Satisfying Audiences Blog

Satisfying Audiences

Entries for month: November 2010

Online verticals turn content into cash

29 November 2010 · By Sandy MacLeod

Welcome to

Traditionally, newspapers have relied of advertising-designated sections such as Travel, Automotive and Shopping as revenue tools. In addition, special one-time sections such as the Olympics and Christmas gift guides are used to drive advertising revenues when the opportunity presents itself.

Today, a similar opportunity is presenting itself online, namely the use of online verticals. We hear of media organizations everywhere launching careers, automotive and parent sites almost daily. It's a trend we must watch closely. is the Star Media Group's most-recent addition to our growing family of verticals, which already includes Health Zone, Wheels, Parent Central and more. On October 4, 2010, the gates to financial empowerment were opened. This unique web site — which includes Canadian-focused content, interactive tools and an online community — gives average Canadians all they need to gain control of their finances.

Star Media Group, led by its flagship property by the Toronto Star, will ensure has the content necessary to help make financial dreams come true.


An obituary before its time: newspapers here to stay but will be different

23 November 2010 · By Anne Crassweller

In Trends in the Living Networks, Ross Dawson was very clear: newspapers are not only dying but in Canada they will be extinct in 2020. Time to polish up our resumes?

I am pleased to join the INMA blog team and be a part of the discussion about newspapers and how our industry is growing and changing. At NADbank we conduct readership research for the daily newspapers in Canada. We are a key source of information not just for the newspapers but also their customers. Based on what we see today, as Samuel Clemens said, “Reports of my death have been greatly exaggerated.”

In fairness to Dawson, he says “newspapers in their current form will be irrelevant.” But that is the point. Newspapers are changing in step with their readers and the media landscape. However, the prognosticators don't seem to talk as much about that — death and extinction make great copy! Perhaps newspapers have to change the headlines.

In Canada, print readership is stable, and online readership is increasing. Readership varies by newspaper, but nearly eight out 10 of Canadians read a daily newspaper in print or online each week. Newspapers continue to be a valuable source for news and entertainment for Canadians. The Top 8 markets all support six newspapers: a broadsheet, a tabloid, two national newspapers and two free dailies. Each have printed and online products.


Publishing versus internet retail

05 November 2010 · By Lynne Brennen

We urge our teams to think more like internet marketers, marvel at the e-commerce ease of our favorite retail sites and race to check out the newest digital devices.

Rob Grimshaw, publisher and managing director of, was quoted as saying, “This isn't publishing as much as Internet retail.”

Across the publishing industry, successful organizations are re-tooling and building their businesses at the intersection of content and technology. In this case, though, technology needs to encompass more than content platforms and devices. We need to create a tent of technology that also includes sophisticated e-commerce capabilities, analytics engines and powerful digital marketing channels.

Assuming we all agree that the question of charging for quality digital content is a “how and when” rather than “should we,” there is an industry-wide race to building out our retail capabilities online.

The INMA Transformation of News Summit on December 2-3 in Cambridge, Massachusetts, will be an opportunity for newsmedia marketers to discuss the status of paid digital content and e-commerce within our industry. If you'd like for your views to be included in the Summit dialogue, click on the link below to complete a survey — results from which will be shared in aggregate at the conference.


About this blog

The Satisfying Audiences Blog aims to reflect print and digital content not just across platforms but extending into consumer events, non-news-related subscriptions and other audience vehicles for newsmedia companies. This blog written by INMA members is dedicated to identifying the emerging linkages between content, audiences, and platforms. The blog is an initiative by the INMA North America Division Board of Directors.

Meet the bloggers

Lynne Brennen
New Leaf Media Consulting
Montclair, New Jersey, USA
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Nadine Chevolleau
Consumer Marketing
The Toronto Star
Toronto, Ontario, Canada
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Kathleen Coleman
Sales & Marketing
S-R Media
Spokane, Washington, USA
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Kevin Curnock
Executive Director
Business Improvement
Brunswick News
St. John, New Brunswick, Canada
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Jim Fleigner
Managing Partner
Impact Consultancy
Santa Monica, California, United States
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Claire Hawley
Vice President of Audience Development
Tribune Publishing
Los Angeles, California, USA
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Dan Johnson
Vice President,
Business Development
Gilbert, Arizona, USA
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Sandy MacLeod
Chief Operating Officer, Print
The Toronto Star/Metro English
Toronto, Ontario, Canada
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John Newby
The Times
Ottawa, Illinois, USA
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Nicki Purcell
Chief Digital Officer and Senior Vice President of Consumer Sales
The Dallas Morning News
Dallas, Texas, USA
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Maria Terrell
Director of Content
Dallas, Texas, USA
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New York City, New York, USA


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