Home' Local Media Today : October 2009 Contents OCTOBER 2009
of ideas in...
THE PRIMARY REVENUE-GENERATING RESOURCE IN THE NEWSPAPER INDUSTRY TODAY.
WE HAVE SOLD
10 0 ,000
BILL BREHM JR.
President of Brehm
‘‘...I would estimate
that we have sold
at least $100,000 in new
business with Toolbox
pages and ideas over
the last 7 months.’’
WITH NEWSPAPER TOOLBOX IDEAS
At a loss of ideas to increase
PROFESSIONAL TRAINING SCHOOL
SNA Fall Publishers’ & Advertising Directors’ Conference
Welcome To Your Game Changing Moment
2019 and beyond.
Steve Parker, left, of Recorder Community Newspapers (NJ) joined Tom Shaw, middle, Shaw
Suburban Media (IL) and Jon Rust, Rust Communications (MO) in rallying the SNA & Inland
audience at the start of the fall conference. For the first time ever the two trade associa-
tions joined forces to co-present several sessions.
The trio, along with Jack Robb of Cnhi, Gareth Charter of Holden Landmark and Cindy
Hefley of LocalPoint Media, peered 10 years yonder and saw a community media industry
that is thriving with their community connections, online initiatives like Zip2Save.com and
other money making niche sites that tap the local interests under the broad umbrella of
their well known and trusted brands.
“With the highest penetration in the best markets, com-
munity newspapers deliver results, and are becoming more
vital as other media continues to fractionalize,” said conference
chair Jon Rust in post-conference observations.
rom live feeds on Twitter to a keynote panel moderated by E&P Associate Editor
Jennifer Saba, the fall conference had a distinctive flair that underscored the buzz
that surrounded the gathering of 300 media and media buying executives in
Kansas City last month.
The mood was definitely upbeat and energized as attendees collectively realized the pow-
erful position local media holds as other media and new digital entities continue to frac-
tionalize the market space. Conference chair Jon Rust of Rust Communications (MO) took
the stage in the opening keynote session and pointed out that another reason for the opti-
mism was that local media companies have done an excellent job of improving efficien-
cies and are emerging from the recession stronger and better skilled to tackle the many
‘game changing opportunities’ that com-
munity media enjoy.
Also on the keynote panel, Mike Gugliotto
of Pioneer Newspapers (IL) said that local
media companies have strong audiences
and are diligently pursuing new and inven-
tive ways to monetize them. He echoed the
general sentiment that ad selling is moving
into an era of ‘media packages’ that offer
behavioral and demographic audience
slices to advertisers in a variety of ways -
print, online, and mobile - and that commu-
nity media are uniquely positioned to delve
deeply into these profitable strategies.
John Janedis, Wells Fargo Securities,
brought a Wall Street perspective to the
panel and pointed to the marked difference
between the ad revenue trends of commu-
nity media and metro newspaper compa-
nies. “Community newspapers are in a
much better position than many others,” commented Janedis.
Kirk Davis, President & COO of GateHouse Media, had a seat on the panel and said that
while we all ride the same publicity wave affecting the newspaper industry, community
media enjoy a very relevant and easier to protect connection with readers and advertisers.
“We’ve got a lot more runway left,” said Davis as he urged fellow publishers to instill the
innovation sophistication that is now commonly found in newsrooms into their advertising
and marketing divisions.
Pioneer Newspapers President & CEO Mike
Gugliotto greeted E&P Associate Editor and
session moderator Jennifer Saba at the the fall
conference opening keynote presentation.
In a follow up article for E&P, Saba said that the
conference was enlivened by a prevailaing sense
of optimism and commented that “community
newspapers are weathering this punishing eco-
nomic environment better than the industry-at-
Media Buyers Were in Kansas City
Best Buy, Valassis, CVS, Kohl’s, Vertis,
Lowes, TJX Companies, Media Space
Solutions, USSPI, American
Communications Group, LocalPoint Media,
Novus Print Media Network, Mediabids,
NSA Media and Gregory Welteroth
Advertising all had reps in attendance for
the one-on-one sessions & roundtable dis-
cussions and most of the VIP’s stayed on for
some or all of the fall conference.
Stephen Winslow, left, Manager, Print
Media Buying for Best Buy interacted with
22nd Century Media’s Jack Ryan at the
Kansas City welcome reception.
Of his conference experience, Best Buy’s
Winslow said “Our team at Best Buy appreci-
ates participating in the SNA annual confer-
ence. We feel that this is a wonderful oppor-
tunity for us to connect with newspapers
that are already delivering our message to
potential customers. It also gives us a chance
to speak with newspapers that are not cur-
rently on our buy so that they understand
how to present their newspapers information
to us for future consideration.”
Matt Gunderson, right, Senior Regional
Media Manager for Kohl’s, is shown in a
one-on -one meeting with Scott Moon of
the Galveston County Daily News.
“Productive” is how Gunderson described
his meetings and roundtable discussion
with SNA members.
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