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Updates In Brief:
Communities served by community
newspapers continue to demonstrate
heavy reliance upon their local papers
for news and information.
Seventy-three percent say they
read a local newspaper at least once
Readers also say they read most or
all of their community newspapers (78
percent), and of those going online for
local news, 55 percent found it on the
local newspaper’s website, compared
to 17 percent for sites such as Yahoo,
MSN or Google, and 26 percent for the
website of a local TV station.
The results are reported by the
National Newspaper Association,
which has just completed its fifth
readership survey on the patterns of
community newspaper readers.
Working with the research arm of
the Reynolds Journalism Institute at
the Missouri School of Journalism,
NNA tests reactions of people living
in smaller communities served by
The redesigned Poynter Institute website
is worth a look, especially if you’re in the
market for media news and journalism
Beyond aesthetic improvements, the
site includes a couple of new features
To's which will
help you apply
latest tools and
your own work
from how to
how to improve
on your web-
site. The concise
information to get you thinking – and
going. They’re timely and relevant, and
often drawn from the news. How To’s are
focused on skills like newsgathering and
storytelling, digital strategies, leader-
ship and management, and community
Veteran and rookie journalists alike
can benefit from the vast online training
offerings at Poynter’s News University and
SNA members are especially encouraged
to take full advantage of the e-courses
developed by Poynter in conjunction
with the SNA Foundation.
Using funds from a Knight grant, the
SNA Foundation commissioned Poynter
to develop multiple e-courses specifi-
cally designed to
in the digital
To date, four
free of charge to
users, and the
fifth is soon to
n Build & Engage Local Audiences
n Innovation at Work: Making New Ideas
n Leading An Online Newsroom: What
You Need To Know: www.newsu.org/
n Layout Driven Editing: A Seminar
n COMING SOON! The Community
Journalism Series: Strategies for
Managing Local Contributors
Visit Poynter.org for How-To’s
Strong Reliance On Community
‘Preview 2011’ Says Advertising
Revenue is Looking Up
Improved performance is expected in
all categories of newspaper advertis-
ing revenue in 2011, according to the
fifth annual Preview study conducted
The firm surveyed more than 400
daily newspaper executives and
managers about their expectations
for advertising revenues and what
strategic initiatives they intend to
undertake in 2011.
The survey was conducted in
November 2010, when plans and
budgets for the new year would have
been substantially in place.
The following are highlights from
n At least half of all newspaper adver-
tising categories are projected
to show at least a small positive
growth rate in 2011.
n Digital ad dollars are expected
to grow significantly in 2011. In
past Preview studies, however,
newspaper executives and man-
agers tended to be over-optimistic
in their projections in this cat-
n Employment and automotive
classified are expected to be the
most improved categories in 2011.
National ROP and real estate clas-
sified are still expected to decline,
but not by as much as in 2010.
onlIne + CosT ConTrol
n The top operating initiatives for
2011 are in website improvement
plus continued cost control.
n There is some industry interest in
starting new specialty, niche or
n About 15 percent have definite
plans to start charging website
visitors for online content.
adverTIsIng sales InITIaTIves:
dIgITal + sell Harder/smarTer
n Topping the list for ad sales devel-
opment in 2011 is digital, whether
website, e-reader, e-mail or mobile.
A majority of newspapers have
definite plans in these areas.
n Next in line is upgrading sales skills
and extra training for the sales
n Many newspapers also intend to
work on pricing structures, self-
serve ad sales online and improving
ad sales processes in general.
n Almost half of newspapers have
definite plans for increasing pre-
print distribution volume.
n Reducing ad discounts and deals
is also on the radar, but mostly as
“under consideration” rather than
Access the full eight-page report at
KubasPrimedia (formerly Kubas
Consultants) is a consulting firm
specializing in newspaper adver-
tisung revenue development, pricing
structures, and publishing strategy.
Contact: Ed Strapagiel, Excecutive
Vice President, KubasPrimedia,
The SNA Foundation has applied for a
McCormick Specialized Reporting Institute
Grant to cover the subject of the economic
crisis on families.
The Foundation was notified in mid-
December that the grant request has made
it to the final round. More information is
currently being provided and the winners
will be notified in late January.
If successful, the grant filed in conjunc-
tion with the Associated Press Managing
Editors', will allow the Foundation to provide
extensive training to 30-35 community media
journalists to better prepare them to cover
this timely topic.
In 2010, the SNA Foundation applied for
six grants. Three of those grant requests are
still open for consideration. The grants always
focus on ways to help community media
companies, often with a focus on the digital
In the past few years, the Foundation has
successfully landed several grants including
a series of e-learning courses in conjunction
with the Poynter Institute's newsu.org through
a Knight Foundation grant and a research
project to study the public's expectations from
newspaper web sites when it comes to citizen-
generated content, funded by McCormick.
(All of these can be accessed via the SNA web
site under the foundation tab).
In 2011 the SNA Foundation expects to
apply for even more grants. The Foundation
also accepts donations via the personal giving
campaign (details available on the SNA web
site at www.suburban-news.org).
SNA members are encouraged to provide
input on future SNA Foundation projects. Let
us know what areas you would like to see us
cover via training or research.
The idea for the grant application refer-
enced above came from one of our smaller
daily newspaper members. Ideas can be sent
to SNAF board chair Chris Krug at ckrug@
shawsuburban.com or President Nancy
Lane at firstname.lastname@example.org.
SNA Foundation Grant
makes final round
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