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We are combining the resources of our two newspapers in central
Maine and introducing CentralMaine.com which will offer read-
ers of the Kennebec Journal and Morning Sentinel a deeper more
frequently updated digital experience.
Approximately one month after the new sites are live, we will
institute a paywall in the form of meter. Users of the sites will be
able to read five articles per month before triggering the paywall.
The homepage, video plays, obituaries (we view as a public ser-
vice in our markets), classified verticals won’t count toward the
meter. (And these rules are subject to change at any time!)
The pricing model was constructed to drive Sunday home
delivery subscriptions. So whether you get seven-day or Sunday-
only home delivery, you get unlimited to access to our digital
products. Digital products include access to both websites and
the electronic editions of all three papers. A digital-only subscrip-
tion will cost more than Sunday home delivery.
I continue to be amazed at how many people use the elec-
tronic (replica) editions of our papers. They love the ability to
go from the front page to the back page and see the choices our
editors made for page one. An endless river of stories seems to
be au courant online, but I’m not sure everyone has time for the
We know that consumer’s time spent with mobile is
disproportionate (currently) with the percentage of ad
dollars being generated from this sector but presumably that tide
will eventually shift. What mobile products do you have in place
or are you planning to be properly positioned?
We’ve had a very full plate of projects to execute in the
last 18 months and mobile is the area to get our atten-
tion once we re-launch the websites and the meter. One of the
reasons we chose responsive design is so our mobile experience
would be updated and optimized at the same time. That’s one of
the key benefits of responsive.
Once the metered experience is underway, we will look to
launch separate mobile products that focus on a particular task
like finding fresh eggs in Maine or exploring Maine’s many is-
lands. We think mobile is ideal for these type of experiences.
From an advertising perspective, we are talking to marketers
about audience and not about device. Mobile represents up to
20% (and growing) of our monthly audience so when marketers
omit the mobile channel they are missing a sizeable piece of our
audience. We are more focused on targeting in-market audi-
ence across platforms.
What is your company doing in the native advertising
Native advertising is simply advertorial with a 2.0 name.
Newspapers originally invented it. Since many small
businesses have expertise to share, native advertising is a great
way for them to share their expertise through publishers’ chan-
nels. It is simply another component we can offer to local
We think our Source section offers unlimited opportunities
for native advertising integration both in print and online. We
see native opportunities for our Source sponsors to share the
stories of farmers, fishermen, furniture makers, and the people
who make up Maine’s local food economy. We are poised to
help marketers create this content with text, video, photos, and
Put yourself in the shoes of a small market, local media
company publisher who has more digital priorities than
resources to allocate. What one or two items should be on the
top of their to do list?
It all starts with quality journalism. Focus on exclusive
news and information. Offer content that readers can’t
get anywhere else. For us it is local business news, high school
sports, outdoor sports coverage, and our latest offering – Source
– focused on the local food scene. And for goodness sake, don’t
give it away for free. Readers will pay for quality exclusive infor-
mation they can’t get anywhere else.
When the community views your product as indispensable, it
becomes the indispensable environment for marketers. Espe-
cially in small local markets, the product matters more than the
Finally, what does your digital diet consist of? Other than
your own sites, what are your daily habits when it comes
to your personal digital consumption? And what sites do you visit
for the sheer fun of them?
I am obsessed with Twitter. It is my go-to application
when standing in line at Hannaford. That’s how I stay
plugged into the newspaper and digital media industries by fol-
lowing journalists, thought leaders, and the judges on The Voice.
I continue to be blown away by the power of Facebook. Over
Easter we went to visit my in-laws in Tennessee and my husband
posted a selfie he took with his mother. Within ten minutes he
had comments from family and friends from Peru, London, the
Czech Republic, and Florence. That’s pretty amazing.
And I still visit boston.com multiple times a day to stay in
touch with the city and see what they off creating this time! I
happily get home delivery of the Sunday Globe (which our
MaineToday independent carriers deliver in Maine) so I could
get access to their suite of digital products. The journalism and
presentation of content on BostonGlobe.com continues to set the
I always love to check in on WashingtonPost.com because that
combination of Jeff Bezos and Marty Baron is sure to produce
digital innovation with journalism at the heart of it. And full
disclosure, we are participating in the Post’s local publishers pro-
gram where we will soon offer digital access to WashingtonPost.
com as an added benefit to our home delivery customers.
For fun? I guess the closest is watching MineCraft videos on
YouTube with my son. I still haven’t figured out why kids like
watching videos of other people playing MineCraft but it did
amuse us during our long Maine winter. Now with the arrival of
spring, it is time to put down the devices, get outside and enjoy
all this amazing state of Maine has to offer.
Local Media Association
Contact Al Cupo
for more information
Become a R&D Member
• Right to vote on all Local Media
• Monthly logo and contact listing in
Local Media Today
• Quarter page advertisement in the
annual R&D partner issue of Local
• Premium listing in the exhibit/
sponsor brochure at LMA conferences
CONTINUED FROM PAGE 2
A couple of weeks ago we sent out a
Classified Avenue survey to participants
and I really appreciate the feedback I
received from so many of our publishing
partners. We are working on ways to
give some ‘disruptive innovation’ to
our network and your comments will
definitely help me along this path.
Our winter sales were a bit on the
dull side but I’m happy to report that
last month saw an uptick. Between
improving weather, a new season of
opportunities and a concerted effort
to ‘‘spark’ Classified Avenue, we had a
very good April and I am expecting the
momentum to continue into May.
Meanwhile, the 2x2 Network is looking to expand its members
and I encourage all LMA members to take a look at joining in.
There is no cost to join – only a new revenue opportunity for you!
This network runs just like Classified Avenue except instead of the
ads being liner ads for your classified section, the 2x2 Network sells
display ads to run ROP. We split the revenue from the 2x2 Network
50/50 with the participants (calculations based on circulation). We
have some great advertisers ie: Satellite
providers, Online colleges, etc.
Call or email me to discuss how this can work for both of us!
Director of Sales,
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