Attendees of the 2012 NAA mediaXchange convened in Washington, D.C., facing a brightening economic picture and a sense of optimism notably absent in recent years. At the same time, “we can’t fool ourselves into thinking we’re going back to business as usual,” outgoing NAA Chair Michael Reed, president and CEO of GateHouse Media Inc., told attendees. “Will a stronger economy lead us to become a stronger industry? My answer is maybe yes, maybe no — it depends on how we organise our businesses.”
While prognostication remains challenging, mediaXchange sessions addressing everything from bold mobile products to radical changes to traditional print products provided, if not a roadmap, a sense of continuing transformation in a year during which digital is expected to capture the second-largest share of all advertising dollars for the first time.
“Our whole industry is in a time of accelerated learning,” Reed said. “Instead of asking can we survive, we’ll be asking what will we be, and how can we grow?”
The presence of both President Barack Obama and Republican presidential contender Mitt Romney at the conference spoke to the continuing importance of the newspaper industry in a changing media landscape.
INMA sent correspondent Mark Toner to cover this event, and this is his report.
02-05 April 2012
Marriott Washington Wardman Park
Washington, United States