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BEECHER CONTRIBUTING WRITER The Newspaper Association Keywee and Stringr, both of New 2) Brand X Mobile “is a there have been absolutely no com- of America announced the winners York City. mobile-first marketing, strategy plaints from the readership,” Miller of its annual Accelerator Pitch and technology firm. It focuses on said. “It hasn’t affected readability.” Program, highlighting a group of Here’s a closer look at each: building Awesome Mobile Experi- Miller says the technology can media start-ups that are poised to ences and designs, manages and save 15 percent or more on ink costs. transform the newspaper business supports an organization’s web, with their inventive solutions. 1) AdCellerant “is an ad social and marketing efforts.” The seven companies — some technology company focused While newspapers typically under just one year old — were on providing digital marketing have the income levels, readership selected by an NAA committee services to small business own- and trust advertisers are attracted 4) Keywee “cost-effectively based on usefulness to newspaper ers through its relationship with to, most papers fail to offer a mobile uses content — such as news- media companies, innovation and media companies. The company user-experience enticing enough paper articles — to find new creativity, says David Chavern, NAA executes and manages digital to translate into sales conver- audiences on platforms such as president and CEO. marketing campaigns on behalf of sions. Brand X Mobile’s expertise in Facebook and Yahoo to drive paid In April, the winning compa- media companies and their small wielding the mobile experience can subscriptions and newsletter sign- nies will get the chance to present business clients.” change that, Drake LeDue, Brand X ups, expand readership through N&T their ideas to nearly 1,000 news- AdCellerant recognized a com- Mobile CEO told . audience development and boost paper executives at the upcoming mon dilemma among newspaper “This isn’t your father’s news- exposure for branded content NAA mediaXchange conference, sales departments: it’s difficult to paper’s audience anymore, [readers] initiatives.” held at the Marriott Marquis in sell digital advertising, when the are multichannel,” says LeDue. “We According to Keywee website, Washington D.C. The annual event sales reps scarcely understand the see this technology [resulting] in the company scans a publisher’s serves to inspire newspaper profes- products themselves. Meanwhile, as a lot more clickthroughs, and time website and then targets the con- sionals to grow their audiences and newspapers get unduly left behind, spent on our brands — an average tent on various social media sites revenue streams, with seminars, the country’s biggest advertisers of 3-4 pageviews with our mobile and ads for each audience seg- breakout sessions and other are taking full advantage of omni- site tools versus an optimized site, ment. Using a publisher’s budget, it information-sharing opportunities. channel digital campaigns. which is usually 1.2.” automatically generates numerous “Our members are actively “The idea was to bring variations of paid posts, and recom- seeking innovative solutions to advanced technology to the small mends optimized bids for each grow audience and revenue, and business owner — P&G, Verizon, audience. the Accelerator Pitch presentations they are all stealing dollars because The company then reports offer new ideas they can imple- they have access to technology that and stores the data collected from ment,” said Chavern in an NAA isn’t available to a local dry cleaner,” 3) Dimples “enables news- each these activities in its own press release. said Brock Berry, founder and CEO. paper publishers to significantly database, which can then be used This is the third year that the NAA “We’ll partner with the newspaper, reduce the burden of ink used while to determine how a similar brand’s has incorporated the Accelerator Pitch provide sales training, so they are retaining typographic appearance. readers will respond to a publisher’s Program, he added in a phone call. able to sell all the products.” It is a prepress font-based ink saving content in the future. “It’s really an acknowledge- The company offers con- solution that complements down- ment that the industry is experi- sulting, strategy, training and stream ink optimizers by applying menting like crazy,” Chavern told productive fulfillment in program- perforations—or dimples—to the News & Tech. “We have a product matic display, mobile, SEM and SEO fonts in publishers font libraries.” that people want and are consum- services. The best part? Newspapers ing more than ever — and that’s “We look at it as one of the don’t have to change their brand- news. But what the future of the in- only ways a media company can ing to implement the technology, dustry is, as far as innovation and look at adding a million dollars in said Jonathan Miller, Dimples co- 5) NewsPix “creates a tighter monetization — people are trying growth in digital through one chan- founder and CEO. The onboarding bond between the newsroom and very hard to innovate and create nel,” Berry adds. process is as simple as a newspaper readers by subtly presenting a new products, especially in online sending the fonts that are used in steady stream of top quality news and digital publishing.” articles, headlines and subheads to pictures taken by newsroom pho- The presenting start-ups Dimples, who then uses automated tographers to drive more traffic include: AdCellerant, of Denver, software to digitally add the per- to their webpages and keep their Colorado; Brand X Mobile, of forations to the font. Newspapers brand in front of readers.” Durham, North Carolina; Dimples can preview the type, and alter it to NewsPix is a Google Chrome browser extension. Typically, of Ebensburg, Pennsylvania; News- their preference. when a user opens up a new tab Pix, of Cambridge, Massachusetts; “We successfully completed a TicketSauce of San Diego; and pilot test with a regional paper, and Accelerator Program continued on page 5 News & Tech Spring SPECIAL ISSUE 2016 u 3 www.newsandtech.com Additional industry coverage at Scan this code to www.newsandtech.com view N&T on your Follow us mobile device! @newsandtech Features our Digital Edition, Classifi eds & more COLUMNISTS Volume 28, No. 3 BEN SHAW 8 News & Tech MARC WILSON 16 P.O. Box 478 PETER MARSH 20 Beaver Dam, WI 53916 p: 303.575.9595 DEPARTMENTS www.newsandtech.com CLASSIFIEDS ` 23-31 Publisher & Mary L. 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