Trends to keep track of in 2008

 
- outsourcing can save time and money, but remains a sensitive issue. “Newspapers would prefer to utilize our services without bringing undue attention to the issue,” says Todd Brownrout, chief marketing officer for 2AdPro a provider of outsourced advertising services. In any case, the trend of newspapers will continue for newspapers in 2008. Last year, the San Jose Mercury News outsourced 100% of its ad production, and the San Francisco Chronicle is readying plans to outsource press and post-press operations to Canadian printer Transcontinental Inc.

- Hyperlocal news coverage and websites have proved to be very successful among readers. “A lot of news that they really care about is not something that an outfit like the Tribune can handle very well” because of its size, says Kyle Leonard, managing editor of Triblocal, Chicago Tribune’s hyperlocal news venture. Triblocal includes eight micro websites and two 16-page print weeklies. Other US papers have delved into hyperlocal news, including the Denver Newspaper Agency’s YourHub.com. The Dallas Morning News introduced 17 hyperlocal print editions in 2005, also enabling readers to submit all sorts of content thanks to an uploading tool on the paper’s homepage. Last April, the News launched 57 micro websites, staffed by 15 editors and four assistant editors, who pick out the news posted online to include it in the print editions, which run from 16 to 40 pages.

- as Web audience measurement tools change and the Web audience becomes increasingly important, newspapers must stay aware of the different services at their disposal (the Sacramento Bee changed the name of its circulation department to ’audience development and membership services’). Generally speaking, it seems the different measurement companies are moving towards more integrated systems.

- American newspapers “are seeking to slim down this year, by consolidating their editorial and production operations,” in an effort to deal with slimmer profit margins and increased efficiency, according to the NAA piece.

- Newspapers are acquiring new technologies to attract advertisers. Heatset and UV equipment enables papers to print vivid colors on glossy paper – obviously of interest to advertisers.

The NAA’s article also mentions a few other business trends for newspapers and advertising. Read more below.

Source : NAA