INMA Blog Unlocking the Value of Content

Newspaper readership is still making headlines

With spring comes the annual release of the NADbank readership results in Canada. Once again, we see that daily newspapers are a staple in the lives of Canadians. Each week, nearly eight in 10 Canadians (79%) read a newspaper. Newspapers have maintained loyal readers in print and at their Web sites.

News of the “death of newspapers” continues unbridled, but the reality is a different story. Read More

Newspaper readers: If you cue them, they will come

Cue-routine-reward. It is nice to think that we are all rational beings, planning out every decision. But neuroscience tells us that it is not so. Habits and emotions rule our behaviour. Read more
 

Newspapers must know when and how to engage their audience

Newspapers and all newsmedia are in the news-breaking business; it’s a race to tell us what we need to know — you heard it first, folks! Read more

The “other” audience: don't count them out

Newspapers attract many audiences, all of which must be attended to. Core audiences form the backbone for content and distribution, but we must also engage tomorrow's audience and the audience that may need “different” attention. Read More

Masters of content: we will build it, and readers will come

What does it mean to be a newspaper? Who do newspapers really compete with?
 

In the keynote speech given by Rishad Tobaccowala at the recent World Congress, he articulated what many others have said: a medium is no longer defined by its distribution model. Newspapers are platform-agnostic. They do not live in a container, and frankly have not for several years now. Read more

Primed advertising, contextual media: TV learns a trick from newspapers

Television, radio, magazines and newspapers are so different, but the same in many ways. It’ s valuable to watch and learn from what the other media are thinking >Read More

How to leverage content and behaviour around special days

Valentine's Day is here and it's a great opportunity to look at how to use our content to help retailers reach out to their customers. Read more

An obituary before its time: newspapers here to stay but will be different

In Trends in the Living Networks, Ross Dawson was very clear: newspapers are not only dying but in Canada they will be extinct in 2020. Time to polish up our resumes?  Read More

Keep variety of content to appeal to a variety of readers
Everyday newspapers produce a product that contains a cornucopia of news, features and editorial culled and presented to inform and entertain their readers. Newspapers can be carried easily and read ...[more]

Meet the bloggers

Lynne Brennen
Senior Vice President of Circulation
Dow Jones Co.

Kathleen Coleman
Director of Digital Business Operations and New Product Development
The Spokesman-Review

Anne Crassweller
President
NADbank

Sandy MacLeod
Vice President, Consumer Marketing and Strategy
The Toronto Star

John Newby
Publisher
The Times