NNA develops promotional ads
Monday, July 10th, 2006COLUMBIA, MO—The National Newspaper Association has developed a series of promotional ads for its member newspapers.
“No one else is going to promote your paper,” said Robert Williams, co-publisher of The Blackshear (GA) Times. “These ads are so you can let advertisers know how much better a newspaper-yours in particular-is when it comes to reaching the people who will buy their products and services.”
The ad series concept was originally developed by a student in the University of Missouri School of Journalism. Williams, who co-chairs the Publishers’ Auxiliary Committee, took that concept and created the ad series in a variety of sizes. The committee noted earlier this year how important it is for newspapers to promote themselves in this heavily competitive media environment. It approved the development of the ads.
Research done for NNA by the Center for Advanced Social Research, an independent research facility based at the University of Missouri School of Journalism, was used to help create the text for the ads.
An article in the January issue of Publishers’ Auxiliary highlighted the research. It showed that more than 50 percent of community newspaper readers used their hometown paper as the source for local news-far above TV at 16.1 percent. It also showed that 81 percent of adults read a community newspaper at least once a week.
NNA members may access the ads at www.nna.org.
