02 | 18 | 2009

DPC's Gibson addresses NEPA Conference

Preston Gibson, VP of Solution Delivery for the Digital Press Consortium, shared web strategy and an online network advertising opportunity with attendees at the New England Press Association's annual convention held in Boston, MA, February 6-7, 2009.

In his first, "Web Strategy," session, Gibson explained that businesses want access to multi-media features and, more important, they want to be seen by an audience of interested consumers. Gibson demonstrated ways in which community newspapers are delivering multi-media advertising, consumer interactivity and search engine optimization for local businesses. Attendees learned that today's newspaper organizations have toolkits which include rich media display ads, video bumpers, mobile alerts, email updates & newsletters, search/directory profile pages, and more.   Gibson encouraged his audience to leverage these tools to benefit their audience, their advertisers and their newspapers

Later, in the "Online Network" session, Gibson explained the significance of online network advertising for our industry.  With network advertising accounting for over 80% of all online advertising, non-participants are relegated to a share of the remaining 20% or less.   As Gibson explained, many fear that online networks are eroding our base; some refuse to participate, on principle.  However, online networks of community newspapers must be an important part of our industry's growth strategy.  Gibson specifically encouraged the NEPA audience to enroll in the New England Online Advertising Network.  This network, powered by the Digital Press Consortium, is a collaboration of the New England Press Association and the New England Newspaper Association.  For more information on this network, please contact the network administrator, NENA's Phil Lucey, phil@nenews.org. 

Slides from both presentations may be viewed at http://www.digitalpressconsortium.com/NEPA2009.