Business information written specifically for newspaper advertising departments

Content about Internet

November 13, 2013

Another company, that was once a leader in its market, has bitten the dust due to its unwillingness to adapt with the changing times. This time, it’s Blockbuster. Last week, the movie rental retailer announced it would be shuttering its remaining 300 stores, leaving only 50 individual stores run as independent franchises. Blockbuster’s demise comes after years of losing customers to its online competitors — namely Netflix. In the wake of Blockbuster’s announcement, many have noted that it was a long time coming, and other businesses — especially media companies — should take Blockbuster’s story as a cautionary tale.

October 16, 2013

With the constant growth in technology, it’s perfectly understandable that we want to leverage it to simplify our personal and professional lives. Tech and advertising are a natural pairing, and as a result, there are many options out there to simplify your department’s and your clients’ strategies. Case in point: automated advertising. Automated ads are pre-made ads created with certain mediums, like social media; times of day; or locations in mind. Coupled with circumstantial data, these ads are prompted to run without you having to lift another finger. However, automated advertising can lead to some issues for your clients’ brands.

August 28, 2013

Social apps like Instagram and Vine have inundated everyday life. Picture it: You go out to dinner, your plate arrives and before digging in, you stop to snap a picture and share it with your friends. If that doesn’t describe you, you could probably just as easily look around the restaurant and see others who are guilty of the habit. Such occurrences — which aren’t limited to pictures at restaurants, but rather all forms of commerce — have become so commonplace that it’s created new privacy issues in this era of ever-growing technology. Brands that have snagged photos posted on social networks like Instagram and Facebook and then used them without permission have subsequently sparked outrage amongst social media users. However, the new mobile app SnapMyAd wants to mediate these conflicts by connecting brands with consumers willing to give up their photos.

June 21, 2013

Video is increasingly playing a larger role in branding, marketing and overall business strategies, as its daily use is on the rise, especially with the growth in smartphone and tablet owners. Video offers a valuable opportunity for brands to connect with their customers and create dynamic presences. Video could be put to good use by all of your clients, no matter which vertical, but today, we’ll discuss why you should talk to Realtors® about getting on board.

Video is increasingly playing a larger role in branding, marketing and overall business strategies, as its daily use is on the rise, especially with the growth in smartphone and tablet owners. Video offers a valuable opportunity for brands to connect with their customers and create dynamic presences. Video could be put to good use by all of your clients, no matter which vertical, but today, we’ll discuss why you should talk to Realtors® about getting on board.

June 5, 2013

Lately, Yahoo! has been all over the news for making major moves to stay relevant in the ever-changing Internet landscape. First came the company’s July 2012 announcement of Marissa Meyer as the new CEO, and then her controversial elimination of employee telecommuting this past February. At the end of May, the company made headlines once again, this time for its staggering $1.1 billion purchase of the blogging platform, Tumblr. This was a strategic attempt at connecting Yahoo! with the younger audience that populates Tumblr, but it does not go without changes to the beloved site. 

May 24, 2013

Mobile has already become a serious facet of the newspaper and advertising industries, and according to a recent BI Intelligence report, video is one of the prime uses of mobile. When keeping up on technological developments, it’s important to take these trends into consideration when adapting and structuring your newspaper’s advertising, mobile video included. We have some facts to put in your back pocket and take into your department to better inform your paper and your clients’ ad strategies.

Mobile has already become a serious facet of the newspaper and advertising industries, and according to a recent BI Intelligence report, video is one of the prime uses of mobile. When keeping up on technological developments, it’s important to take these trends into consideration when adapting and structuring your newspaper’s advertising, mobile video included. We have some facts to put in your back pocket and take into your department to better inform your paper and your clients’ ad strategies.

May 22, 2013

We’ve said it before and we’ll say it again: Social media is playing a bigger role in advertising, marketing and commerce every day. It’s important for you to know the trends, which ones matter and how to incorporate them into your own strategies as well as your clients’ — retailers included. Online shopping is growing at a steady pace, providing shoppers with the convenience of buying without even leaving their homes, but also offering them information to prepare for in-store purchases. In fact, a Gartner survey found that 74 percent of shoppers use social networks to inform their purchase decisions, and as a result, more and more companies are incorporating things like user reviews and social network share buttons on their websites.

April 26, 2013

 

With all the change that has taken place in the past 10 and 20 years, we have become familiar with how media and advertising have changed forever, and what consumers and readers want and expect. However, one thing that actually has not changed is the trustworthiness of email marketing. Your weekly or monthly e-blast is still a viable part of your marketing campaign, however, one thing to keep in mind when designing your email marketing strategy is that the way people view their emails has changed. Yes, they still view them on computer screens, but more than ever, they read their emails from their mobile devices. With this in mind, we have a few tips for your email marketing design. 

 

April 3, 2013

 

According to a 2008 Blogging.org study, there are an estimated 31 million bloggers in the U.S. After nearly five years, the number is continuing to rise, thus proving that blogs are a major trend. They have taken the Internet by storm and are highly influential, which is why they are the perfect place to turn when you’re creating a special section, website or event. Utilizing the skills of bloggers will both add a hyperlocal element to your work and save you money. Furthermore, it creates reciprocal advertising for both the blogger and the newspaper. 

 

According to a 2008 Blogging.org study, there are an estimated 31 million bloggers in the U.S. After nearly five years, the number is continuing to rise, thus proving that blogs are a major trend. They have taken the Internet by storm and are highly influential, which is why they are the perfect place to turn when you’re creating a special section, website or event. Utilizing the skills of bloggers will both add a hyperlocal element to your work and save you money. Furthermore, it creates reciprocal advertising for both the blogger and the newspaper.

March 26, 2013

 

Email is an integral part of our daily communication — especially for professionals — and it has been for quite some time now. In fact, many professionals have their work email sent straight to their phones, blurring the lines of standard in-office work hours. This constant flow of back-and-forth emails brings with it some interpersonal issues. Sometimes emails are written in the moment, without a second glance. This can lead to not only technical errors, but it can also cause the message to be received as rude, even if it’s unintentional. Therefore, just because email provides a way to instantaneously communicate with others to get the job done, that doesn’t mean they should be sent in haste. In fact, doing so could potentially burn some bridges with colleagues and potential clients! With the help of The Huffington Post’s Dana Sachs and her article, “9 Rules of Email Etiquette,” we have some basic rules to keep in mind when composing your next email. 

 

March 12, 2013

 

Groupon, a well-known daily deals website, made headlines at the end of February when its CEO and founder, Andrew Mason, wrote a company memo regarding his departure from the company. The memo read, “I’ve decided that I’d like to spend more time with my family. Just kidding — I was fired today.” The casual tone he took regarding his ouster unsurprisingly raised some eyebrows, as did a few of the other decisions he made during his time at Groupon. However, some have interpreted Mason’s departure as a writing-on-the-wall moment for the daily deals industry. 

 

February 14, 2013

There is no denying that the passage of information through digital means is the way of the future. We adapt to new technologies on a daily basis it seems, and are constantly learning new ways to express ourselves. However, our digital lives, so far, are comparable to human life on this planet; we are newborns. In my lifetime alone, the technologies have changed drastically, as many of the dominating forces in technology and web development are now things of the past. 

There is no denying that the passage of information through digital means is the way of the future. We adapt to new technologies on a daily basis it seems, and are constantly learning new ways to express ourselves. However, our digital lives, so far, are comparable to human life on this planet; we are newborns. In my lifetime alone, the technologies have changed drastically, as many of the dominating forces in technology and web development are now things of the past.

January 22, 2013

In a digital age, newspapers and their ad departments are always looking for the latest methods of promoting their content and reaching out to their readers and clients. Blogging has become a well-loved and very profitable avenue for many industries, and the newspaper industry can certainly leverage this revenue-generator as well.

 

In a digital age, newspapers and their ad departments are always looking for the latest methods of promoting their content and reaching out to their readers and clients. Blogging has become a well-loved and very profitable avenue for many industries, and the newspaper industry can certainly leverage this revenue-generator as well.

January 15, 2013

 

The newspaper sales industry is certainly not exempt from the power of professional networking. When building a career in this industry, you must reach out of your comfort zone to make contacts with other professionals in your industry as well as existing and potential clients. Reverence and diligence will both maintain and build your professional network, equipping you to make your next move, or sale, as the case may be. With that in mind, we’re always looking at the latest in social networking in order to help you find new, quick and easy ways to stay connected with your network. Of course, sites like Facebook and Twitter fall into this category, but we were particularly excited to hear about Newsle.

 

December 18, 2012

With increasing frequency, Google has been implementing changes to the search engine, which could affect your clients’ online marketing strategies. These changes, launched in late April 2012, are called Google Penguin and Google Panda. They modify the algorithm Google uses to produce the search results browsers get when using the search engine. The goal was to ensure that users are getting search results most relevant to their needs as opposed to websites that have stuffed their content full of SEO tricks to improve their rankings in search results even if they aren’t necessarily relevant. While this is a positive move for Internet browsers at large, it could mean that your clients’ websites might be out-of-date in terms of SEO. With that in mind, Mona Elessily took to The Huffington Post to offer some tricks to stay ahead of Google’s changes. The goal of Google's algorithm is to provide users with the most information possible. Since newspaper websites contain pages upon pages of news, and therefore information, they tend to get higher ranking in search results. However, that’s not necessarily the case for your clients, so make sure you pass this advice along! 

October 29, 2012

Newspapers are a business, yes, but do they serve a greater purpose? We at Above the Fold think so. We believe that it is in the newspaper’s best interest to offer breaking news related to the safety and security of its community members free of charge as to ensure that everyone has access to safety information whether they are subscribers or not. So, we were pleasantly surprised to hear that a number of papers have dropped their paywalls to accommodate subscribers and non-subscribers alike for safety information regarding Hurricane Sandy. The most prominent of these papers are the New York Times and the Wall Street Journal.

October 23, 2012

Facebook has already proven itself to be an integral component of modern businesses, both small and large. It plays a key role in marketing, public relations and promotion for all types of companies. But with the development of a new “Want” button, Facebook is solidifying itself as an even larger player in the e-commerce game.

Facebook has already proven itself to be an integral component of modern businesses, both small and large. It plays a key role in marketing, public relations and promotion for all types of companies. But with the development of a new “Want” button, Facebook is solidifying itself as an even larger player in the e-commerce game.

There has been a great deal of buzz surrounding the Want button for several months now, but it is still in development stage and Facebook has not officially released it for public use yet.

October 18, 2012

Your newspaper likely has great SEO. However, if social media marketing and SEO are something you want to offer your clients, you’ll want to understand the inner workings of SEO to help them garner optimal results. One of the major tenants of a good SEO plan is back linking or link building. This process is a means of building web presence and reach without using funds to advertise or promote.

Your newspaper likely has great SEO. However, if social media marketing and SEO are something you want to offer your clients, you’ll want to understand the inner workings of SEO to help them garner optimal results. One of the major tenants of a good SEO plan is back linking or link building. This process is a means of building web presence and reach without using funds to advertise or promote.

September 28, 2012

Your recruitment section has probably taken a hit by the recruitment pure plays, like CareerBuilder® or Monster, but there are some ways to change the game and increase your revenue for this section. Since most businesses post job openings on the pure plays, which are then linked to your newspaper website’s recruitment section, why not allow local businesses to view possible candidates on your website as well? By creating a local, social recruitment network, you can allow users to upload videos answering possible interview questions. By doing so, you can once again be the necessary medium between local businesses and their prospective employees. Creating this network will not only reconnect jobseekers to businesses, it will also add a step to the recruitment process that will inevitably make hiring more efficient and less of a financial burden on both the jobseekers who travel to interviews and companies that use precious resources during the interview process. Taking the steps to become a local hub of new media recruitment will be a lot of work, but can allow you to bring in tons of revenue as well. Here are some possible steps to making this plan a reality.

September 18, 2012

In terms of driving online traffic to your advertisers’ websites as well as your own newspaper’s website, social media presence and well-developed SEO play a huge role. Of course, traffic means more readers, more views per page and ideally, increased revenue. In the wake of new developments in technology, newsletters may seem like old news, but don’t let them get lost in the mix. Newsletters are still a proven way to drive traffic to websites, although they don’t garner the same results as search engines and SEO. However, according to a survey conducted by Ecommmerce Quarterly, newsletters do surpass search engines and social media when it comes to conversion rates by website traffic as well as “Add to Cart” rates. This means that there is a great likelihood that newsletters drive your readers not only to your site, but if you are selling products or services on that site, they are more likely to make those purchases as a result of subscribing to your newsletter. Newsletters are often seen as having low ROI, because of the time spent creating content and design, but the boost they offer to your advertisers’ website traffic is worth it. Plus if they follow some quick steps to monetize their newsletters, they might be more than what your advertisers originally thought — so let them know!

September 10, 2012

The Zeitgeist, a movement whose name has been re-appropriated to discuss issues of cultural importance and contemporary sensibilities, has become a technological concept. With the personalized news aggregation application Zite, available on most tablets and smartphones, users can create their own personalized magazine that shows articles about the topics they care about most. With continual use, Zite also learns user preferences, making the presented information truly customized to the sensibilities of the reader. 

The Zeitgeist, a movement whose name has been re-appropriated to discuss issues of cultural importance and contemporary sensibilities, has become a technological concept. With the personalized news aggregation application Zite, available on most tablets and smartphones, users can create their own personalized magazine that shows articles about the topics they care about most. With continual use, Zite also learns user preferences, making the presented information truly customized to the sensibilities of the reader.

August 20, 2012

 

For this issue’s paper spotlight, and in addition to our classified retrospective, we are examining the affect adding a pay-wall can have on your subscription revenue. Although we wont be examining a specific paper to discuss their innovative ideas, we will be taking a critical look at a common move many newspapers are making that intend to replace the lost revenue from adding a full and free version of the paper online. In the past, people would have had to pay for a single issue or monthly subscription to take advantage of your newspaper’s content, however, with information being widely available, people are using their pennies elsewhere and getting their news for free. 

 

August 14, 2012

If you are going to offer comprehensive and reputable advertising solutions to your advertisers, it’s necessary to go above and beyond printing their ads. You should be a resource through and through by offering tips, strategies and data to back up all of their advertising decisions. Case in point: search engine optimization (SEO). For your advertisers to really start seeing results and response from customers, they not only have to advertise (in your paper!), they also need to have an active, well-designed website with great online “searchability” — also known as SEO. Yes, this little piece of jargon gets thrown around a lot, but it carries a lot of weight. SEO refers to the search engine results for a website, depending on the effectiveness of its headlines, content and the keywords used. To make sure your advertisers’ websites have the impact they want and need in order to boost revenue, they need to format them in a way that will heighten its chance of showing up in popular search engines.

June 8, 2012

As you no doubt already know, Facebook went IPO recently, making it possible for the public to buy stock in the company. It appears to have been a bad idea; Facebook’s stocks are tanking and there have been multiple lawsuits brought against the company’s founder, Mark Zuckerberg. Many believe that Facebook will fail, and I’m sure just as many people hope it does. However, the question does remain: Will the success or failure of Facebook merely be the result of financial difficulty, or will its fate be determined by much more — an indication that we no longer need it?