Circ Message to Publishers: Get Personal

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By: E&P Staff

Newspaper publishers must become masters of databases and increasingly utilize non-traditional avenues to target media-saturated individuals if the industry hopes to reverse recent woes in readership acquisition and retention figures.

That will be the central theme of the International Newspaper Marketing Association’s Circulation Summit V, scheduled for March 11-12 in Las Vegas. The registration deadline is Feb. 1.

The conference, titled “Time to Go: Catching a Moving Target,” will focus on how personal media such as cell phones and broadband Internet access are transforming potential readers into a highly mobile society.

Attendees will discuss how to tap into the burgeoning field of text messaging on cell phones, devise content strategies that are geared toward target segments, secure a stronger relationship with local retailers and events, and navigate the uncharted waters created by recent changes to telemarketing legislation.

Other programs will focus on bundled circulation packages that involve newspapers, cable TV outlets and the Internet and the research showing how these seemingly disparate elements can reinforce each other.

Speakers include: Ed Efchak, President, INMA North America Division, and Vice President/Marketing, North Jersey Media Group; Jean Gaddy-Wilson, Summit Moderator; Paul Ginnocchio, Senior Analyst, Deutsche Bank Securities; Miles Groves, Managing Director, MG Strategic Research, Washington, D.C.; John Murray, Vice President/Circulation, Newspaper Association of America; Stephen Hodones, President/CEO, Concentrix; S.W. “Sammy” Papert, Chairman/CEO, Belden Associates, Dallas; Michael P. Smith, Managing Director, Media Management Institute at Northwestern University, Chicago; Laura Gordon, Publisher, Quick, Dallas; and John O’Loughlin, General Manager, RedEye, Chicago.

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