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Sending a Message News Publishers Create Their Own Identities Through Powerful Marketing Campaigns

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Sending a Message News Publishers Create Their Own Identities Through Powerful Marketing Campaigns Sending a Message News publishers create their own identities through powerful marketing campaigns Since 1884, THE authoritative voice of #NewsPublishing ING and E&P TEAM UP TO HONOR OPERATIONS ALL-STARS A PREVIEW OF #2020MEGACONF JANUARY 2020 | EDITORANDPUBLISHER.COM $8.95 JANUARY 2020 inside FOLLOW US ON BE OUR FRIEND ON VISIT US ONLINE EDITORANDPUBLISHER.COM 9 32 28 A Section Features Departments THINK LIKE AN EDITOR 2020 Mega-Conference Arrives CRITICAL THINKING The Canadian Journalism Foundation in Fort Worth Feb. 17-19 After the debacle at Deadspin, should launches ‘Doubt It?’ campaign to fight Annual tradeshow celebrates 10 years of it be a mandate that all sports journalists misinformation ...................p. 8 moving the industry forward .......p. 26 “stick to sports?” .................p. 15 NEVER ENOUGH NEWS Sending a Message DATA PAGE Community Impact Newspaper News publishers create their Job performance of local news, political expands into Atlanta region ........p. 9 own identities through powerful ads on Facebook, unsolved murders of marketing campaigns ...........p. 32 journalists in countries with worst record for justice, proportion of screen time MAKING AN IMPACT IN 2020 tweens and teens devote to various McClatchy launches subscription product 2020 Vision media activities ..................p. 18 for political obsessives ............p. 10 News publishers have a clear focus with finding innovation and success this year .......................p. 38 OPERATIONS FILING FOR THE FUTURE International Newspaper Group and E&P New RJI project seeks to preserve to honor operations ‘all-stars’ ....... p. 28 digital archives ...................p. 11 NEWSPEOPLE FULL SCREEN REDESIGN New hires, promotions and relocations USA TODAY upgrades website . ..... p. 14 across the industry .............. p. 45 PHOTO OF THE MONTH SHOPTALK Steve Heaslip/Cape Cod Times ........p. 16 In a post-truth world, your newspaper beats social media for facts ....... p. 50 Columns INDUSTRY INSIGHT BUSINESS OF NEWS DIGITAL PUBLISHING The hardest part with digital subscriptions Journalists should empathize, not exploit, How ProPublica is harnessing the power is keeping them .................. p. 20 when covering disasters .......... p. 22 of collaboration. p. 24 editorandpublisher.com JANUARY 2020 | E & P | 3 editorial New Year, New You PUBLISHER Mike Blinder, 406-445-0000 Ext. 1 [email protected] ight before the new year, a popular meme floated around EDITOR-IN-CHIEF Nu Yang, 406-445-0000 Ext. 2 social media called the 10-Year [email protected] Challenge, where people compared Rtheir 2019 self to their 2009 counterpart. Some MANAGING EDITOR people posted embarrassing hairstyle and Evelyn Mateos, 406-445-0000 Ext. 8 BUT SOME THINGS NEVER CHANGE… [email protected] wardrobes choices they made; others posted their accomplishments and how far they’ve CONTRIBUTING WRITERS come. As for me, a decade ago, I was preparing Rob Tornoe, Tim Gallagher Matt DeRienzo, Jerry Simpkins to move from Michigan to California, and will continue to grow, but there will be more now my “winters” consist of a few rainy days rules and regulations for tech companies who BUSINESS MANAGER instead of the usual snow blizzard and freezing are finally facing the music when it comes to Robin Blinder, 406-445-0000 Ext. 0 temperatures (can’t say I miss that). the roles they play in spreading misinformation [email protected] SaveSave BothBoth withwith VisionWebVisionWeb MobileMobile AccessAccess ToolsTools I thought it would be interesting to do the and how they’re taking their massive cut of MARKETING/ADVERTISING SUCCESS OFFICER same challenge for the news industry, so I the digital advertising pie. Fact-checking will Patti Minglin & Go Girl Communications looked up the State of the News Media (an continue to be a priority for many newsrooms as 406-445-0000 Ext. 5 annual report put out by the Pew Research we enter further into this election year, and with [email protected] Ad Sales Reps Center) and compared some stats from the more platforms available to news consumers SALES AND MARKETING CONSULTANT 2009 and 2019 versions to see how much now than 10 years ago, there is certainly more Kevin Hoppes, 406-445-0000 Ext. 9 • With VisionWeb Mobile Access Tools, Ad Reps can turn wasted changed in 10 years. noise for them to filter through. [email protected] time from calls and trips to the office into time spent making more If you look at our feature stories this month, sales calls! Turn a 2-call close into only 1 call. Increase Sales DIRECTOR OF DATA SERVICES Revenue, Closing Ratios, Customer Base and Commissions! In 2009: we hope it conveys what the future will look Al Cupo, 406-445-0000 Ext. 3 • The top four news sites were Yahoo, MSNBC. like next year. We spoke with news publishers [email protected] • Ad Reps can Send Tear Sheets, Place Orders, Pick up, Proof and com, CNN.com and AOL. They saw unique from newspapers and digital news outlets Approve Ads all from their web enabled device without leaving CLASSIFIED ADVERTISING SALES their territory. visitors grow by 22 percent to 23.6 million as they reflected on this past year and what Jon Sorenson visitors a month. they have planned for 2020 (overall, they are 800-887-1615 FAX 866-605-2323 • U.S. newspaper print circulation fell 4.6 staying optimistic). We also spoke with several [email protected] • Vision Web's CRM System will allow your Ad Rep to review the Advertiser Ad History and Upload Content, Graphic and Creative percent daily and 4.8 percent Sunday. news organizations who launched successful SUBSCRIPTION SERVICES for new sales right from their web-enabled mobile device. • Total ad revenue for newspapers fell 16 marketing and branding campaigns and why Mid-Atlantic Media percent in 2008, and online ads amounted to they worked. Our wish is to see more of these 888-538-4188 • With VisionWeb Mobile Access Tools, your Ad Rep will have less than 10 percent of revenue. campaigns from publishers, especially when it [email protected] instant access to Advertiser Billing, Payment History, Available • Online video advertising only represented 10 comes to writing their own narratives. Credit and Terms. DESIGN AND PRODUCTION percent of internet advertising. One last note about this new year, Ken DESIGN2PRO • They can also view cross selling opportunities and rates for www.design2pro.com • Advertisers spent $1.3 million on mobile Doctor, who spent the past 15 years, analyzing multiple publications for that all-important up-sell! advertising in 2008, up 59 percent from a the global news industry recently announced Howard Barbanel year earlier. he was going to launch a new company called 516-860-7440 • Your Ad Rep can create an Email Blast to their target customer Lookout, a “wide-reaching new model for local [email protected] groups for immediate impact. Imagine your team having the In 2019: news” taking everything he’s learned over the ability to instantly launch new Promotions, One-Day Sales and • U.S. newspaper print circulation decreased years and placing it in one place. Category Specific Special Editions right from their phone or tablet! 12 percent and Sunday print circulation “It’s recombinant news DNA for the 2020s,” decreased 13 percent. Doctor called it. BUSINESS MAILING ADDRESS • Total estimated advertising revenue for I welcome Doctor’s new company and his Editor & Publisher Magazine Ad Managers the newspaper industry in 2018 was $14.3 analysis. We’re going to need someone to fully #322 23110 State Road 54 billion. (In 2009, it was $27 billion.) study what this next decade is going to look Lutz, FL 33548 • Increase Sales, Boost Ad Rep Performance and Improve • Digital advertising accounted for 35 percent like because as we saw from this past one, it’s Accountability. of revenue. unpredictable. EDITORIAL MAILING ADDRESS Editor & Publisher Magazine • Monitor, Coach & Coordinate your Sales Team with ease. • Circulation revenue was $11 billion. And as he wrote in his announcement, 5811 McFadden Ave., Huntington Beach, CA 92649 • Employment in digital-native newsrooms “As I look to the 2020s, I come not to bury www.editorandpublisher.com • Reduce the need and frequency of sales meetings and increase grew to 13,470 compared to 8,090 in 2009. journalism but to praise what it can—and 406-445-0000 face to face selling time! must—do for all of us.” Editor & Publisher is printed in the U.S.A. These are just a few select figures from two Here at E&P, we couldn’t agree more. • Monitor Productivity of your Sales Team with Sales Call and reports, but they paint a very clear picture Activity Tracking. of this past decade—and where it might be America’s Oldest Journal Nu Yang is editor-in-chief • Make Real Sales Goals & Forecasts using Real Data in Real Time. heading for 2030. of Editor and Publisher. Covering the Newspaper Industry Print advertising and circulation will continue She has been with the to decline (and despite how some experts publication since 2011. With which have been merged: The Journalist, established March 22, 1884; Newspaperdom, March incorrectly predicted 10 years ago that print 1892; The Fourth Estate, March 1, 1894; Editor & would be gone by now, newspapers will continue Publisher, June 29, 1901; Advertising, June 22, 1925. to “rage against the dying of the light.”) Digital 518.434.2193 | sales @vdata.com | www.vdata.com 4 | E & P | JANUARY 2020 editorandpublisher.com comments ))) enough media sources that don’t stick to what made them what they are and have sold out for clicks. I wonder if people will ever be Want Revenue? smart enough to figure out that the internet is what is killing journalism and brought us to where we are today. Doesn’t look like it. What these journalists did by quitting would be the same as going to sell cars for Chevrolet and then quitting because they can’t sell Fords.
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