By: Jennifer Saba The Newspaper Association of America unveiled a presentation to help sales people focus on newspapers' online offerings emphasizing the industry's "digital value proposition."
The presentation is an extension of the NAA's overall value proposition, which included a marketing campaign aimed at media buyers as well as tools for selling newspaper advertising.
This go-around the NAA is encouraging newspapers to value digital products as a standalone explained Mort Goldstrom, vice president of advertising, from the NAA's marketing convention in Orlando.
The idea is to get the industry's sales people to talk from the same script, first touting the benefits of the online products of newspapers in general and then getting into the specifics.
The digital value proposition is based on four principals or what the NAA is dubbing the four C's: community connection, content relevance, customized targeting, and consumer activism.
"Most newspaper sales people start the story in the middle," said Goldstrom explaining that they talk about the specifics of a buy in their particular market rather than chat up the benefits of online newspapers in general.
"Sales people start with the assumption that everyone knows this," Goldstrom said.
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