NewsBeat

June 2019 NewsBeat 3 The importance of aligning behind the new mission and message architecture can't be overstated. The more frequently we collectively promote it (42 state press associations collectively representing 9600 newspapers) the greater the opportunity for success. We choose success here. Components of the new message architecture: • Take time on a weekly basis to talk to your readers about the laws and lives you helped change; problems you helped solve, conversations you started, history you documented, portraits of everyday citizens whose stories you told. Brandon Ortiz from Salesforce says, "The ubiquity of digital media has given print media a strange new power. Think of how special it is to receive a written letter as opposed to email." Print is a chance to stand out. It provides a rare moment with your audience free of digital distraction. Remind your readers that: • Community journalism is the most trusted media • Consumer trust in newspapers is more than double their trust in social media • Digital media companies struggle because they haven't been able to provide the same level of valued content as their legacy competition • Social media standards and regulations don't match reality • Social media platforms encourage and reward people who behave badly • Newspapers were the original mobile content, to be read at a local café over coffee, on the train to work, at an airport, during interminable hours in a waiting room. • Newspapers are standalone items that command attention. • Content matters. Nothing has been disrupted in media except the distribution model. Consumers want the same quality content they always treasured • Newspapers provide quality content in a trusted, brand-safe environment, created by professional journalists and curated by professional editors • 57% of Americans say social media does more to divide the nation than unite it • If America was giving social media a Yelp review, a majority would give it zero stars • 85% of Americans say social media divides us, wastes time, spreads falsehoods and unfair attacks • A recent NBC/Wall Street Journal poll finds Americans are down on Facebook – 60% don't trust Facebook to protect their privacy and personal information • Consumers like print ads more (they're neither intrusive nor annoying) and remember them better than other types of advertising • Print advertising delivers superior engagement with readers (shoppers/ consumers) • Print ads score highest for recall and provide superior coverage across multiple merchandise categories • Newspaper inserts are well-read and drive purchases; 9 out of 10 newspaper readers took an action after reading an insert • Newspapers are the preferred source for coupons • 82% of consumers say they trust ads in newspapers more than any other source • Newspapers' audience has a median household income that is almost $6k higher than the national average • 70% of people with homes valued at $1M or more are newspaper readers • Print and digital are more powerful together. And there's lots more. This is just a summary. Soon, we'll begin distribution of collateral materials, op- ed pieces, language to incorporate into sales pitches, your HR packets, and speeches you give to civic groups. If you'd like to use any of the bullet points above, email me and I'll give you the source of the statistic. In addition to this new communications strategy, the Relevance Project Committee came up with several ideas designed to help add new revenue to every association's bottom-line. These include but are not limited to; a new national sales initiative, a new digital platform for buying print advertising, offering back office services to members to reduce member staffing requirements, and developing a publishing CMS to connect the back ends of newspapers throughout North America, enabling newspapers to productize access to our collective audiences, similar to the way Facebook productizes people. It is important to note that success with this strategy depends on cooperation and alignment. Successful implementation will lead to analysts, content creators, and other influencers repeating our messaging about the role and importance of Community Forum. This is when sales will really start to lift. In the meantime, the strategy will increase confidence among our employees, readers, community leaders, and advertisers. This is a new era for the newspaper industry and the members of NYPA can take the lead. It is up to us.

• Cover