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| NAA mediaXchange is the largest annual gathering of industry executives in North America, offering unprecedented networking opportunities that combine an exchange of information and ideas with programming designed to generate results. The conference is designed to provide valuable ideas and insights to help newspaper professionals grow audience and revenue for their print and digital products. Sessions highlight leading-edge thinking about media strategies, successes in product and revenue development, new ideas and innovation inside and outside the industry, and tactics and techniques to employ in print and digital. |
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By Brooke Auxier
The relationship between advertisers and publishers, and changes in technology, were among the main topics at this Newspaper Association of America panel.
Though a disconnect exists between advertisers and newspapers, panelists agreed that the two had worked hand-in-hand in the past, placing fault on current advertising models.
“If you were in the newspaper business, you were in the advertising business . . .,” said Michael Wolff, founder of Newser, an online news curator. “It worked for a long time.”
“Advertising is a piece of content, and if you don’t treat it like that, and understand like that, that becomes a problem,” he added.
Expressing optimism about the future, David Westin of NewsRight suggested that the newspaper industry hasn’t exhausted its options in terms of advertising. “The overall appetite for news in this country is growing, not diminishing,” he said.
On its website, NewsRight bills itself as offering “a range of services to bridge the gap between journalists who invest in original news reporting and businesses whose products and services are fueled by news content and news analytics.”
While panelists agreed that interest in news content has varied little, they said ways in which the content is consumed has changed dramatically.
Technologies and tools that are actively changing the industry include tablets, social media platforms, aggregation systems and a general push toward digital innovation.
“I think Facebook is now completely transforming the way people think about news and think about publishing, and the way people think about the Web,” Wolff said.
Others believe that traditional publishing will soon become secondary. Josh Quittner, editorial director of Flipboard, a social news application, believes that publishers must shift their focus from paper to digital.
In the future, he said, “it’s hard for me to believe that paper will be the dominant thought for a publisher.”
Panelists were collectively uncertain about the future for newspapers and journalism industry, but they agreed that digital media is here to stay and that publishers should take note.
“The best hires you can make over the next three years are engineers, developers and technologists,” said Betsy Morgan, president of The Blaze, news and opinion website. Moderating the panel was Emily Bell, a professor of Professional Practice and director of the Tow Center for Digital Journalism at Columbia Journalism School.
Brooke Auxier is a student at the University of Maryland. She is one of several local university journalism students reporting live from NAA mediaXchange 2012.
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By Robert Baird
Last week, a family-run nursery in Wichita, Kan., made $22,000 in sales over just five days, and it has the local newspaper to thank.
Sales executives from across the country heard this and other revenue success stories on the first day of NAA's mediaXchange conference. A panel of newspaper sales vice presidents experimenting with new digital revenue streams explained what has worked for them.
Marty Carry, vice president of advertising for The Wichita Eagle, said his newspaper helped the "Plant Kingdom" nursery attain those impressive sales figures with the help of dealsaver®, whose website says it features daily deals, coupons and discounts.
Carry said a program that started with a promotion for a local yogurt shop has grown into a sizable and reliable revenue stream for the Kansas daily.
"I love dealsaver® . . . it's the single most powerful program that proves the power of print and online when utilized together," he said.
Tony Bernados, corporate vice president of digital media sales at Morris Communications, said small to medium businesses are time poor. It's important, he noted, to devise a strategy that works for them and to be flexible.
"My advice is define what success will look like for you early on, and be nimble," he said.
Robert Baird is a student at the University of Maryland. He is one of several local university journalism students reporting live from NAA mediaXchange 2012 in Washington, D.C.
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By Sarah Hogue
An economist and marketing analysts from newspapers across the country discussed methods they studied and used for increasing consumer revenue via print and online incentives.
Mick Cohen of the San Francisco Chronicle, Matt Lindsay of Mather Economics, Hugh McGarry of the Milwaukee Journal Sentinel and Suzanna Frank of Lee Enterprises Inc., presented their experiments in pricing and metering print and online content.
Frank studied online and print revenue at several Lee properties in Montana. One of the most effective methods she cited was giving print subscribers a reduced rate for online viewing. Another was to limit the amount of free content provided daily to "unique," not subscribing viewers.
To do this, she said, "meters," online counters, notified system users when their access to free articles remaining was near zero. Frank said that although the meter was in place, it had no impact on unique visitors.
Amid his joking about the Green Bay Packers and their effect on readership, McGarry emphasized that the Journal Sentinel benefited greatly from bundling all its content for one price.
"JS Everywhere" is a branded package that includes the print edition, online content, an iPad app and other features including a Kindle edition. McGarry said he noticed that people would readily pay extra for greater content. For papers considering bundling, he recommended having mobile apps ready for download at launch time and making registration easy.
Cohen's package at the Chronicle was very similar to the Journal Sentinel edition. But the Chronicle, at the advice of readers, added content that made the applications and Kindle editions seem more like a print newspaper. Comics, puzzles, breaking news, live traffic and blogs were part of the Chronicle's digital content and brought in 1 percent of total revenue.
Lindsay, who spoke last, affirmed what the others said. An economist, he said papers he worked with found success when they added online content for a higher price. He emphasized that such pricing gives customers an idea of the value and accessibility of content.
Referring to Frank's comments about metering, Lindsay added that 93 percent of people won't know about the metering option unless told beforehand. That isn't a deterrent, however, he said, because most people look at fewer than the threshold number of free stories posted.
Sarah Hogue is a student at the University of Maryland. She is one of several local university journalism students reporting live from NAA mediaXchange 2012 in Washington, D.C.
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URGENT MESSAGE: Please make note of some important changes to the conference schedule.
President Barack Obama is confirmed to speak at The Associated Press Annual Luncheon at noon Tuesday, April 3. Security considerations require alterations to the program, and to arrangements for access to the different areas of the hotel for sessions, exhibits and related functions. We encourage you to allow plenty of time on Tuesday morning to navigate the conference area, and to prepare for security clearance by observing the guidelines that follow.
Please read these guidelines carefully - regardless of whether you have tickets for the luncheon - as some of the changes will affect everyone.
Updated April 1, 2012
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NAA MEDIAXCHANGE UPDATE: Gov. Mitt Romney will speak at the NAA/ASNE Annual Luncheon on April 4. For more information on NAA mediaXchange and the full conference program, visit mediaXchange.naa.org. Updated March 27, 2012 NAA MEDIAXCHANGE UPDATE: President Barack Obama and International Monetary Fund Managing Director Christine Lagarde are the scheduled speakers at the annual meeting of The Associated Press on April 3 during NAA mediaXchange 2012. Obama is slated to talk at AP's luncheon, while Lagarde is appearing at the morning portion of AP's meeting. Updated March 21, 2012
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Booth Packages ready for April 2 Exhibit opening From April 2-5, 2012 the North America newspaper industry will gather in Washington DC for NAA mediaXchange, along with the American Society of News Editors and the AP Annual Luncheon and Meeting. There are several exhibit and sponship opportunies still available - and our "inclusive" packages make it easy to have a professional appearance. Details and floormap online. Contact Kevin.McCourt@NAA.org . Updated March 25, 2012
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Hotel Information At this time, the NAA hotel block is closed at the Marriott Wardman Park, and the Marriott reports several nights that the full hotel is sold. See options on the Housing and Travel information page. Updated March 25, 2012
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Do you offer products, services or partnerships to the newspaper media industry? Be a part of the industry’s annual event! From April 2-5, 2012 the North America newspaper industry will gather in Washington DC for NAA mediaXchange, along with the American Society of News Editors and the AP Annual Luncheon and Meeting. There are several exhibit and sponship opportunies still available - and our "inclusive" packages make it easy to have a professional appearance. Contact Kevin.McCourt@NAA.org . Updated March 9, 2012
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Hotel Discount about to expire. If you are planning to attend NAA mediaXchange 2012, you will want to stay in the conference hotel, the Marriott Wardman Park, Washington DC. NAA has a limited number of rooms still available at the conference rate of $219, for registered attendees only. If you have already registered and not booked your room, do so now, using the link and passcode in your registration confirmation. If you are planning to attend and have not registered, please register now - your confirmation will be emailed immediately, and includes the link and passcode you will need to reserve a room.
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Conference Details Available The NAA mediaXchange 2012 Preview was published this week with our Media Sponsor, Editor & Publisher magazine. See the program, speakers and social events, review the profiles of the exhibitors and sponsor who support the conference. Updated March 9, 2012
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Media thought leaders to provoke and inspire attendees. This
year’s MediaXchange general sessions will feature prominent thought leaders
inside and outside the industry sharing perspectives on innovation, business
transformation, leveraging digital platforms and the future of the journalism
business. These sessions promise to be inspiring, provoking and deeply
insightful.
In
addition to presidential candidates, this year’s general session speakers
include:
- Bob Carrigan, CEO, IDG Communications, the world's
leading technology media, events and research company
- David Perpich, vice president of product management,
The New York Times
- Betsy Morgan, former CEO of Huffington Post and current
president of Glenn Beck’s The Blaze
- Rob King, SVP/Editorial, Digital and Print Media, ESPN
- Vijay Ravindran, SVP and chief digital officer, The
Washington Post Co.
- Michael Wolff, author, columnist and founder of news
curator Newser.
- Josh Quittner, former editor-at-large at Time Inc. and
current editorial director of Flipboard
- Emily Bell, former director of digital content for
Guardian News & Media and current director of the Tow Center for
Digital Journalism at Columbia’s Graduate School of Journalism
- David Westin, former head of ABC News and current CEO
of Newsright
Don’t miss this great opportunity to learn from
and engage with these industry trailblazers. Visit the conference website today and register. Updated February 22, 2012
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mediaXchange 2012 - be sure you are a part of the newspaper industry's annual conference and exhibition. The lineup boasts:
- Four General Sessions with speakers of national repute and content to impact your bottom line,
- Seventeen breakout sessions with success stories and innovations from around the country,
- Over 95 confirmed speakers with more coming each week,
- The AP Annual Luncheon – President Obama invited,
- The NAA Annual Luncheon – Presidential Candidate expected,
- Three receptions in The eXchange
- The eXchange - Seventy exhibitors and sponsors with products and solutions for the newspaper media industry, two full days at The eXchange and the new eXtreme eXchange networking event. See all the details at mediaXchange.naa.org or just register now at http://mediaxchange.naa.org/registration.cfm
Updated February 17, 2012
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Network! New for NAA mediaXchange 2012, the Network is humming with activity. The network and scheduling tool for the exclusive use of executives registered for the annual conference is the hub for everything mediaXchange. - Connect with over 700 of your colleagues who have already registered for the conference. Make plans to meet with long time friends and new connections with similar interests.
- Request scheduled appointments with the representatives of over 40 hosted advertising companies.
- Browse the offerings of more than 60 industry partners supporting mediaXchange as exhibitors and sponsors, and make appointments to meet with them.
- Browse sessions and see the speakers' profiles
- Flag companies, profiles and sessions with the "like" function, download appointments to your Outlook or other calendar
And with the mobile version of Network, mediaXchange is at your fingertips before -- and during -- the event on your mobile phone or tablet. If you have not already registered for NAA mediaXchange 2012, register today and start networking tomorrow! Updated February 9, 2012
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Navigating the Changing News Ecosystem The way news is created, packaged, delivered and consumed has undergone dramatic transformation. New media players are leveraging aggregation tools, social media platforms and mobile technologies to engage news consumers in new ways. What is newspapers’ role in this new ecosystem and how do they support their investment in original content creation? This panel will offer perspectives from senior executives from Newspapers, NewsRight, Flipboard, Newser and Huffington Post/The Blaze. Betsy Morgan Michael Wolff David Westin Updated January 31, 2012
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Engaging Customers With New
Products and Experiences
As consumer and advertiser media behaviors
continue to shift, newspapers need to be prepared to serve their needs in new
ways on new platforms. This session will focus on how newspapers are innovating
to maximize digital platforms and more deeply engage traditional and new
customers. One of the many program sessions confirmed. Updated January 26, 2012
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