Home' Local Media Today : March 2008 Contents 12
SNA Vice President Al Cupo & SNA
Foundation Director Susan Karol collabo-
rated in summarizing the advertising round-
table meetings, held last month in Chicago.
Sammy Papert, Chairman/CEO,
Sammy Papert started the day with
insights from a new Belden study in
which 66,000 website visitors were inter-
viewed in 2007. Results indicated that
newspapers sites must have unique web
content and user-submitted content.
He identified several overall issues and
challenges facing newspapers today (i.e.
attracting and retaining quality sales
staffs; lack of speed & adaptation in
bringing new technology to the market
and/or dealing with competitive threats).
He placed a big emphasis on “directory”
space online. The services opportunity
represents the same business that the yel-
low pages currently capture in every mar-
Pappert pressed hard on leveraging tech-
nology and pointed to self-service ad por-
tals, such at Pica9, as an example.
Christopher Cope, President/CEO
American Communications Group
ACG, a noted retail print media manage-
ment company, has an impressive client
list including JCPenney (their largest
client); Michaels (930 stores); Petco (800+
stores, still expanding, now a private com-
pany); Grocery Outlet (150-175 stores in
the West); Ink Stop (based in Cleveland
and growing quickly); Longs Drugs (500
stores, regional chain, West, Hawaii);
Aaron Brothers (art and framing, 166
stores, division of Michaels)
Cope started his roundtable comments by
saying that ACG supports suburban and
community newspapers and that he does
not see this changing anytime soon.
ACG clients are also strong print
advoctes, however, like most other retail-
ers they are weighing their marketing
options more closely, especially in online
area. He urged newspapers to be proactive
in their online initiatives. A very large part
of decision making in this area is based on
the ability to measure results. This should
be a key consideration for any newspaper
as they present interactive opportunities to
He thinks retailers may be over-reacting to
declining print circulation. “You really
don’t hear them talk as much about the
impact of DVRs/TiVo, for example, on
broadcast buys. Unfortunately, there is
disproportionate negative attention paid to
print,” said Cope.
Michaels remains very strong in newspa-
pers but are open to looking at other ini-
tiatives at the local level (i.e., ties with
schools, social organizations, etc.).
Petco’s interest remains print but also
event marketing (e.g., sponsoring dog
shows) – anything that gets them closer to
their target audience.
Make sure ACG has up-to-date informa-
tion on your newspapers. Send samples
periodically, but not every newspaper and
not every week (no more frequently than
once per month; even just a few times per
year would be good) to help them get
more familiar with your products. You’re
not just a zip code; you’re a real life prod-
Contacts at ACG – Perry Hall for db
updates (310-530-4100, ext. 254). Also
Rachel Stayduhar, media analysis supervi-
sor will schedule in-person meetings with
ACG buyers when appropriate (ext. 236).
Christopher’s advice to all suburban and
community newspapers/web sites – make
yourselves easier to buy. Then, it’s easier
to get on board.
Advertisers give updates & advice to SNA members
continued next page
Christopher Cope chats with Black Press’
Sue Borthwick in Chicago last month.
TIP: Make sure advertisers
can measure results of your
TIP: Newspapers should
“own” online service direc-
tories in their market.
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