SOURCE: Newspaper Association of America

January 25, 2007 15:56 ET

NAA to Unveil 2007 Newspaper Value Campaign at Annual Marketing Conference

Other Marketing Sessions to Focus on Audience Development, Research and Driving Change

ARLINGTON, VA -- (MARKET WIRE) -- January 25, 2007 -- The Newspaper Association of America will unveil the 2007 newspaper industry trade campaign during the NAA Marketing Conference Jan. 28-31 at the Mandalay Bay Resort and Casino in Las Vegas. The new campaign will reach advertisers and build on the $75-million dollar initiative of 2006 designed to "surprise advertisers with the truth" about consumer engagement with newspaper advertising. NAA will present details of the 2007 campaign Jan. 30 as part of a conference presentation on "Improving the ROI of Newspaper Advertising."

"The plan for the 2007 campaign is to accelerate the momentum we gained in 2006 and communicate to advertisers the exciting transformation story of newspaper media as a 21st century destination," said NAA Senior Vice President and Chief Marketing Officer John Kimball. "We plan to accomplish this with a more aggressive tone, a modern ad look and the introduction of a new tagline."

The NAA Marketing Conference features a sold-out exhibit hall; thousands of attendees from newspaper marketing, advertising, circulation and digital media; and substantial participation from retailers. It also will offer several general sessions with a strategic focus. Some highlights include:

--  "Making Impressions in the Marketplace:" Former Senior Vice President
    of Consumer and Customer Insights for Pepsi Co. Dwight Riskey will work
    closely with a major newspaper group to discover new opportunities and
    learn fresh perspectives to keep pace with the changing landscape.
    
--  "Matching the Right Products to the Right Audience at the Right
    Times:" Press Institute will explain why the titular goal represents a
    crucial undertaking for newspapers in a time of industry transition.
    Topics of discussion will include issues of research and market analysis
    and innovation, as well as new product development and execution.
    
--  "Making Impressions Among Changing Landscapes:" Hilary Schneider,
    senior vice president of marketplace for Yahoo!, will describe how her
    company is making impressions and driving change, forging new business
    models in a changing business landscape.
    
A full schedule for the Marketing Conference is available at http://marketingconference.naa.org/conference_program.cfm.

Sponsors of the conference are: Adicio, AdDogs, AdLizard, AdMission Corporation, American Express, American Plaque, APAC Customer Services, Associated Press, Audit Bureau of Circulations, Digital Media Communications, E.L.A. Graphics, LLC, eBook Technologies, Inc., Gabriels Technology Solutons, Impact Engine, MediaSpan, Kaspar Sho-Rack, Legacy.com, LIFE, Marketing G2, McClatchy Interactive, Media Marketing, Media Monitors, Metro Newspaper Advertising Services, MindZoo, Morris DigitalWorks, NewsGator Technologies, North American Precis Syndicate, Inc., nstein Technologies, PARADE, The Pediment Group, Inc., Planet Discover, Pluck Corporation, Publishers Circulation Fulfillment, Inc., Publicitas North America, SAP America, SAXOTECH, Scarborough Research, Search Initiatives, SRDS, Target Financial Services, TCN Broadcasting, TNS Media Intelligence, Topix.net, Tribune Media Services, Travidia, US Condo Exchange, USA WEEKEND Magazine, Vertis Communications, Virtual AdTaker, Vision Critical, WebVisible, YourHub.com and Zvents, Inc.

Press Credentials

Members of the working press wishing to cover the 2007 NAA Marketing Conference can request press credentials by contacting Jeff Sigmund at jeff.sigmund@naa.org or (571) 366-1088.

All news media will be asked to show photo identification and current press credentials or a letter from an assigning editor. Advance notice of attendance is recommended to expedite credentialing, although onsite processing will be available. Press credentials must be picked up onsite in the NAA Press Room located in Coral C. The Press Room will be open beginning at 9:00 a.m. on Jan. 28-31.

NAA is a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. Most NAA members are daily newspapers, accounting for 87 percent of the U.S. daily circulation. Headquartered in Arlington, Va., the Association focuses on six key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development, newspaper operations and readership. Information about NAA and the industry also may be found at naa.org.

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