SNA, 10 Community Newspaper Groups, Form National Ad Network

By: E&P Staff Suburban Newspapers of America (SNA) and 10 community newspaper companies are launching a national advertising network in mid-August.

"We know that community newspapers represent the growth segment of the industry," said a SNA release. "Regional and national advertisers want to reach the highly desirable market served by community newspapers, especially in the affluent suburbs."

The founding owners of the network include ASP Westward, American Community Newspapers, Community Newspaper Holdings Inc., GateHouse Media, Schurz Communications, Sun-Times Media Group, and Suburban Newspapers Inc. (for profit subsidiary of SNA). Four groups are fractional owners: Rust Communications, Packet Publications, Recorder Community Newspapers and Holden Landmark Corp.

All SNA members are invited to partake in ownership of the network. The invitation extends until June 30.

Owners of the network receive special benefits, including lower commissions and increased sales pressure for their newspapers. The network will represent the entire community newspapers industry, not just owners.

"Media buyers have been telling us for years that our industry is difficult to buy; now we are removing that barrier," Nancy Lane, president of SNA, said in a statement. "This alliance marks the first time that the community newspaper industry has collaborated on a project of this significance."

A division of the Pennsylvania Newspaper Association, MANSI, will handle the back-end of the network including billing and verification and the maintaining of databases.

During a SNA conference in March, financial analysts and advertisers suggested community newspapers band together to make it easier for national advertisers to place buys in print and online.

"There is a sense of urgency among the owner companies and SNA to get this network launched and fulfill this important need in the industry," Jim Mannarino, chairman of SNA, said in a statement.