Home' Local Media Today : July 2007 Contents Community Newspaper Industry
to National Advertisers:
We Are Now Easy to Buy
Suburban and community newspapers represent the growth segment of the indus-
try and our position as the dominant source of local news and information has
never been more important. Community websites produced by our industry con-
tinue to improve as companies invest and incorporate the tools of social media.
And now our industry will be easier than ever to buy thanks to the creation of a
new national advertising network.
This is a huge opportunity area as the metro dailies continue to experience
declines. The time is right for our industry to go after some of the $7.2 billion
dollars spent in newspapers by national advertisers. We can offer a great add-on
to their current buy especially in the affluent suburbs.
The owners of the new national advertising network (list appears on page 7) rep-
resent some of the most innovative and forward-thinking newspaper companies in
North America. These companies are investing serious dollars to establish this
network that will benefit our
The goal of the network is to
secure NEW business for the
community newspaper industry.
That is why we will only go
after certain categories of busi-
ness such as pharmaceutical,
travel, financial services, politi-
cal and other traditional nation-
al categories. We stayed away
from categories such as movie
studios because a lot of com-
munity daily and weekly news-
papers get that business. In
addition, owner companies are
establishing a protected list.
This will prevent us from going
after accounts that newspapers
are already getting. We expect
to see some automotive and
telecom accounts appear on this
If we start placing switched
business, the network will fail.
You have our assurance that
this will not happen. That does-
n’t mean that we won’t have a
hiccup or two along the way. We expect those to be few and far between.
In the coming weeks you will have the opportunity to provide your rates to us
and sign a service agreement. This will allow us to sell your paper at agreed-upon
rates in approved categories. The agreement will not be restrictive in any way.
Continue to go after and accept national business any way you can. Unlike other
networks, we want you to get as much national business as you can, from as
many sources as you would like.
The network will officially launch in mid-August. We expect to make some sales
in the fourth quarter and aggressively pursue 2008 advertising schedules.
We are so excited about this venture. The SNA Board made it a top priority at the
January board retreat and in just four short months, the network was formed.
Since the announcement, I have heard from many of you. Every call, email and
communication has been extremely positive. It is one of SNA’s proudest
moments; I can’t wait to work with all of you to bring new national advertising
into your newspapers and websites!
From the sna
in Philly this fall
SNA Fall Publishers’ & Ad Directors’ Conference runs
October 2-5; Sign up now for one-on-one advertiser meetings
Target: National Advertisers
SNA President Nancy Lane interacted with Gary Kelly,
Vice Chairman of the Board and CEO of Southwest
Airlines at SNA’s Fall Conference 2006 where Kelly was
the keynote speaker. Travel is one category that will be
targeted in the National Ad Network.
Paul Ginocchio, an industry analyst with Deutsche Bank,
told SNA conference attendees in March of this year
that there are national advertising categories that are
under-penetrated by newspapers including pharmaceuti-
cal, financial services, travel and luxury. He stated that
community newspapers would "benefit from affiliation
with national networks to improve reach, traffic and
ease of buy for national advertisers."
city and cra-
dle of liber-
ty in 1776, welcomes
SNA for their annual
Fall Publishers & Ad
this fall. Now is the
time to register for this
and especially if you
want to sign up for the
highly coveted slots to
meet one-on-one with
registration is required before one-on-
one slots can be reserved.
The fall conference is themed
Community Publishing -
Experience the Transformation.
Sessions are focused on helping mem-
bers identify ways to evolve their web-
sites, niche products, core products and
most importantly, the way they think
about community publishing.
Conference chair Ryan Duques, co-pub-
lisher at Shore Publishing, says “The
SNA Staff and Fall Conference commit-
tee has put together four days of amaz-
ing programming. Be prepared to enter
a new realm of thinking.”
One-on-One Advertiser Meetings
SNA has lined up an impressive pro-
gram, jumpstarting the week on
Tuesday with notable pre-conference
events, including one-on-one meetings
with retailers, national advertisers and
advertising agency representatives
including Target, Best Buy, JCPenney,
Valassis and more. To sign-up for your
one-on-one meeting, please contact Kim
Cole at kim.cole@suburban-
news.org. Conference registration
must be received first in order to sign
up for these valuable meetings. A list
of invited representatives is available at
www.suburban-news.org and within the
Tuesday will also include an Exhibit
Trade Show providing attendees several
additional hours to visit with exhibitors,
followed up by a pre-conference wel-
And We’re Off!
Wednesday marks the official start of
the conference, and sessions are set to
An all-day leadership symposium pre-
sented by iFOCOS (creators of the
international We Media Conference)
focusing on Digital Media Opportunities
(special one day rates are available).
A day-long Advertising/Major
Accounts seminar ideal for major
account managers, retail advertising
managers and advertising directors.
Sessions will focus on national advertis-
ing opportunities on the web, revamping
your sales presentations, motivating
your staff and much more.
A keynote presentation on the newly
formed SNA National Network.
The ever-popular Great Idea Session -
the winning idea claims a $500 prize!
This session is guaranteed to provide a
return on your investment to attend.
Topical Roundtable Sessions - you
choose the topics that best interest you;
from Developing New Niche Products
to Monetizing Your Website, see why
these roundtable sessions are so popular
among SNA members.
Social and networking events are built
in including the Thursday evening
Advertising Awards Banquet and
Foundation Silent Auction recognizing
advertising contest winners, newspapers
of the year and the presentation of the
Dean Lesher Award.
PHILADELPHIA SKYLINE. A view of Philadelphia from the Penn’s
Landing waterfront recreational area features vibrant activity on and
next to the Delaware River. Penn’s Landing’s year-round attractions
include the Independence Seaport Museum, free outdoor concerts
and a short walk to the historic district. The Hyatt Regency Penns
Landing is the site of the SNA Fall Conference..
Photo by B. Krist for GPTMC
Fall Publishers’ & Ad Directors’
Conference, October 2-5,
Hyatt Regency Penns Landing, Philadelphia.
Register at www.suburban-news.org or by
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