Digital engagement creates economic returns 4/7/15

By Matt Lindsay, president, Mather Economics (special to the SNPA eBulletin)

In today's publishing environment, it is possible to see precisely what content leads to the most engagement, meaning how many readers are consuming content and for how long, and we can use these insights to manage the business.

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Raise prices where and when you can 3/24/15

By Matt Lindsay, president, Mather Economics (special to the SNPA eBulletin)

Publishers, particularly of newspapers, face an advertising market that is changing daily. Programmatic buying and selling of advertising inventory is adding new sales channels that require new business practices and analytics. Similarly, changing advertising practices are placing more emphasis on targeting and audience metrics. This article introduces the pricing strategies and tactics that publishers can use to maximize the revenue they receive for their advertising inventory.

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Three traits of the very best sales people 3/24/15

By Sammy Papert

At virtually every AdSeller training session that he conducts, Sammy Papert shares the qualities or personality traits he believes make the very best sales people in the galaxy. There are THREE ... in order. Think about it before reading this column and let him know if you agree, disagree or if this lineup can be improved.

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BIA/Kelsey: Franchise SMBs to spend nearly half of annual ad budget on digital 3/10/15

Franchises are upping their spending on advertising and promotion and allocating a growing share of their ad budgets to digital media, according to a new report from BIA/Kelsey titled, "Franchise SMBs -- Advertising & Marketing Trends." The report is based on data from BIA/Kelsey's Local Commerce Monitor, an ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs).

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The State of Media Sales: Initial findings released 2/24/15

By Cindy Durham, assistant executive director, SNPA

Sixty-six percent of media sales managers and executive managers surveyed for the 6th annual State of Media Sales survey did not make their goals in 2014, C. Lee Smith said Monday at the Key Executives Mega-Conference in Atlanta. Smith, president and CEO of Sales Development Services and publisher of Media Sales Today, which conducts the annual survey, announced the first 10 survey findings at the Mega-Conference.

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Mobile usage in car shopping grows significantly -- again 1/27/15

The use of multiple devices to shop for vehicles nearly doubled in two years, according to a 2015 AutoTrader.com study.

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Goss works with Innotech to give The New York Times new supersize capabilities 1/6/15

Goss International has completed a press enhancement project with Innotech involving the installation of full-color panorama gatefold capabilities for The New York Times. The new formats allow the publisher to offer advertisers innovative placement opportunities to create maximum impact. Read more from Goss International.

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Top Revenue and Audience-Growth Ideas 12/16/14

For just $35, receive a 23-page PDF highlighting Top Revenue and Audience-Growth Ideas shared by SNPA members.

As a bonus, the last page of the report includes a link to a PDF version of a PowerPoint presentation on this same topic at the 2014 News Industry Summit, led by SNPA President Charles Hill Morris and Steve Gray.

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Why quizzes are an opportunity for media 11/10/14

By Matt Coen, president and co-founder, Second Street

Here are four reasons you need to take advantage of this trend.

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How newspapers work, and don't work, for Realtors 11/4/14

By Cindy Durham, assistant executive director, SNPA
When Long & Foster, the largest privately-held real estate company in America, places marketing dollars with media companies, it seeks three things:

  • To be big and bold.

  • To have exclusivity.

  • To be everywhere buyers and sellers are.

    Cindy Jez, vice president of new homes and regional marketing for Long & Foster Real Estate, told publishers at SNPA's News Industry Summit that – five years ago – it placed 100 percent of its marketing dollars in print campaigns. Today, the mix is 52 percent digital and 48 percent print. And, Jez said the company will continue to evolve further into digital.

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