Orlando Sentinel debuts redesign
Tribune is redesigning the print edition of several of its newspaper properties. The Orlando Sentinel was the first to launch its new look.
Newspaper stocks bounce back big time
Everyone likes to bag on the declining newspaper industry.
Actually, “everyone” is probably more like only those in the media business who can’t help but notice the emerging new technologies (Internet, cell phones, iPhones, etc) that make news more immediate and on-demand. Truth is, the every day guy probably doesn’t even care where he’s getting his news. I doubt he has loyalty to newspapers or the local TV news. It’s convenience and what topics he’s interested in.
Wednesday was not a good day for a few newspaper chains’ stock. But Thursday was a different story: newspaper stocks bounce back big time.
NAA Conference, Wednesdaymorning session
Went to the morning session of the NAA Marketing conference in Orlando.
Topic: innovation and new ad ideas. Here’s one for example: the Chicago newspaper and its niche pub for young peeps had a “roadblock” ad for one day. Advertiser was Gap. Here’s how it worked, they blocked out an entire newspaper or section with Gap’s Red ads from the front page stickie to the back page full ad. Effective.
Other good ideas to, like a Friday automotive section. Typically it’s Saturday. With a bonus radio buy.
It’s cold in Orlando
I won’t lie. It’s cold today. Overcast, breezy and cold. How cold? iPhone weather reports 48, and I’m pretty sure it’s warmed up in the past 3 hours I’ve been up.
And what’s up with people’s dedication to Starbucks? Nothing against Starbucks, I’ve spent my share of cash on their brew. But here at the Marriott World Center, there is a Starbucks in the lobby. And people will line up 20 deep and wait forever for their drink. That’s crazy.
Maybe they don’t know there is a coffee shop downstairs that isn’t as busy. $2.50 for a large.
I know, it’s not the same.
Answer: the digital age
Most of the sessions here in Orlando at the NAA Marketing conference have dealt with the future. Quit whining about the past, the good old days of the newspaper industry – whether you come from sales or the newsroom – and focus on the future. And its strengths.
Today, the message continued to be preached. One of the afternoon speakers had this to say, “Think of digital as the core product and print as the support product.” That’s a dramatic shift, but it indicates where the audience is trending.
Earlier this week, newspaper execs were warned to develop a high percentage of overall revenue from the digital side in order to survive.
