Nebraska Launches Online Ad Network
Nebraska Press Service partners with Digital Press Consortium to Launch Online Advertising Network.
LINCOLN, NE, and CAPE MAY, NJ – Nebraska Press Advertising Service (NPAS), the advertising arm of the Nebraska Press Association (NPA), is partnering with the Digital Press Consortium (DPC) to establish an online advertising network. Through this effort, NPAS will link the websites of member newspapers to give advertisers ready access to an aggregated Nebraska online audience.
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 state newspaper associations, including the Nebraska Press Association. 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 initiative for the newspaper industry.
According to Rob James, Sales Manager for NPAS, “The Nebraska Press Association is our state’s oldest trade association, but we’re not resting on our laurels; we are committed to the future of our industry. And our future involves leveraging technology to deliver new services, like this statewide online advertising network. The online network is a logical extension of our current advertising services, and it’s an important step for our association and our member newspapers.
Regarding the DPC partnership, James added, “The DPC was the obvious partner for this initiative. They have proven their ability to deliver centrally-managed campaigns for other state and regional associations, with streamlined delivery and automated reporting. DPC is a genuine friend of the newspaper industry.
“Sustaining and enhancing the newspaper industry’s vitality will require expanding audiences and providing new services, offering access to new sources of revenue,” according to Preston Gibson, Vice President of Solution Delivery for the DPC. He continued, “The Consortium is eager to provide newspapers with the online solutions needed to create stronger audience and advertiser connections – locally, regionally and nationally. We are excited to be working with the Nebraska Press Advertising Service.”
About Nebraska Press Advertising Service
The Nebraska Press Advertising Service (NPAS) implements and facilitates programs, projects and procedures that are mutually beneficial to its advertising clients and membership. NPAS is the advertising arm of the Nebraska Press Association (NPA). NPA was founded in 1873 to protect freedom of the press and promote the overall business interests and professional development of its members.
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.
Rob James; Preston Gibson
Nebraska Press Advertising Service; Digital Press Consortium