The Indiana Publisher

December 8, 2011 Papers' mobile traffic up News in brief Newspaper publishers increased page views to their mobile content by 65 percent on average in September compared to the same month one year ago, according to the Newspaper Association of America. Many newspapers reported triple-digit page view increas- es to their mobile sites and apps, demonstrating that newspaper content remains a leading choice for consumers across their multiplatform offerings. In November NAA released comScore data (which did not yet incorporate mobile traffic data) that indicated newspa- per publishers attracted 20 percent more total visits by adults 18-plus to their web- sites in September, compared to the same month one year ago. "Taken together, the data clearly show that in a media universe of multiple options and multiple platforms, con- sumers seek their informa- tion from sources they know and trust – newspapers," said Caroline Little, NAA presi- dent and CEO. The association's analysis of mobile views is based on traffic figures for more than 20 newspaper media com- panies – large and small, public and private – that supplied year-over-year inter- nal measurements of mobile page view traffic and unique visitors from September 2010 and September 2011. Unique visitor count increases ranged as high as 200 percent, with an aver- age increase of about 70 percent for the publishers reporting. An analysis by the Newspaper Association of America found that page views of mobile newspaper content increased by about 65 percent in September compared to the same month one year ago. "Newspapers' aggressive development of mobile prod- ucts is paying off," Little said. "Consuming news consistent- ly ranks as one of the most popular activities for mobile users. "The increasing demand for convenient mobile deliv- ery of the trusted journal- ism and advertising that newspaper brands provide is both driving and rewarding publishers' continued invest- ment in mobile content and app development – proving once again that newspapers continue to matter in today's hyper-connected world," she said. Two independent studies confirm the importance of major news media brands in attracting mobile users. According to digital audi- ence measurement firm comScore's Digital Omnivore report, 7.7 percent of total traffic going to newspaper websites came from mobile devices – 3.3 percentage points higher than the amount of total Internet traf- fic that originates from mobile devices, with an additional 2.8 percent coming from tab- lets compared to 1.9 percent for the Internet overall. In a Pew Research/ Economist Group tablet study, released in October, 84 percent of news app users said the fact an app came from a news organization they like was a major factor in deciding to download it. The study also showed that 81 percent of mobile Web users and 90 percent of app users went directly to news organization sites to get news instead of going through a search engine or news aggre- gator. NAA is a nonprofit orga- nization representing nearly 2,000 newspapers and their multiplatform businesses in the United States and Canada. NFL trademark do's and don'ts The NFL protects its mul- tiple trademarks tied to its teams and the Super Bowl. The league will monitor advertising and seek com- pensation when it believes its trademarks have been infringed. So while you can use phrases such as "Super Bowl" and "Indianapolis Colts" in your news content to discuss games, advertising should avoid using the following: • Super Bowl • NFL • Super Sunday • Names of team mascots, such as "Indianapolis Colts" • AFC or NFC • NFL shield logo • Super Bowl logo • Team logos, helmets, etc. You also can't make tickets to the game a promotional prize without NFL authoriza- tion or through an arrange- ment with an official sponsor that has permission from the NFL. BUILD CreativeOutlet.com create & sell with efficiency Recas® drive new business Creator Professional improve your workflow 800.245.9278 create@multiad.com multiad.com You can refer to: • Sunday's game • The professional football championship game • The date of the game • Cities but not team mas- cots, such as Indianapolis vs. New Orleans • Go, Blue and White • Go, Horse • Go, Blue Or you can make fun of the fact you cannot print the words "Super Bowl" by black- ing it out of the ad. a competitive advantage with solutions for sales, design & editorial Civil War series offered free All newspapers are wel- come to publish "The Civil War Amendments," a new four-part series available from the Missouri Press Association. The series looks at the 13th, 14th and 15th Amendments to the U.S. Constitution and how they impacted the lives of Americans after the Civil War. Each feature in the series is four columns by 10 inches and may be used at any time, but especially during the 150th anniversary of the Civil War, fought from 1861-1865. To access the new series, visit www.mo-nie. com and use download code cwamend. The series was created in partnership with The Missouri Bar. This is the second Civil War series released by Missouri Press this year. A 10-part series, "A Nation Divided: The Civil War," begins with a look "The Civil War Amendments" series includes this feature. at Stephen Douglas and the politics of slavery through the Civil War and then Reconstruction. Each feature includes well-written text, a time- line of events from 1854 through 1877, and histori- cal images. Ten companion educa- tional pages are available and can be posted on your newspaper's website. To access this series, visit www.mo-nie.com and use download code civilwar. Register to interview at job fair Editors can still register to attend the APME & HSPA Foundation Job and Career Fair. College students from around Indiana and sur- rounding states will attend the event Satur- day, Feb. 4 at Ball State University to talk with editors in 15-minute seg- ments. Registration is $50 for newspapers. Editors at all HSPA- member papers received U.S. and Canadian newspapers have lowered their expectations con- cerning most advertising revenue sources in 2012, according to a study by KubasPrimedia. The one exception is digital, for which 53 percent foresee a large increase. In 2012, about 70 per- cent of newspapers have definite plans to start or upgrade content delivery on mobile devices and to improve their website for online visitors. registration information by email. Contact Shawn Goldsby at sgoldsby@ hspa.com for a resend, or download a form to fax at www.hspafoundation.org. The job fair runs from 9 a.m. to 4 p.m. Breakfast and lunch are included. A block of rooms has been reserved at the Ball State Univer sity Hotel. Make reservations before Jan. 20 by calling (765) 285-1555; ask for the APME room block. Digital expectations higher Other 2012 oper ating initiatives in clude control- ling or reducing both staff and non-staff costs, charg- ing readers for digital con- tent, and starting a niche product. In terms of advertising sales initiatives, 65 per- cent to 70 percent have definite plans to expand email, mobile or e-reader digital advertising, to improve website advertis- ing programs and options, and to upgrade digital sales capabilities. Update your directory info today Hspa.com features a valuable newspaper search tool that your potential clients and read- ers are using. More than 450 viewers visited hspa.com/ news-directory in October and November alone to find information on Indiana newspapers. Keeping your paper's online directory informa- Page 3 tion up to date is easy. Visit hspa.com and click on "Update your directory information" under the Member Directory tab. Fill in only the infor- mation that needs to be updated in the online form, and click submit. The newspaper directo- ry at hspa.com is search- able by paper name, city and county. Send promotions, announcements, staff changes and other corporate news to mtuley@hspa.com.

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