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The debate between short-form, long-form video

18 May 2015 · by Greg Bobolo

There’s no turning back.

Consumers are spending less and less time on personal computers and televisions, listening to radios, and reading newspapers, and more and more time on mobile devices consuming short-form video content.

Short-form video is chipping away at the traditional long-form content on television, a medium that still absorbs an estimated 360 billion hours of viewing time annually. That means traditional long-form still has a long way to fall – and fall it will.

The numbers are compelling: This year adults in the United States are spending on average 5.5 hours watching video every day, according to new figures from eMarketer. Digital video viewing across all devices is driving growth.

In 2011, time spent with video on digital devices, which includes PCs, mobile devices, and other connected technology like over-the-top (OTT) and game consoles, totaled 21 minutes ...


Proof cross-channel advertising works

05 May 2015 · by Darrell Kunken

How nice it is to be able to share with an advertising client the fact that its advertising campaign with you is, in fact, driving up awareness, interest, and research about its product.

Tracking campaign performance is becoming essential to proving the value of the advertising exposure we sell.

This case study is an example that not only proves that cross-channel advertising exposure is producing customer leads, but that the customer prospects engaging with the advertising are the right type of high-quality leads desired.

Following a presentation on the results of its customer file analysis from our McClatchy Customer Data Center (MCDC) analyst, the advertising client better understood its market opportunity segments.

Larger budgets were adjusted to build a more comprehensive marketing campaign that employed multiple targeting options across tangible and digital exposure channels.

The ad campaign included tracking mechanisms that enabled us to provide performance metrics to the client. Below is an illustration from our impress Local dashboard that shows the impact on the client’s Web site traffic when various ad campaign elements were placed in the market.

The client’s Web site performance demonstrated impact (spikes) as consumers took action after being exposed to a variety of ad channels. From digital premium news network ads to newspaper inserts, then digital retargeting and a post-it ad programme, each event created an activity spike.


Republic Media winning locally with multi-platform rental advertising

28 April 2015 · by Brooke Christofferson

On a national level, the apartment rental field is crowded with Zillow/Trulia,, Apartment Guide, For Rent, Apartment Finder, and, all vying for market share.

Local news organisations have struggled to capture a share of this business segment. Republic Media (The Arizona Republic) saw an opportunity to leverage its competitive advantage of local visibility and a multi-platform approach to connect apartment communities with local renters. launched in April to capture this opportunity. It is a responsive, video-centric Web site designed to help active rental seekers choose their next home. The site highlights greater Phoenix apartment communities with high-end custom videos and connects renters with real-time availability and pricing., along with Google+/map optimisation, is one of the core products for rentals at Republic Media.

Objectives for the site include:

  • Re-capture and grow rental advertising revenue and ...

Great advertising packaging targets strategic people at strategic time

20 April 2015 · by Adam Burnham

Advertising today is not a one-channel operation. Any media entity still focused solely on its legacy core ad offering is already getting left behind.

Television can’t sell time; it needs to sell Web sites and marketing services. Newspapers cannot simply sell print; they need to sell online. No matter how important the core offering remains, industry trends show a need to expand.

Most media entities know this, so they’ve moved on to the next question – “What should we be selling?” – while trying to devise a playbook to expand offerings and remain viable in an Internet-focused world.

To get there, these media companies need to put careful consideration not only into what products to sell, but how those products connect and complement one another and fit the needs of their customers.

Let’s look at newspapers specifically. The most obvious extension for newspapers’ sales teams is ...


8 news media innovators with bold initiatives

15 April 2015 · by Suzanne Raitt

News media companies are engaging and exciting, and they are embracing innovative initiatives. Let me provide you with a flavour. Here are highlights of new programmes launched by newspapers in the first quarter of 2015 (and this is just Canada!).

  1. Black Press: The newspaper group launched, an online crowdfunding initiative for charitable causes. Fundraisers register on the newspaper’s Web site home page and provide details. Approved project profiles are then posted on a dedicated newspaper microsite to reach out to readers.

  2. Hamilton Spectator: Named as one of the 10 Newspapers That Do It Right by Editor & Publisher, the company has transformed its sales team into multi-media experts. Through training of staff and clients and internal motivation programmes such as the Millionaire Club, the media company also earned US$1.2 million in ...

Bee Labs encourages collaborative thinking

12 April 2015 · by Darrell Kunken

Bee Labs is a place. It’s a room where collaborative thinking is taking place at the Sacramento Bee. The idea is really the work of Sean McMahon, our director of digital.

People sign up for a time to meet and discuss ideas and brainstorm how to solve a problem originating from any division of the company – news, audience, advertising – or even from working directly with clients on business issues.

While this is not something new ...


Video viewability is key to engagement, revenue opportunities

24 March 2015 · by Greg Bobolo

We all know this is digital video’s time in the sun.

Magna Global reports that digital media now accounts for 30% of United States advertising spending, up 15% over 2014. Video increased 39% and is expected to increasingly fuel the exodus of television ad dollars to the digital realm. As the digital video market matures, so to will segmentation and differentiation of the market. Premium video content will surge to the forefront and attract premium CPMs from top brand advertisers.

It’s clear that brands are starting to place increasing value on the qualitative nature of video content. For example, if buyers can only source official NASCAR, Major League Baseball (MLB), or Professional Golfers’ Association (PGA) tour highlights from a single source with exclusive distribution rights, I believe they will start to recognise the value. In this space, digitial video sports video is ...


Democrat and Chronicle, YMCA challenge legacy brand perceptions

16 March 2015 · by Brooke Christofferson

Editors note: Brooke brought in guest blogger and Gannett colleague Dennis Floss, director of marketing at the Democrat and Chronicle Media Group, for this weeks post.

In Rochester, New York – like many communities across North America – two of the most easily recognised brands, and perhaps least understood, are the YMCA and the local newspaper.

Both share legacy perceptions by their communities that do not reflect their current business models.

So, when the YMCA of Greater Rochester teamed up with Gannett’s Democrat and Chronicle Media Group, one of the first things put on the table was the challenge of leveraging 160+ years of brand recognition while bringing a message of change to the market.

In Rochester, the challenge was to help the client stop losing members.

The YMCA had experienced a significant decline in membership in ...


6 reasons to advertise in newspapers

08 March 2015 · by Suzanne Raitt

Newspapers, both print and digital, offer key benefits to advertisers that are not delivered by other media options. They are powerful and present advertisers with the opportunity to deliver messages in a trusted, engaging environment.

Readers trust the ads: Nielsen finds that advertisements in newspapers continue to be among the most trusted forms of advertising. Newspapers provide an environment that offers clout. Both in print and digitally, newspapers are taken seriously – and so are the ads.

Readers want the ads: Consumers were asked their reasons for reading their local newspapers. The top three answers: local news, local events, and the ads (from Totum Research on behalf of Newspapers Canada, October 2013).

Newspapers are one of the few places where readers want and expect advertisements. They are part of the content. In many media, consumers go ...


Wanted: Sales people empowered by management to sell

01 March 2015 · by Adam Burnham

Legacy media companies today are quickly learning that legacy alone doesn’t equate to success in a crowded, evolving landscape. While some have existed for decades, maybe even a century, they are now forced to re-examine their core philosophies.

It’s more important than ever to try new and different things. Experimentation is necessary, and that can sometimes result in failure. Still, media organisations looking to maintain or grow revenue need to experiment.

And like I always say, it is okay to fail, just fail fast. And move on.

Having run large sales organisations throughout my career, one thing that has become clear to me is we need to give our best sales people more time to sell. If I was running a media company, I would prioritise the sales organisation and provide anything and everything they need to help make the sale.

You no longer sell the same products you used to, so why have you not upgraded your sales model?

Think about it: There is almost nothing more important to a media company right now than the strategic and tactical ways its sales team generates revenue. But most companies are handcuffing their team without even realising it.

One place to start is ...


About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.

Meet the bloggers

Greg Bobolo
New York, New York, USA
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Adam Burnham
Vice President
Affinity Express
Elgin, Illinois, USA
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Brooke Christofferson
Vice President of Marketing and Strategy
Republic Media and Gannett Community Publishing West Group
Phoenix, Arizona, USA
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Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
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Suzanne Raitt
Vice President, Marketing and Innovation
Newspapers Canada
Toronto, Ontario, Canada
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Blog archives

May 2015 ( 2 )
April 2015 ( 4 )
March 2015 ( 4 )
February 2015 ( 3 )
January 2015 ( 2 )
December 2014 ( 3 )
November 2014 ( 3 )
October 2014 ( 2 )
September 2014 ( 3 )
August 2014 ( 2 )
July 2014 ( 4 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 4 )
January 2014 ( 4 )
December 2013 ( 3 )
November 2013 ( 4 )
October 2013 ( 4 )

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