Home' Local Media Today : October 2009 Contents 4
advice I can give is to make sure a news-
paper’s info is in our database; and then
focus on areas of opportunity... where
are the larger dailies in a weaker posi-
tion? If you know your market, you
know the answer.
#7Currently, there’s a lot of commo-
tion about the newspaper industry
and the retail industry in general.
Clearly you’re tied to the well being of
both. Tell us about the guiding principles
that NSA is following to manage the
rough economy currently affecting busi-
It is a challenging time and no one is
exempt. We are challenged every day by
our clients to drive efficiencies. Budgets
are contracting, and doing more with less
is the new reality of business. We see that
as an opportunity; and the creation of
Geomentum helps us better address these
challenges from a more data driven,
hyper-local perspective. Our clients have
enormous amounts of data that we can
use to make sure their buys are maxi-
mized using newer technology we’ve
invested in. In the end, all sales are local
and that’s what we’re all about.
In terms of how we address the “commo-
tion” regarding the newspaper industry, a
large part of my role is answering the
“what does this mean to me?” question
that so many of our clients ask; and it
could be different for each one.
Unfortunately what often happens is a
story breaks, and within minutes it is
passed around by email to high level
decision-makers before anyone can
respond to it; and then the damage is
done. The immediacy of the internet has
played a large role in enabling the “sky is
falling” mindset, and ironically much of
the negative edit is provided by the
newspaper industry itself. I spend a large
part of my day diffusing that and take it
very seriously. Our clients and newspaper
partners deserve nothing less.
#8What are your views on how local
media companies can best position
themselves for strong market positions
in the eyes of your clients, once the
economic rebound begins in earnest?
Provide us with data to support your
value proposition. We already know
markets are all unique, but how are
your actual readers unique? Who are
they? We need to know that. It is the
new price of entrance for our clients.
In terms of buying, make it simple and
yes, more cost-efficient. We have thou-
sands of vendors in our database, and
executing a last minute buy – especially
ROP – is a challenge when we have cost
estimates we need to turnaround in a
matter of hours. Info needs to be accurate
in our database and we need to be aware
Also, it sounds simple, but pick your bat-
tles. Know your competition... their
weakness is your opportunity.
Community newspapers have a lot to
offer, but getting on the radar is a huge
challenge. Fortunately, many SNA mem-
bers have done it, and very successfully I
#9LocalPoint Media has recently
launched Zip2Save.com, an online
preprint business modeled after
Metroland’s successful flyerland.ca.
What’s the buzz about this from your
advertising clients? Within your compa-
The e-circular side of the business is not
new, but I think initially consumers really
didn’t gravitate towards it, leading some
newspaper companies to back off on
these initiatives over the last few years.
In addition, there was little ongoing mar-
I think Zip2Save is launching at just the
right time, as data we’ve seen tells us
that usage is on the rise. It is a habit that
needs to be formed and takes time. The
marketing plan that was shared with us
by SNA is very impressive as well. This
type of coordinated effort is a great way
for community newspapers to get noticed
and partnering with a proven success like
Metroland raises our level of confidence.
Nancy Lane and Susan Karol were in our
office to present this to our client teams
and they did a great job sharing the fea-
tures and benefits of the program. My
sense is that the interest level is high.
for Randy Novak
Director of Newspaper Strategy
-c ontinued from page 2
Media buyers participated at the SNA Fall Publishers’ & Advertising Directors’ conference.
Over 2 dozen buyers took part in the one-on-one meetings & roundtable discussions and several stayed
on for the conference sessions. At the opening keynote session are from left, Joanne Yorks & Darby
Ranger from TJX Companies, Barry Haselden,Valassis and Randy Novak, NSA Media.
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