retailers."
Though online coupons nearly doubled in distribution, the dominant coupon-distribution model was still newspapers. Eighty-nine percent of all coupons were distributed in newspaper free-standing inserts, and more than half of those redeemed came from that source last year.
Source: DM News
Super Opportunity to Tell the Newspaper Story
Last year's Super Bowl attracted the largest audience in history, with 99 million viewers tuning in to watch -- almost as many people as read a newspaper that day.
As many focus on the advertising associated with the Super Bowl and the millions being spent on one spot, this is a perfect time to remind your advertisers that, according to Scarborough Research, 171 million adults read a newspaper in print or online in the past week. Yes, that's nearly twice the Super Bowl audience.
The Newspaper Project has once again created an ad for you to run on Monday, Feb. 8, heralding the power of our medium's audience compared to the number of people who tune in to the Super Bowl. We encourage you to run this ad in your newspaper.
For additional information the newspaper value proposition, visit NewspaperMedia.com.
Source: NAA
USA TODAY Will Distribute Travel Mag to Select Major Market Hotels
USA TODAY and ShermansTravel Media have struck an agreement to bundle distribution of Sherman's Travel magazine in the newspapers in major metropolitan hotels. Beginning in the second half of 2010, a total of 150,000 copies of the fall and winter issues of Sherman's Travel will be inserted into select hotel distribution copies of USA TODAY.
Source: Sherman's Travel
Austin Upgrades E-Replica Edition
The Austin American-Statesman unveiled its new and improved electronic replica edition through an e-mail link to current and prospective subscribers. A seven-day eEdition subscription for four weeks costs $4.99.
Statesman eEdition offers a variety features including a text-to-speech feature, making the eEdition portable with an MP3.
"The Statesman is pleased to introduce a more user-friendly electronic edition to our readers," said Vice President of Circulation Harry Davis. "We believe that it will not only be easier to navigate, but also fun to navigate. We hope that this new version will demonstrate to our readers that we are taking steps to offer first-rate delivery of the Statesman -- whether to their front doors or inboxes."
Source: Austin American-Statesman
Deseret News Set to Publish Spanish-language newspaper in Utah
Deseret Management Corp which includes the Deseret News, is preparing to launch a Spanish-language newspaper that will focus on issues pertinent to that growing population segment according to an article in the Deseret News.
El Observador, scheduled to begin publication Feb. 9, will run three times a week, with editions published on Tuesdays, Thursdays and on weekends. The weekday editions will focus on hard news, while the weekend editions will include more features and family-oriented content.
"The Hispanic/Latino community in Utah is a very important part of our future, of our 'now,' " said Jim Wall, Deseret News publisher. "They are under-represented. They have no voice."
Initial circulation will be 10,000 home deliveries each week, with an additional 15,000 copies distributed via racks and hand delivery at targeted locations Hispanic stores and similar locations throughout the week with an emphasis on churches on weekends.
Wall said, "We will always maintain a circulation of 25,000 to stay at 50 percent market penetration of our primary market with a combination of home delivery and free delivery at racks, banks, stores and churches," Wall said in an e-mail. "After our initial launch, we will offer home delivery for $5 per month."
Source: Deseret News
Seven Reasons Audience and Circulation Professionals Should Attend NAA's mediaXchange 2010
1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers.
2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs.
3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers.
4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders.
5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics.
6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers.
7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers.
And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future.
Registration is open for mediaXchange 2010, April 11-14, in Orlando.
Get Your Free Materials for NIE Week
 Newspaper In Education Week is observed annually during the first full school week of March. For this year's celebration -- March 1-5, 2010 -- the NAA Foundation has created a teacher's guide, an in-paper ad and a Web site banner ad. The teacher's guide, which is aligned with national learning standards, features a five-subject approach that takes advantage of the wide range of topics covered by newspapers.
Visit NAA Foundation to download these materials today.
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INSIDE THIS EDITION:
Single-Copy 2010: Developments in Single Copy Distribution
Star Tribune Adapts ABC's Media Report to Tell Digital Story
Businesses Increasingly Adopting Social Media as an Important Marketing Tool
Snapshot from the Edge: Newspapers Test Google Wave
Report: Nearly Half of News Users Bypass Newspaper Sites in Favor of Google
NYT Confirms Plans to Begin Charging for Content in 2011
Newspapers Pull Newsracks in Oregon in Response to New Fees
Seven Reasons Audience and Circulation Professionals Should Attend mediaXchange 2010
Single-Copy 2010: Developments in Single Copy Distribution
Newspapers have long partnered in home delivery operations to save money on distribution costs, but some companies are now moving into single-copy arrangements that are creating new sources of income for publications as well.
 Local newspapers are contracting with neighboring competitors to service local accounts in different arrangements, ranging from simple distribution to collection to full representation of multiple titles.
As the industry moves toward a model of having one delivery vehicle going down any given street, newspapers have carved out a new niche as the local distributor as traditional concerns about control and preferential treatment of one title over another have taken a back seat to the savings generated on both sides.
The Seacoast Media Group, for example, has been delivering alternate products to single-copy outlets since 2005, and trucks now deliver 15 to 20 single-copy titles in its market on any given day.
"It's not us versus them," said Kelvin Parker, director of operations and circulation for the Portsmouth Herald in Portsmouth, N.H. "It's all of us together. We have multiple distribution partnerships, and whether they're locals or metros, they become one of our newspapers. When they make money, we make money, so it's about treating everyone equally."
"It took everybody a while to get over the old school way of thinking that we have to deliver our own products and keep our information confidential," Parker said. "But in this economy, with the industry the way it is, there should be only one distributor in each market. The cost savings just outweigh the risks."
The Washington Post delivers single copy and home delivery for USA TODAY, The Washington Times and Financial Times in the D.C. market, as well as its own publications, using independent contractors for distribution, billing and collection.
"It's not easy to give up your service to another provider," said Gregg J. Fernandes, vice president of circulation for The Washington Post. "But there's revenue associated with it, and if we're not providing the best service, that revenue is at risk. We are the most effective and efficient delivery force in the greater Washington area. No one matches our quality of delivery. So we can leverage this position of strength and provide a benefit to other publications. It's a nice symbiotic relationship."
Read the entire article...
Source: NAA -- This article is the third of a three-part series titled "Single Copy 2010: Overcoming Obstacles to Optimize Sales."
Star Tribune Adapts ABC's Media Report to Tell Digital Story
For the first time, social media is making an appearance on ABC reports. The Star Tribune reported more than 4,100 Facebook friends on two Facebook pages, one for the Startribune.com and one dedicated to Star Tribune sports.
The Audit Bureau of Circulations recently released its sixth Consolidated Media Report and the Minneapolis Star Tribune is the first newspaper to use the report to highlight its offering of digital products, including e-newsletters, mobile alerts and Facebook friends, along with the newspaper's circulation and readership data.
"We jumped at the opportunity the CMR offers," said Dave Gunderson, director of research at the Star Tribune. "Now we can give our advertisers an audited accounting of our entire array of products. We're constantly working to expand the Star Tribune brand in a variety of print and digital formats for our readers and advertisers, and the CMR offers the ability to give comprehensive reach and readership information on all the things we are doing."
Along with the 6.1 million unique visitors in October to StarTribune.com, the report includes average net deliveries and open rates for five e-newsletters targeted at different audiences: the AM Update, the PM Update, breaking news, news on the Minnesota Vikings and a separate newsletter for the Twins.
The newspaper also featured data for four text alerts with topics covering the daily weather forecast, severe weather warnings, sports scores and Vikings news. In the month of October, the Star Tribune distributed nearly 34,000 text alerts.
The report is available and posted on ABC's site.
Businesses Increasingly Adopting Social Media as Marketing Tool
A national telephone survey in 2009 of the Inc. 500 list reflects how social media has penetrated parts of the business world at a tremendous speed and corporate usage of social media within the Inc. 500 has continued to grow in the past 12 months.
In the 2009 study, summarized by MediaPost, 75 percent of respondents claim to be "very familiar" with social networking tools compared to 42 percent two years ago. The study by UMass/Dartmouth shows that 52 percent of the Inc. 500 companies are already using Twitter for their business and 43 percent of the 2009 Inc. 500 reported social media was "very important" to their business/marketing strategy while 91 percent of the Inc. 500 is using at least one social media tool in 2009 compared to 77% in 2008. Key applications cited in the study include recruiting and hiring.
Source: Media Post
Snapshot from the Edge: Newspapers Test Google Wave
As more newspaper editors get invitations to Google Wave, NAA decided to take a look at how media companies are experimenting with the technology.
In a new Digital Edge article released last week, Mark Toner wrote:
As Google Wave ends its first year of existence, we have learned two things: First, there's no shortage of critics who argue that the Google product, may be a technology searching for a purpose. Second, the term "beta" applied to a Google product means just that for a change. But newspapers should not wait to experiment with it, given its potential to shape conversations both within and beyond news organizations.
Read more in "Snapshot from the Edge: Newspapers Test Google Wave."
Source: NAA's Digital Edge
NYT Confirms Plans to Begin Charging for Content in 2011
The New York Times announced that it intended to charge readers for access to its Web site after a yet to be determined level of usage. Early next year visitors to NYTimes.com will be able to access a number of articles free every month before being asked to pay a flat fee for unlimited access. Subscribers to the newspaper's print edition will receive full access to the site.
NYTimes.com is the most popular newspaper site in the country according to Nielsen Online, and may also be the leader in advertising revenue. While the NYT site has a different role in the online marketplace for news than local newspaper sites there is considerable interest in industry regarding the decision and how the company proceeds.
For those with an interest Poynter.org has complete coverage of The New York Times' decision with articles by Romenesko The New York Times memo announcing the decision and the reaction, Bill Mitchell explains why the most loyal users may be most affected, and Rick Edmonds analyzes how the pricing plan might work.
Advertising Age magazine cautions that "NYTimes.com meter could alienate valuable readers" and presents the concerns from the advertiser perspective.
Sources: NYT, Ad Age, Poynter
Report: Nearly Half of News Users Bypass Newspaper Sites in Favor of Google
Research firm Outsell, Inc. predicts continued steep drops in US newspapers' print circulation as consumers increasingly turn to online sources Google, Yahoo, MSN and AOL News for news generated by newspapers but they are aren't necessarily visiting newspaper sites.
Although more are using newspaper sites nearly half are settling for the headline news services provided by aggregators such as Google. According to Outsell analyst Ken Doctor states in a release, "Though Google is driving some traffic to newspapers, it's also taking a significant share away. A full 44 percent of visitors to Google News scan headlines without accessing newspapers' individual sites."
Source: Outsell & E&P
Newspapers Pull Newsracks in Oregon in Response to New Fees
 The Ashland Daily Tidings, the Mail Tribune, The Oregonian, The San Francisco Chronicle, USA Today, The New York Times and The Wall Street Journal are pulling most of their newspaper boxes from downtown Ashland Ore. in response to a new $25 annual fee per newsrack box being imposed by city government.
Some distributors told the local newspaper in Ashland that they will pay the $25 fee on a few boxes where newspaper sales can justify the cost.
Free publications are also being charged a $25 annual fee to occupy one shelf space inside new multi-publication racks that were donated to the city by the Daily Tidings and the Mail Tribune. The city of Ashland designated one free zone for newspaper boxes where the $25 fee doesn't apply. The free space is in front of Starbucks coffee shop, which neighbors the Ashland Chamber of Commerce.
Source: Mail Tribune
NEW NAA RESOURCES:
 Newsracks: A Business and Legal Guide for the Distribution of Printed Materials by Vending Machine
This just-released manual published by NAA serves as a valuable guide for publishers, circulation managers, and lawyers on legal rights relating to the use of newsracks to distribute newspapers. This easy to read and reference second edition written with First Amendment lawyer Alice Neff Lucan, Esq., updates the earlier publication and includes more references to case law and to practical issues arising for newspaper publishers in the 21st century. The manual is not legal advice or business advice but it is a strongly recommended resource that every circulation executive and publisher should have at their finger tips.
Read More
Seven Reasons Audience and Circulation Professionals Should Attend NAA's mediaXchange 2010
1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers.
2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs.
3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers.
4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders.
5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics.
6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers.
7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers.
And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future.
Registration is open for mediaXchange 2010, April 11-14, in Orlando.
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INSIDE THIS EDITION:
Alabama's National Championship Drives Newspaper Sales & Revenue
Most Original News Reporting Comes from Newspapers and Traditional Sources
ITZ/Belden: Small Percentage of Print Subscribers Paying for Online Content
For the Standard-Times of New Bedford it is Now "Pay as You Go"
More Attention Directed to Upcoming ABC 2010 Rule Changes
Huntsville Times Editor: Newspaper Still a Staple of the Community
Higher Single-Copy Prices Require More Creativity in Working with Retailers
NAA's 2010 mediaXchange focused on Audience & Circulation Issues
Alabama's National Championship Drives Newspaper Sales & Revenue
All three Advance properties; The Huntsville Times, Birmingham News and The (Mobile) Register, collaborated in providing coverage leading up to Alabama's National Championship victory last Friday while promoting locally, and the results included increased sales leading up to the game, increased traffic to al.com and increases in revenue.
 In Birmingham on the Sunday leading up to the Thursday game, single-copy sales were up 5 percent with advanced ROP and POP promotion of the "Roll Tide" poster page.
Wednesday sales were up 9 percent week over week with promotion of a 32-page bowl-preview section with 18 pages of incremental advertising.
On game day sales increased 31 percent, or 3,568 copies, compared to the previous week. The edition included a "false front" four-page promotional poster wrap sold to local Ford Dealers.
On Friday, after the game, Commemorative Championship Edition sales were up 24,733 copies -- a 196 percent increase over the previous week over week.
The newspaper used three unique hawing locations and sent "care packages" of 25 free papers to all radio and TV stations, which generated on-air mentions supporting the promotion.
The Huntsville Times had similar success where single-copy sales increased 92 percent on Friday following the game, despite the worst possible weather. They also sold more than 500 posters in their lobby and at a Dillard's location, along with dozens of copies of "Perfection" -- the commemorative Alabama championship book that was a collaborative effort among Huntsville, Birmingham, and Mobile.
Troy Niday, vice president of circulation at the Birmingham News, summed up the success: "We sold a lot of papers, booked some solid incremental advertising revenue, and spiked online hits through the roof."
He credits the strong incremental advertising sales to "our sales staff that worked real hard on the bowl preview sections, the game day wrap, and congratulation ads on the days after the game, along with lots of planning and collaboration between all the departments and newspaper properties."
Most Original News Reporting Comes From Newspapers and Traditional Sources
As the number of sources for news proliferates on digital platforms, most original reporting still comes from newspapers, television, and radio.
A study by the Project for Excellence in Journalism that surveyed news gathering in Baltimore as an example of nationwide trends found that 95 percent of stories with fresh information came from "old media," and the vast majority of that from newspapers.
According to the study, traditional media sources made wide use of new media platforms: "Newspapers, TV and radio produced nearly a third of their stories on new platforms (31 percent), though that number varied by sector. Almost half of the newspapers stories studied were online rather than in print."
"The expanding universe of new media, including blogs, Twitter and local websites -- at least in Baltimore -- played only a limited role: mainly an alert system and a way to disseminate stories from other places," the study's authors wrote.
Sources: The Pew Research Center, Los Angeles Times
PAID CONTENT
ITZ/Belden: Small Percentage of Print Subscribers Paying for Online Content
About 2.4 percent of print subscribers are paying for access to online content, according to an ITZ/Belden Interactive survey of 26 U.S. daily newspapers that are charging readers. The average price that the surveyed newspapers charge is $8.14 per month, but the price did not seem to impact readers' willingness to pay.
An AdWeek and Harris poll completed last month showed most people (77 percent) were willing to pay "nothing" to read the newspaper online. Just 19 percent said they would pay between $1 and $10 per month, and 4 percent said they would pay between $11 and $20 per month. People ages 35 to 44 were most likely to say they'd pay $1 to $10 per month for online newspaper content.
Sources: Reflections of a Newsosaur, AdWeek, NAA's Digital Edge
For the Standard-Times of New Bedford it is Now "Pay as You Go"
Another newspaper is ready to challenge the research. Beginning this week, accessing local news, sports scores and photo galleries online will cost for readers.
"Our industry has been built on an advertising model for a very long time, but the Internet has changed that," the paper's editor, Bob Unger, told the Cape Cod Times. "It is imperative that we get our users to help pay for the reporting and the editing that is central to our task of being a community newspaper."
"And, as all of the newspapers in Rupert Murdoch's News Corp. empire start moving towards paid online content, the Cape Cod Times is also beginning to contemplate the best way to charge for Web site access."
"Some form of pay-for-content online will happen here, but we still don't know what that is yet," said Peter Meyer, president of the Cape Cod Media Group and the South Coast Media Group, which includes the Standard-Times. "This is still early in the process of figuring out the formula for what works."
Source: The Cape Cod Times
More Attention Directed to Upcoming ABC 2010 Rule Changes
The second phase of ABC qualification and reporting changes for U.S. newspapers go into effect later this year and ABC, as well as NAA wants to get members focused on how the changes will impact individual newspapers. ABC is updating its web site with a new destination that will focus on the 2010 changes, including revisions to geographical reporting and new categories of circulation. In the upcoming months, ABC is revamping the U.S. newspaper qualification and reporting support center to focus solely on the 2010 changes.
In anticipation of the passage of the final reporting decsion at the ABC Board of Directors March meeting NAA has devoted two sessions to the topic at NAA's mediaXchange April 11-14th. One session will address the strategic implications on how various newspapers will go to market in the context of the new reporting rules and the second session will be devoted to the more tactical aspects involved with qualification of copies as paid and verified circulation.
Huntsville Times Editor: Newspaper Still a Staple of the Community
The Huntsville Times editor Kevin Wendt shared with readers that "In the 100 years The Huntsville Times has published, radio was supposed to kill newspapers, television was supposed to kill newspapers, and cable television was supposed to kill newspapers. We're still here."
In his blog he continues, "Online, al.com sees 1.3 million visitors in an average month, and on Thursday (gameday), more than 300,000 unique visitors looked at more than 2 million pages on the site. Furthermore, there were more than 11,000 page views for our list of school closings because of the weather."
"We are also testing new ways of delivering content: electronic editions of the paper, applications for mobile devices from the iPhone to the Kindle, and profiles at Facebook and Twitter (follow us at @hsvtimes), just to name a few."
"We also publish more than a dozen niche publications, such as the Redstone Rocket on Redstone Arsenal to The Huntsville R&D Report to Homes for Today."
"And while there are those who are now predicting the Internet will kill newspapers, in fact, we are reaching more people than we ever have. That's why I remain confident that The Huntsville Times will remain a staple in this community."
Source: The Huntsville Times
Higher Single-Copy Prices Require More Creativity in Working with Retailers
With higher single-copy prices causing declines in sales volume, newspapers are becoming more creative in the way they work with retailers to maintain their relationships, develop co-promotions, and earn good positioning in stores.
 Carlos Decancio, circulation director of the Houston Chronicle, says the Chronicle has been aggressive with daily single-copy price hikes, raising the price from 50 cents to 75 cents in June 2008, and from 75 cents to $1 in January 2009.
Decancio stresses the importance of strong retailer relationships. For example, with one chain that has 116 stores in Houston, each store was given a starting base for Sunday single-copy sales. The top 30 stores with the highest percentage gain were invited to a night with the Chronicle at Minute Maid Park for a Houston Astros baseball game, with food and beverage in the newspaper's large suite.
"The stores didn't give us any money, but gave us better positioning and more displays to bump up sales," Decancio says. "We got a 3 percent gain out of that promotion for four weeks."
The Chronicle recently upped the Sunday single-copy price from $1.75 to $2, and has seen virtually no loss in sales -- a feat Decancio attributes to marketing efforts made with inter-departmental teamwork.
In Detroit, single-copy prices rose in October from 50-cents daily and $1 on Sundays to $1 daily and $1.50 on Sundays.
"That increase hurt our ability to do co-promotions," said Jeff Gibson, single-copy sales manager for the Detroit Media Partnership. "We've started looking at more market-wide promotions, with enter-to-win for gas cards or shopping sprees.The stores like that because it drives traffic in for buying papers, and we're acquiring e-mail addresses from single copy buyers on the entry forms. We can target these people with e-mail blasts, and drive them to home delivery."
"One of the mistakes we've made is not promoting the value of the newspaper to the public," Gibson said. "Not just the value of the coupons, but what they're getting in the newspaper itself, whether it costs 50 cents or a dollar."
One of the few newspapers to be virtually unaffected by a single-copy price increase was The Cincinnati Enquirer, which raised its Sunday single-copy price from $1.50 to $1.75 in March.
Valecia Quinn, director of consumer sales and retail marketing for the Enquirer, said that twenty weeks after the price hike, single copy was only down 0.6 percent compared to 2008 levels. She claims one of the paper's most successful marketing efforts revolves around the value of coupons. The newspaper promotes coupons on its front page, through social media like Twitter, and through weekly instant POP messaging at the stores and racks.
"Each week, we develop and print instant rack and stack cards, promoting high coupon value, along with the value of advertising special sections or special news coverage to increase buying frequency."
Read the entire article...
Source: NAA This article is the second of a three part series titled "Single Copy 2010: Overcoming Obstacles to Optimize Sales."
Registration is Now Open for NAA's mediaXchange 2010
As newspapers refocus their business models toward multiple platforms, the Newspaper Association of America will host mediaXchange 2010, a conference for industry professionals to share audience and revenue development strategies that have generated growth in print and online. Registration is open now at mediaxchange.naa.org!
7 Reasons Audience & Circulation Professionals Should Attend mediaXchange 2010
1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers.
2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs.
3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers.
4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders.
5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics.
6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers.
7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers.
And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future.
Registration is already open for mediaXchange 2010, April 11 - 14 in Orlando
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INSIDE THIS EDITION
FEATURE ITEM:
Building Successful Single Copy Promotions in 2010
IN THE NEWS:
Skiff E-Reader Previewed and Apple Tablet Rumored to Launch In March
Chicago Tribune joins the ranks of $1 Single Copy Newspapers
Detroit Newspapers Covered Local Terror Plot with Single Copy Print and Digital Editions
Still Waiting: Where's the Revenue from Mobile, Social Marketing?
New York Times Works on Monetizing Visitors from Social Networks, Twitter
More Women Becoming Fans of Products, Brands on Social Sites
FTC Details the Expansion of the Do-Not-Call Registry
Another Heroic Newspaper Carrier
NEW NAA RESOURCES:
Newsracks: A Business and Legal Guide
7 Reasons Audience & Circulation Professionals Should Attend mediaXchange 2010
A Model for NIE Home-Delivery Programs
Single Copy 2010: Overcoming Obstacles to Building Successful Single Copy Promotions
 During the last few years it has become increasingly challenging to overcome emerging obstacles to building the successful single copy promotions necessary to capture the occasional reader and increase sales.
But newspapers are finding solutions and the topic has become the focus of a three-part series of articles and an NAA publication to be released in February.
Rapidly shifting technology and a down economy has changed the operating environment for single-copy newspapers, making it harder to build and maintain the relationships necessary to put on successful co-promotions with retailers.
Promotion budgets have shrunk and with a focus on revenue by both newspapers and retailers, there's less room to negotiate price promotions, with neither party wanting to give up the margins. As single-copy prices have risen, sales volumes have fallen, heightening the need to maintain good retailer relationships.
In addition, with retail consolidation there is less local ownership, which may require multi-market efforts involving two or more newspapers to coordinate a promotion.
For example, The Akron Beacon Journal, The Columbus Dispatch, and The Cleveland Plain Dealer joined forces in June 2009 to offer a multi-market promotion in Speedway stores, the largest convention store in their area, with advertising support from Frito-Lay.
In Detroit, when home delivery of The Detroit News and the Detroit Free Press went to three days a week, the newspapers saw an opportunity to push single-copy sales with coffee and newspaper promotions at local coffee houses.
At the Chicago Tribune, the advent of scan-based traders has meant adapting newspaper practices to the vendors' demands.
 "One chain works under one system, another does pay-by-store," said Don MacGregor, director of consumer sales and marketing for the newspaper. "There are a variety of ways people expect to be billed and paid, and we continue to have to adapt our operations to match their demands.
Another obstacle facing newspapers is leaner staffing, which means there are fewer people to maintain customer relationships and execute the promotions.
"We want relationships everywhere, but we have limited resources," said Curtis Huber, single-copy manager at The Seattle Times.
So they are concentrating on holding on to prime spots in retail locations. In supermarkets, he says, the newspaper aims for displays by the power aisle before checkout, or at the door to catch impulse buyers. Huber said: "We've partnered with major chains and designed displays that anchor us in these locations." In many grocery stores they also use Starbucks with a defined retail space, with Starbucks-approved newspaper racks in those areas.
Huber noted that scan-based trading has created an unexpected positive -- the ability to easily facilitate any coupon promotion.
"We're looking at all the possibilities now" Huber said.
Read More
This article is the first of a three part series titled "Single Copy 2010: Overcoming Obstacles to Optimize Sales."
Preview: Skiff E-Reader to Debut at CES
 The Skiff e-reader device will be even larger than the Amazon Kindle DX, feature a flexible screen and carry ads along with content. It also "should do much better justice to magazine and newspaper layouts than we've yet seen from an e-ink-based reader," according to an Engadget review.
Hearst Corp. is behind Skiff LLC (formerly FirstPaper) and has been working on the device for more than two years.
According to the Hearst press release, "Newspaper and magazine content delivered by Skiff will feature visually appealing layouts, high-resolution graphics, rich typography and dynamic updates. These capabilities will allow more newspaper and magazine publishers to successfully migrate their premium content to the fast-growing e-reading channel, while preserving the key design qualities that help publications differentiate themselves and attract subscribers and advertisers."
Learn more about the device from Skiff.com.
The Wall Street Journal reports that the Apple tablet will be available in March with a touch-screen and is expected to sell for around $1,000, and may include Wi-Fi network subscriptions and e-book capabilities. The announcement will be made within the month, though it likely won't ship to stores until March.
According to Forrester Research, sales of devices in the United States will exceed $500 million this coming year.
Sources: The Wall Street Journal, Engadget, Hearst
Chicago Tribune Joins the Ranks of $1 Single Copy Newspapers
 The Chicago Tribune is raising its Monday-through-Saturday single-copy retail price from 75 cents to $1.00, effective Jan. 18. Sunday single-copy will remain a $1.99 at retail locations.
The price coincides with an increase in the average weekday distribution by 25 percent, to 250,000, of Tribune's free commuter tabloid RedEye and its free Spanish-language paper Hoy, which raised its average Monday-through-Thursday distribution by around 20 percent, to 75,000.
"While this pricing action will improve our financial results, the increase is consistent with pricing trends across the industry," Tony Hunter, Chicago Tribune Media Group's president, publisher and chief executive, said in a statement.
The Tribune has had success since last year with the conversion of its single-copy newsstand edition to a tabloid format with nearly identical content as the home-delivered broadsheet edition
Single-copy newsstand sales accounted for a little less than 10 percent of the Tribune's weekday paid circulation. The increase in RedEye, Hoy and continued promotion of Chicago Tribune home delivery is consistent with the Tribune's strategy of dominating home-delivery distribution market in the Chicago market.
More than a dozen U.S. newspapers are now priced at a $1.00 for daily single copy.
Source: Chicago Tribune
Detroit Newspapers Covered Local Terror Plot with Single Copy Print and Digital Editions
 It has been a busy news year in Detroit and the newspapers continue to innovate on the impact of delivering local breaking news without home delivery four days a week. This time the challenge included the story breaking on Christmas Day.
So when the flight carrying the suspected terrorist landed at the Detroit airport this Christmas, they had to react without a printed home-delivery edition.
"We've had a lot of big stories this year, but this was certainly one of the biggest," said Jonathan Wolman, editor and publisher of The Detroit News. On non-home-delivery days, the papers provide Web site coverage, and e-replica electronic editions of the single-copy editions.
Traffic at the papers' Web sites, DetNews.com and Freep.com, rose 60 percent over the previous Christmas, measured by unique visitors.
Key single-copy locations were restocked throughout the day at locations including the airport. Combined single-copy sales of The Detroit News and Free Press for Saturday, Dec. 26, were up over projections and last year, when the now $1.00 papers were selling for 50 cents.
When asked if they considered printing a home-delivery edition, Paul Anger, editor and publisher of The Free Press told the NYT, "We don't feel like we have to do an edition that would be delivered to home," Mr. Anger said. "This is not that kind of world anymore is the way we look at it. This is the digital age."
Source: NY Times
Still Waiting: Where's the Revenue from Mobile, Social Marketing?
 2010 may be the year of mobile advertising ... or, at least, the year that mobile "begins to realize its potential for marketers," MediaPost's Joe Marchese told Poynter's Rick Edmonds.
In a wrap-up on what people are saying about mobile and social marketing in the next year, Edmonds wrote, "It makes sense to me that newspapers and other traditional media should be among the explorers of the big potential market, but I'm not nearly as sure as [Mark Briggs] and other digital enthusiasts that this train is leaving the station anytime soon."
Source: Poynter
New York Times Works on Monetizing Visitors from Social Networks, Twitter
Some publications, such as the Austin American-Statesman, have experimented with sending Twitter messages on behalf of their paying advertisers, but many publishers are wary of doing so until they are certain about how their Twitter followers will react.
The New York Times Online is taking a different approach: They are selling packages of ads that will appear specifically for site visitors who arrive at NYTimes.com from social media sites and services like Twitter, AdAge reported.
Source: AdAge
More Women Becoming Fans of Products, Brands on Social Sites
More than 70 percent of women have become fans of a product or brand, learned about a new product, or joined a product or brand-related group on social networking sites, according to a new study from SheSpeaks. The social media study also looked at women's interaction with and attitudes toward ads on social networking sites, eMarketer reported.
Source: eMarketer
See also:
Agency Develops Shopping Platform for Facebook (AdAge)
FTC Details the Expansion of the Do-Not-Call Registry
According to an FTC biennial report focusing on the use of the Do Not Call Registry by both consumers and businesses, as well as the impact that new technologies have had on the Registry, the Do Not Call Registry now has more than 191 million active registrations, and more than 18 million new phone numbers were registered in 2009. During that time, approximately 45,000 sellers, telemarketers, and exempt organizations -- such as charities -- subscribed to access the Registry, paying fees totaling more than $15.5 million.
Source: DM News
Another Heroic Newspaper Carrier
The latest incident of a newspaper carrier saving a life in the morning hours occurred this week in Columbus, Ohio. when resident Stephanie Powers awoke to the sound of two men banging on the doors and side of her house.
The men, Andrew Blakely and Benjamin Cox, were on their route delivering The Dispatch in her neighborhood when they saw smoke shortly after 6 a.m.
"I initially thought it was a trash can on fire, but when we got to the house, we saw a car in the driveway pretty much engulfed in flames," Cox said.
He and Blakely helped Powers, 40, along with her two daughters, Ciara Powers, 21, and Capri Caslin, 11, and her 7-month-old granddaughter, get out just before the fire spread to the one-story house at 3041 Weirton Dr.
"They definitely saved our lives," Stephanie Powers said. "We were all asleep and would've never known."
The men helped the family gather what they could, and Blakely, 20, of the East Side, took the baby to the delivery van to stay warm until help arrived.
Stephanie Powers called the men heroes.
"It's not about trying to feel like a hero," said Cox, 54, of the South Side. "I would hope that that's the normal human response. I'm just glad everybody got out OK."
Source: Columbus Dispatch
NEW NAA RESOURCES:
Newsracks: A Business and Legal Guide for the Distribution of Printed Materials by Vending Machine
 This just-released manual published by NAA serves as a valuable guide for publishers, circulation managers, and lawyers on legal rights relating to the use of newsracks to distribute newspapers. This easy to read and reference second edition written with First Amendment lawyer Alice Neff Lucan, Esq., updates the earlier publication and includes more references to case law and to practical issues arising for newspaper publishers in the 21st century. The manual is not legal advice or business advice but it is a strongly recommended resource that every circulation executive and publisher should have at their finger tips.
Read More
 A Model for NIE Home-Delivery Programs
A new case study from the NAA Foundation reveals how a home-delivery NIE program developed by The Patriot-News in Harrisburg, Pa., helped improve the reading comprehension of fourth-, fifth- and sixth-graders.
Read the case study to learn how The Patriot-News developed and expanded the program, and to see suggestions for newspapers interested in launching similar efforts.
Registration is Now Open for NAA's mediaXchange 2010
As newspapers refocus their business models toward multiple platforms, the Newspaper Association of America will host mediaXchange 2010, a conference for industry professionals to share audience and revenue development strategies that have generated growth in print and online. Registration is open now at mediaxchange.naa.org!
7 Reasons Audience & Circulation Professionals Should Attend mediaXchange 2010
1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers.
2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs.
3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers.
4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders.
5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics.
6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers.
7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers.
And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future.
Registration is already open for mediaXchange 2010, April 11 - 14 in Orlando.
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Editor's Note: Following today's edition, focused on predictions for 2010, NAA's E-Alert will take a break for the holidays. Best Wishes for an enjoyable holiday season and a successful 2010.
INSIDE THIS EDITION
Newspapers' Outlook on Ad Revenue Growth and Strategic Initiatives
Looking Ahead: Publishers Almost Optimistic, Plan for Online Improvements
Newspaper Trends Including Twitter, Paid Content Dominate 2009
Overcoming Obstacles to Building Successful Single-Copy Promotions
Use Niche Sites to Deliver Specialized Content to Targeted Audiences
Facebook Becoming Preferred Social Network for Marketers
E-Reader Update: Kindle Rivals Giving Publishers More Options
Newspaper-Delivered Niche Magazines Performing Well
2010: Year of the E-Reader?
The Bivings Group: Top Newspapers Using Twitter to Build Audience
The Newspaper's Strongest Link to the Community
Free Lance-Star to Print D.C. Examiner
People & Places
Registration Now Open for NAA's mediaXchange 2010!
Newspapers' Outlook on Ad Revenue Growth and Strategic Initiatives
A recent survey by Kubas Consultants shows that daily newspaper executives and managers expect all categories of newspaper advertising revenue (except online) to show "improvement" in 2010. However, that improved outlook amounts to "declining less quickly," rather than positive growth.
The survey of 500 executives was conducted in late November, when plans and budgets for the new year would have been substantially in place.
The report says 2010 "could be 'the year of the bottom.' Things won't get much better, but they won't get much worse either, according to newspaper industry executives and managers. If the same trend continues, we could see positive gains in 2011."
Among the survey's other findings:
- The top strategic initiatives for 2010 are all in online, including improvements for both Web site visitors and advertisers, plus Web-based self-serve ad sales. Significant online revenue gains are crucial to "making the numbers" in 2010.
- Operating budgets are likely to continue to tighten. While many newspapers have already become leaner, controlling both staff and non-staff costs remains a priority going forward.
Read Preview 2010.
Source: NAA's Digital Edge
Looking Ahead: Publishers Almost Optimistic, Plan for Online Improvements
Publishers' expectations for next year are "not as bad as one would think," Editor & Publisher reported. Kubas Consultants surveyed 500 newspapers executives last month about their thoughts on the future of advertising and strategic initiatives.
"The top strategic initiative for next year focuses on online, including improvements for both Web sites visitors and advertisers."
Source: Editor & Publisher
Newspaper Trends Including Twitter, Paid Content Dominate 2009
Journalists using Twitter, newspaper executives debating and/or experimenting with paid content, and partnering with e-reader companies were among the top trends in newspapers in 2009, The Editors Weblog reported.
Source: The Editors Weblog
Overcoming Obstacles to Building Successful Single-Copy Promotions
 Rapidly shifting technology and a down economy have changed the operating environment for single-copy newspapers, making it harder to build and maintain the relationships necessary to put on successful co-promotions with retailers.
Promotion budgets have shrunk, and with a focus on revenue by both newspapers and retailers, there's less room to negotiate price promotions, with neither party wanting to give up the margins. As single-copy prices have risen, sales volumes have fallen, heightening the need to maintain good retailer relationships.
In addition, with retail consolidation, there is less local ownership, which may require multi-market efforts involving two or more newspapers to coordinate a promotion.
For example, The Akron Beacon Journal, The Columbus Dispatch, and The Cleveland Plain Dealer joined forces in June 2009 to offer a multi-market promotion in Speedway stores, the largest convention store in their area, with advertising support from Frito-Lay.
Each market offered the chance to win a "staycation" with area partners like the Columbus Zoo, which provided a weekend trip to their attractions for a family of four. The partners, in turn, were featured on the entry form in all three markets. The newspapers increased sales; Speedway, Frito-Lay and the newspapers all received revenue gains from the month-lo revenue gains from the month-long promotion.
Watch for the new NAA series starting next month: "Single Copy 2010, Overcoming Obstacles to Optimize Sales".
Read More
Source: NAA
Use Niche Sites to Deliver Specialized Content to Targeted Audiences
"Local content targeted at a specific audience can make for a rich community, especially if the topic attracts passionate members who don't hesitate to chime in online about it", according to Poynter's Lean Betancourt.
One of the 10 strategic imperatives outlined in 2006 by the Newspaper Association of America's Board Committee on Industry Development [PDF] was to "build robust new product/business development capabilities to grow new revenue streams."
Among the recommendations to achieve this goal was to develop products to reach niche audiences.
The posting explains that for "media companies with a sound footprint in their markets, launching a microsite that doesn't tout the long-established legacy news brand might require the heavy lifting marketing of a startup. But a separately branded niche site can work to broaden a media brand's online footprint".
"On a niche basis, you're capturing [users] you might not have captured otherwise. That's really what it's about," said Robert Passikoff, founder and president of Brand Keys Inc.
Read More
Source: Leah Betancourt, Poynter
Facebook Becoming Preferred Social Network for Marketers
 Facebook will overtake MySpace in ad spending in the United States next year, according to eMarketer.
"Overall, eMarketer predicts U.S. online social network ad spending will reach more than $1.21 billion in 2009, an increase of 3.9 percent over last year. 2010 will see stronger growth of 7.1 percent," eMarketer reported.
Analysts predict that social media will become a strategic part of marketing efforts next year and marketers will need to start justifying social marketing plans with business cases, objectives and metrics as the medium moves out of the test phase, according to an article on MediaPost.
Forrester Research released a list of social computing predictions for 2010. The report suggests that companies that create social councils -- cross-functional teams aimed at sharing ideas about social media -- will begin to get serious about budgets and structure for these groups. Expect the teams to become strategists. Efforts will likely include policies.
A related article outlines the increasing number of newspapers that are implementing Facebook Connect, and finding it helpful in both building traffic and the newspaper's brand. One of the most valuable aspects of Facebook Connect is the data newspapers can collect on its visitors.
"The use of Facebook Connect can also help to monitor comments as well. Because the users are logged in under their real names, it is easier to ban people for inappropriate comments or harassment," The Editors Weblog reported.
Source: The Editors Weblog, eMarketer, Forrester Research, MediaPost
E-Reader Update: Kindle Rivals Giving Publishers More Options
 New e-reader device manufacturers are giving newspaper and book publishers more flexibility and more negotiating power.
"Both the Que from Plastic Logic and the Reader Daily Edition from Sony are offering more flexibility, demanding smaller cuts of the proceeds and providing information on subscribers, according to publishers involved," AdAge reported.
Publishers reportedly have been complaining about Amazon's inflexible partnership agreement for its popular Kindle device; different partnership opportunities and the opportunities to sell advertising on other devices may lure publishers elsewhere.
Sony's new electronic reader will allow users to buy digital subscriptions to The Wall Street Journal, and the New York Post. The WSJ will cost $14.99 per month, a subscription to MarketWatch and selected WSJ columns will be $10.99 per month, and the NYP subscription will be $9.99 per month, according to MediPost.
According to MRI, 2.1 million American adults own an electronic book reader and projections run as high as 10 million by the end of next year. McClatchy plans to launch Kindle-compatible e-ditions for The Sacramento Bee, Charlotte Observer, Fort Worth Star-Telegram, Anchorage Daily News, and Raleigh, N.C.'s News & Observer.
Source: AdAge, MediaPost
Newspaper-Delivered Niche Magazines Performing Well
 Newspaper-distributed magazines in markets big and small are experiencing success and "may be in the midst of a mini-boom," according to a MediaPost newsletter. The Publishing Group of America reported that total ad pages for its newspaper-distributed monthly magazines -- American Profile, Relish and Spry, which altogether have a combined circulation of 34 million -- jumped 19 percent in the fourth quarter of 2009, compared to the same period last year. American Profile reported ad pages increased 16 percent; Relish, PGA's food title, grew 12 percent; and Spry, a health and lifestyle title, grew 48 percent.
The increases came from drug and packaged-goods companies such as Pfizer, Del Monte, Unilever, Kraft, Wyeth and Merck.
The latest good news for specialty supplements comes from The Wall Street Journal, which announced plans this week to increase both the frequency and circulation of its glossy WSJ magazine next year.
Source: MediaPost
2010: Year of the E-Reader?
As one private school in Massachusetts found out, e-readers and e-books may be the future of reading but paper books may not go down without a fight. Cushing Academy's library has gone all-digital, sparking a nationwide debate over the value of the printed page.
"The year 2010 is widely seen as a tipping point when the e-book, once an avant-garde oddity, begins to supplant the hidebound codex. As [Cushing Academy Headmaster James] Tracy noted, this transition, sweeping in scale, recalls nothing less than the move from stone tablets and scrolls to the bound volume," The Christian Science Monitor reported.
Source: The Christian Science Monitor
The Bivings Group: Top Newspapers Using Twitter to Build Audience
 All of the top 100 newspapers have Twitter accounts and are using them to reach out to news consumers, according to a new report released this week from The Bivings Group on how newspapers use Twitter. Those newspapers send out an average of 11 tweets per day. However, many newspapers are not effectively promoting their Twitter feeds on the newspaper's Web site.
Read more in the executive summary.
Source: The Bivings Group
NAA RESOURCE: Newspapers Gain from Reaching Out to Readers on Twitter, Facebook
Last month, the Newspaper Association of America released a series of articles looking at how newspapers are maximizing their return-on-investment from social media efforts -- primarily through building their audience, site traffic and brand on services like Twitter, Facebook and social bookmarking sites.
The article series includes:
The Newspaper's Strongest Link to the Community
To many the newspaper carrier remains the reader's link to the newspaper brand. To others they are the late-night sentinel. On occasion, newspapers acknowledge the carrier's role in the community, such as the recent Los Angeles Times opinion column: "Remembering the Newspaper Carrier," which states that "these invisible men and women, who work while the city sleeps, are often the community's strongest link to the paper."
This first-hand remembrance shares with readers the challenges and rewards the writer's father experienced during his tenure as a home-delivery carrier and explains that "[t]he home carrier is the low man on the newspaper totem pole, an invisible person who works alone in the dark hours. Yet these people are often the strongest link the community has to the paper."
From this past week also see:
Column: Newspaper Carriers Keep Eye Out on Customers' Welfare: Paul Keep of The Grand Rapids Press/MLive.com writes, "I guess it is a bit of a bonus for Press readers to realize that, whether they are old or young, they have a caring carrier around the neighborhood each day ..."
Kokomo News Carrier Hailed As Hero: Fox59.com reports "A Howard County newspaper carrier is being called a hero after saving a woman from a fire. Matt Mickler was delivering papers in a Kokomo neighborhood ..."
Free Lance-Star to print D.C. Examiner
Apparently one of the nation's largest free home-delivery newspapers is planning on being around next year. According to Newspapers & Technology The (Washington) Examiner, published by Clarity Media, has entered an agreement with The Free Lance-Star in Fredericksburg, Va., to begin production at its new plant once the facility goes into operation in February. The Free Lance-Star will share the workload with the Frederick (Md.) News-Post.
Source: Newspapers & Technology
People & Places:
Your Growing Audience E-Alert does not usually include personnel announcements, but with the New Year just around the corner there have been an unusual number of significant changes with many audience and circulation executives taking on newly expanded leadership roles:
- David Dadisman, vice president of circulation for The Washington Post Co., has been promoted to general manager of the Daily Herald in Everett, Wash., an affiliate of the Washington Post Company. The change is effective the first of the year.
- Gregg Fernandes has been is promoted to vice president of circulation for The Washington Post.
- The Boston Globe's incoming publisher Christopher M. Mayer, who will succeed retiring publisher P. Steven Ainsley, announced Martin Baron, editor of the Globe, will also lead print and digital product strategies that seek to develop the company's audience through the Globe's news and features. Peter Doucette, circulation director, becomes executive director of circulation sales, adding circulation customer service to his current responsibilities overseeing circulation sales. Chief Financial Officer Christopher Pircio adds the title vice president of operations. In addition to his current duties, he will oversee production, advertising operations, circulation operations and delivery.
- Eleanor Cippel has been named managing director of sales development and operations and Jim Boyd, managing director of circulation sales for the E.W Scripps newspaper division. Jim has been the circulation director in Knoxville for the past twelve years. During his career, he's held an array of circulation management positions at a number of newspapers, serving as director of circulation in Fort Wayne, Ind, Worcester, Mass., and Nashville, Tenn. He will be working with publishers and local market leaders to help grow audience and develop an effective circulation sales strategy for the future.
- Scripps appointed Darrell Coleman as president and publisher of the Corpus Christi Caller-Times and regional publisher of its four Texas newspapers; Jeff DeLoach was named publisher of the San Angelo Standard-Times; and Dwayne Bivona as publisher of the Times Record News in Wichita Falls. They will assume their new roles in January. In Corpus Christi, the paper also announced that Online General Manager Libby Averyt would take over as the news organization's vice president of advertising, effective immediately. Coleman has served as publisher of the Times Record News since 2000. Bivona previously held dual roles as circulation director and national advertising sales manager at The Evansville Courier & Press and Henderson (Ky.) Gleaner. DeLoach has served as vice president of advertising and circulation of the Corpus Christi Caller-Times since 2008.
- Bangor Daily News Circulation Director Jim Hayes will become director of operations responsible for circulation, production and information systems. Jason Oliver, the circulation manager for the coastal edition, will assume the circulation director duties from Hayes.
- The McClatchy Company named Debra Kuykendall as president and publisher of the Merced Sun-Star in California.
- Newark's Star-Ledger has named Richard Vezza, president of Penn Jersey Advance, as its new publisher and George Arwady will be the new publisher in Springfield, Mass.
- Ron Davidson takes over Jan. 4 from Derek May as publisher of The St. Augustine Record. Davidson has been vice president of sales and marketing at the Times-Union for more than two years. May was recently named assistant to the president of Georgia-based Morris Communications Co.
Registration Now Open for NAA's mediaXchange 2010!
Newspapers are refocusing their business models toward multiple platforms, and NAA is focusing the programming on audience and revenue for the upcoming mediaXchange 2010. The conference will provide industry professionals a unique opportunity to share audience and revenue development strategies that have generated growth in print and online.
Sessions are coming together to present the latest developments in audience metrics, the upcoming changes in ABC's reporting and qualification rules, and circulation revenue strategies.
Watch for details on the audience-focused sessions and stimulating featured speakers at the general sessions. Registration is open now at mediaxchange.naa.org!
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INSIDE THIS EDITION
Coupon Use Up for First Time Since '92
Consumers Interested in Mobile Coupons, but Businesses Slow to Offer Them
Advertisers to Increase Spending on E-Mail, Social Media in 2010
Miami Herald Accepting Contributions Online
Single Copy Promotion Increases Sales, Strengthened Relationship
A Model for Home-Delivery NIE Programs
Registration is Now Open for NAA's mediaXchange 2010!
Single Copy Success: Partnering With a Leader
Coupon Use Up for First Time Since '92
Newspaper inserts still dominate as a source of manufacturer and retail coupons, but online and mobile are clearly the growth segment. Clearly it is an opportune time for newspapers to more aggressively pursue cross-platform growth.
 After several years of decline, coupon usage is rapidly rebounding and much of the growth is outside the typical packaged-goods products like soap and cereal. Retailers are contributing to the growth and the recession is driving consumers to boost redemption rates.
According to Borrell Associates, coupon use is up "an amazing 36 percent over last year, but retailers are beginning to increase their use of the Internet as a distribution channel, particularly for higher-priced items." Newspapers still dominate the distribution channel, accounting for 90 percent, and Sunday inserts in particular still account for 70 percent of all coupons clipped, according to the study. During that time, the Internet was the source of only 6 percent of all coupons.
According to the Borrell study, while the Internet still accounts for less than 5 percent of all coupon redemptions, Internet coupons represent 20 percent of the value of those redemptions. This and the growth rate explain "why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications."
Increases in usage are likely related to the Internet and mobile devices making coupons more widely available.
"Coupons are just more accessible to more consumers than ever before," said Todd Hale, senior VP of consumer and shopper insights at Nielsen Co. "Without question, the economy has caused consumers to make pretty significant shifts in where they shop and how they buy and use promotions."
Another existing advantage is coupon users look like newspaper readers. Another recent Nielsen study confirms that affluent shoppers are more likely to be heavy users. Newspapers have an opportunity to promote across platforms for their own online sources of coupons. The value of the Sunday insert package remains an effective promotional message for generating single copy sales. See Attracting Readers with Coupons and Contests.
Sources: Chicago Tribune, Borrell & Associates, Nielsen Co.
Consumers Interested in Mobile Coupons, but Businesses Slow to Offer Them
Consumer surveys have revealed a very high interest in mobile coupons, but few businesses are offering or accepting them. A survey by Yankee Group found more than 90 percent of U.S. consumers were at least somewhat interested in getting more information or coupons for a product. Just 7 percent of survey respondents had actually received mobile coupons in the past quarter.
"Hurdles remain for mobile coupons, which require infrastructure at the point of sale to deal with SMS codes or bar codes readable from mobile devices, but Yankee Group expects these challenges to be confronted successfully in the next few years," eMarketer reported.
Source: eMarketer
Advertisers to Increase Spending on E-Mail, Social Media in 2010
Advertisers will increase their spending on e-mail, social media and search marketing in 2010, according to StrongMail's marketing trends survey. Half of respondents said they expect customers to spend more as the economy improves next year, eMarketer reported.
Although social media may never be a huge portion of ad spending, marketers may be willing to trade some reach for higher engagement, eMarketer predicts. eMarketer estimates social network advertising in 2010 will be just $1.3 billion, "accounting for a mere 5.5 percent of total online ad dollars."
Instead, "marketers will be looking for technologies and ad solutions that allow them to reach only the people who -- by their past surfing behavior, search queries, online purchases, social connections, Twitter posts and other digital footprints -- indicate that they are likely prospects."
See more of eMarketer's advertising and marketing 2010 predictions.
Source: eMarketer
Miami Herald Accepting Contributions Online
 The Miami Herald is experimenting with asking readers for online financial contributions to "support ongoing news coverage on MiamiHerald.com." Clicking on an icon (at right) brings readers to a simple e-commerce page that accepts Visa, MasterCard and American Express, and has this message:
Thank you for helping to make MiamiHerald.com South Florida's most-read news destination on the Web.
MiamiHerald.com features all the coverage of The Miami Herald's award-winning print edition, plus breaking news and multimedia extras including video, audio, slideshows and searchable databases.
If you value The Miami Herald's local news reporting and investigations, but prefer the convenience of the Internet, please consider a voluntary payment for the Web news that matters to you.
The experiment started this week.
Source: NAA's Digital Edge, MiamiHerald.com
Single Copy Promotion Increased Sales, Strengthened Relationship
The Sacramento Bee earned improved point of sale locations and increased sales 5.8 percent when they partnered with Raley's grocery store to promote newspaper sales and reusable bags.
 California passed legislation in 2008 requiring retail stores to promote reusable bags. This became a big initiative for the chain, so it was an opportunity to help the retailer. A 99-cent Raley's re-usable bag and the Sunday Bee could be purchased for $1.99. Normal pricing to purchase both items is $2.49 + tax, producing a savings of 50 cents to the customer.
During this time, the Bee continued to contribute to Food for Families, a charity founded by the retailer. This helped The Bee gain additional positioning within the store. While the promotion was for a Sunday Bee, they were able to place additional displays within the stores all week. The Bee also contributed custom-designed promotional materials including paper ads, rack cards, wobblers and store stackers.
The retailer was very supportive with the rollout of this promotion. They shared the cost of the bag and communicated with each store about the promotion, which helped gain additional sales positions and solidified the relationship with this important retail chain.
Sales of The Bee increased 5.8 percent during the promotion run over the prior year, and Raley's sold a total of 675 bags at an average of 96.4 bags per week over. More importantly, The Bee earned better display placement and many of these displays are still in the same visible spots -- some still displaying the bags on the side. Equally important, the Bee strengthened the relationship at both the corporate and store level.
The recyclable bag program also helped to further alert their mutual customers about the green direction of both companies. The history of this partnership goes back more than a decade.
In 1997, the Raley's family started the Food for Families charitable organization. Since the inception of the program, the Bee has partnered with them, with proceeds from sale of the Bee including a contribution to the charity. In the last 12 years The Bee has donated more than $668,000 to the charity. In that time, together they have been able to help many families throughout the region.
Source: NAA & The Bee
A Model for Home-Delivery NIE Programs
SchoolHouse News, a program created by the NIE department of The Patriot-News in Harrisburg, Pa., helped improve the reading comprehension of fourth-, fifth- and sixth-graders in the Harrisburg School District. A new case study from the NAA Foundation reveals how the newspaper developed the program and also provides suggestions for other newspapers interested in launching similar efforts.
In January 2007, The Patriot-News and the Harrisburg School District began an 18-week pilot of SchoolHouse News. Nearly 250 fourth-graders citywide participated in classroom activities and completed specially designed homework assignments using home-delivered copies of the newspaper. More than 21,400 daily and 3,500 Sunday copies of The Patriot-News were delivered to homes with no subscription history during the trial period.
To develop the program, the newspaper tapped into research from the NAA Foundation suggesting that students using newspapers in school scored 10 percent better on standardized reading comprehension tests -- with improvements of as much as 30 percent among urban students.
Hard data confirmed anecdotal beliefs about newspapers' impact on student learning. When benchmark assessment results of students participating in the program were compared with a control group, SchoolHouse News participants scored between 17 percent and 20 percent higher.
Read more and view the case study. For more information, contact Marina Hendricks.
Source: The NAA Foundation
Registration Now Open for NAA's mediaXchange 2010!
Newspapers are refocusing their business models toward multiple platforms, and NAA is focusing the programming on audience and revenue for the upcoming mediaXchange 2010. The conference will provide industry professionals a unique opportunity to share audience and revenue development strategies that have generated growth in print and online.
Sessions are coming together to present the latest developments in audience metrics, the upcoming changes in ABC's reporting and qualification rules, and circulation revenue strategies.
Watch for details on the audience-focused sessions and stimulating featured speakers at the general sessions.
Registration is open now at mediaxchange.naa.org!
Single Copy Success: Partnering with a Leader
As a promotional partner, 7-Eleven has been a leader in the convenience store category for many years and the amount of NAA Tony Mineart Merchandiser of the Year nominations it receives reflects the chain's leadership role.
Last year, in addition to the nominations it received from Detroit and Sacramento, 7-Eleven garnered further consideration through successful promotions with the San Francisco Chronicle and The (Hagerstown, Md.) Herald-Mail.
 The Chronicle promoted its March Madness College Basketball coverage through 7-Eleven stores in the Bay Area with special point-of-purchase materials on display units. The program's purpose was to highlight the expanded March Madness editorial coverage. The signage included dates of the brackets and expanded coverage so customers would know when to find the features in the Chronicle's Sporting Green Section. The male demographic that frequents convenience stores was the target audience for the promotion as with sports promotions in the past -- NASCAR/Grand Prix had been successful in reaching this audience during a previous partnership.
The program ran for three consecutive weeks in March and resulted in an 18 percent sales increase versus pre-promotion selling and a 3 percent year-over-year lift. Because of the success of the March Madness promotion, 7-Eleven and the Chronicle continued their sports-themed promotions with ones that featured baseball -- the Giants in San Francisco and the A's in Oakland, as well as a similar promotion in football featuring the 49ers and the Raiders, respectively.
In Hagerstown, the program was more narrowly focused on just one of nine 7-Elevens in the Herald-Mail's market. The idea behind Customer Appreciation Day was to demonstrate to single-copy and 7-Eleven customers at this franchise's location that they were valued. The hope was that once 7-Eleven saw the efforts that the Herald-Mail put in with this one store, it would resonate throughout the chain's other locations within the market.
The implementation involved increasing the draw from 30 to 180 newspapers, reducing the price to 15 cents per copy for one day, and having the Herald-Mail circulation sales team join in the festivities to promote the newspaper. Herald-Mail coffee mugs were handed out to home delivery customers who came into the store to check out the event, lots of POP was displayed throughout the store including the coffee station and register area, and two back-page ads were placed in the newspaper in an effort to attract customers from the tri-state area.
The newspaper sells an average 27 newspapers on a typical Saturday; with the increased draw, discounted price and special event, 167 Herald-Mail single copies were sold. More importantly, though, was the relationship that was developed. The newspaper was able to gain valuable access to store management personnel. In addition, the stores have agreed to participate in an upcoming Deal of the Day promotion with the newspaper.
Read more.
Source: NAA
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INSIDE THIS EDITION
E-Reader Update: Hearst Introduces "Skiff" and Digital Partnership
2010: The Year of Mobile?
E&P Report : 'Print NOT Dead! Strategies Emerge for Keeping Key Readers, Revenue'
Newspapers Use New Consolidated Media Reports to Tell Larger Story
Tribune Launches Cross-Platform Group for Hispanic Market
Google Unveils ‘Living Stories' Initiative with Washington Post, New York Times
Tribune's Red Eye Circulation Increases by another 25 Percent to 250,000 Copies Daily
10 Web Trends for 2010
Austin American-Statesman Latest to Newspaper to Partner with Valassis
Update on the TV Book Solution: Profitable Niche Products
-- NAA Report Available
RegistrationNow Open for NAA's MediaXchange 2010
NAA REPORT: Social Media ROI for Newspapers
E-Reader Update: Hearst Introduces "Skiff" and Digital Partnership
Next year, Hearst plans to launch a service called Skiff to sell digital versions of newspapers and magazines with new e-reader technology and other devices, in a system that will incorporate advertising and will be more visually appealing to readers.
This week, Hearst was also part of a joint announcement that they have entered into an independent venture with News Corporation, Condé Nast, Meredith, and Time Inc. to develop open standards for a new digital storefront and related technology that will allow consumers to enjoy their favorite media content on portable digital devices.
 Skiff, LLC announced plans to launch a new consumer e-reading service platform in 2010 that will deliver enhanced content experiences to dedicated e-readers, as well as to multipurpose devices such as smartphones and netbooks.
The Skiff service will offer a comprehensive selection of newspapers, magazines, books and other content from multiple publishers, designed specifically for wireless delivery to devices and delivery via the Web. Skiff has signed a multi-year agreement with Sprint to provide 3G connectivity for Skiff's dedicated e-reading devices in the United States and the plan is to have Skiff readers available for purchase in more than 1,000 Sprint retail locations.
The announcement is also significant because it focuses on what is described as "rich array of innovative advertising opportunities" meaning publishers will derive revenue from content and advertising sales as well as from print subscriptions. This is carried a step further in that Skiff is also partnering with Nielsen and comScore to help develop for publishers the necessary analytics to measure the effectiveness of e-reading advertising and facilitate media planning and buying through the Skiff platform.
By the end of 2010, Forrester Research estimates that 10 million e-readers will be sold in the United States. Barnes & Noble's Nook e-reader device is already sold out for this year, The New York Times reported. Sony has run out of wireless e-readers, but still has non-wireless models in stock. Read More...
Sources: WSJ, Folio, E&P, Editors Weblog , NYT
2010: The Year of Mobile?
Advertisers have declared the past several years to be "the year mobile really takes off" - but 2010 may actually be it.
"Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream," eMarketer reported.
Separately, eMarketer predicts growth in other areas. Behavioral targeting and consumers' desire for privacy online will continue to be a contentious issue in 2010, eMarketer predicted this week.
eMarketer's other predictions:
- Video advertising and paid video content will both increase.
- The number of Internet users in the United States will stabilize, but usage will increase.
- Search will become more social.
Also see more of eMarketer's mobile and e-commerce 2010 predictions here.
Source: eMarketer
E&P Special Report: 'Print NOT Dead! Strategies Emerge for Keeping Key Readers, Revenue'
The impact of aggressive circulation pricing is being mitigated by development of digital strategies to reach readers through Web sites, mobile applications and e-readers.
The recent ABC FAS-FAX report documents that paid circulation has fallen as newspapers have increased prices and trimmed expenses. According to a featured report by E&P's Jennifer Saba, publishers are making higher prices stick and it is evident in increased circulation revenue reported by the public companies. Most recently year over circulation revenue grew 6.7 percent at McClatchy, 11 percent at Media General, 11.6 percent at A.H. Belo and 6.7 percent at The New York Times Co.
At the same time, newspapers are developing digital strategies to reach consumers through Web sites, mobile applications and e-readers and the result is audience growth in many markets.
The report notes that the data on combined online and print readership documents that in New Orleans, The Times-Picayune's net combined audience (past seven-day print/30-day online) rose 7 percent year-over-year. The Roanoke (Va.) Times' net combined audience was up 6.3 percent, while the Houston Chronicle's advanced 4.7 percent.
The story also suggests that the most aggressive circulation pricing actions were this year's story. Next year, newspapers will focus more on rebuilding circulation and readership. Access the article here.
Source: E&P
Note: The Nielsen Co. announced today it is folding Editor & Publisher. More information is here.
Newspapers Using ABC's New Consolidated Media Reports to Tell Larger Story
The Dallas Morning News, Fort Worth Star-Telegram and Gettysburg Times joined Chicago Tribune and Kansas City Star in releasing CMRs for the September 2009 Reporting Period.
The Consolidated Media Report is ABC's customizable report that allows newspapers to present advertisers with a snapshot of their entire media footprint across a myriad of print and digital products. The new report is significant because it embraces the concept that the future of newspapers, and in many cases the current success of the industry, is found in marketing advertising and content across platforms and multiple print products.
This perspective is consistent with the work of the NAA/ABC Strategic Vision committee to develop new reports and standards for evolving newspaper publishing plans, including print/digital hybrid models, targeted niche publications, e-readers, and mobile platforms. The task force of newspaper publishers and advertisers is expected to present final recommendations to the ABC board of directors in March 2010 with a recommendation that the new reporting formats become effective October 2010. The new format will include the "total circulation" of a newspaper which will include multiple platforms and branded editions. The recommendations will provide the final qualification and reporting rules necessary for the final roll-out of the changes approved by the ABC Board two years ago.
Michael Lavery, ABC president and managing director addressed the issue and the role of the CMR option by stating, "With business models evolving and distribution channels growing, we are working to develop flexible reporting options that allow newspapers to report data from a wide-variety of channels and products while still providing advertisers with independently verified, comparable data. The CMR is an important step in that process."
The recent release of these five Consolidated Media Reports demonstrates the applicability of the report across a wide range of newspaper members and their diverse publications.
Read More...
Source: ABC, NAA
Tribune Launches Cross-Platform Group Aimed at Hispanic Market
Tribune Company announced the formation of a cross-platform national media solutions group designed to market an array of products including print, online, television, mobile, out-of-home, digital signage, and events targeted at the growing Hispanic market.
Tribune currently reaches 1.7 million Hispanic consumers every week through the company's four Spanish-language media properties--Hoy Chicago, Hoy Los Angeles, El Sentinel Orlando and el Sentinel South Florida -- markets in which about 28 percent of the nation's Hispanic population resides. As part of the Tribune Hispanic initiative, these newspapers will re-brand their entertainment sections as "ViveloHoy." Special sections also will be created in conjunction with events such as the 2010 World Cup and the bicentennial anniversary of Mexico's independence.
Tribune research shows that 53 percent of Hispanic newspaper readers have been reading their favorite newspaper for three or more years; 63 percent of Hispanic newspaper readers frequently pay attention to the advertisements; and 55 percent of all Hispanic newspaper readers state they use coupons from the newspaper regularly.
Source: Tribune Co.
Google Unveils ‘Living Stories' Initiative with Washington Post, New York Times
Working with The New York Times and The Washington Post, Google unveiled its "Living Stories" prototype yesterday. Living Stories "features new ways to interact with news and the quality of reporting you've come to expect from the reporters and editors at The Post and The Times," according to the Official Google Blog.
 The Washington Post reported, "The idea is to simplify things for readers by grouping developing stories about a hot topic - say, Tiger Woods - on a single Web page, with updates automatically highlighted at the top of the screen."
The Living Stories are living on Google's sites for now, but will reportedly revert to the newspaper's own Web sites if the project continues. The New York Times topic pages have not generated a huge amount of traffic or ad revenue, the newspaper reported.
Sources: Official Google Blog, The Washington Post
More Google news:
Google Integrating Social Network Results into Search (The Editors Weblog)
Google Sends Barcode Window Decals to Local Businesses (Digital Media Wire)
Advertising Revenue Declines Not Unique to Newspapers
According to data released this week by TNS Media Intelligence, advertising expenditures in the first nine months of 2009 dropped by 14.7 percent as compared to the same period in 2008. Ad spending during the third quarter of 2009 was down 15.3 percent versus last year, the sixth consecutive quarter of year-over-year declines.
Network TV year-to-date spending fell 11.5 percent and third quarter spending was down 25.1 percent. Spot TV expenditures were down 27.5 percent with much of the weakness in auto and retail activity, as well as cyclical reductions in political advertising.
Magazine spending was down 19.7 percent, while newspapers and radio both declined by 22.8 percent for the January-September period. Third-quarter losses for each of these broad media groupings were less severe compared to the first half of the year, and this could be construed as a positive indicator.
"The updated monthly trend line on total advertising expenditures still shows no meaningful improvement through October," said Jon Swallen, SVP Research at TNS Media Intelligence. "Going forward, the timing, strength and durability of an advertising recovery will ultimately be determined by the way consumer activity rebounds."
Source: TNS Media Intelligence
Tribune's Red Eye Increases Circulation by Another 25 Percent to 250,000 Daily
 The Chicago Tribune's free commuter tabloid newspaper RedEye is increasing its distribution by 25 percent, bringing its average weekday total to 250,000, beginning January 1, 2010.
Copies will be available at an additional 30 suburban colleges, although some current city outlets and Metra stops will have their allocations increased, as well.
"RedEye is a key brand within our content portfolio, reaching Chicagoans that are young and time-pressed," Kurt Mueller, general manager of RedEye and Metromix Chicago, said in an announcement Wednesday.
"We're excited to provide more Chicagoans with RedEye and our advertisers the ability to reach a larger portion of the younger, urban demographic," Mueller added.
Source: Chicago Tribune
10 Web Trends for 2010
Location-based and augmented reality applications will proliferate in 2010, wrote Mashable CEO Pete Cashmore in a CNN.com column. His other 2010 predictions include: Some single-task devices will take off, despite a larger trend toward device convergence; mobile payments will become a more widespread reality; and cloud computing will continue to gain popularity.
Source: CNN
Austin American-Statesman Latest to Newspaper to Partner with Valassis
Beginning in March, the Austin American-Statesman will deliver the RedPlum Direct Mail Package to more than 86,000 home subscribers, and Valassis will mail it to 507,000 non-subscriber households.
This alliance is the latest collaboration Valassis has entered into with 32 newspapers. "The Austin American-Statesman follows The Palm Beach Post in Florida, and becomes the second Cox Newspaper to combine newspaper and mail delivery of RedPlum.
"The combined package will offer unparalleled values for consumers and will provide our advertising customers the ability to reach more households than ever before," said Austin American-Statesman Publisher Michael Vivio. "Wednesday newspaper subscribers will now receive even more value with their paper because of the additional preprints that will be delivered with the Statesman."
The package will be co-branded RedPlum and the Austin American-Statesman.
Source: Valassis
Update on the TV Book Solution: Profitable Niche Products -- NAA Report Available
 TV books, which once were considered unprofitable, are now gaining a new identity as a niche product among newspapers that have moved to paid opt-in programs, resulting in reduced newsprint costs while creating a new source of revenue.
The solution to the issue of printing an expensive full run product for a relatively thin market of subscribers has been evolving during the last three years. The initial solution appeared to be "opt-in" for subscribers which saved newsprint and post press expenses but complicated distribution. Other newspapers did away with their TV books, some reduced the size, a few newspapers have secured sponsorships, and others went to a free opt-in model. Today, many who created free opt-in programs and eventually asked the question, "just how badly do they want it" are now successfully charging for the product.
NAA has completed a report that includes interviews with a half-dozen newspapers who have adopted solutions that include additional revenue and substantial savings.
Click here to read the article.
Registration is Now Open for NAA's mediaXchange 2010!
As newspapers refocus their business models toward multiple platforms, the Newspaper Association of America will host mediaXchange 2010, a conference for industry professionals to share audience and revenue development strategies that have generated growth in print and online.
Watch for details on the audience-focused sessions and stimulating featured speakers at the general sessions.
Registration is open now at mediaxchange.naa.org!
NAA REPORT: Social Media ROI for Newspapers
 Last month, the Newspaper Association of America released a series of articles looking at how newspapers are maximizing their return-on-investment from their social media efforts.
The article series includes:
Source: NAA
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INSIDE THIS EDITION
Update on the TV Book
Solution: Profitable Niche Products
Measurement: Cross-Platform Newspaper Readers or
Circulation?
Newspapers Report Single
Copy Gains for Thanksgiving Day Edition
Google Closes Loophole
on Free Reading
on Pay News Sites, Gives Publishers More Control on Access
E-Reader Update: Devices
Sales Strong to Upscale Consumers
FTC Hosts Workshop on
Journalism in the Internet Age
NAA Updates
Registration is Now Open
for NAA's mediaXchange 2010
Update on the TV Book Solution: Profitable Niche Products -- NAA Report Available
A short item recently ran in the Living section of the Sun Herald
in Biloxi, Miss.: "Beginning Sunday, Dec. 6, the
Sun Herald will offer readers the opportunity to subscribe to a new weekly TV
book titled OnTV Magazine".
The new TV book is in a 44-page magazine format and features a color
cover, celebrity entertainment feature stories, complete daytime and evening
listings for the South Mississippi market,
Sudoku, word search and crossword puzzles and horoscopes. Although the Sun
Herald will be distributing it free in all Sunday print editions
in December, beginning in January it will only be available
to Sun Herald home-delivery subscribers willing to pay the discounted
rate of $39 per year.
The TV Book solution in Biloxi looks very
similar to the program underway at the Star Tribune in Minneapolis, and it is a model many
newspapers have adopted this past year. TV books, which once were considered
unprofitable, are now gaining a new identity as a niche product among
newspapers that have moved to paid opt-in programs, resulting in reduced
newsprint costs while creating a new source of revenue.
The solution to the issue of printing an expensive full run product for a
relatively thin market of subscribers has
been evolving during the last three years. The initial
solution appeared to be
"opt-in" for subscribers which saved newsprint and post
press expenses but complicated distribution. Other newspapers did
away with their TV books, some reduced the size, a few newspapers have secured
sponsorships, and others went to a free opt-in model. Today, many who created
free opt-in programs and eventually asked the question, "just how badly do
they want it" are now successfully
charging for the product.
NAA has completed a short report including interviews with
a half dozen newspapers who have adopted solutions that include additional
revenue and substantial savings in expense. Click here to read the article.
Measurement: Newspaper
Readers or Circulation?
Outside of
the newspaper industry, researchers and trade journalists still seem to be
struggling with the question - and most are several steps away from grasping
the concept of "audience".
The question is presented as the title of a MediaPost article that
summarizes the latest
Integrated Newspaper Audience finding from Scarborough Research. In its
recently released Scarborough USA+ Study, 74% of U.S. adults, or nearly 171 million
people, read a newspaper, in print or online, during the past week.
Randy Novak, Director
of Strategy NSA Media, responded to the posting by writing this:
"Why is it
so hard to imagine that adults read newspapers in print, online and mobile? And
why is it so hard for marketing people to understand that consumers actually
want newspaper advertising; and thus should consider how to better use the
medium as opposed to writing it's obituary at every opportunity? The industry
is certainly not without fault, but let's gets real here... it still drives a
hell of a lot more business for advertisers than it gets credit for."
In the same
article, Gary Meo, Scarborough Research's Senior Vice President of Print and
Digital Media Services, notes that "While our data does show that print
newspaper readership is slowly declining... given the fragmentation of media
choices, printed newspapers are holding onto their audiences relatively well...." The analysis of Scarborough audience data not
only indicated that newspapers are being read by a majority of adults in print
and online, but also that these Integrated Newspaper Audiences continue to
attract educated, affluent readers.
Read the
MediaPost article and the
Scarborough Release
Sources: NAA,
Scarborough & MediaPost
Extra Promotion Offsets Higher Prices For Thanksgiving Day
Edition
 Newspapers
from the Kenosha News in Wisconsin to Florida's Treasure
Coast newspapers have
reported strong Thanksgiving Day single copy sales, most with double
digits increases, compared to last year despite charging the Sunday retail
rate.
Those who responded
to an NAA quick poll reported that in most cases, sales were above where they
were a year ago, and at least twice a typical Thursday. In each case they
added promotion, including point of sale displays, which was necessary due
to the higher price. Many added radio, e-mail, online and in-paper
ads leading up to Thanksgiving.
Scripps
Treasure Coast Newspapers reported an 18 percent increase from last year which
is more than 200 perceny above a typical Thursday while charging the Sunday
rate which added up to a 400% increase in revenue for the day.
The Augusta
Chronicle reported increases in sales from last year. They promoted in
the newsrack via rack cards and corner cards; at retail accounts via stacker
cards, online via their Web site. They also ran ROP promo ads two weeks
out and sent letters to all retail account managers and retailer corporate
offices explaining the pricing action with an explanation to expect very robust
sales.
In Fredricksburg, Va.
the newspaper booked a healthy year-over-year gain that equated to a 96 percent
lift compared to a normal Thursday. They ran a front page rail ad in TMC three
weeks prior promoting the paper, radio and in paper advertisement, stack and
rack cards promoting savings found in the Thanksgiving edition.
The Indianapolis
Star sold 1,157 four-day home-delivered subscription packages, including
the Nov. 26 - 29 editions. This package was sold to customers for $5
(same as single copy retail) with no commitment restrictions. As a
follow-up, The Star contacted these subscribers on Saturday during
delivery to verify delivery had occurred. During the call, they were
able to convert 18% of the subscribers they reached to a longer term
subscription.
The Daily
Inter Lake in Lake Kalispell, Montana posted a 31% increase compared to
the same day last year and it was based upon the same
formula of reminding the reader about the unique value proposition
the local newspapers brings to the table.
The value
story is playing well right now with consumers in today's economy and the
message is resonating in single copy sales.
Read
More...
Google Closes Loophole on Free
Reading on Pay News Sites; Gives Publishers More Control on Access
 Google is closing a
loophole in the "First Click Free" program, which publishers of pay sites can
choose to participate in, and announced
the company will allow publishers to limit non-subscribers to five free
articles per day.
The "First Click Free"
program was designed to allow readers to access a limited amount of a site's
content, but a loophole allowed users to return to Google News and obtain a
link to a free version by searching for the article's headline on Google News.
Google is also making it easier
for newspapers to
remove content from its Google News property but keep it accessible through
Google.com.
Dean Singleton, vice chairman and chief executive of
MediaNews Group Inc., called Tuesday's announcement "a good faith
move."
"It's a signal that they're willing to work with the
industry," said Mr. Singleton. "It may or may not be a shallow
signal, but I take it as a positive move on their part."
In The Wall Street Journal, Randy Bennett, senior vice president of
business development for the Newspaper Association of America, said Google's
moves were a "step in the right direction" but didn't address the
bigger issue of whether Google and other aggregators plan to compensate
newspapers that offer their content for free.
Sources: The New York Times, The Wall Street Journal
E-Reader Update: Devices Sales Strong to Upscale Consumers
 Holiday sales are strong for the current
offering of e-readers and predictions are that more new devices will accelerate
availability of newspaper and magazine content.
Sony has announced that it
will not have sufficient supplies of its newest device for the holidays, and
Barnes & Noble is struggling to meet its pre-order commitment for its Nook
e-reader because demand for the device is higher than the company expected.
This is leaving many in-store displays without an actual device for customers
to play with before purchasing, Fast Company reported.
PaidContent.org offers 10
Predictions for the E-Reader Market in 2010 including the development of new,
dual-screen netbooks and quality reading applications that could both
negatively impact the market for dedicated e-reader devices, according to
experts at Forrester Research. Sarah Rotman Epps and James McQuivey also
predict more devices from Amazon and an increase in magazine and newspaper
technology partnerships. See more of their predictions here.
Arrington's CrunchPad in
the ‘DeadPool' A major partnership disagreement has
forced TechCrunch founder Michael Arrington to stop development on his
CrunchPad tablet e-reader/Web browser. The CrunchPad was to debut before
Thanksgiving, but the device manufacturer, Fusion Garage, notified Arrington it
would be moving forward without his involvement. Legal battles are sure to
come, because Arrington and Fusion Garage jointly own the intellectual property
behind the device.
"It's a sad day at
TechCrunch HQ," Arrington wrote Monday
afternoon. "Hitting the publish button on this post, which makes all of
this so...final...is a very hard thing to do. I'm enraged, embarrassed, and
just...sad. The CrunchPad is now in the DeadPool."
Sources: Paid Content,
TechCrunch, Fast Company
FTC Hosts Workshop on Journalism in the Internet Age
Stating that "new forms of competition in advertising are disrupting
the business model that has sustained journalism in the U.S. for more than 150
years," Jon Liebowitz, the chairman of the Federal Trade Commission,
kicked off a two-day agency workshop entitled "From Town Crier to
Bloggers: How Will Journalism Survive the Internet Age?"
Liebowitz stated that, in addition to its enforcement responsibilities in
the competition and consumer protection arenas, the agency was given authority
by Congress to investigate developments in the marketplace, and where
appropriate, make legislative recommendations.
Mark Contreras, senior vice president of E.W. Scripps Co. and vice
chairman of the Newspaper Association of America, testified at the workshop.
During his testimony, Mr. Contreras described changes to the newspaper
business model and competitive landscape before outlining steps that would help
the industry in the future. The steps included:
- Support
for the evolution of behaviorally-targeted advertising.
- The
need for the government change the definition of "relevant
market" for newspapers so that other media competition (broadcast,
Internet, direct mail) in local markets are recognized.
- Supporting
efforts to help newspaper owners protect and license newspaper content.
- Assisting
in the creation of uniform online audience definition standards.
The text of Mr. Contreras'
testimony is here.
The FTC will host more workshops this spring to further explore the ideas
that come from this workshop.
Also see:
Mr. Liebowitz's opening
comments: "Creative Destruction" or Just "Destruction"
- How Will Journalism Survive the Internet Age?
Additional coverage:
FTC
to Examine Possible Support of News Organizations (The Wall Street Journal)
Media
Execs Make Case for Online Fees at FTC Panel (Associated Press)
Live
Blog Coverage (Search
Engine Land)
Read remarks from:
Rupert Murdoch, News
Corp.
Arianna
Huffington, Huffington Post
Paul
Steiger, ProPublica
Rick
Edmonds, The Poynter Institute
Martin
Kaiser, ASNE and the Milwaukee
Journal Sentinel Twitter
The official FTC News Twitter feed is available at www.twitter.com/ftcnews. For additional
tweets from the workshop, search for the hashtag #ftc.
Registration
is Now Open for NAA's mediaXchange 2010!
As
newspapers refocus their business models toward multiple platforms, the
Newspaper Association of America will host mediaXchange 2010, a conference for
industry professionals to share audience and revenue development strategies
that have generated growth in print and online.
Watch for details on the audience-focused
sessions and stimulating featured speakers at the general sessions.
Registration
is open now at mediaxchange.naa.org!
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From the Business Development Staff at NAA, please accept our best wishes for happy and successful holiday.
 This ad along with a dozen others in print and online formats are focused on the power of newspaper media and the value newspapers offer to advertisers. They are available for NAA members and ready to be downloaded on our site.
Thanksgiving Day: The Newspapers Value Story Also Rings True with Readers
More than one in three newspapers now charge a premium for Thanksgiving Day single copy editions, according to NAA's 2009 Facts, Figures and Logic study - and we have yet to find one that has lost sales after the price hike.
 At The Cincinnati Enquirer, this will be the third year that the Thanksgiving Day edition is sold at the Sunday price for single copy and the second year of premium pricing in home delivery. Valecia Quinn, director of consumer sales and retail marketing for the paper, says readers accept the premium because it's the largest paper of the year, filled with solid news content, advertising, and coupon offerings.
"From 2007 to 2008, sales went up 13 percent on Thanksgiving Day, and we look for that to rise this year, even though we had a Sunday price increase in March," Quinn says. "Volume losses have been minimal thus far since we moved from $1.50 to $1.75 on Sundays. With the economy and focus on the use of coupons, readers know the value of the newspaper."
Quinn says the Enquirer starts its Thanksgiving Day preparations on Nov. 1, communicating with retailers to find out which stores will be open, closed, or have reduced hours to map out the best distribution plan, along with finalizing promotional and sales incentives. In-house advertising, rack cards and retailer in-store signage will tout the Thanksgiving Day edition's extended shelf life, which will be on sale through Saturday after the holiday. Social media venues, like Twitter/Enquirer Media messaging, Web site ads and an e-mail campaign to non-subscribers will also be used.
 In Alabama, The Huntsville Time has priced its Thanksgiving Day single copy paper at the Sunday price for the last four years.
"We start a month ahead of time promoting it as the largest paper of the year, which promotes the real value of the paper," " says Frank Maier, operations director for The Huntsville Times. "This year, we'll probably do something on the Internet with our non-subscribers as a single copy sales promotion."
By focusing the marketing on the size of the Thanksgiving Day edition and not the price, circulation volume increased over the previous year by 1.8 percent, says Carol Huddleston, circulation standards manager of the Columbus Dispatch, adding nearly $50,000 to the bottom line.
When the Lexington Herald-Leader in Kentucky upped the price on its Thanksgiving Day edition to the Sunday price last year, Nelson Fonticiella, vice president of circulation and marketing for the paper, took a handful of calls from readers protesting the move. But after he explained the increased value of the day's edition, callers were satisfied.
"Save time, save money was our angle," Fonticiella says. "We'll help you organize your holiday shopping. The one day pick-up was more than $30,000, so it was worth it for us. "The retailers and carriers loved it because it's more revenue for them, too.
Fonticiella says the success of selling single copy Thanksgiving Day editions for a premium can be replicated with any special edition that readers perceive as having extra value.
"The philosophy we have to follow is don't underprice and don't undervalue," Fonticiella says. "Our sister paper, The State in Columbia, S.C. is now charging a premium price for its Saturday papers during the college football season. You've just got to look at your market and see where the fervor is -- whether it's the horse industry or basketball -- and provide additional content. Then look at the price."
Click Here for the complete article...
Webinar: Proven Circulation Revenue Strategies: How a Strategic Approach Pays Off
 Thursday, December 3 at 2 p.m. (ET)
Circulation pricing decisions have to be executed in the context of the larger organizational strategy. A newspaper's pricing strategy cannot be divorced from the product strategy and there needs to be a plan in place with solid reasoning behind the decisions. Matt Lindsey, president of the consulting firm, Mather Economics LLC has now worked with dozens of newspapers and he will discuss actual case studies and explain how the strategic approach has worked to increase circulation revenue. Learn the theory on maximizing circulation revenues and the success newspapers have experienced capturing more revenue while minimizing circulation losses by identifying a market's most profitable customer segments.
Registration is open now!
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INSIDE THIS EDITION
Latest Comprehensive Study Confirms Newspaper's Readership Remains Healthy
Miami Herald to Launch Hyperlocal Network of Sites
Working Moms Perfect Target for Mobile Marketing
The Content Room is the Gazette's Answer to Multi-platform News
With YouTube Anyone Can Launch Their Own iReport
CIRCULATION: MARKETING TO READERS
ABC: Measuring Points of Contact
USA Today Tests Free E- Replica Edition on College Campuses
ABC Launches Community Newspaper Audit service
New Comprehensive Preprint Initiative
NYPD Targets Newspaper Distribution Offices
DEADLINE APPROACHING: 2009 Merchandiser of the Year Awards
NAA's mediaXchange 2010 Registration is Open
NAA News
Registration Open for mediaXchange 2010
Webinar: Proven Circulation Revenue Strategies: How a Strategic Approach Pays Off
Study Confirms Newspaper's Readership Remains Healthy Despite Economy
 Scarborough Research reported this week that almost three-quarters (74 percent) of U.S. adults, or nearly 171 million people, read a newspaper in print or online during the past week. The data is from the latest Scarborough Integrated Newspaper Audience (INA) study. The company examined newspaper readership in its recently released Scarborough USA+ Study, which captures media patterns and other consumer behaviors of adults across the country.
"While our data does show that print newspaper readership is slowly declining, it also illustrates that reports about the pending death of the newspaper industry are not supported by audience data," said Gary Meo, Scarborough Research's Senior Vice President of Print and Digital Media Services. "Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well and this is refreshing news."
"While Scarborough shows declines in printed newspaper readership, these have not been as severe as those reported in circulation" Meo said. Audience, which is measured by Scarborough and accredited by the Media Rating Council (MRC), refers to the percentage or number of adults who actually read the newspaper while paid circulation is simply refers to the number of printed newspaper copies sold.
According to the study, in an average week 79% of adults employed in white collar positions read a newspaper in print or online and 82% of adults with household incomes of $100,000 or more read a printed newspaper.
Read more...
Source: Scarborough Research
Miami Herald to Launch Hyperlocal Network of Sites
 The Miami Herald is launching a set of hyperlocal Web sites focusing on five South Florida communities by the end of this year.
Editor & Publisher reported the sites will be run not by the newspaper, but by local residents or community groups.
"We've created a platform through which we can give a partner control over a neighborhood section. They can use our content management system and publish photos, stories, have community forums and have control over advertising inventory. And they keep what they sell," said Rich Hirsch, senior editor/multimedia for the Miami Herald.
Source: Editor & Publisher
Working Moms a Perfect Target for Mobile Marketing, More Likely to Download Content
Working mothers are among the country's highest spenders on cellular phone services, spending $94, versus $78 for all cell phone users, and they are 42 percent more likely use their mobile phone to download content, according to a recent report from Scarborough Research.
The report profiled the Working Mother, and looked at the consumer patterns and marketing appeal of women who work fulltime and have one or more children at home.
"The Working Mother's high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions," said Howard Goldberg, senior vice president of agency services, Scarborough Research.
The study can be downloaded free and includes information on their shopping habits, purchases media patterns, demographics and lifestyles.
Source: Scarborough Research
The Content Room: Gazette's Answer to Multi-platform News
In Cedar Rapids, Gazette Communications, which owns the newspaper The Gazette, local TV station, KCRG and website, Gazette Online, relocated all of its reporters, photographers, and other journalists from these outlets to a new "content room" at the newspaper, reports Editor & Publisher.
A senior director of information content oversees the operation and the 70-person news staff, which generates text and multimedia content for all three platforms. So far, the system has created a situation where no news outlet - print, online or television - is the "lead dog."
Source: E&P and Editor's Weblog
YouTube Helps News Organizations Curate Citizen Journalism Video Reports
 YouTube is continuing its efforts to help citizen journalists spread their work. YouTube has launched a new application that lets media organizations integrate a video upload tool into their own sites, which could help grow "citizen journalism" contributions. The program is called YouTube Direct.
Accorrding to YouTube Direct, "News organizations can ask for citizen reporting; nonprofits can call-out for support videos around social campaigns; businesses can ask users to submit promotional videos about your brand."
The program lets newspapers, television stations and more "request, review and rebroadcast YouTube clips directly from YouTube users. Built from our APIs, this open source application lets media organizations enable customized versions of YouTube's upload platform on their own Web sites," according to Broadcasting Ourselves, the YouTube blog. The videos simultaneously live on YouTube.
YouTube reported the San Francisco Chronicle and The Washington Post are already using the application.
Sources: YouTube, Mashable
CIRCULATION: MARKETING to READERS
USA Today Tests Free E- Replica Edition on College Campuses
 USA Today has launched a new online initiative targeting college students, with Penn State University, the University of Indiana and the University of Missouri the first schools to take part in the pilot program. The Penn State edition officially launched last week.
These schools overlap with some of USA Today's most successful College Readership programs. USA Today has been involved with Penn State since 1997 in what was then the model for today's College Readership program.
The "e-Edition" is free for students, faculty and staff. In order to obtain their free e-editions, students have to register and then visit the newspaper's e-edition site each day, or subscribe to receive a daily e-mail with links.
In October USA Today relaunced it's e-replica edition with two new electronic edition initiatives in partnership with Tecnavia Press. The USA TODAY e-Edition in an exact replica version of USA TODAY with features such as audio-read-back on articles, advanced searches, download of individual articles that can be printed out and emailed, text enlargement, archives, video, live web links and story translation and much more. This e-Edition also feature a Saturday-Sunday edition called USA TODAY EXTRA, available only to digital subscribers.
Read more...
Source: AP & Editors Weblog
ABC: Measuring Points of Contact
 This week, ABC released a low-key press release following the ABC Board of Director's meeting referring to the board's support of a strategic newspaper task force charged with incorporating a multi-platform, strategic perspective into the new qualification and reporting changes approved early last year.
The group has presented its initial proposal and is continuing to examine how changes in publishing plans, the emergence of print/digital hybrid models, and the growing use of e-readers and mobile platforms can best be reflected in how ABC measures, audits, and reports circulation and audience data.
This strategic visioning committee, comprised of newspaper execs and advertisers, has just about completed the process of designing the new reporting formats necessary to rollout the next phase of changes approved almost two years ago in the overhaul of ABC's qualifications and reporting standards. This committee's work reflects the ABC Board's decision in March of this year that these new fundamental qualification and reporting rules incorporate a framework for the continual changes occurring in how newspapers deliver content to consumers. As one ABC advertiser director put it, "we need to think not just in terms of counting copies, but in measuring points of contact with the consumer".
The committee's recommendations will provide advertisers unprecedented transparency and incorporate the new definition of "total circulation" of which paid circulation is a subset. But the reporting also includes a structure that permits newspapers to report "branded editions" both in print and e-replica edition formats, e-readers, and additional mobile platforms. The committee's work is expected to be completed in January which is sufficient time to share the recommendations, gain first passage by the ABC Board in March 2010, and accommodate the new definition of paid circulation effective next October.
Source: NAA, ABC
ABC Launches Community Newspaper Audit service
The ABC Board approved a new ABC Community Newspaper Audit (CNA) service designed to significantly lower audit expenses for smaller newspapers and simplify audit requirements. ABC has been working on the program to retain newspaper members and attract newspapers that would otherwise forgo a formal audit. More than 200 newspapers have already registered to participate in the new service, which is available to U.S. newspapers with under 25,000 daily average paid circulation. They can start with the March 2010 reporting period.
The audit product features has an all-inclusive fee starting at a flat annual rate of $2,000, streamlined every-other-year audits that require less publisher preparation and involvement, simplified rules and reporting requirements.
Community newspapers have increasingly caught the eye of large retail insert advertisers. Merle Davidson, director of media services at J.C. Penney Co. and chairman of the ABC board, said, "For advertisers like J.C. Penney, community newspapers are a vital way to reach our customers in local markets, especially where metropolitan newspapers may no longer be available. We're very pleased to see so many publishers sign up for this new program. It's a testament to the value of an ABC audit, even in this difficult advertising environment."
Sources: ABC, NAA
New Comprehensive NAA Preprint Initiative
 Preprints represent nearly half of newspaper retail advertising revenue today. However, preprints are truly under siege and newspapers need to be aggressive about building new strategies for advertisers to utilize their services for distribution of promotional messages. The challenge for newspaper companies is to understand and better meet the needs of today's preprint advertisers.
NAA has produced a series of reports related to customer needs and desires along with the challenge that newspapers have and the initiatives newspapers might consider to maintain this segment of revenue. How do newspapers respond to the pressure current economic conditions are putting on both newspapers and preprint advertisers to lower costs and improve the ROI.
The reports in this series focus on four key areas of attention for newspapers going forward. They include analysis of the current environment as well as solutions that best practice newspapers are implementing.
NAA members can download the executive summary and the report, "Preprints: Strategies to Meet Advertisers' Changing Needs," at http://www.naa.org/preprintinitiative.
Source: NAA
NYPD Raids Target Newspaper Circulation Offices
Although officials stress that newspapers are not the target of the investigation, the New York Police Department executed search warrants Tuesday at business locations of four New York newspapers and a union office. The warrants were part of an ongoing investigation by the office of the Manhattan District Attorney and the police department, a police official said. Payroll and employee records were seized, according to a law enforcement official.
The newspapers involved in the search were the New York Times, the New York Daily News, the New York Post and El Diario La Prensa, according to the deputy police commissioner. Although he wouldn't comment on the substance of the investigation, he said police also executed a search warrant at the Newspaper and Mail Deliverers' Union, a local branch of the International Brotherhood of Teamsters. The Union represents some drivers for several New York-area newspapers, including the four newspapers searched as well as The Wall Street Journal and the Star-Ledger in Newark, N.J.
Sources: WSJ
DEADLINE APPROACHING: 2009 Merchandiser of the Year Awards
 Each year, The Newspaper Association of America honors retailers who have demonstrated a long-term cooperative effort to sell and market newspapers in their stores with "Merchandiser of the Year" awards - now known as "The Tony Mineart Merchandiser of the Year Award."
The award honor retailers who have demonstrated a long-term cooperative effort to sell and market newspapers in their stores and who model the industry's cutting-edge approach to single-copy promotions.
Judges look for retailers who are open to ideas such as co-promotions, newspaper-specific promotions or, in general, the retailer who does the best overall and ongoing job of promoting newspapers in their stores. These awards are given annually to retailers from the following categories: convenience stores, grocery stores, drug stores, mass merchandisers and restaurants and other non-traditional retail outlets.
The NAA Circulation Federation Single Copy Committee reviews these nominations and selects the final winners. All nominations submitted by November 20th, 2009 will be included in the 2010 Tony Mineart Merchandiser of the Year Awards judging.
Download a form and submit your latest retail partnership for 2009 Merchandiser of the Year Awards. If you have not previously nominated a retailer for this award and would like to review a couple of examples check naa.org for the postings on previous winners.
Source: NAA
Registration is Now Open for NAA's mediaXchange 2010
As newspapers refocus their business models toward multiple platforms, the Newspaper Association of America will host mediaXchange 2010, a conference for industry professionals to share audience and revenue development strategies that have generated growth in print and online. Registration is open now at mediaxchange.naa.org!
Webinar: Proven Circulation Revenue Strategies: How a Strategic Approach Pays Off
Thursday, December 3 at 2 p.m. (ET)
Circulation pricing decisions have to be executed in the context of the larger organizational strategy. A newspaper's pricing strategy cannot be divorced from the product strategy and there needs to be a plan in place with solid reasoning behind the decisions. Matt Lindsey, president of the consulting firm, Mather Economics LLC has now worked with dozens of newspapers and he will discuss actual case studies and explain how the strategic approach has worked to increase circulation revenue. Learn the theory on maximizing circulation revenues and the success newspapers have experienced capturing more revenue while minimizing circulation losses by identifying a market's most profitable customer segments.
Registration is open now!
There will be no Growing Audience e-alert next week due to the Thanksgiving holiday.
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INSIDE THIS EDITION:
Newspapers Readership Remains a Part of our Routine and Culture
ChicagoNow: Taking the news local with social media and local sources
WSJ Looking at Chicago and Multiple Local Editions
Management: Lean Can Complement Innovation
Coming Revolution in Web Analytics
Mediabistro Poll Results: The Crowd is Pessimistic About Newspaper Paywalls
CIRCULATION: MARKETING TO READERS
Tying it All Together: Opt-In, Verified Circulation, Sunday Select, Branded Editions and ABC
E-Replica Editions: A Niche Product to Build Readership
Upstate Distribution Partnerships
Fully Exploring Reader Revenue Opportunities
An Opportunity to Recognize Achievement: 2010 Sales Executive of the Year Award
UPCOMING WEBINARS:
Free Classifieds Reverse Recent Trends
The Value of Going Green
Local Digital Revenue Streams
Newspapers Evolving, But Still a Part of our Culture & Routine
Newspaper readership remains relatively strong, but the medium remains a part of our culture and routine. For almost three-quarters of American adults in our country, this routine includes reading a newspaper - in print, in your email, on your Blackberry or across any other of the many channels available to society today. According to Bob Cohen, Ph.D., president and CEO of Scarborough Research, for almost three-quarters of American adults in our country, this routine includes reading a newspaper - in print, in your email, on your Blackberry or across any other of the many channels available to society today.
Scarborough Research has tracked the audiences of newspapers for more than 35 years and despite stereotypes or misconceptions 74% of adults read a paper in print or online during the past week. Newspaper readership in some markets reach upwards of 90%. And while declining, newspapers are strong and part of our routine and culture.
While the numbers speak for themselves, he explains he can understand why readership is in question. "Media has spent more than a decade incorporating online platforms into our strategies. Hear the word "newspaper" and we think exclusively of paper and ink editions. But the reality is that newspapers are successfully extending their audiences online, most recently providing a 4% "lift" in readership to their print companions.
As a researcher, media professional and sociologist Mr. Cohen says all the factors "converge on one final principle: localism". "Simply stated, your daily routine, and the inclusion of reading a newspaper in that routine, is strongly rooted in the context of where you live, because media choices, business conditions, employment opportunities, lifestyles, shopping options, and daily work and commuting patterns vary by local market."
"Even in the age of the Internet and access to virtual communities, local, physical geography is a more significant determining factor in our lives than we sometimes appreciate. Where you live on Planet Earth is significant. "
Scarborough's data tells us that newspapers -- both print and online -- still reach a critical mass of U.S. adults. But it also shows that print audiences are slowly and steadily declining. How can the newspaper industry reconcile consumers' desire for the in-depth reporting and content newspapers provide with the changing routines of Americans?
The challenge for publishers, as is true for all media executives, is to evolve delivery of that content to better incorporate into the new daily routines of Americans. And, once again, demonstrate to advertisers that Americans do, in fact, read newspapers. It is simply part of our daily routine; the medium is just evolving.
Read the entire article...
Source: MediaPost
Building Local Audiences with Social Media
Building local audience, not just any audience, is the metric of success, particularly for newspapers. Because local audience is "where the money is", and most would agree that is the dead on strategy, the local media companies are focusing on the social media tools and user-generated content contributors necessary to expand their local reach.
Attracting new local audiences may require launching a new site with a with the branding based upon a narrow topic or the local geographic community. This was the strategy behind ChicagoNow, the local blog hub launched in August by the Chicago Tribune Media Group and branded a "new web site created by Chicagoans for Chicagoans". Leveraging the promotional and content resources of the parent organization, ChicagoNow has exceeded expectations with 1 million unique visitors in September and, most importantly almost half were local.
Source: Mashable, Leah Betancourt
The Wall Street Journal may look to Chicago for next local edition
There are reports that the WSJ is considering expanding Chicago coverage in advance of launching a Chicago edition matching a model it used last week with a San Francisco Bay Area edition that includes local news and event coverage in its "A" section on Thursdays and updates at WSJ.com/SF. The WSJ has not publicly shared any plan for developing local news resources or subsequent editions but there is interest in the news community following the New York Times move to include localized content in Chicago and advertising Fridays and Sundays in the greater San Francisco market.
Source: Chicago Tribune
Lean Can Complement Innovation
A new article on the Wharton site explains the work of The Boston Consulting Group (BCG) and Wharton faculty, and how "lean and innovation can indeed complement each other, and it's about time they came together". The premise is that "Lean brings structure and predictability to innovation, and sharpens the distinction between idea generation and the development process". What holds it together, they say, is that they share the common goal of meeting customer needs and getting it done in a cost-effective manner. The approach supports the researchers and the innovation process.
Source: http://knowledge.wharton.upenn.edu/article.cfm?articleid=2372
Coming Revolution in Web Analytics
The marketing from Omniture, WebTrends, Unica, Coremetrics, and the other vendors have recently changed to a focus on systems integration, multichannel data analysis, and cross-channel analytics.
More companies than ever are involved in digital measurement as is evident in the changes in the players including the emergence of Yahoo Web Analytics, Adobe's acquisition of Omniture following Omniture's acquisition of Visual Sciences, WebSideStory, Offermatica, Instadia, and TouchClarity, and the expansions by Google Analytics. According to Eric T. Peterson, who has just relased a new white paper on the topic, all of this sets the stage for an expanded role for web analytics and the availability of third-generation web analytics technologies that will push digital measurement to the forefront as a business intelligence tool.
Source: Web Analytics Demystified
Mediabistro Poll Results: The Crowd is Pessimistic About Newspaper Paywalls
A self-selected group of people who are interested in the future of newspapers are overwhelmingly pessimistic about paywalls. That is the conclusion from an unscientific poll by mediabistro.
The poll included 1,682 people and the responses indicated skepticism about the business benefits of charging for content with paywalls. The poll asked readers: "Do you think paywalls will save newspapers?"
65% : No, in fact it'll be the beginning of the end as readers flee to other free sources.
20% : No, it'll generate some revenue but won't make a meaningful difference.
12% : Yes, making readers pay will generate the revenue newspapers need to stay afloat.
While the authors admit the poll is unscientific, they also contend that "the fact that a self-selected group of people who are interested in the future of newspapers are overwhelmingly pessimistic about paywalls doesn't seem to bode well for the idea".
Source: mediabistro
CIRCULATION: MARKETING TO READERS
Tying it All Together: Opt-In, Verified Circulation, Sunday Select, Branded Editions and ABC
This past week the McClatchy Company announced that it will expand its Sunday Select pre-print advertising program to five additional markets early next year: Modesto, Calif.; Fort Worth, Texas; Wichita, Kan.; Lexington, Ky.; and Myrtle Beach, S.C. This is in addition to the four newspapers already distributing the opt-in Sunday insert program.
 Gannett has successful Sunday Select programs in more than a dozen markets and independent newspapers such as the Washington Post also offer insert advertisers a program to increase Sunday penetration without resorting to a TMC distribution product. The publication appeals to an advertiser, particularly an insert advertiser seeking to improve their Sunday reach in a particular geographic area, usually groupings of zip codes.
The value of the product and distribution is based upon an "opt-in" model that clearly places it a full notch above untargeted total market coverage distribution.
Non-paid or "verified" distribution is becoming an increasingly important part of the newspaper's product offering and overall business model to provide a minimum level of penetration that the local newspaper no longer supports with the daily newspaper.
A recent article on the pricing actions and the overall marketing strategy of the Dallas Morning News is a good example. After two years of aggressive pricing the impact on circulation has been substantial, but the newspaper also has had success with a relatively new product titled "Briefing" targeted to those zip codes most important to insert advertisers. The Chicago Tribune added home delivery of Red Eye in the downtown Chicago neighborhoods.
As newspapers incorporate the concept of the reader contributing a larger share of total revenues, circulation pricing is only an effective strategy if it is an element of a larger plan to continue that addresses the need to continue to deliver substantial audiences to advertisers.
ABC members asked for the foundational changes in qualification and reporting rules approved almost two years ago anticipating this shift in the newspaper circulation model. Later this month the ABC Board of Directors will approve new reporting formats to incorporate this model.
Read More ...
Sources: E&P, NAA
E-Replica Editions: A Niche Product to Build Readership
Readership and circulation of newspaper replica e-editions continue to grow. For numerous reasons, including interactive features that complement newspaper Web sites, these editions are retaining readers who are accustomed to print publications.
 A niche product, e-editions that duplicate the exact pages of a newspaper online are being used for a variety of purposes, ranging from reducing the cost of NIE expenses to providing subscribers an alternative when newspapers are no longer printed on certain days of the week.
Hybrid subscriptions of print and the replica e-edition were offered to readers when The Detroit News and Detroit Free Press changed from seven-day home delivery of their print publications to three-day (Thursday, Friday and Sunday) home delivery last April. Subscribers now receive the e-edition seven days of the week.
"While people were not thrilled to give up the print product, many were pleased with the replica e-edition and most readers have adapted to the new model," says Janet Hasson, senior vice president of audience development and strategy at the Detroit Media Partnership.
The replica e-edition garners an average of 25,000 visitors a day on non-home delivery days, with 7,000 visitors a day on the three home delivery days. She says between 1,000 to 2,000 new users sign up every week.
Hundreds of newspapers now report e-circulation, with the majority of them being replica e-editions. While most e-editions stem from the desire to cut newsprint and distribution costs, the move is also giving print readers -- including snowbirds and travelers -- an alternative when electronic delivery is more convenient.
Due in part to individual newspapers making the decisions to convert NIE programs to electronic delivery the electronic percentage of electronic paid circulation increased from 2.0 per cent to more than 4.2 per cent in that past year. This includes e-replica editions as well as paid content sites such as The Wall Street Journal which accounts for roughly a third of all paid electronic copies.
Read the complete article...
Source: NAA
Upstate Distribution Partnerships
The Times Union has begun to deliver The Daily and Sunday Gazette to subscribers in Albany and Rensselaer Counties in upstate New York.
The Gazette joins 15 other publications currently distributed by the Times Union's independent contractors on a regular basis. It follows the launch of home delivery of the USA Today in the Capital Region, which began on October 5th.
The transition in New York is an example of the transition to distribution partnerships that has accelerated in the last few years. Mark Vinciguerra, the Times Union's circulation director, said the delivery business now accounts for about five percent of overall revenue and is a growing profit stream.
"Let's face it, in the newspaper industry there aren't enough of those," Vinciguerra said. "We seem to have found a formula here."
Among newspapers larger than 25,000 circulation, 62% now deliver other titles. The number of newspapers delivered Monday- Friday among those who deliver other papers in addition to their own his risen since 2006 to an industrywide median of 3,500. That equates to an increase of 75% in the last two years.
The median number of titles delivered on Sunday rose from one to two signaling that local newspapers are partnering beyond the practice of delivering the most popular national titles that do not publish on Sundays. The dramatic gains in Sunday delivery among the smaller newspapers is based on those newspapers forming alliances with neighboring larger regional newspapers willing to outsource their most expensive distribution.
As the distribution partnership among newspapers becomes increasingly pervasive the industry is moving closer to the day when there is a single carrier traveling down each street.
Source: Times Union, NAA's Circulation Facts, Figures & Logic
Fully Exploring Reader Revenue Opportunities
The reader is increasingly expected to pay a larger share of profitably producing a daily newspaper, and the industry focus is on profitable circulation and circulation revenue growth.
 Newspapers are adopting different strategies to optimize circulation revenues and many are accepting of overall lower home delivery circulation and single copy sales. NAA has explored the issue in articles by popular economist Matt Lindsey of the Mather Consulting Group and documented many of the successful industry strategies including the move to higher single copy prices in the popular publication Proven Circulation Revenue Strategies.(free to NAA members)
In a special report Editor and Publisher looks at the spectrum of strategies such as the Dallas Morning News approach of marketing a premium product to optimize revenue and while providing readers a free alternative product, briefings to maintain sufficient household penetration for advertisers. The report also addresses the range of thinking on the best approach to executing a home delivery price increase including the tactic of price protecting subscribers with "E-Z Pay" offers, segmenting the market on a subscriber's propensity to pay a higher price, to asking rural subscribers to pay a rate that reflects higher delivery costs.
The foundational message is to have in place both a plan consisting of proven pricing tactics and also an overall company strategy to move the newspaper to a model less dependant on traditional advertising revenues and more reliant on the reader.
Source: E&P
An Opportunity to Recognize Achievement: 2010 Sales Executive of the Year Award
For most newspaper marketers this has been a tough year. Now is the time to think of those managers who rose to the challenges and managed to pull down significant achievements in terms of building audience, circulation or having a positive impact on the bottom line.
The Circulation Sales Executive of the Year Award is given to an employee of an NAA member newspaper who works in an audience development, circulation, or consumer-marketing department.
Two awards are presented, one from each of two circulation groups: less than 75,000 and 75,000 and above. An overall winner is also selected from all nominations received.
Circulation Federation members, publishers, and corporate newspaper executives may identify a qualified candidate and submit a nomination. Applicable job titles include, but are not limited to: audience development directors, circulation directors, circulation sales manager, single copy manager, retail sales manager, home delivery manager Newspaper In Education coordinator, and consumer marketing manager.
Submissions are separated into two circulation sizes and presented to the awards committee. The awards committee reviews each application and all accompanying material and selects the winning individual from each category.
Get details, nomination forms and a list of past recipients
The "Inside Edition" portion of the e-alert is compiled by Randy Bennett, randy.bennett@naa.org & John Murray, John.Murray@naa.org. who also manages the Circulation: Marketing to Readers blog. Please contact us with any questions or comments.
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INSIDE THIS EDITION:
How the TwitterTim.es Personalized News Sites Impacts Newspapers
Wall Street Journal to Add a New York Report
NAA IDEAS GALLERY: Springfield News-Leader Creates Performance Plus Program to Target Non-Traditional Advertisers
MediaNews to Launch Partial Pay Walls at Two Newspaper Sites
In Spite of Changes to its Business Model and Frequency, East Valley Tribune to Shut Down Dec. 31
UPCOMING WEBINARS:
NAA Special Series: Monetizing Digital Content - Microsoft
Morris Communications Lead Generation Program - A Pay Per Performance Model
Free Classifieds Reverse Recent Trends
The Value of Going Green
Local Digital Revenue Streams
How the TwitterTim.es Personalized News Sites Impacts Newspapers
Based on two key strengths of Twitter, the ability to spread news easily and to create a voting system, the TwitterTim.es personalized online news site was created. Content chosen for the site is selected from the content and links shared by your friends and the friends of your friends. Those articles with the most popularity are used to build your personalized "newspaper" which updates every 30 minutes.
 Maxim Grinev, the projects technical lead, said he no longer goes to traditional news sources to find out what's happening. He's confident, if it's important, it will appear in his Twitter timeline. He doesn't discount the value of traditional news source reporting, but relies on Twitter to help him select what to read.
Grinev says they are interested in exploring a similar idea but one that aggregates content from a single source, such as The New York Times, and ranks the content by popularity. So users interested in all the content links on that site could see them ranked by how their friends valued the content. Grinev says they are in talks with one major newspaper about exploring this opportunity.
In addition, the site plans to extend content aggregation from other sources including Facebook and Friendfeed and feature a second tab showing the ranking of news by global popularity. The first tab featured is personal news and the second would be global news, allowing it to compete directly with Tweetmeme.
While the site is focused first on building audience, there are plans to consider various partnership schemes and include advertising.
Source: Online Journalism Review
Wall Street Journal to Add a New York Report
The Wall Street Journal plans to create a New York edition covering traditional city desk beats like courthouses, City Hall and the state capital, in addition to their already expanded New York arts coverage. The new edition will require about a dozen new staffers, but the paper plans to expand from there according to a New York Times article citing anonymous sources. The Journal has also placed more emphasis on government and politics, added regular sports coverage and a quarterly magazine, WSJ.
These changes are part of Murdoch's plan to make the WSJ more of a general interest paper and a more direct competitor to The New York Times. The Journal is also launching their San Francisco Bay area edition this week.
The Journal will bandon its South Brunswick, N.J. printing plant, shifting production to the News Corporation presses of The New York Post which offers more color capabilities and automated insertion.
Source: New York Times
NAA IDEAS GALLERY: Springfield News-Leader Creates Performance Plus Program to Target Non-Traditional Advertisers
The News-Leader Media group wanted to provide advertiser-facing solutions for non-traditional advertisers who relied heavily on phone calls for their business. They created a "Performance Plus" program and tested it on their existing clients, complete with a tracking phone number from Call Source that allowed both the advertising reps and the clients to listen to customer calls, helping them partner to modify the advertising message accordingly and provide better customer service. The results were so positive they decided to open the program to non-existing clients by inviting local businesses to a breakfast where they would introduce them to the program. A free 3x5 advertorial was provided as an additional incentive to get them to attend.
 During the presentation the News-Leader Media group showed testimonials on how their solutions worked for their clients: how they helped a medial business generate $225k in potential sales and a home service business generate $60k in potential sales, and how they helped a service business generate 70 potential long term clients.
At the conclusion of the Performance Plus presentation 100 percent of the local businesses in attendance scheduled appointments with their reps to find out how the News-Leader Media group could help them generate the same results.
To read more about this IDEA or to search for others, go to NAA's IDEAS Gallery or click here. Access requires member registration which is your business email address as username and password.
Source: NAA IDEAS Gallery
MediaNews to Launch Partial Pay Walls at Two Newspaper Sites
Two MediaNews Group papers, The Enterprise-Record in Chico, Ca., and the York (Pa.) Daily Record, will start charging for some of their online content in the first quarter of 2010. The decision came after an April executive meeting and subsequent task force work on the feasibility of Internet changes, including pay walls.
Decisions about which content will be free and which will be paid have not been made. "In front of the wall, you want to remain competitive" said Howard Saltz, vice president of content development. "But we are not giving away our premium content for free."
These two papers serve as test markets before rolling out similar plans to other MediaNews properties such as The Denver Post and San Jose Mercury News over the next two years. Dean Singleton, MediaNews Group CEO and vice-chair, does not expect an all-pay model but instead expects each market to choose which content should require a fee. "It will not be a cookie-cutter approach" he said.
Source: Editor & Publisher
In Spite of Changes to its Business Model and Frequency, East Valley Tribune to Shut Down Dec. 31
Freedom Communications announced this week it will most likely be closing the East Valley Tribune in Mesa, Arizona on December 31, citing the recession and changes in the newspaper industry as reasons for the decision. Freedom, which is reorganizing under Chapter 11, had placed the paper for sale earlier this year but received no viable bids. 
The news comes after the Tribune made dramatic changes to their business model and their publishing frequency, cutting its Monday, Tuesday and Thursday editions in January, and it's Saturday edition in May and offering the remaining copies free to readers in their core area with a distribution model of 80 percent home delivery and 20 percent single copy.
The Tribune was featured in the NAA white paper "Reducing Frequency: A Strategic Framework" earlier this year. Other papers cited in the report include the Detroit Free Press and the Christian Science Monitor.
Two Tribune writers won a Pulitzer Prize earlier this year for investigative journalism. The Tribune employs 140 staff members.
Sources: East Valley Tribune, Editors Weblog, NAA
Special Series:
Monetizing Digital Content Vendor Update and Presentations
Tuesdays September 29 - November 10
2:00 p.m. - 3:30 p.m. EDT
In June 2009, industry leaders asked NAA to profile a variety of companies offering a "paid content" solution and communicate back to the industry the various models and capabilities of those companies. In July NAA distributed a "Request for Information" to a range of companies asking for details about their platforms and business. A full report was released summarizing the RFI responses and with links to documentation provided by each of the companies. Companies profiled in this report include those that have mapped out a specific solution for publishers as well as technology companies that have various tools and platforms that could be used to create a solution.
As a result of the report, NAA has created a Webinar series to showcase the findings, highlighting the technology solutions and providing an opportunity for NAA members to ask questions. The series of events will be held every Tuesday at 2 p.m. EDT from September 29 through November 10.
Final event in the series:
Part 6, Nov. 10: Microsoft
Microsoft does not have a turn-key system for newspapers but does have a suite of existing products, services and technologies to potentially build a digital content monetization platform.
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Morris Communications Lead Generation Program -
A Pay Per Performance
Wednesday, November 11, 2009
2:00 p.m. - 3:00 p.m. EDT
Looking for a new advertiser program that produces results and increases new business revenue? The Morris Communications Pay Per Action program could be just the answer for you. Launched in 2008, Morris identified three goals they wanted their new Pay Per Action program to achieve: deliver measurable results to advertisers with increased leads, make Morris print newspaper and online products more interactive, and connect buyers and sellers with the ability to offer advertisers a 24-hour distribution channel.
Morris reports that not only are their program goals being surpassed, they've also seen new business revenue increase. Seventy percent of the advertisers who joined the Pay per Lead program had never advertised with Morris in the past.
Attend this free webinar to hear directly from Morris Communications on how they created and implemented their Pay Per Performance program.
Speaker: Everton J. Weeks, Corporate Vice President of Advertising, Morris Communications
Moderator: Pili Linares, director, advertising, NAA
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Free Classifieds Reverse Recent Trends
Wednesday, November 18, 2009
2:00 p.m. - 3:00 p.m. EDT
Some newspaper executives believe that offering free classifieds - at least in some categories - can increase print circulation, online traffic, classifieds revenue or some combination of those positive results.
Learn about the Atlanta Journal-Constitution's program, how it has grown the newspaper's classifieds audience and how free classifieds might help your newspaper in this free webinar from NAA.
Speaker: Charlie Chance, director of digital advertising, Atlanta Journal-Constitution
Moderator: Beth Lawton, manager, digital media, NAA
This webinar is free to NAA members. Click here to register.
After registering you will receive a confirmation email containing information about joining the webinar.
The Value of Going Green
Thursday, November 19, 2009
2:00 p.m. - 3:00 p.m. EDT On Nov. 19, NAA will host a free webinar at 2 p.m. EST with Andrew S. Winston, best selling co-author of “Green to Gold” and “Green Recovery: Get Lean, Get Smart and Emerge from the Downturn on Top.” He has advised Boeing, Disney, DuPont, Microsoft, Procter & Gamble, Toyota and Wal-Mart. He will discuss how green business practices can be a source of cost savings, growth and innovation. The webinar is free to NAA members. Learn which five areas of the business will generate the most savings when green practices are put in place. Hear about 10 ideas for green innovation in tough times. Learn how greening your business will free up capital to invest in building a stronger, more resilient company. Speaker: Andrew S. Winston, founder of Winston Eco-Strategies, co-author of Green to Gold and author of Green Recovery.
Moderator: Lisa Rabasca, NAA managing editor, digital communications This event is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Local Digital Revenue Streams
Wednesday, December 2, 2009
2:00 p.m. - 3:00 p.m. EDT
Innovation and opportunity in the local market often benefits from the expertise and experience of partners who have developed tools, technology and business models across many markets. Here is a no-cost, time friendly opportunity to hear specific, quick-to-market opportunities to drive digital revenues in your market.
Each of four sponsoring companies will present an overview of their offering, describe the business opportunity from a newspaper digital media perspective and invite follow-up questions on and offline.
Speakers:
Victor Wong, CEO of PaperG, a technology company that automates local ad creation and sales management. Partners include Hearst Newspapers, The Boston Globe and Newsday.
Matt Coen, CEO of Second Street Media, a provider of online contesting, photo e-commerce and fulfillment, user-generated content communiteis and email marketing for newspapers. Products include myCapture, UPICKEM and eBlastEngine.
Moderator:
Kevin McCourt, vice president, advertising and exhibitor sales, NAA
This webinar is free to NAA members. Click here to register.
After registering you will receive a confirmation email containing information about joining the webinar.
--- The "Inside Edition" portion of the e-alert is compiled by Diane Hockenberry, diane.hockenberry@naa.org. "Circulation News" is compiled by John Murray, John.Murray@naa.org. Please contact us with any questions or comments.
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INSIDE THIS EDITION:
Politico's Creators Plan Local News Web Site
Poll: More Than Half of Readers Say They Won't Pay for Online Content
McClatchy to Expand ‘Sunday Select' Advertising Program
NAA's mediaXchange 2010 Call For Presentations DEADLINES Nov. 2
CIRCULATION NEWS:
NAA Report: Connecting with Readers on Facebook
ABC Releases Top 25 U.S. Daily Newspaper Print and Online Gainers
FAS-FAX Release Documents Reductions in ABC Paid Circulation and Increases In Total Newspaper Audience
Now Accepting Nominations: 2009 Merchandiser of the Year Awards
USPS Update: No Price Increases or Cuts in Delivery Service in 2010
UPCOMING WEBINARS:
NAA Special Series: Monetizing Digital Content - NewsNav
RESCHEDULED: Retail Newspaper Partnerships -- Three Perspectives
Morris Communications Lead Generation Program - A Pay Per Performance Model
Politico's Creators Plan Local News Web Site
Politico announced plans to create a large, Web-based local news organization for Washington D.C. and its suburbs. Jim Brady, former executive editor of washingtonpost.com, will be the new editor of the 50-person newsroom. The site will share content with two other Allbritton Communications properties, a local television station and an all-news local cable channel and will function as the Internet portal for all three properties.
Marcus W. Brauchli, executive editor of The Post, says the paper takes all competitors seriously, but "much of what they aspire to do, we already do, and do well," according to a New York Times article. The Post recently started a local home page on its Web site and launched a new section called Local Living.
Source: New York Times
Poll: More Than Half of Readers Say They Won't Pay for Online Content
Ipsos Mendesohn and PHD revealed new research saying 55.5 percent of survey respondents indicated tehy would be very or extremely unlikely to pay for online newspaper or magazine content. Only 16.5 percent agreed they are extremely, very or even somehwat likely to pay. Ipsos President Bob Shullman concluded "The message that came out is that you can charge, but you better have incredibly compelling and unique data."
Further findings indicated there was little crossover in print and online readership, with only 3.1 percent saying the read the print and online content of the same publication. However, online and print readers are younger and better educated than print-only readers.
Nearly 38 percent said if a title ceased publishing but remained online, they would seek out the online editon. The remainder were split between seeking a new print publication or do something else.
Source: Editor&Publisher
McClatchy to Expand ‘Sunday Select' Advertising Program
The McClatchy Company will expand its Sunday Select pre-print advertising program to five additional markets early next year: Modesto, Calif.; Fort Worth, Texas; Wichita, Kan.; Lexington, Ky.; and Myrtle Beach, S.C. This is announced before the initial four markets even launch the campaign which will start Nov. 15 in Sacramento, Kansas City, Tacoma, Wash., and Columbia, S.C.
The program matches national retailers with shoppers who request their advertising information. Pre-printed advertising is delivered to non-subscribers in targeted ZIP codes and the inserts are wrapped in a broadsheet editorial package called "Yes! Your Essential Shopper" and delivered only to households that request it.
Sunday Select was developed by the Gannett Co., Inc., in 2007 and will also be used by MediaNews Group and Tribune Co.
Source: McClatchy Company Press Release
NAA's mediaXchange 2010 Call for Presentations Deadlines NOV. 2
Are you a newspaper executive, vendor or affiliate and want to speak at the 2010 mediaXchange conference? If so, this year you have to submit a proposal through the "Call for Presentations" process before the November 2 deadline to be considered. This year the event combines the traditional marketing conference, NEXPO and Annual Convention events into one large industry conference.
Submissions received will also be reviewed for possible webinar programming throughout the year. To submit a proposal, go to https://mediaxchange.naa.org/call_for_presentations.cfm. Direct any questions or comments to Diane Hockenberry via e-mail at diane.hockenberry@naa.org or call 571-366-1034.
CIRCULATION NEWS:
ABC Releases Top 25 U.S. Daily Newspaper Print and Online Gainers
An ABC analysis of the just released September FAS-FAX report lists the 25 newspapers with the largest increases in print and online readership. The Audience FAX data is for based on past seven days in print/30 days online net combined audience for designated market areas. In each case the data is provided by Scarborough Research on behalf of the Audit Bureau of Circulations and is based upon the most recent data compared to the same period a year ago.
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As of 09/30/09 |
As of 09/30/08 |
% Change |
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TRIBUNE-REVIEW, PA |
804,035 |
707,933 |
13.58% |
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TRIBUNE & TIMES, TAMPA FL |
1,436,235 |
1,289,782 |
11.35% |
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HERALD-JOURNAL, SPARTENBURG,SC |
255,322 |
230,160 |
10.93% |
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SOUTH FLORIDA SUN-SENTINEL |
364,564 |
333,328 |
9.37% |
|
TRIBUNE , OAKLAND, CA |
646,697 |
596,864 |
8.35% |
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NEWS TRIBUNE, TACOMA WA |
603,672 |
559,280 |
7.94% |
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TIMES-PICAYUNE , NEW ORLEANS |
837,190 |
781,694 |
7.10% |
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NEWS & RECORD, GREENSBORO, NC |
426,687 |
401,002 |
6.41% |
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ROANOKETIMES |
433,063 |
407,403 |
6.30% |
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CONTRA COSTA TIMES, CA |
770,917 |
725,418 |
6.27% |
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PRESS-REGISTER, MOBILE AL |
450,344 |
424,351 |
6.13% |
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THE SALT LAKE TRIBUNE, UT |
666,377 |
628,183 |
6.08% |
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CHARLESTON GAZETTE,WV |
265,479 |
251,010 |
5.76% |
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ASBURY PARK PRESS,NJ |
853,809 |
810,481 |
5.35% |
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DENVER POST, CO |
1,538,914 |
1,465,036 |
5.04% |
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COURIER-JOURNAL, LOUISVILLE, KY |
841,600 |
802,945 |
4.81% |
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COMMERCIAL APPEAL , MEMPHIS, TN |
768,963 |
733,666 |
4.81% |
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TIMES LEADER WILKES-BARRE, PA |
195,455 |
186,487 |
4.81% |
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HOUSTON CHRONICLE, TX |
2,511,425 |
2,396,994 |
4.77% |
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EL NUEVO HERALD , MIAMI ,FL |
467,242 |
446,973 |
4.53% |
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BIRMINGHAM NEWS, AL |
790,180 |
756,331 |
4.48% |
|
DAILY MAIL, CHARLESTON WV |
244,845 |
234,380 |
4.46% |
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COLUMBUS DISPATCH, OHIO |
1,079,708 |
1,034,059 |
4.41% |
|
CHARLOTTE OBSERVER,NC |
1,076,811 |
1,031,344 |
4.41% |
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HERALD-DISPATCH,HUNTINGTON, WV |
167,863 |
161,038 |
4.24% |
NAA recently posted a report, Newspapers Growing Audience: Proven Success, that takes a closer look at the newspapers that made the top 25 in the last reporting period to identify the strategies and tactics that contributed to their success. Source: ABC
Source: ABC
FAS-FAX Release Documents Reductions in ABC Paid Circulation and Increases In Total Newspaper Audience
The combined impact of single copy prices increases, higher subscription rates, fewer promotions, and the decisions by individual publishers to reduce subscriptions sales and eliminate out of market copies was evident in the ABC FAS-FAX report released this week.
In an NAA analysis for the six-month period ending September 30, 2009, the average Mon-Fri circulation for the 679 newspapers reporting for comparable periods was 36,659,514, a decrease of 9.2 per cent compared to the same period a year ago. For Sunday, the average circulation for the 567 newspapers reporting for both periods was 40,840,695, a decrease of 7.5 per cent. For the same period a year ago 700 newspapers reported daily and 574 reported Sunday circulation. A narrower analysis of the numbers by ABC of 379 daily newspapers reporting comparable data for both periods put those dailies down 10.6 per cent. ABC reported a 7.5 per cent Sunday decline for the 562 included in that analysis.
The daily circulation decline was most substantial among the largest newspapers and the newspapers in the 100,000 to 249,999 category. The smallest newspapers, those under 25,000 circulation had a more modest daily decline of 7.5 per cent. Overall circulation was adversely impacted by substantial losses among some of the largest newspapers. Regional metropolitan newspapers in the 250,000 to 499,999 category reported the most substantial reductions in Sunday paid circulation while overall the newspapers with less than 50,000 circulation reported smaller declines.
Overall, the impact of the pricing decisions is having an overall impact on the bottom line . Editor and Publisher reported that in the 3rd quarter circulation revenue grew 6.7% at McClatchy, 11% at Media General, and 6.7% at The New York Times Co.
The ABC FAS-FAX included many newspapers reported gains in total audience and newspaper readership in the most recent report. Read more on the numbers
Sources: ABC, E&P, NAA
Now Accepting Nominations: 2009 Merchandiser of the Year Awards
Each year, The Newspaper Association of America honors retailers who have demonstrated a long-term cooperative effort to sell and market newspapers in their stores with "Merchandiser of the Year" awards - now known as the "The Tony Mineart Merchandiser of the Year Award"
The award honor retailers who have demonstrated a long-term cooperative effort to sell and market newspapers in their stores and who model the industry's cutting-edge approach to single-copy promotions.
Judges look for retailers who are open to ideas such as co-promotions, newspaper-specific promotions or, in general, the retailer who does the best overall and ongoing job of promoting newspapers in their stores. These awards are given annually to retailers from the following categories: convenience stores, grocery stores, drug stores, mass merchandisers and restaurants and other non-traditional retail outlets.
The NAA Circulation Federation Single Copy Committee reviews these nominations and selects the final winners. All nominations submitted by November 20th, 2009 will be included in the 2010 Tony Mineart Merchandiser of the Year Awards judging.
Download a form and submit your latest retail partnership for 2009 Merchandiser of the Year Awards. If you have not previously nominated a retailer for this award and would like to review a couple of examples check naa.org for the postings on previous winners.
Source: NAA
USPS Update: No Price Increases or Cuts in Delivery Service in 2010
Postmaster General Jack Potter stated in a letter to customer that the postal service will not increase prices for market dominant products in calendar year 2010. This covers market dominant products including First-Class Mail, Standard Mail, periodicals, and single-piece Parcel Post.
The Postmaster explained that while increasing prices might have generated revenue for the Postal Service in the short term, the long term effect could drive additional mail out of the system. But the USPS is considering price increases on priority and express products.
Meanwhile the Direct Marketing Association reported that Congress appears unlikely this year to approve the postmaster general's cost-cutting proposal to eliminate Saturday mail delivery. "There's no political will to do it right now," said Jerry Cerasale, DMA's senior VP of Government Affairs. The USPS finances dictate some type of service reductions in the future and it is likely it will be reconsidered once the USPS can present an acceptable plan to Congress.
Sources: USPS, DMA
NAA Report: Connecting with Readers on Facebook
Newspapers are following their audience onto the increasingly popular Facebook social network with the goal of extending the newspaper's brand reach and driving traffic back to the newspaper's Web site. Find out how the Charlotte Observer, the Knoxville News-Sentinel and The New York Times are using the social network to connect with readers and advertisers in this new Digital Edge article.
Source: NAA
UPCOMING WEBINARS:
Special Series:
Monetizing Digital Content Vendor Update and Presentations
Tuesdays September 29 - November 10
2:00 p.m. - 3:30 p.m. EDT
In June 2009, industry leaders asked NAA to profile a variety of companies offering a "paid content" solution and communicate back to the industry the various models and capabilities of those companies. In July NAA distributed a "Request for Information" to a range of companies asking for details about their platforms and business. A full report was released summarizing the RFI responses and with links to documentation provided by each of the companies. Companies profiled in this report include those that have mapped out a specific solution for publishers as well as technology companies that have various tools and platforms that could be used to create a solution.
As a result of the report, NAA has created a Webinar series to showcase the findings, highlighting the technology solutions and providing an opportunity for NAA members to ask questions. The series of events will be held every Tuesday at 2 p.m. EDT from September 29 through November 10.
Next events in the series:
Part 5, Nov. 3: IBM
IBM proposes a solution based on their Networked Interactive Content Access (NICA) system paired with a customized e-commerce portal. The portal would provide the shopping and buying process along with the support for customer profiles and user authentication.
Part 6, Nov. 10: Yahoo! and Microsoft
Microsoft does not have a turn-key system for newspapers but does have a suite of existing products, services and technologies to potentially build a digital content monetization platform. Yahoo! details to come.
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Retail Newspaper Partnerships -- Three Perspectives
(Retailers, Newspapers and Agencies)
RESCHEDULED: Wednesday, November 4, 2009
2:00 p.m. - 3:00 p.m. EDT
Newspaper, advertising agency and retail industry expert, Maryann Kiley of MediaVest discusses Retail and Newspapers, a 360° view. This comprehensive presentation will afford newspaper industry executives an opportunity to hear first hand the retailer/newspaper partnership from three perspectives: the retailer, the advertising agency, and the newspaper.
From the retailer's view, discussions will focus on (but are not limited to) how shopping habits are changing and the expectations of advertising driving store traffic. In addition, concerns about circulation declines and understanding the migration to newspaper Web sites will be discussed.
From the advertising agencies' perspective, discussions will entail circulation moving to audience accountability, digital migration and how to educate the retailer on the changes in the industry. Metrics such as RAM to determine campaign success will also be mentioned.
From the newspapers' point of view, discussions will entail how the industry has traditionally been good partners and what the industry could do to better assist retailers and agencies as we navigate through challenging times.
Speaker: Maryann Kiley, activation director, Mediavest
Moderator: Sheryl Oliver, national advertising director, NAA
The webinar is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Morris Communications Lead Generation Program -
A Pay Per Performance
Wednesday, November 11, 2009
2:00 p.m. - 3:00 p.m. EDT
Looking for a new advertiser program that produces results and increases new business revenue? The Morris Communications Pay Per Action program could be just the answer for you. Launched in 2008, Morris identified three goals they wanted their new Pay Per Action program to achieve: deliver measurable results to advertisers with increased leads, make Morris print newspaper and online products more interactive, and connect buyers and sellers with the ability to offer advertisers a 24-hour distribution channel.
Morris reports that not only are their program goals being surpassed, they've also seen new business revenue increase. Seventy percent of the advertisers who joined the Pay per Lead program had never advertised with Morris in the past.
Attend this free webinar to hear directly from Morris Communications on how they created and implemented their Pay Per Performance program.
Speaker: Everton J. Weeks, Corporate Vice President of Advertising, Morris Communications
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
--- The "Inside Edition" portion of the e-alert is compiled by Diane Hockenberry, diane.hockenberry@naa.org. "Circulation News" is compiled by John Murray, John.Murray@naa.org. Please contact us with any questions or comments.
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INSIDE THIS EDITION:
Condé Nast Experiment: The iPhone App Store as Virtual Newsstand
Newspaper Web Sites Attract 74 Million Visitors in Third Quarter as Industry Grows Audience Across Multiple Platforms
NAA IDEAS Gallery: How the Poughkeepsie Journal Retains Auto Advertisers
NNA Survey Touts Community Newspaper Readership at 81 Percent
Dow Jones to Launch 'Professional Edition' of Wall Street Journal
NAA's mediaXchange 2010 Call For Presentations DEADLINES Nov. 2
CIRCULATION NEWS:
Star Tribune's Early Sunday Package Replaces Saturday Edition
Consumers Use Newspaper Preprints and Coupons
NAA has Kicked Off the Annual Newspaper Carrier of the Year Program
NAA's Newest Ad Focused on Thanksgiving Value Story
UPCOMING WEBINARS:
NAA Special Series: Monetizing Digital Content - NewsNav
RESCHEDULED: Retail Newspaper Partnerships -- Three Perspectives
Morris Communications Lead Generation Program - A Pay Per Performance Model
Condé Nast's Experiment: The iPhone App Store As Virtual Newsstand
Condé Nast hopes to reproduce the circulation and ad dollars it gets from print magazines into their digital business by selling an app version of their December GQ "Man of the Year" issue, including the ads and articles, the company told paidContent. The  Audit Bureau of Circulations confirms the e-readers version qualifies for the mags rate base, meaning downloading the issue for $2.99 will count the same as buying a $4.99 copy from the newsstand.
The GQ app - which will include audio, video and an e-commerce function - is due to appear in the Apple's App Store Nov. 18, the same day the issue hits newsstands. Nast's Digital President Sarah Chubb says that in addition to offering the ability to do print upsells and subscriptions through the iPhone and iPod Touch, Apple makes an ideal partner because they "allow publishers to maintain control of its customers' data, which is very important to us, and it's not something everybody does." Chubb is referring to Amazon's Kindle which does not offer advertising and has a lopsided subscription revenue sharing regime.
What's particularly interesting about the app is that when viewed horizontally it appears very similar to the look of the magazine. A built-in browser allows the user to flip over a photo to identify a designer or marketer and click a button to purchase an item shown. "It's a perfect way of marrying the best experiences of digital and print" said Chubb. "We're currently exploring four other ways of digitally distributing our content.
Source: paidContent
Newspaper Web Sites Attract 74 Million Visitors in Third Quarter as Industry Grows Audience Across Multiple Platforms
Newspaper Web sites attracted more than 74 million monthly unique visitors on average in the third quarter of 2009, more than one-third (38 percent) of all Internet users, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America. Newspaper Web site visitors generated more than 3.5 billion page views during the quarter, spending 2.7 billion minutes browsing the sites over more than 596 million total sessions.
These figures come as additional research indicates consumers also find substantial value in newspaper print products, with newspaper companies able to command higher newsstand and home-delivery prices for print editions. NAA's recently released 2009 Circulation, Facts, Figures and Logic report* shows higher levels of subscribers retaining subscriptions, with subscriber "churn" falling dramatically to 31.8 percent in 2008, compared with 54.5 percent in 2000. In addition, 32 percent of newspapers priced their daily edition at 75 cents at the end of 2008 (vs. just 2 percent in 2006), while the average seven-day, home-delivery weekday rate rose 8.6 percent at the same time newspapers are increasing retention.
Source: NAA
How the Poughkeepsie Journal Retains Auto Advertisers
Two auto dealerships owned by the same family decreased their collective newspaper print advertising year-over-year, prompting the paper's Creative Marketing Team to develop a winning strategy to retain their revenue. The team conducted a needs  assessment meeting with the advertisers, asking about their customer base, the market landscape and their desired results from an ad campaign. Next, the team developed a presentation profiling the area's typical car buyer, the auto dealers' typical customer base and the newspaper's car buyer audience, highlighting the similarities and opportunities that lie in the crossover of these audiences.
The strategy resulted in showing the dealers they could reach 74 percent of the adults in their market who intend to purchase a vehicle up to three times a week with the multi-week, multi-platform, multi-product affordable solution they offered. The contract was signed and the dealer increased their ad spending by 60 percent year-over-year.
This idea was a NAA Media Innovation 2009 Award winner. To view the Journal's sales presentation and the full summary of this IDEA, click here or go to http://ideas.naa.org/. NAA member registration is required to view the IDEA by entering your business email address as your user name and password.
Source: NAA IDEAS Gallery
NNA Survey Touts Community Newspaper Readership at 81 Percent
Eighty-one percent of 500 respondents to a National Newspaper Association survey said they read a local weekly paper each week, 73 percent read "most or all of it" and those readers spend an average of 40 minutes with the paper. The survey was co-sponsored by the Reynolds Journalism Institute at the Missouri School of Journalism.
Other findings include:
- Readers, on average, share their paper with 2.36 additional readers.
- Three-quarters of readers read local news "often to very often" in their community newspaper, while 53 percent say they never read local news online (only 12 percent say they read local news often to very often online).
- Forty-seven percent say there are days they read the newspaper as much for the ads as for the news.
- Nearly 40 percent keep their community newspaper more than a week.
Source: NNA and Editor&Publisher
Dow Jones to Launch 'Professional Edition' of Wall Street Journal
Dow Jones & Co. is launching an online venture that combines the Dow Jones's business-to-business news service and databases with The Wall Street Journal's Web site. The projected audience is individuals and busineses that need more specialized information about energy and corporate bonds than is availabel on WSJ.com. The new Wall Street Journal Professional Edition costs $49 per month and allows users to establish custome feeds of news, information and alerts for the markets and sectors they care the most about.
Source: WSJ.com
NAA's mediaXchange 2010 Call for Presentations Deadlines NOV. 2
Are you a newspaper executive, vendor or affiliate and want to speak at the 2010 mediaXchange conference? If so, this year you have to submit a proposal through the "Call for Presentations" process before the November 2 deadline to be considered. This year the event combines the traditional marketing conference, NEXPO and Annual Convention events into one large industry conference.
Submissions received will also be reviewed for possible webinar programming throughout the year. To submit a proposal, go to https://mediaxchange.naa.org/call_for_presentations.cfm. Direct any questions or comments to Diane Hockenberry via e-mail at https://mediaxchange.naa.org/%20diane.hockenberry@naa.org or call 571-366-1034.
CIRCULATION NEWS:
Star Tribune’s Early Sunday Package Replaces Saturday Edition
Beginning this Saturday October 24th single copy buyers will be able to purchase most of the Sunday package in a combined edition that replaces the Saturday single copy edition and the Sunday bulldog edition.
It will be a Sunday newspaper sold at the Saturday rate with combined content including the complete Sunday insert package. The new edition will not include all of the Sunday content such as some of the feature sections.
In the short term the change will reduce single copy revenue because the buyer will be getting the Sunday bulldog, which was priced at $1.75, at the Saturday rate of 50 cents in the Twin Cities area and 75 cents outside of the primary market. For ABC purposes the sales will all be reported as Sunday single copy. The changes do not impact home delivery.
The initial reaction from the Sunday advertisers has been very positive and supportive of the move.
The change is similar to how Saturdays are marketed at the Albany Times Union, Hartford Courant, and Miami Herald. In Albany, which has had the program in place for more than three years, the Sunday package sold on Saturday is sold for $1.00 and the Sunday edition is sold for $2.00.
Star Tribune spokesman Ben Taylor was quoted in the local business journal stating while it will reduce single copy revenue the newspaper will benefit from reduced production costs and increased advertising revenue.
"It's really a win-win for everyone," Taylor said. "Readers get a better product, advertisers get more distribution, and we get better business efficiencies."
Sources: NAA, Bizjournals.com
Consumers Use Newspaper Preprints and Coupons
The majority of shoppers redeem paper, not digital, coupons, reports Stephanie Rosenbloom in this recent New York Times article.
It is likely that most of those paper coupons are found inside newspapers either as run-of-paper ads or weekly inserts. And, according to the latest data from a MORI Research survey of more than 3,000 adults, newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions.
Brent Stahl, vice president at MORI Research, presented an overview of the How American Shops and Spends research during a recent NAA webinar.
More than half of adults (59 percent) reported that newspapers were the media they used in the past seven days for shopping, according to the MORI data. Even for 18-to-34-year-olds, 47 percent reported using the newspaper in the past seven days for shopping, Stahl said. The reliance on newspapers for shopping surges when consumers reach their mid-30s and they start dealing with children, households and larger budgets, he said.
Even for online shoppers, newspaper advertising factors into the buying decision. Almost half of online shoppers followed up on print advertising, according to the MORI data. "The Internet often is an intermediate stage in a multi-stage process," Stahl said.
If you missed the webinar, you can listen to an archived copy and download the presentation and How American Shops and Spends report here.
Source: NAA's Presstime blog, New York Times
NAA has Kicked Off the Annual Newspaper Carrier of the Year Program
The NAA Carrier of the Year Awards program has a rich tradition of enhancing the value of local carrier recognition programs. This annual competition identifies newspaper carriers with outstanding achievement at the local, regional and national levels. Three age groups are recognized: youth (up to age 18), adult (age 19-54) and senior (age 55 and older). All newspaper carriers with at least one year of service are encouraged to enter. Carriers are judged based on a number of criteria, including route management, personal/scholastic/community service, and letters of recommendation.
Entrants, who must be affiliated with an NAA member newspaper, submit an entry form, including a letter of recommendation from their newspaper and supporting materials. Many include endorsements from subscribers on the route. Entrants are judged on this form, which includes questions relating to route management and scholastic achievement/community service, as well as miscellaneous other personal information such as other awards and recognition received. One finalist in each age group at each newspaper is chosen to be forwarded to the appropriate sectional organization, which in turn selects and forwards a finalist in each category to NAA for final judging by a panel of industry leaders. Click here to download the entry form.
Source: NAA
NAA's Newest Ad Focused on Thanksgiving Value Story
The Thanksgiving Day value story is an icon for what newspapers provide advertisers each day and speaks to why consumers buy and read newspapers.
NAA has released its latest ad that focuses on reader engagement and the essential role of the newspaper in attracting shoppers. The ad features the latest research and findings such as 82 percent of consumers use newspaper inserts when shopping and 67 percent clip and use coupons.
The ads are easily downloadable and ready to run for the holiday shopping season. Thanksgiving Day has become one of the biggest single copy days of the year (see related story) even with a growing number of newspapers charging a premium for that day's edition. Now is the ideal time to promote the package of the value of the newspapers to both readers and advertisers.
Source: NAA
UPCOMING WEBINARS:
Special Series:
Monetizing Digital Content Vendor Update and Presentations
Tuesdays September 29 - November 10
2:00 p.m. - 3:30 p.m. EDT
In June 2009, industry leaders asked NAA to profile a variety of companies offering a "paid content" solution and communicate back to the industry the various models and capabilities of those companies. In July NAA distributed a "Request for Information" to a range of companies asking for details about their platforms and business. A full report was released summarizing the RFI responses and with links to documentation provided by each of the companies. Companies profiled in this report include those that have mapped out a specific solution for publishers as well as technology companies that have various tools and platforms that could be used to create a solution.
As a result of the report, NAA has created a Webinar series to showcase the findings, highlighting the technology solutions and providing an opportunity for NAA members to ask questions. The series of events will be held every Tuesday at 2 p.m. EDT from September 29 through November 10.
Next events in the series:
Part 4, Oct. 27: NewsNav
The NewsNav system organizes content into "thematic brand channels" or "News Pods". Newspapers can market the Pods to subscribers and advertisers. Every newspaper controls its own rate card for subscriptions and ads. The system supports multiple payment models.
Part 5, Nov. 3: IBM
IBM proposes a solution based on their Networked Interactive Content Access (NICA) system paired with a customized e-commerce portal. The portal would provide the shopping and buying process along with the support for customer profiles and user authentication.
Part 6, Nov. 10: Yahoo! and Microsoft
Microsoft does not have a turn-key system for newspapers but does have a suite of existing products, services and technologies to potentially build a digital content monetization platform. Yahoo! details to come.
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Retail Newspaper Partnerships -- Three Perspectives
(Retailers, Newspapers and Agencies)
RESCHEDULED: Wednesday, November 4, 2009
2:00 p.m. - 3:00 p.m. EDT
Newspaper, advertising agency and retail industry expert, Maryann Kiley of MediaVest discusses Retail and Newspapers, a 360° view. This comprehensive presentation will afford newspaper industry executives an opportunity to hear first hand the retailer/newspaper partnership from three perspectives: the retailer, the advertising agency, and the newspaper.
From the retailer's view, discussions will focus on (but are not limited to) how shopping habits are changing and the expectations of advertising driving store traffic. In addition, concerns about circulation declines and understanding the migration to newspaper Web sites will be discussed.
From the advertising agencies' perspective, discussions will entail circulation moving to audience accountability, digital migration and how to educate the retailer on the changes in the industry. Metrics such as RAM to determine campaign success will also be mentioned.
From the newspapers' point of view, discussions will entail how the industry has traditionally been good partners and what the industry could do to better assist retailers and agencies as we navigate through challenging times.
Speaker: Maryann Kiley, activation director, Mediavest
Moderator: Sheryl Oliver, national advertising director, NAA
The webinar is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
Morris Communications Lead Generation Program -
A Pay Per Performance
Wednesday, November 11, 2009
2:00 p.m. - 3:00 p.m. EDT
Looking for a new advertiser program that produces results and increases new business revenue? The Morris Communications Pay Per Action program could be just the answer for you. Launched in 2008, Morris identified three goals they wanted their new Pay Per Action program to achieve: deliver measurable results to advertisers with increased leads, make Morris print newspaper and online products more interactive, and connect buyers and sellers with the ability to offer advertisers a 24-hour distribution channel.
Morris reports that not only are their program goals being surpassed, they've also seen new business revenue increase. Seventy percent of the advertisers who joined the Pay per Lead program had never advertised with Morris in the past.
Attend this free webinar to hear directly from Morris Communications on how they created and implemented their Pay Per Performance program.
Speaker: Everton J. Weeks, Corporate Vice President of Advertising, Morris Communications
This webinar series is free to NAA members. Click here to register!
After registering you will receive a confirmation email containing information about joining the webinar.
--- The "Inside Edition" portion of the e-alert is compiled by Diane Hockenberry, diane.hockenberry@naa.org. "Circulation News" is compiled by John Murray, John.Murray@naa.org. Please contact us with any questions or comments.
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