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UPCOMING:
NAA Introduces Growing Audience Webinar Series
With Audience and Digital Tracks
Digital Track
What does it really take to build a loyal online audience for your newspaper
Web site? Prof. Rich Gordon of Medill at Northwestern University has written
a series of case studies for NAA showcasing both operational excellence
and initiatives that have successfully increased audience for newspaper
Web sites. These include building community through the Web site of the
Racine (Wis.) Journal Times, Morris Communications and several others.
Gordon will talk about these and other digital media projects that are
successfully driving loyal, local audiences and revenue to newspaper Web
sites.
Thursday, September 20, 2007 at 2 p.m. ET
Speaker: 
Rich Gordon, associate professor at the Medill School
of Journalism, Northwestern University, directs the school’s graduate
program in Web publishing. For the 2006-07 academic year, he has taken
on a special assignment as director of digital media in education. He
began his professional career at the Richmond (Va.) Times-Dispatch, and
later worked at The Palm Beach (Fla.) Post and The Miami Herald, where
he became the company’s first new media director. In addition to
teaching and research about new media journalism, Rich has served as
a consultant for the Newspaper Association of America, Pulitzer Newspapers
and Grainger Corp. He speaks regularly to professional and industry groups.
Audience Track
Horizon
Watching Webinar: Q&A on Achieving Strategic Alignment
Competitive forces are changing the way we do business, requiring us
to develop robust digital operations while maintaining our print newspaper
operations. Companies with strong organizational structures to support
their business strategy are in the best position to move swiftly to overcome
these challenges.
Wednesday, September 26, 2007 at 2:00PM ET 
Moderator:
Wendy Zomparelli, Senior Consultant, Kannon Consulting,
and author of the “Achieving Strategic Alignment” report.
Speakers:
Richard Beene, publisher of The Bakersfield Californian,
will answer questions on how they successfully created an environment
that fosters innovation by creating a new unit that focuses on analyzing
research and data to develop new products and platforms for readers and
advertisers.
Joe DeLuca, Tampa publisher of The St. Petersburg Times,
will discuss that newspaper’s creation of a Department of Audience
Development, centralizing all marketing functions under one group, with
brand managers assigned to specific audience segments responsible for
driving content and promotions for that segment.
Additional speakers to be confirmed.
Register
now!
Check back for more
details on NAA’s upcoming Fall Webinars:
NAA’s Horizon Watching Webinar: Q&A on Creating a Multimedia
Mindset
NAA’s Horizon Watching Webinar: Q&A on Building World Class
Sales and Marketing Capabilities
Mobile Applications
Using Social Media to Create Viral Marketing Campaigns
RECENT WEBINARS:
SEE PAST
WEBINARS:
(click on speaker's name for presentation)
Print Growth Strategies
Wednesday, Aug. 29, 2007
All the buzz is about new product development and Web innovation, but
what about the core print product? Learn what small and medium-sized
newspapers are doing to reinvent the core in response to reader demands,
and how their circulation numbers are growing as a result. Speakers:
Keith Foutz
Bailey Babney
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Newspapers' Win-Win Relationships
with Retailers
Tuesday, August 21, 2007
Online shopping means so much more than transactions: For newspapers,
research and generating solid local business leads are an increasingly
important part of the mix. Newspapers can leverage deep local knowledge
and business relationships to benefit consumers in many ways. This Webinar
is based in part on the white paper "The
Newspaper Online Shopping Report: Online Relationships with Retailers,"
by Peter Krasilovsky, Local Onliner blogger, program director for Kelsey
Group and independent consultant. The Webinar focused on how newspapers
can position themselves to take advantage of the company's strengths
to connect consumers and advertisers in innovative ways through the Web,
mobile and more.
Speaker:
-
Peter Krasilovsky writes The Local Onliner blog, is
program director for The Kelsey Group and consults widely with local
media and directory firms on their interactive strategies. Krasilovsky's
authoritative views on new media trends have regularly landed him on
television and radio, as well as in newspapers and the business and
trade press. In recent years, Krasilovsky has been focused on
providing better, more profitable new media solutions for local media
companies (newspapers, Yellow Pages, search companies and portals).
Krasilovsky is also a co-founder of Borrell Associates Inc. and the
founding director of the Kelsey Group's Local Online Commerce program.
Krasilovsky holds a B.A. in Liberal Arts from Sarah Lawrence College
and an M.A. in Communications Management from The Annenberg School
of Communications at The University of Southern California. He
works out of Carlsbad, California.
This summer, Krasilovsky wrote "The
Newspaper Online Shopping Report: Online Relationships with Retailers"
for the Newspaper Association of America.
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When Professionals and Amateurs Converge
Wednesday, July 25, 2007
Professional journalists are now working side-by-side and competing with
bloggers and citizen journalists who provide their own brand of news
coverage and commentary. What does the emergence of "amateur"
journalists mean for journalism? How can the two co-exist to better serve
our audience? Learn how newspapers are formalizing the relationship between
the two to better serve and represent their communities. Kate
Marymont of the The News-Press and news-press.com in Fort
Myers, Fla., presented.
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Newspaper Video: A Growth Guide
Tuesday, July 17, 2007
Online video is one of the fastest growing areas of the Web. Though some
television station Web sites have featured video for years, the advent
of YouTube and other sites has turned attention to this area like never
before. This Webinar focuses on how newspapers can effectively use video
to grow traffic and revenue by highlighting best practices as well as
online video advertising and how Web site visitors respond to it.
Richard Hernandez, Staff
photojournalist for the San Jose Mercury News presented.
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Driving Revenue: Best Practices
from Local Online Media
Wednesday, June 27, 2007
Newspapers continue to enjoy double-digit revenue growth from their online
operations, using a variety of sales strategies. Borrell Associates,
which conducts annual benchmarking studies for local online media, has
identified strategies and tactics from the best-performing online newspapers,
TV stations and other local media across hundreds of markets. Based on
an NAA best practices report, Borrell Associates CEO Gorden Borrell shared
success stories on sales strategies, organization and innovation. Speakers:
- Gorden
Borrell, Borrell Associates CEO
Serving as CEO of Borell & Associates, Inc., Gordon
has 27 years of experience in local media. He started his
career as a reporter with The Virginian-Pilot, in Hampton
Roads, Virginia. He pioneered interactive ventures for the
Pilot's corporate parent, Landmark Communications Inc. In
1993, he conceptualized and helped establish InfiNet, an
Internet access and hosting company now owned by Gannett.
Gordon served as vice president of corporate development
and international development for InfiNet until 1996 and
was vice president of new media for Landmark's newspaper
group until 2001. He is past president of the Newspaper
Association of America's New Media Federation and was a
2002 nominee for the organization's Pioneer of the Year
award. He is a guest columnist for the NAA and the American
Press Institute. Gordon holds a degree in political science
from Old Dominion University in Norfolk, Va.
- Laura
Stinnett, Online Sales Manager, Atlanta Journal-Constitution
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Make the Most of Your
Web Site with Search Engine Optimization
Tuesday, June 26, 2007
Do you know how to include keywords in headlines and articles to ensure
your Web pages receive high rankings in search engines? Do you understand
how accurately tagging content translates into greater Web exposure and
more readers? Stephan Spencer, founder of Netconcepts, provides key insights
on how to incorporate the concepts of SEO to make the most of your Web
site. In addition, Steven Evatt,
Senior Online System Administrator for The Houston Chronicle Houston
's chron.com, shares how their site became the number one news Web site
in Google News last summer, and number four year-to-date, a significant
accomplishment in a competitive news category. Concepts shared in this
one-hour training format benefit executives from small to large-sized
newspapers seeking to learn more about search engine optimization.
-
Stephan Spencer,
Founder & President, Netconcepts
Stephan founded Netconcepts, a web agency that specializes
in search engine optimization, in 1995. Clients include Home Shopping
Network, AOL, Verizon SuperPages.com, Discovery Channel, and REI, to
name a few. Stephan is a frequent speaker at Internet conferences around
the globe. He is also a Senior Contributor to MarketingProfs.com, a
monthly columnist for Practical Ecommerce, and he's been a contributor
to DM News, Multichannel Merchant, Catalog Success, Catalog Age, and
others. View
a full biography on Stephan Spencer.
- Steven Evatt, Senior
Online System Administrator for Chron.com, The Houston Chronicle
Steven has been contributing to the growth of Chron.com since 2000.
He
currently manages the online servers, system design, system
configuration, system monitoring, and projects such as disaster recovery
and search engine optimization to help grow traffic and increase site
distribution.
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Life-Stage Segmentation: Using
Segmentation to Drive Strategies
Monday, November 6th, 2006
Many newspapers over the past several years have launched new products
targeted at 18-34 year olds. But which 18-34 year olds? Download
the presentation [pdf].
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Audience Aggregation
Dave Daugherty, Vice President of Research, Gannett
Corporate Research
Monday, October 23, 2006 2 p.m. EST
This one hour training session provided a primer on audience
aggregation, learning how one leading newspaper company has
taken this concept to execution in their markets. Included
in the presentation are ways to use audience aggregation for
ad sales and planning, how to measure it, content and revenue
strategies and results from markets that have used this strategic
framework. This webinar has ended.
Click here to see the presentation.
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New Product Development
Monday, October 9, 2006
Are you preparing to launch a new product at your paper? Have
you seen NAA's recent Growing Audience Report, " A New
Approach to Product Development" and have questions?
This webinar has ended. Download
the presentation [pdf].
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Understanding Needs States: How
Newspaper Companies Can Use the Media Choice Model to Increase
Viewers, Readers, and Profits
Monday, September 25, 2006
For newspaper company managers and executives, broadcast news directors,
advertising executives, media planners, media researchers, public relations
professionals, digital news site creators and managers. The ideas presented
explain people’s communication needs and allow you to better design news
and advertising products people want, when they want them, with the media
features they want. Based on exhaustive research and practical application
of research findings, the Media Choice Model is a guide for media professionals
who must find their way through the new media landscape. This
webinar has ended. Download
the presentation.
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Questions? Please contact Carolyn Valliere at 571-366-1033
or carolyn.valliere@naa.org. |
If you would like an e-mail notification of future Growing Audience
updates, please send e-mail to Sally Clarke at