Newspaper Digital Summary-4/22/2017

This blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-

Publishers fear fallout of Google-backed ad blocker  Publishers are responding to a Wall Street Journal report that Google is reportedly launching an ad blocker for Chrome with official cheer but private skepticism and fear.

Why media companies must continuously revisit strategy No, “grow digital” is not a strategic plan to move your company forward. Neither is “digital first.”

Publishers are seeing another big decline in reach on Facebook  The Facebook anguish continues.

The Guardian pulls out of Facebook’s Instant Articles and Apple News  Publishers aren’t happy with the deal platforms are cutting them.

‘It’s Still Loading?!’ Long Load Time Just One Reason People Quit Watching Video  Video streaming quality issues continue to be a big problem for the advertising and media industries.

 

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Newspaper Digital Summary-3/25/2017

This blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-

I studied how journalists used Twitter for two years. Here’s what I learned. Twitter reflects the good, the bad and just plain ugly reality of social media these days.

4 audience segments media advertisers need to meet The objective of segmentation — in this context — is to identify audiences that match, as precisely as possible, the best customers and prospects for our advertisers

Why we click on news stories For news organizations, clicks are tracked closely.

This Mississippi paper has 8 times more digital readers than print, so they’re cutting print to 3 days a week Earlier this week, the Hattiesburg American announced a big change: Starting next month, they’re cutting print from seven days a week down to three.Opportunism knocks:

Marketers and media take on Google It’s open season on the duopoly.

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Newspaper Digital Summary-1/2/2017

Jeff NAAThis blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-Five reasons why engagement is so hot right now

Rethinking engagement strategies for a home page bypass This isn’t a doom-and-gloom blog post … just a PSA.

Five reasons why engagement is so hot right now Will engagement continue to be the media buzzword of 2017?

Can Chat Apps Help Local Papers ‘Talk’ Their Way Out of  Distress? Local newspapers keep grasping for the giant numbers that Facebook dangles in front of them

Imagining local advertising, 10 years down the road Most traditional media will be dramatically transformed, much of it interactive

Fuel for subscription gains in Chicago: Cubs, not Trump THE ELECTION of Donald Trump may be driving a surprising bump in newspaper subscriptions in New York and Washington, DC. But in Chicago, the batter is the Cubbies.

 

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Newspaper Digital Summary-12/26/16

Jeff NAAThis blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-Behind The New York Times’ Surge To 2.5 million Subscribers: Toughening The Facebook Wall Helped

‘2017’s going to be a bloodbath’: Confessions of a beleaguered independent publisher  Surviving as a digital publisher is hard enough, but it’s even more so for independent, pure-play digital media companies that don’t have massive scale or other business lines to lean on.

Media predictions for 2017 Hard to believe that we’re reaching the end of 2016, a year with one finger firmly pushing down on the ‘bad’ end of the scale.

Your Social Media Cheatsheet for 2017 Facebook, Instagram, and other platforms seem to push out changes every other day. We round up the ones you need to know before 2016’s over.

The Boston Globe uses Facebook groups to create direct connections with readers While many publishers are trying to forge direct connections with readers as a defense against Facebook, The Boston Globe is using the social giant itself to engage its readers.

“Getting comfortable asking for money”  “News organizations spend so much time telling everyone else’s stories that we forget to tell their own.”

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Newspaper Digital Summary-12/03/16

Jeff NAAThis blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-More publishers turn to content-recommendation networks

5 Digital Marketing Tools Every Print Media Sales Rep Should Get to Know Better Most legacy media organizations know that if they want to help their SMB advertisers succeed in a more meaningful way, they need to get a bit more digitally savvy.

AMP’s long game At one year, the open-source Accelerated Mobile Pages project has hit the gangly teenage stage.

How the mobile lockscreen could be the next big opportunity for publishers Mobile alerts are fast emerging as a key discovery mechanism to rival search and social, providing a significant opportunity for publishers to build loyalty and habit.

How Digital Are Kids Today?  Quality of access is an issue for many kids in lower-income families

For Most Small Businesses, Social Is Top Marketing Tactic  In September, Vistaprint Digital surveyed 1,001 small business owners in the US about their online and offline marketing mix.

More publishers turn to content-recommendation networks The “around the web” ads that populate big news sites are not without their detractors, but these ads are growing in number, not waning.

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Newspaper Digital Summary-11/25/16

Jeff NAAThis blog’s purpose is to keep audience and revenue executives up to date on the massive changes taking place in the newspaper industry by selecting specific stories that show how that is happening.  See how newspapers are addressing those changes in the top stories below including-The Times subscriber bump and the ‘Trump Effect’

How Top Social Media Experts Reach Their Audiences Using new social media platforms for audience building

Is Black Friday’s Importance Waning for Brick-and-Mortar Retailers? Black Friday sales have traditionally been used as a success metric to track the strength of the retail industry

Confessions of a national newspaper exec: ‘Publishers haven’t got their shit together’ Lamenting the dominant share Facebook and Google have in the digital advertising market has become a common motif in media owner circles. But some feel publishers need to get better at standing their ground.

The Times subscriber bump and the ‘Trump Effect’ The paper of record clocks 70,000 new subscribers since election day, two and a half times its normal growth

New media has created a world where “everything is true and nothing is true” It’s an issue even President Barack Obama has been thinking about.

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Why aren’t we rewarding our best subscribers?

dscI have to admit, I’m hooked on Dollar Shave Club. Not only do they have really good products, but they also give me free stuff. The more I spend with them, the more free stuff I get. The more free stuff I get (which is usually a sample of some new product), the more I spend. It’s a vicious cycle that both of us enjoy.

I’ve been with them for several years now and purchase several of their products on a regular basis. I say that because I think I would be considered one of their “best subscribers”. I’m an EZ Pay customer, there’s been no lapse in service and I buy other products from them other than just the executive blades every month.

Getting my “box” from DSC again this month made me think about our print and digital subscribers, especially the ones that have been with us through thick and thin (multiple pricing actions, smaller papers, changes in  billing cycles). These hard-core subscribers have hung in there with us even though we’re asking them to pay much more of the tab for the opportunity to continue to get news and information from us.

So why don’t we take better care of them?

With the launch of All-Access programs a few years ago (that coincided with the launch of metering in most cases), many of us took a stab at creating a “membership” model to reward our subscribers. It goes without saying, but many membership models had one purpose: to make the price increase pill that went along with All-Access launches much easier to swallow. Most were done as cheaply as possible and weren’t maintained very well.

Some newspapers developed strong programs that really worked and were actually in place before the All-Access era began. I’m thinking programs like Bee Buzz Points from  The Sacramento Bee. In circulation circles, this program was the gold standard for a very long time and still is very effective and loved by their subscribers.

Now, I’m not advocating that we run out and build an exact copy of Bee Buzz Points for every newspaper.

What I am suggesting is we develop a systematic method to reward our best subscribers for their continued business. Whether it’s based on length of service, revenue per subscriber, the purchase of multiple products or some other metric, I’m positive the ROI, in terms of retention alone, makes the launch of a comprehensive rewards program, worth the cost.

And the cost is always the issue.

There are great rewards solutions in place at many companies that work very well. I keep a Delta Amex card because the perks that come with it (free bag check, priority boarding and frequent flyer miles) are clear benefits to me. The free companion ticket or the occasional pass to the Crown Room doesn’t hurt either. All of these “rewards” cost Amex money, but I’m sure the analytics prove that the loyalty that comes with them is worth it.

With the ever-increasing importance of consumer revenue and the need for print subscribers to be here for quite some time to come, it’s time we make the investment in a comprehensive rewards solution. Let’s do the analysis, complete the testing, corral the data and either create our own solution or partner with companies that know how to do this.

It is an investment that’s long overdue.

 

 

 

 

 

 

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