Home' Local Media Today : August 2006 Contents AUGUST 2006
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Golden opportunities to make an
impression on major advertisers are
rare and this one is made even more
special by the company you’ll keep
when you tie in to it.
In October 2006, Editor & Publisher and
Suburban Newspapers of America, for the
sixth consecutive year, will publish a Special
Section in the pages of E&P magazine. This
section will be mailed to nearly 800 advertis-
ing decision makers across North America..
This section will feature highlights from the
SNA/Belden national readership study, winners
of SNAs prestigious Newspaper of the Year
contest, positive trends in the suburban news-
paper business, the success of major national
advertiser partnerships and the role SNA has
played in these areas.
Advertisers know that suburbanites represent
very desirable demographics. The E&P special
section will tell the story...that’s there is no
better way to reach the prized suburbanites
than through SNA’s community daily and
weekly newspaper members. SNAs branding
campaign says it all: Local Papers. Local
News. Loyal Readers. Your Customers.
Every increment of advertising reserved within
this special section by SNA and its members
will be matched by E&P with SNA-related
content. This is a great opportunity to maxi-
mize your exposure in the #1 read publication
in the industry.
Show your support for SNA and promote your
paper at the lowest E&P rates possible. SNA's
deeply discounted member rate offers a 40%
discount on E & P regular advertising rates.
Act fast, the ad reservation date for this section
is August 14.
Net prices are as follows:
Contact your regional E&P representative
directly to place your ad.
Charles McKeown, Publisher
East/ New England/ Eastern Canada
Tel: (646) 654-5120
Tel: (606) 376-7022
Tel: (301) 656-5712
Full details at www.suburban-news.org/down-
Coming Soon: 2006 SNA Special
Section in Editor & Publisher
Act now to take advantage of this excellent
opportunity to reach major advertiser decision makers.
Community Newspapers Need to be
the Disruptive Innovators
As many of you know, the SNA Foundation is sponsoring wickedlo-
cal.com as one of the seven projects being studied by API’s
Newspaper Next project. Throughout the summer the Newspaper Next
team, led by senior executives from Innosight (the Harvard Business
School company that offers disruptive innovation consulting), has been
working with the staff at wickedlocal.com. I had the pleasure of sitting
through a full day with both staffs at the headquarters of Enterprise
NewsMedia in Quincy, MA. What an unbelievable experience!
The lessons learned are many. Company after company has failed to
capitalize on disruptive innovation over the last century. Regardless of
the industry, when technology allows new competitors to enter the field
and offer goods and services cheaper or easier, the established industry
does nothing. The examples are plentiful – from Kodak not jumping on
the digital camera bandwagon to Southwest Airlines emerging as an
industry leader as a discount airline to Sony not getting in on the iPod
craze. It is no wonder that newspapers allowed Monster and eBay and
the others to enter our marketplace
and take share away. History shows
us that we responded as any estab-
lished industry would have.
The history lesson proved to me that
newspapers need to respond now. We
can’t act like the established industry
forever. We asked Scott Anthony
from Innosight if there ever was a
company that did respond to disrup-
tive technology in a timely manner
and won the war. He could only think
of one. In the 1960’s there were well
over one hundred major department stores. Discount chains began to
enter the market and Dayton Hudson responded by creating Target.
Forty years ago that was a gamble and boy did that pay off. Kudos to
those executives that were so forward thinking. The rest gambled that
the discount chains would never last. Today there are less than ten major
department store chains.
So what are the lessons to be learned for newspapers? Experiment,
create new products and hire people that don’t come from the estab-
lished industry. Be the Dayton Hudson of the newspaper industry. To
date, one major success story comes to mind and that is Career
Builder. However, that only involves three newspaper companies. The
industry must come together to capitalize on innovative technology.
We heard this at NAA’s mid-year review at the end of June and at the
E&P Interactive Conference in May. Currently, SNA has established a
task force to explore opportunities for community newspapers to work
together. We will have something to report in the coming weeks and
Next month, the Newspaper Next team will issue a report that outlines
many opportunities for newspapers based on the seven case studies.
We believe that the wickedlocal.com project will provide a template
for community newspapers to consider. The site is marketed separately
from the newspaper site and has a hyper-local focus. In addition to
strong local news content, the site excels with local search and citizen
journalism. Earlier this summer, wickedlocal.com, amidst stiff compe-
tition, won SNA’s website of the year (dailies). If you haven’t visited
it, do so today. It’s worth it.
The SNA Foundation needs your support to fund projects like
Newspaper Next. Please consider a donation. Contact Susan Karol at
email@example.com or (847) 302-7130 for more information.
A full article about Newspaper Next day of disruption innovation train-
ing appears on page 12.
From the sna
to me that
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