05 | 24 | 2008

NNA Study Explores National Online Advertising

NNA has launched a study of its 2,500 members to assess interest in, and readiness for, participation in network-delivered online display advertising campaigns. This study was commissioned by NNA’s Technology Committee, under the direction of NNA President, Steve Haynes’s, and will be supported by the Digital Press Consortium.
Explaining the reason for this study, Haynes said, “Consistent with NNA’s mission, we hope the study will promote stronger newspapers by ensuring they are positioned to receive online display advertising.” Many newspapers are seeing their print advertising base erode. The Web, a key factor in this erosion, also offers tremendous new revenue opportunities, both within our local communities and beyond. To engage these opportunities, newspapers must use the Web both to extend their local advertising base and to connect with regional and national advertising. Haynes continued, “We hope this study will help newspapers use the Web to their advantage.”
The study begins with an online survey. To conduct this survey, NNA is partnering with the Digital Press Consortium (DPC), a technology cooperative comprised of newspaper industry partners. The DPC has helped several state and regional newspaper associations establish online advertising networks. “The DPC is very pleased to offer this support to NNA and its members,” said Preston Gibson, DPC’s Vice President of Development. “We have a keen interest in preserving the vitality of newspapers and newspaper associations. Obviously, this vitality depends on our ability to expand our audiences and tap new sources of revenue. The Consortium’s mission is to help newspapers deploy technology to create stronger online audience and advertiser connections – locally, regionally and nationally. So, this project is a great fit for the Digital Press Consortium.”
The survey requests basic information about the newspaper’s website. Most important, the survey seeks to gauge member interest in connecting with new revenue opportunities accessible via the Web. All NNA members are strongly encouraged to participate in this very brief online survey. The results of the survey will be presented to NNA’s board as part of its strategic planning.
DPC’s Gibson added, “For newspapers ready to receive online ads, we hope they will participate in online advertising networks sponsored by newspaper associations, and we can help them do that. We are also available to help newspapers position themselves for other online opportunities.”
To complete the survey, go to www.DigitalPressConsortium.com, and follow the instructions. Members with questions about the survey should contact XXXX. If you have questions about DPC or the form, please contact Preston Gibson at pgibson@digitalpressconsortium.com.