Archives
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Local Newspapers on the Comeback Trail
Click here to see why John Gaffney, of Real Media Riffs, thinks hometown daily newspapers, once portrayed as losers in the ad revenue game, are making a comeback even as the national newspapers struggle.
Are newspapers an effective medium for creative advertising?
This article from Lynne Meena in USAD Review examines the emerging use of newspapers for image advertising. She also describes how newspapers are becoming increasingly friendly towards national advertisers and how NNN is aggressively pitching the use of newspapers.
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NNN Run Boosts National Outlook
This lengthy article in Editor & Publisher shines a positive light on NNN through interviews with clients and staff members. There's some good history here plus a balanced look at the CPM rate and how NNN is overcoming the perception of newspapers as "old fashioned."
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With newspapers catering to national advertisers as never before, the category is producing record-setting revenue.
MEDIAWEEK's Tony Case explores the past problems and recent successes of newspaper advertising in this detailed, interview-rich MEDIAWEEK piece. NNN plays a prominent role in an article that pulls no punches as it examines the former "arrogant" attitude of some newspapers toward advertisers. Case also reports on the advertising community's past, present and future views towards newspapers.
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Success Takes National Sales to a New Level
This Presstime article by Barbara Z. Gyles goes into depth on the success of NNN as well as its origins and early problems. Although some things have changed at NNN since this piece was published, there is much to be learned about the organization. Former NNN President and General Manager Nicholas Cannistraro is quoted extensively.
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Rivals Leap Days After FDA Pulls Rezulin
This Wall Street Journal article was written in the wake of an FDA ruling that shelved the diabetes drug Rezulin. It focuses on a major newspaper ad campaign by rival SmithKline Beecham urging patients to ask their physicians about switching prescriptions to their competing drug, Avandia. Since the campaign generated virtually a 100% increase in interest for Avandia, this article stands as testimony to the speed and impact of newspaper advertising on a national level.
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SC Johnson, Newspapers Tie Ads to Weather
If you need more proof that NNN is fast, flexible and customer friendly, here it is. S.C. Johnson & Son was testing an outdoor version of its Windex window cleaner. But ads only run in newspapers if the weekend forecast called for good weather. NNN monitored the Weather Channel and quickly placed buys in 86 local newspapers where conditions were favorable.
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