Digital Edge
The Digital Edge is home to all things in newspaper digital media.
Throughout the year, The Digital Edge focuses on emerging technology trends and newspaper innovation, including online communities, video and mobile. For more information about Digital Edge projects and reports, contact Beth Lawton, Manager, Digital Media Communications, at beth.lawton@naa.org or (571) 366-1037.
 Check out the new NAA Community!
NAA.org has introduced a new opportunity to network and interact with your industry colleagues and NAA experts, share best practices and keep your fingers on the pulse of important industry issues. The NAA Community is a tool designed to make your online community experience easy, with exciting features including blogs, photo galleries, file sharing, upgraded e-forums, and more. Please also note that the Digital Edge blog has moved to NAA Community.
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| Current Issue:
Winter 2008 |
Digital Media Leadership Program: Vertical and Social in Greensboro
For more than 10 years, the NAA Foundation’s Digital Media Leadership Program has had an ambitious goal: to identify and develop women and people of color who could be among the next generation of digital media leaders. Both of the 2008 teams focused on a mid-sized market: Greensboro, N.C. One team developed a plan for a vertical Web site, while the other did the same for a social networking site. Proposals for both groups included a mobile component as well.
First Published: December 23, 2008
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| Previous Issue:
Fall 2008 |
Operational Excellence in Online Audience Development: Tyler Morning Telegraph and tylerpaper.com
The Tyler (Texas) Telegraph has dramatically ramped up its Web publishing efforts in the past two years. Through a variety of online initiatives, the paper’s Web site, tylerpaper.com, has nearly quadrupled its monthly page views. Online revenue has more than quadrupled over the same period of time.
First Published: November 18, 2008
To YouTube or Not To YouTube
Newspapers across the country are ramping up their online video operations, purchasing equipment, training reporters, heavily promoting the results, and ultimately drawing new visitors and advertisers to the newspaper's Web site. But when you say the phrase "online video," many typical Web surfers think of YouTube first.
First Published: November 17, 2008
In Focus: Minneapolis Star Tribune
U.S. newspapers have ceded ground to broadcast television and the Internet in the past, but the Minneapolis Star Tribune is preparing to meet its competitors head on. “Too many newspapers have given up breaking news in their markets,” said Dan Shorter, president of digital media at the Star Tribune. “We want to take it back.”
First Published: October 17, 2008
Bakersfield’s Financial Rigor Produces Ideas, Advertising Success, Raising Bakersfield Site
In order to better ensure the advertising success of future new products, The Bakersfield Californian took a new approach to analyzing their full market potential and developing an “idea scorecard” to rate new ideas and guide the company’s portfolio strategy. The results led to the development of the Raising Bakersfield Web site described by one as the best business plan the newspaper ever developed.
First Published: October 9, 2008
In Focus: The Honolulu Advertiser
The Honolulu Advertiser, which covers the news in an environment so picturesque that much of the world considers it a paradise, has a natural urge to cover as much in video as in words and static images.
First Published: August 29, 2008
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Digital Edge BlogFor more on these topics, visit the NAA Community and read the Digital Edge blog. Launched in 2006, the Digital Edge blog focuses on developments, trends, best practices and more in newspaper digital media. NAA / Political
This new Web site, recently launched by NAA, tackles political advertising from both sides. How can candidates and campaigns use newspaper media to deliver their message? How can newspaper sales personnel effectively persuade campaign professionals to utilize newspaper media?
Learn more.
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NAA Events
2009 NAA mediaXchange
March 9-11, Las Vegas, NV
For media industry execs with responsibility for revenue, audience, content management, digital/emerging technology and infrastructure. This annual gathering delivers in a single location:
- Idea sharing, training
- Knowledge base, best practices
- Tools
- Access to experts and suppliers
- Examples of innovation
Event Details. Suggestions
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