From the NAA
Anybody that works at a newspaper enjoys a local success story about capturing the excitement of a local sports team that wins it all. It’s about everybody pulling together and working to achieve measurable success covering the big story. It reminds us what being part of a newspaper is all about.
Of course, nobody appreciates the satisfaction more than those with a circulation or audience title.
But those with a circulation or audience title know that the metrics for measuring success have changed. Adopting the new metrics along with the necessary strategies and creative tactics defines this evolution, as individuals move from a successful circulation manager to a newspaper audience executive with revenue responsibility.
Phil Schroder, the vice president of audience development for The News Tribune and The Olympian, knows this firsthand after the Seattle Seahawks won their first Super Bowl in franchise history. He shared that single copy sales post-Super Bowl soared 500 percent at The News Tribune in Tacoma. He is also quick to add that unique visitors to The News Tribune’s website vaulted up 88 percent on Super Bowl Sunday. For his paper, social media was a major part of their strategy.