{"id":109502,"date":"2019-03-06T21:00:00","date_gmt":"2019-03-07T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/key-executive-mega-conference-2019-3-key-trends-driving-the-newspaper-industry\/"},"modified":"2025-01-03T05:05:42","modified_gmt":"2025-01-03T10:05:42","slug":"key-executive-mega-conference-2019-3-key-trends-driving-the-newspaper-industry","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/key-executive-mega-conference-2019-3-key-trends-driving-the-newspaper-industry\/","title":{"rendered":"Key Executive Mega-Conference 2019: 3 Key Trends Driving the Newspaper Industry"},"content":{"rendered":"<p>In its ninth year, the <a href=\"https:\/\/www.mega-conference.com\" target=\"_blank\" rel=\"noopener\">Key Executives Mega-Conference<\/a> is all about exploring new approaches and solutions to issues facing the newspaper industry, many of which are directly related to the way digital continues to change news and how brands promote themselves. As digital marketers, we have a unique stake in the way newspapers change and adapt.<\/p>\n<p>Held in the heart of the Las Vegas Strip at the Paris Hotel Convention Center, this year\u2019s event gave us the opportunity to meet some innovative folks from the media world and participate in workshops and presentations that focus on future media revenue and audience trends.<\/p>\n<p>Here are my three biggest takeaways about where we can expect the news and newspaper industry to take us\u2014and what we, as digital marketers, need to do to keep up.<\/p>\n<ol>\n<li>\n<h2>It\u2019s all about relationships<\/h2>\n<p>Once upon a time, selling print and digital ads to small and medium businesses (SMBs) was enough to sustain a newspaper group. Now it\u2019s about nurturing relationships with those SMBs, building trust, and helping to guide their marketing strategies.<\/p>\n<p>If SMBs are going to spend their marketing dollars to advertise in digital news outlets, they want to be sure they\u2019re getting the most value possible. Moving forward, newspaper outlets should strive to:<\/p>\n<ul>\n<li>Be a respected consultant SMBs can turn to for all things advertising<\/li>\n<li>Deliver new, innovative ways to reach target audiences<\/li>\n<li>Provide exposure for SMBs beyond owned audiences<\/li>\n<li>Become a trusted partner in vetting digital advertising products<\/li>\n<li>Assist SMBs with advertising products\/services they may not offer themselves<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>A digital subscriber growth strategy is essential<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-39228 aligncenter\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/A-digital-subscriber-growth-strategy-is-essential.jpg\" alt=\"Plant growing in a person's hand.\" width=\"860\" height=\"430\" \/><\/p>\n<p>With so many print newspapers going digital over the last 5-10 years, they\u2019ve also had to find creative ways to drive revenue. Many digital newspapers have started using a paywall to gain more loyal subscribers and make sure quality journalism is holding its value. Longstanding, respected publications like <em>The New York Times<\/em>, <em>The Washington Post<\/em>, <em>The Globe and Mail<\/em> and the <em>Toronto Star<\/em> all have paywalls.<\/p>\n<p>Using a paywall, which requires readers to subscribe in order to read certain content, has been successful for larger companies and could be adapted to smaller newspaper groups. Moving forward, experimenting with the paywall trend and adapting to the changing way people read news may include the following:<\/p>\n<ul>\n<li>Designing a \u201cfrictionless\u201d, user-friendly subscribe process for readers<\/li>\n<li>Daily newsletters written by the newsroom in order to drive traffic to digital content<\/li>\n<li>More premium content behind a hard paywall<\/li>\n<li>Using <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">analytics to track digital user behaviour<\/a>\u00a0through the paywall and subscribe funnel<\/li>\n<\/ul>\n<\/li>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6ab071e41e31d'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6ab071e41e31d');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; 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Staying on top of trends, being open to new ways of doing things, and being quick to adapt will keep newspapers\u2014and marketers\u2014from falling behind.<\/p>\n<p>The 24-hour news cycle means that readers move on quickly so building loyalty and trust are also important. By deepening <a href=\"\/en-gb\/services\/local-listings-management\/\">local business presence<\/a>, newspapers can solidify their place in the community. A few local events newspapers can get involved in might include:<\/p>\n<ul>\n<li>Live events and award presentations<\/li>\n<li>Attending expos and trade shows<\/li>\n<li>Organising or participating in races for charity<\/li>\n<li>Sponsoring music festivals or concerts<\/li>\n<li>Holding promotions to attract readership<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p>Newspapers are a brand just like any of other product and service. Finding new ways to connect with readers while consistently bringing in revenue is an ongoing challenge and one that digital marketers have experience with.<\/p>\n<p>Want to know more about how DAC can help you stay ahead of the curve with your digital marketing strategy? <a href=\"\/en-gb\/get-in-touch\/\">Get in touch with DAC<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In its ninth year, the Key Executives Mega-Conference is all about exploring new approaches and solutions to issues facing the newspaper industry, many of which are directly related to the way digital continues to change news and how brands promote themselves. As digital marketers, we have a unique stake in the way newspapers change and [&hellip;]<\/p>\n","protected":false},"author":166,"featured_media":109493,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.76,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2890],"tags":[484,924,973,492],"class_list":["post-109502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-content-2","tag-digital-2","tag-digital-advertising-2","tag-strategy-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Key Executive Mega-Conference 2019: 3 Key Trends Driving the Newspaper Industry | DAC<\/title>\n<meta name=\"description\" content=\"Find out 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