The New England Newspaper Association (NENA) and the New England Press Association (NEPA) are partnering together with the Digital Press Consortium (DPC) to establish an online advertising network. The resulting New England Online Advertising Network will link the websites of member newspapers to give advertisers ready access to a combined audience of online New Englanders.
While media choices are expanding rapidly, studies continue to show that newspapers, both in print and online, remain the leading source of local information. These strong local audiences represent immense value to advertisers. Linking these local audiences via a network has long been the work of newspaper associations, including NENA and NEPA. Now, as newspapers see the need to devote more resources to online publishing, they are also seeking to garner more revenue from their online operations. With 80% or more of online advertising being placed via networks, the establishment of online networks becomes a very important extension of services for the newspaper industry.
Phil Lucey, NENA’s Advertising Manager will administer the shared online network. Lucey said “This online ad network significantly expands the reach our respective associations already offer regional advertisers. The aggregated network represents a single source for reaching online audiences across New England. With the DPC system, we can offer precision delivery and automated reporting for advertising campaigns targeting any part of New England or the entire region.” Regarding the partnership with DPC, Lucey offered, “We had heard about DPC’s work with other newspaper associations. The capabilities of the DPC system are impressive, but the DPC’s commitment to our industry is especially compelling.
Preston Gibson, DPC’s Vice President of Solution Delivery, said, “DPC is eager to help newspapers deploy technology to create stronger audience and advertiser connections – locally, regionally and nationally. We believe online ad networks, via newspaper associations, is an important part of our work. This NENA-NEPA partnership reflects the sort of no-holds-barred initiative which will keep the newspaper industry strong.”
For more information regarding the New England Newspaper Association, visit www.NEnews.org. For more information about the New England Press Association, visit www.NEPA.org. For more information on the Digital Press Consortium, visit www.DigitalPressConsortium.com.
About New England Newspaper Association
The New England Newspaper Association (NENA) represents newspapers in Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island and Vermont. NENA was founded in 1981, the result of a merger between two old-line associations: The New England Daily Newspaper Association and the New England Newspapers Advertising Bureau.
About New England Press Association
The New England Press Association (NEPA), founded in 1950, promotes growth and excellence in New England newspapers. Through technology, networking, education and recognition, NEPA helps more than 525 members publish better and more profitable newspapers.
About Digital Press Consortium
The Digital Press Consortium was created to standardize the online technology platforms in use across the newspaper industry and reduce redundant investment in them. It provides content management and online search/directory tools to members who seek to build strong local online audiences and connect them to advertisers locally, regionally and nationally. The DPC also provides robust interactive ad networks for newspaper associations and their members.
Phil Lucey; Preston Gibson
New England Online Advertising Network; Digital Press Consortium