Interview with Mort Goldstrom of NAA

The Newspaper Association of America (NAA), which represents more than 2000 newspapers in the United States and Canada, launched a US$ 50 million ad campaign in March designed to convince advertisers of the continued benefits of newspapers.

The campaign highlights independent consumer research designed to show that advertisers can still profit from newspaper advertising and that consumers still like newspapers as a place to see ads.

According to the research, more than half of consumers prefer newspapers over other types of media for advertising. Forty percent of those surveyed “look forward” to the type of ads found in newspapers.

More than 800 papers from a number of media companies have joined the effort by printing the ads in their newspapers. Morton Goldstrom, NAA’s vice president of advertising, talks about the ad campaign.

newspaper techniques: What prompted the campaign?

Mort Goldstrom: The industry has a very strong to story to tell advertisers but, that story would be much stronger told and better listened to if we all (The industry) told the same story the same way. Hence, NAA retained a strategic unit from a renowned ad agency (the Martin Agency of Richmond, VA) to help us build a story that would resonate with advertisers.

nt: What is the ultimate goal of the campaign?

M. Goldstrom: The goal of the initiative is to force reappraisal of newspapers in the advertising media planning and buying process.

nt: It seems like you have an uphill battle. What does this campaign have that will convince advertisers to rethink their perception that the newspaper industry is not where they should be spending advertising dollars?

M. Goldstrom: Newspapers are uniquely positioned to help those that plan and buy ads because the challenge of advertising in a way that produces both ROI and engagement of the right audience has grown exponentially more difficult. Newspapers are unique because it is one place that advertisers seek out advertising and look forward to it as well as use it.

nt: Does the research explain why readers of newspapers like to see ads in their newspapers?

M. Goldstrom: Utilising the variety of research in the presentation, we believe that the evidence is quite compelling. Take a look at the site www.naa.org/advertiser and see for yourself.

nt: What other information can advertisers learn from the research about people who read newspapers?

M. Goldstrom: Newspapers are a vital, growing media. Use it right and the media can be a most effective ally. Over 800 newspapers have begun using the ads. So, almost everyone. You can ask almost anyone. All Tribune, Lee, Gannett, Hearst , Morris, CNHI newspapers, The New York Times Company, USA Today and more.

Interview conducted by newspaper techniques correspondent Kim Smith.




Page first published: 04.04.2006