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For the next several months, the award-winning journalism team of NOLA.com and The Times-Picayune will chronicle the challenges and opportunities the region faces, and the competing visions and common ground of those who have a stake in its success. Also, for every week through the rest of 2015, they will ask authors, educators, leaders and entrepreneurs to comment on their vision for the city and what gives it world-class status.

Innovations

This week we see how 120 Sports is reshaping TV coverage for the audience of tomorrow; and we check out some tools that help you manage your list of contacts.

Revenue generation

Break down the costs, not just the ad count. See link in this article for a sample spreadsheet developed by the paper.

Digital

Analytical measurements are helping the staff in Rockdale County determine the sweet spot for content in its new digital edition. This small staff is now producing one print edition a week and one digital edition -- and wowing its readers, advertisers and publisher!

Reader rewards

In return for offering something special to newspaper subscribers, the 150 businesses that are Press Pass sponsors with the Kentucky New Era receive advertising packages of varying levels. The packages range from a listing in promotional ads up to color ads in both the New Era and the newspaper serving Fort Campbell.

Contests

With Valentine's Day just around the corner, BH Media Group's newspapers are finding success with their Cutest Couples contest. This contest and others are helping the papers and local businesses collect hundreds of email addresses for future promotions.

House ads

As The Facts celebrates its 100th year in business, it has undertaken a comprehensive branding campaign using house ads, paid advertising in special community publications, and other advertising and outreach. The campaign was built around the slogan, "We know where you live."

Display advertising

The beauty of the SMART-Flap is its unusual index tabs for a newsprint supplement. By processing two webs in different special widths and a staggered fold, the first four pages are narrower than the following pages. The two visible 3cm-wide tabs on the right-hand edge offer various categorization and additional ad options.

Classified advertising

No, you're not dreaming. It's an ad for kitchens hidden inside a fake classifieds page – thanks to a nifty 3-D effect applied to the text.

Advertising inserts

A renewed emphasis on a print-and-deliver single-sheet insert program has earned The Telegraph in Macon, Ga., about $29,000 per month in the last year.

Niche products

Five months of planning went into a magazine celebrating Galveston's 175th anniversary. It paid off with subscribers and advertisers alike, generating $40,000 in gross revenue. Samples of the magazine are available to SNPA members upon request.

Native advertising

The Post and Courier launched a native ad program a year ago. In this 13-minute video, Publisher P.J. Browning and Brad Boggs, senior digital director, share useful tips on getting editorial buy-in, training sales staff, what categories are working, how native should be packaged and what results to expect.

Event marketing

There is one less week of shopping between Thanksgiving and Christmas this year. The paper's HoHo Expo offers local retailers this extra chance to reach holiday shoppers.

Cost savings

With the help of NIIT Technologies, Morris Communications has reduced costs more than 15 percent across the board (infrastructure, operations and technology), is reporting higher customer retention and acquisition statistics (12 percent), and has added new business/revenue streams.

Research

As this readership series concludes, we look at common results that publishers have found and the importance of planning before you embark on a study.

Newspaper operations

Is your team prepared for a fire? A flood? A tornado or other disaster? The Oklahoma Press Association has crafted a checklist to help you get ready. It's a four-page downloadable PDF with lots of ideas.

NIE

A little hummingbird wants gum and can blow big bubbles. Artie Knapp's short stories are free to SNPA member newspapers.

Design

The Sumter Item has introduced a new look that features two nameplates (for vertical and horizontal layout options on the front page), as well as a five-column grid for ads and editorial. In a few weeks, a new look is coming to its website, as well.

Circulation

It is said that the best offense is a good defense. At The Frederick News-Post, victory has come on both sides of the game, with Leap Media Solution's Customer Lifecycle Marketing curriculum going on the offense to create an integrated customer retention campaign, while mitigating losses of both customers and revenue in the process.

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