It’s that time of year…budgets are being completed, holiday sales drives are ongoing (for both digital and print) and reports are being updated for 2014. It’s a very busy time of year for all of us and the coming new year brings more opportunity to engage our audiences, drive new sales and retain our current subscribers.
In the midst of all the hustle and bustle, the AAM meetings in Toronto have been held and several important actions were taken. Actions that affect your newspaper.
Here are a few of them:
- The time table for the change to quarterly CMR was affirmed at the November AAM Board meetings.
- The membership question resolved.
- No action was taken on digital measurements.
- The details of reporting the new circulation categories following the CAC merger were resolved.
- The changes for verified circulation audits were solidified.
The AAM Board actions were released and posted by AAM and you can also see a summary of the changes posted by AAM by following this link. If you haven’t seen this yet (and you should have by now), here is a link to the AAM Changes: Strategic Direction, Tactical Advice . You can download a PDF (you’ll need to use your NAA login to get it) of this publication that was written under the direction of our NAA/AAM Circulation Subcommittee team. It details the changes and the timetable.
Another “must read” is the recently posted article Publishers, your advertisers will be looking at you differently.
As a circulation executive, you most likely understand the changes taking place and that’s good….but your publisher and advertising executives also need to be completely immersed in what opportunities these changes present. For example:
- Do you know how your newspaper’s reach of the market will be conveyed to your advertising customers?
- What will be presented to your advertisers and how will they get that information?
- Who at your newspaper needs to address this obligation and opportunity?
- How fast can you move on this opportunity?
I encourage you to share this document with your your publisher and ad director to ensure everyone is on the same page. As we prepare to close out 2013, let’s make sure we’re ready to embrace, adopt and maximize the opportunities these very significant changes offer us. Newspapers are still so very powerful for our readers and advertisers.
Let’s tell the whole story.