11 | 03 | 2008

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DPC's Gibson Addresses NENA/NENAE Conference

Preston Gibson, Vice President of Development for Digital Press Consortium communicates opportunities to industry leaders at October New England Newspaper conference.

As a Coast Guard officer, Preston Gibson sailed icebreakers from one end of the earth to the other, traversing the world’s most notorious waters.   More recently, he has helped the Cape May County (NJ) Herald navigate the stormy seas surrounding the newspaper industry. In a few short years, the Herald has gone from a weekly paste-up operation to a 24/7 multi-media enterprise. Now as VP of Development for the Digital Press Consortium (a technology initiative of the Herald organization), Preston is sharing his experience and the DPC’s leading-edge technology solutions with industry partners across the nation.

 
On October 23, 2008, Preston shared his experience with attendees at the fall conference for New England Newspaper Association publishers and the New England Newspaper Advertising Executives Association. Preston  encouraged conferees to “do the doable” – to avoid being stymied by the forest of possibilities; instead, focus on a few really outstanding trees which promise the best lumber for building their local franchises. 
 
A centerpiece of Preston’s presentation was a discussion of the DPC’s Marketplace program and how the program has been successfully implemented at the Cape May County Herald. With their Marketplace program, Herald Newspapers is using the power of web-driven features to add vitality to specialty print publications. With these print/web programs, they have achieved double-digit revenue growth while also reducing associated printing expenses. Why? Because the Herald’s Marketplace programs allowed advertisers to maintain conventional advertising while also venturing into new media marketing, even video.
 
Preston remarked, “Businesses are reluctant to curtail conventional advertising, but they want to include new media in their marketing strategy. A weak economy makes it hard for them to increase advertising spending. Larger businesses are looking for an affordable way to sustain a print advertising program while also supporting an effective online marketing strategy.   Smaller businesses would welcome affordable access to the power of the local paper. A Marketplace program can encourage existing advertisers to stay and new advertisers to join!”
 
He continued, “If we deliver the information and services our communities value, we will deliver the audiences our advertisers value. This is an important concept for our print business. It is especially important online, where we face more intense competition. Beyond basic directory information, including maps, Marketplace supports buying decisions via a multi-media business profile and users’ ratings and reviews.  A Marketplace program satisfies the needs for both print familiarity and web innovation, delivering more value to both audiences and advertisers alike.”
 
Preston also announced the formation of an online advertising network as a partnership between NENA and the New England Press Association (NEPA) with the Digital Press Consortium. The network is expected to launch early in 2009.
 
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 platforms 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.  For more information on the Digital Press Consortium, visit www.DigitalPressConsortium.com.
Contacts:
Preston Gibson
Digital Press Consortium
pgibson@DigitalPressConsortium.com