Speakeasy: This was completely brought on by our advertisers

Speakeasy was developed in response to requests from The Dallas Morning News' advertisers, Grant Moise told publishers at the SNPA News Industry Summit.  Moise, senior vice president/business development and niche products at The Dallas Morning News, said Speakeasy grew out of requests from local businesses who looked to the paper for help with social media.  Those companies knew that the paper was a content company and they figured it was a very clear evolution of content, Moise said.

"Things are much better when advertiser demand drives a business," he said.

Speakeasy has three key strategy drivers:

• Content marketing.
• Social media.
• Promotions.

The paper's tagline for Speakeasy is "Conversations that convert."  SNPA members can view the full 22-minute video to hear how The Dallas Morning News is helping local advertisers build audience and drive traffic to their stores.

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• View videos of all conference sessions released as of today