Gannett U.S. Community Publishing's Game Plan
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}ideasmarch 2010 the magazine of newsmedia marketing {cover} before, during, and after the recession … gannett u.s. community alsoinside Publishing’s newsmedia companies must act fast to link print with mobile. Industry game plan experts offer quick timeline to catch up with mobile opportunities. by kerry j. northrup by Michelle Krans. How Gannett’s U.S. Community + newspaper re-designed as the Publishing division made strides during the worldwide “ultimate browser.” How Austria’s Vorarlberger Nachrichten became even more economic downturn to position itself for the recovery. successful, attractive, and readable. by gerold riedmann inauguration provides social media opportunity. New York Times Facebook campaign grows web site users and increases its fan base. by murray gaylord eventcalendar tableofcontents >> march 2010 march 2010. 10: INmA workshop: Unleashing the Power of Print: kickstarting Advertising revenues. {coverstory} gannett’s game plan mumbai, India. april 2010. How gannett’s u.s. community publisHing Division made strides 5 26-28: 80th Annual INmA during the worldwide economic downturn to position itself for the world Congress. New York, recovery. by Michelle Krans USA. june 2010. 24-25: Séminaire Ciudad de Panamá Francophone INmA. lille, France. august 2010. 5-6: INmA South Asia Conference. mumbai, India. september 2010. 9-10: INmA Seminario latinoamericano. Ciudad de Panamá, Panama. 29-1 october: INmA outlook 2011 Conference. inmastaff krakow, Poland. october 2010. executive Director. 7: Advertising Summit. eArl j. wIlkINSoN Hamburg, Germany. ([email protected]) associate Director. {profiles} mArIA e. Terrell ([email protected]) 10 audiences show more office Director. similarities JarA GeCzI ([email protected]) by susan cody event manager. 11 newspaper re-designed meGAN deleoN as “ultimate browser” ([email protected]) by gerold riedmann eDitor, iDeas magazine. dAwN mCmUllAN 13 inauguration provides ([email protected]) media opportunity New York creative services by Murray gaylord manager. 14 integration increases Danna emde INmA world Congress ([email protected]) revenue, audience europe Division by Virginie fortun new york, usa / 26-28 april 2010. The 80th Annual coorDinator. 15 approach ties event to INMA World Congress will bring together a global lineup INGe VAN GAAl customer brand of speakers that explores emerging strategies to grow ([email protected]) audience, advertising, and brand of newsmedia companies. soutH asia Division by sudha natrajan coorDinator. 16 companies must act fast PrIYA mArwAH to link print with mobile ([email protected]) Séminaire Francophone INmA by Kerry J. northrup PROJECT MANAGER. lille, france / 24-25 June 2010. The INMA French andreA loUbIer 18 patience, attention Seminar is a hands-on, intimate seminar designed ([email protected]) results in niche success to explore the practicalities of what's happening at PROJECT MANAGER. by ann craven newspapers in France and the French-speaking regions of TOM CORBETT ([email protected]) 19 panel contributes to Switzerland and Belgium. strategy, decisions by John a. newby howtojoininma 21 tabloid replaces sunday INmA South Asia Conference newspaper to cut costs mumbai, india / 5-6 august 2010. The INMA South company membership by bob cox Asia Conference is a market-leading event designed to US$2,995 for 12-month membership for capture strategic best practices and the practicalities of unlimited employees as business unit or 22 success begins on single address foundation of questions newspaper advertising sales for newspaper executives from by rogier rijkers the leading companies in India, Pakistan, Bangladesh, Sri group membership Lanka, and others interested in this region. US$1,000 for 12-month membership for 23 newspaper embraces unlimited employees at all business units higher calling (minimum of 3 units) by Patricia centeno individual membership 25 Lessons from hurricane cover image: Gannett / Florida Today US$695 for 12-month membership for one }ideas help with recession individual by John Mcfarland publisher. Earl J. Wilkinson editor. daWn mcmullan art director. danna EmdE how to join 26 Join online or download application forms creating partnership contributing writers. with community patrICIA CeNTeNo, SUSAN CodY, bob Cox, ANN CraveN, VIrGINIe ForTUN, mUrray gaylord, at INMA.org. or contact INMA at mICHelle krANS, joHN mCFArlANd, SUdHA natrAjAN, joHN A. NewbY, kerrY j. NorTHrUP, [email protected] or +1 214 373-9111. by Lukas Widjaja Gerold rIedmANN, roGIer rIjkerS, lUkAS wIdjAjA boardofdirectors international newsmedia marketing association << viewfrominma presiDent. www.inma.org ideas march 2010 page 3 mICHAEL PHELPS The washington examiner, USA VICE presiDent. rAVI dHArIwAl bennett, Coleman & Company, New delhi, India past presiDent. ed Efchak belden Interactive, Hackensack, USA treasurer. SCott StineS mass2one, Cedar rapids, USA ASIA Division presiDent. tarIq ansarI mid day multimedia ltd., mumbai, India europe Division presiDent. wolfgang bretschko Styria medien AG, Graz, Austria latin america Division presiDent. JOSé lUIS PARRA U.S. early warning of trends el mercurio, Santiago, Chile nortH america Division presiDent. jAMES GOLD by earl J. wilkinson The United States newspaper industry is a peculiar beast. New York Times regional media Group, Tampa, USA inma executive director Its publishers are lambasted worldwide for the harvesting Directors. strategy they’ve employed the past two decades that has left their OLIVIER BONSArT ouest France, France products, employees, and buildings shells of their former selves. dISSICA CALDERARO Yet the markets they inhabit are of acute interest to publishers A Crítica, manaus, brazil Mark Challinor worldwide, as the United States is often a harbinger of consumer g8wave europe ltd., london, United kingdom and advertiser trends. rob curleY Greenspun Interactive, las Vegas, USA The advantage to watching what happens in the United States ROGER dUNbAr is that there are strategies and tactics that can be employed to The Globe and mail, Canada SANDRA GÓMEZ-VAlle avoid or mitigate many of these trends: el diario de Hoy, San Salvador, el Salvador HAROLD GröNKE >> European publishers employed Verlag dierichs, kassel, Germany “slow-down” tactics in the past decade Shaun o’l. Higgins The Spokesman-review, Spokane, USA to protect automotive, real estate, jerrY HiLL and employment advertising after the St. Petersburg Times, USA AlberTo jArAmIllo CePedA devastation of U.S. newspapers’ classifieds. el Universal, mexico Yasmin NAmini >> East Asian newspapers carved The New York Times, USA out cash from print classified profits to bengt ottossoN expressen, Stockholm, Sweden invest in digital infrastructure, making Tom ratkovich earl J. wilkinson is them better prepared than their U.S. smartFoCUS ASTeCH, denver, USA executive director and CEO dennis SkUlSkY of INMA, a frequent speaker counterparts for the Digital Age. Canwest, Toronto, Canada at industry conferences and >> Latin American and South kjersti løkeN stavrUm Aftenposten, oslo, Norway newspaper companies, and African newspapers witnessed the online bernhard weissberG the author of many reports, blick, Switzerland books, and the earl blog revolution in the States and opted to ROBERT wHITeHeAd at INMA.org. He may be target mobile strategies as a bypass Fairfax media, Sydney, Australia reached at earl.wilkinson@ medium for content and advertising. lUkAS wIDJAjA inma.org. kompas daily, Indonesia The lessons to learn from the United States in 2010 are positive and negative. contactinma First, there are intense conversations www.inma.org and experiments in the U.S. advertising headquarters P. o. Box 740186 community surrounding digital options, dallas, Texas 75374, USA social media, and the synergistic effects Tel.: +1 214 373-9111 Fax: +1 214 373-9112 europe office of multi-media. U.S. newspapers “get” minderbroedersrui 9, Bus 9, antwerp B-2000, Belgium this conversation, yet struggle with how Tel.: +32 47 760 53 67 Fax: +32 3 288 69 47 south asia office to position themselves to deliver real B-5 kailash colony, (First Floor), new delhi 110048, india value. This is at the heart of the integrated Tel.: +91 987 199-6878 advertising sales debate. aboutinma Second, newspaper publishing can be scaled. For all the fire and brimstone INmA (International Newsmedia marketing Association) is the world’s largest and premier newsmedia marketing organisation. rained down on publishers the past two This practical network of progressive marketing professionals now years for cost-cutting, it was a necessary totals nearly 2,000 members in 82 countries worldwide. members exchange ideas through a bi-monthly magazine, multiple web sites, step in the transition to eventually e-mail executive summaries, discussion forums, message boards, conferences, workshops, travel study tours, awards competitions, becoming digital-first operations. If the benchmark surveys, and online directories and databases. recession hadn’t hit, U.S. publishers would have been talking about the game plan ideas: the magazine of newsmedia marketing (ISSN 0896-1441) that they just implemented. is published 12 times annually, monthly, by the international Love it or hate it, there are lessons newsmedia marketing association inc., P.o. Box 740186, dallas, Texas 75374, USA. Each edition is archived at INMA.org and can be accessed by topics or by keyword to be learned from following what’s search. only INMA members may access the ideas magazine archive. happening in the United