Search On : All Words Any Words Phrase 
NAA's Webinar page

• NAA Federation Members: $99.00
• Non-Federation Members: $125.00
• Non-NAA Members: $250.00
RECENT WEBINARS:

Check back soon for more details on NAA’s upcoming Fall Webinars:

Local Search: Strategies for Audience and Revenue Growth
Monday, September 22, 2 p.m. Eastern

After much experimentation, newspapers are finding ways to serve smaller advertisers online, some through enhanced local search capabilities, some through SEO services and others through interactive business directories.  This Webinar will explore two successful models for capturing non-traditional advertisers, one from a small-market newspaper and one from a larger market organization.  For background on local search and directory strategies, download NAA’s new report Local Search: Strategies for Audience and Revenue Growth.

Speakers:
Sarah Wilhelm, Vice President of Sales & Business Development, Mediaphormedia:

Mediaphormedia is the award-winning interactive and software division of The World Company, a media company headquartered in Lawrence, Kansas.  Most recently, Wilhelm served as the Corporate Director of Sales & Advertising for The World Company which included oversight of its print, television and interactive advertising sales divisions. She has experience in sales management, staff development and training, and interactive product sales and development - such as LawrenceMarketplace.com - an award-winning local search and business directory site.  During her tenure with The World Company, Wilhelm has held positions in both sales and management for The Lawrence Journal-World (LJWorld.com) where she restructured the entire sales operation and overhauled the sales training curriculum. Wilhelm was also a leader in the sales convergence effort between the newspaper and cable sales teams. Wilhelm has a B.A. in Journalism from the University of Kansas. 

Mark Robertson, Search Evangelist, Freedom Interactive

back to top

NAA’s Horizon Watching Webinar: Q&A on Creating a Multimedia Mindset
Using Social Media to Create Viral Marketing Campaigns

SEE PAST WEBINARS:
(click for presentation)

How to Leverage Social Media for Audience and Revenue Growth
Wednesday, August 27, 2 p.m. Eastern

Newspaper audiences are already getting what they need from each other in ways that challenge newspapers’ traditional revenue streams: They are selling to each other on Craigslist, they’re making local connections through the “Neighborhoods” applications on Facebook, and they’re getting restaurants reviews from each other on Yelp. But social technologies also present opportunities for newspapers to listen to, talk with, energize, support, and embrace audiences and their ideas. In this Webinar, newspaper publishers will learn:

  • How social media fits in with newspapers’ larger business strategy
  • How newspapers can evaluate and execute a social media strategy
  • How other publishers are succeeding and failing in their social media initiatives

Featured Presenter:
Sarah Rotman Epps, Analyst, Forrester Research

Sarah serves eBusiness & Channel Strategy professionals in the media and entertainment industries. Specifically, she helps publishers define and optimize their business strategies for their digital channels. Her research focuses on changing consumer behavior, changing advertiser demands and how publishers can adapt to grow revenue profitability online. Sarah’s research has been quoted in The Wall Street Journal, The New York Times, The Financial Times, MarketWatch, and industry publications such as Adweek. She graduated magna cum laude from Harvard University with at B.A. in visual and environmental studies.

back to top

User-Generated Content: Zeroing in on High Potential Opportunities
Wednesday, July 23, 2008

Awareness for newspaper user-generated content (UGC) offerings (blogs, photo sharing, user comments, etc.) is still relatively low, but the opportunity for UGC to drive  Web site usage is very high according to a new NAA study.  The study of consumers in five markets sheds light on which applications hold the most promise for engaging various audiences and the enhancements consumers would like to see that would increase their usage of an loyalty to newspaper Web sites.  This Webinar will provide key findings and recommendations from the UGC study.

Speakers:
Greg Martire, Managing Partner, Clark, Martire & Bartolomeo
Ted Stasney, Market Development Director, Tampa Tribune

back to top

Online Video Advertising: Where, When and How to Maximize Revenue
Thursday, July 17, 2008

Online video advertising is growing and changing-that much is clear.  What's less clear for newspaper companies is how to leverage this new medium to increase revenue.  According to a 2008 Borrell Associates local online revenue survey, which studied more than 3,000 local Web operations, video is the fastest growing segment of local online advertising.  Many newspapers commanding this space in their local market, but there is plenty of room to grow.  This event will include the latest information from Borrell Associates on the projections for online video advertising growth. 

Speakers:
Peter Conti, Senior Vice President, Borrell Associates, Inc.
Joe Laszlo, Director of Research, Interactive Advertising Bureau

back to top

Building World-Class Sales & Marketing Capabilities
October 31, 2007
As advertisers’ options expand, deploying the very best sales force in the market becomes a critical competitive advantage. Wendy Zomparelli, Senior Consultant, Kannon Consulting and author of the NAA Horizon Watching Report “Building World-Class Sales and Marketing Capabilities,” moderates.

back to top

Mobile: A Growing Market for Growing Newspapers
October 30, 2007
Mark Donovan, CMO and senior analyst at mobile research firm M:Metrics, presents this Webinar with a focus on how newspapers can take advantage of mobile technology to reach tech-savvy consumers, attract advertisers and more.

back to top

Digital Track

Audience Building Initiatives
September 20, 2007
What does it really take to build a loyal online audience for your newspaper Web site? Prof. Rich Gordon of Medill at Northwestern University has written a series of case studies for NAA showcasing both operational excellence and initiatives that have successfully increased audience for newspaper Web sites. These include building community through the Web site of the Racine (Wis.) Journal Times, Morris Communications and several others. Gordon will talk about these and other digital media projects that are successfully driving loyal, local audiences and revenue to newspaper Web sites.
Speaker: Rich Gordon, associate professor at the Medill School of Journalism, Northwestern University, directs the school’s graduate program in Web publishing. For the 2006-07 academic year, he has taken on a special assignment as director of digital media in education. He began his professional career at the Richmond (Va.) Times-Dispatch, and later worked at The Palm Beach (Fla.) Post and The Miami Herald, where he became the company’s first new media director. In addition to teaching and research about new media journalism, Rich has served as a consultant for the Newspaper Association of America, Pulitzer Newspapers and Grainger Corp. He speaks regularly to professional and industry groups.

back to top

Audience Track

Horizon Watching Webinar: Q&A on Achieving Strategic Alignment
September 26, 2007
Competitive forces are changing the way we do business, requiring us to develop robust digital operations while maintaining our print newspaper operations. Companies with strong organizational structures to support their business strategy are in the best position to move swiftly to overcome these challenges.
Moderator:
Wendy Zomparelli, Senior Consultant, Kannon Consulting, and author of the “Achieving Strategic Alignment” report.
Speakers:
Richard Beene, publisher of The Bakersfield Californian, will answer questions on how they successfully created an environment that fosters innovation by creating a new unit that focuses on analyzing research and data to develop new products and platforms for readers and advertisers.
Joe DeLuca, Tampa publisher of The St. Petersburg Times, will discuss that newspaper’s creation of a Department of Audience Development, centralizing all marketing functions under one group, with brand managers assigned to specific audience segments responsible for driving content and promotions for that segment.

Print Growth Strategies
Wednesday, Aug. 29, 2007
All the buzz is about new product development and Web innovation, but what about the core print product? Learn what small and medium-sized newspapers are doing to reinvent the core in response to reader demands, and how their circulation numbers are growing as a result. Speakers: Keith Foutz; Bailey Babney

back to top

Newspapers' Win-Win Relationships with Retailers (Online)
Tuesday, August 21, 2007
Online shopping means so much more than transactions: For newspapers, research and generating solid local business leads are an increasingly important part of the mix. Newspapers can leverage deep local knowledge and business relationships to benefit consumers in many ways. This Webinar is based in part on the white paper "The Newspaper Online Shopping Report: Online Relationships with Retailers," by Peter Krasilovsky, Local Onliner blogger, program director for Kelsey Group and independent consultant. The Webinar focused on how newspapers can position themselves to take advantage of the company's strengths to connect consumers and Peter Krasilovsky writes The Local Onliner blog, is program director for The Kelsey Group and consults widely with local media and directory firms on their interactive strategies.  Krasilovsky's authoritative views on new media trends have regularly landed him on television and radio, as well as in newspapers and the business and trade press.  In recent years, Krasilovsky has been focused on providing better, more profitable new media solutions for local media companies (newspapers, Yellow Pages, search companies and portals). Krasilovsky is also a co-founder of Borrell Associates Inc. and the founding director of the Kelsey Group's Local Online Commerce program. Krasilovsky holds a B.A. in Liberal Arts from Sarah Lawrence College and an M.A. in Communications Management from The Annenberg School of Communications at The University of Southern California.  He works out of Carlsbad, California. This summer, Krasilovsky wrote "The Newspaper Online Shopping Report: Online Relationships with Retailers" for NAA.

back to top

When Professionals and Amateurs Converge
Wednesday, July 25, 2007
Professional journalists are now working side-by-side and competing with bloggers and citizen journalists who provide their own brand of news coverage and commentary. What does the emergence of "amateur" journalists mean for journalism? How can the two co-exist to better serve our audience? Learn how newspapers are formalizing the relationship between the two to better serve and represent their communities. Kate Marymont of the The News-Press and news-press.com in Fort Myers, Fla., presented.

Newspaper Video: A Growth Guide
Tuesday, July 17, 2007
Online video is one of the fastest growing areas of the Web. Though some television station Web sites have featured video for years, the advent of YouTube and other sites has turned attention to this area like never before. This Webinar focuses on how newspapers can effectively use video to grow traffic and revenue by highlighting best practices as well as online video advertising and how Web site visitors respond to it. Richard Hernandez, Staff photojournalist for the San Jose Mercury News presented.

back to top

Driving Revenue: Best Practices from Local Online Media
Wednesday, June 27, 2007
Newspapers continue to enjoy double-digit revenue growth from their online operations, using a variety of sales strategies. Borrell Associates, which conducts annual benchmarking studies for local online media, has identified strategies and tactics from the best-performing online newspapers, TV stations and other local media across hundreds of markets. Based on an NAA best practices report, Borrell Associates CEO Gorden Borrell shared success stories on sales strategies, organization and innovation.
Speakers:

  • Gorden Borrell, Borrell Associates CEO
    Serving as CEO of Borell & Associates, Inc., Gordon has 27 years of experience in local media. He started his career as a reporter with The Virginian-Pilot, in Hampton Roads, Virginia. He pioneered interactive ventures for the Pilot's corporate parent, Landmark Communications Inc. In 1993, he conceptualized and helped establish InfiNet, an Internet access and hosting company now owned by Gannett. Gordon served as vice president of corporate development and international development for InfiNet until 1996 and was vice president of new media for Landmark's newspaper group until 2001. He is past president of the Newspaper Association of America's New Media Federation and was a 2002 nominee for the organization's Pioneer of the Year award. He is a guest columnist for the NAA and the American Press Institute. Gordon holds a degree in political science from Old Dominion University in Norfolk, Va.
  • Laura Stinnett, Online Sales Manager, Atlanta Journal-Constitution

back to top

Make the Most of Your Web Site with Search Engine Optimization
Tuesday, June 26, 2007
Do you know how to include keywords in headlines and articles to ensure your Web pages receive high rankings in search engines? Do you understand how accurately tagging content translates into greater Web exposure and more readers? Stephan Spencer, founder of Netconcepts, provides key insights on how to incorporate the concepts of SEO to make the most of your Web site. In addition, Steven Evatt, Senior Online System Administrator for The Houston Chronicle Houston 's chron.com, shares how their site became the number one news Web site in Google News last summer, and number four year-to-date, a significant accomplishment in a competitive news category. Concepts shared in this one-hour training format benefit executives from small to large-sized newspapers seeking to learn more about search engine optimization.

  • Stephan Spencer, Founder & President, Netconcepts
     Stephan founded Netconcepts, a web agency that specializes in search engine optimization, in 1995. Clients include Home Shopping Network, AOL, Verizon SuperPages.com, Discovery Channel, and REI, to name a few. Stephan is a frequent speaker at Internet conferences around the globe. He is also a Senior Contributor to MarketingProfs.com, a monthly columnist for Practical Ecommerce, and he's been a contributor to DM News, Multichannel Merchant, Catalog Success, Catalog Age, and others. View a full biography on Stephan Spencer.
  • Steven Evatt, Senior Online System Administrator for Chron.com, The Houston Chronicle
    Steven has been contributing to the growth of Chron.com since 2000. He
    currently manages the online servers, system design, system
    configuration, system monitoring, and projects such as disaster recovery
    and search engine optimization to help grow traffic and increase site
    distribution.

back to top

Life-Stage Segmentation: Using Segmentation to Drive Strategies
Monday, November 6th, 2006
Many newspapers over the past several years have launched new products targeted at 18-34 year olds. But which 18-34 year olds? Download the presentation [pdf].

back to top

Audience Aggregation
Dave Daugherty, Vice President of Research, Gannett Corporate Research
Monday, October 23, 2006 2 p.m. EST
This one hour training session provided a primer on audience aggregation, learning how one leading newspaper company has taken this concept to execution in their markets. Included in the presentation are ways to use audience aggregation for ad sales and planning, how to measure it, content and revenue strategies and results from markets that have used this strategic framework. This webinar has ended. Click here to see the presentation.

back to top

New Product Development
Monday, October 9, 2006
Are you preparing to launch a new product at your paper? Have you seen NAA's recent Growing Audience Report, " A New Approach to Product Development" and have questions? This webinar has ended. Download the presentation [pdf].

back to top

Understanding Needs States: How Newspaper Companies Can Use the Media Choice Model to Increase Viewers, Readers, and Profits
Monday, September 25, 2006
For newspaper company managers and executives, broadcast news directors, advertising executives, media planners, media researchers, public relations professionals, digital news site creators and managers. The ideas presented explain people’s communication needs and allow you to better design news and advertising products people want, when they want them, with the media features they want. Based on exhaustive research and practical application of research findings, the Media Choice Model is a guide for media professionals who must find their way through the new media landscape. This webinar has ended. Download the presentation.

back to top

Questions? Please contact Carolyn Valliere at 571-366-1033 or carolyn.valliere@naa.org.
If you would like an e-mail notification of future Growing Audience updates, please send e-mail to Sally Clarke at sally.clarke@naa.org.