The Relevance Project is a North America-wide promotion and marketing campaign designed to reposition and rebrand community newspapers and position them for relevance in a digitally focused world.  Relevance is the paramount driver of news consumption and journalism has never been more important – that’s our differentiator.  Citizens navigate a high choice media environment with an abundance of ways to stay informed.  Our unique content creates the value quotient.

 

The Relevance Project is a “take back the night” movement – it seeks to harness the collective reach of more than 8,600 newspapers published throughout the United States and Canada to create a uniform voice spreading important messaging about the unique value newspapers alone deliver.

 

The first toolkit released by the Relevance Project is our Revenue Resource packet, the initial components of which are listed below.  We urge you to customize these ad tools, adding your own logo and personalization and to use them in media kits, sales calls, house ads, online, and emailed to prospective advertisers.  We welcome your feedback and encourage you to check back often as new material will be added on an ongoing basis.

 

COMING SOON – a toolkit for newsrooms!  Stay tuned!

April Roars In With Relevance

 

Spring into 15 Relevant Points and discover champions, change and collaboration.

You’ve been busy.

So have we.

Here’s a quick summary:

 

#1: THE DIRECTOR Q&A

Our second in the new NAM series puts the spotlight on Michelle Rea, executive director of the enterprising New York Press Association. She answers our lucky 13 questions and includes an invitation to use an innovation in development. Read on.

 

#2: EFFECTIVE ADVOCATE

Meet a newspaper CEO who knocks down negative perceptions about our industry. Quite refreshing. We caught his advocacy at this year’s Iowa-Minnesota-Wisconsin newspaper conference. Read on.

 

#3: ENGAGING TOMORROW’S SUBSCRIBERS

Newspapers bemoan the demise of civic education. Wisconsin is doing something about it. Focusing on the First Amendment is a great start. Yes, that’s Ben Franklin wearing the cheesehead hat. Only in Wisconsin. Read on.

 

#4:  UNITING ITS MEMBERS
The New England Newspaper & Press Association launches a new membership portal. Learn about the hub and spokes, and how it came about. Read on.

 

#5: PUMPING UP PUBLISHERS

This best practice proves the most effective advocates for newspapers are the publishers and editors who live in the communities they serve. Check out South Dakota’s promotional campaign that will be expanded in 2021. Read on.

 

#6: LASTING ADVICE

A Women’s History Month tribute was posted after the March newsletter went out. If you missed the advice, here’s a second chance. Excellent insights endure. Read on.

 

#7: IS OBJECTIVITY IMPOSSIBLE?

If associations want to be Relevant, then consider hosting this newsroom debate. Is it a pivot or a controversy? Associations should welcome the different viewpoints. Just don’t forget the readers’ perspectives. Read on.

 

#8: 2021 IS THE REBOUND YEAR! 

That’s great news. So, how about collecting answers to the recovery questions posed this month by the American Press Institute. Journalists are all ears. Read on.

 

#9: POWER TO THE COLLABORATORS

Kansas and Colorado continue a trend of press associations collaborating to put on virtual conferences. This one, though, actually links collaboration with success. Read on.

 

#10: EXPANDING THE TENT

The South Carolina Press Association opts for major membership change that welcomes minority publications to full status. You no longer have to be a weekly or daily to move up. Is this a trend? Read on.

 

#11: AND THE WINNER IS…

Washington Newspaper Publishers Association upgrades its 2021 Better Newspaper Contest with a category devoted to excellence in COVID-19 coverage and two more that recognize what its papers enjoy publishing.  Let’s just say one is pet friendly. Read on.

 

#12:  WHAT’S SECOND PRIZE?
See if your new board president can top this introduction in Texas. Phew. Read on.

 

#13: ON THE ROAD IN NY — SORT OF

The Relevance Project can present two workshops that I delivered last week to the New York Press Association, thanks to the wonders of Zoom. All I need is an invitation. Read on.

 

#14: NEW! on the Revenue Resource

We begin a new series — WE TRUST NEWSPAPERS. The first installment is a promotional ad that quotes the Edelman Trust Barometer in touting traditional media’s high score as a trusted source for general news and information. Thanks to Metro Creative Graphics for their design expertise.

Also, we add two advice handouts:

*By promoting your website, you can turn tough times into effective local advertising.

*For newspapers that sell social media as part of a multimedia solution, check out five benefits and then craft them into your winning pitches.

Download these and other Resource items from here.

Stay tuned. More is coming.

 

 

#15: CLOSING COMMENT

Starve domestic extremists that exploit social media. Read a newspaper. You can quote me because I quote the FBI director. Read on.

 

 

That’s it for the April Update. We have to hurry back to the Relevance Project lab in Virginia as we have a long To-Do List to work.

Reminder: Relevant Points can be published or used by NAMers as you see fit.

In the meantime, sign-ups on www.relevanceproject.net receive Relevant Points when they’re posted. Our goal is daily, Monday through Friday. Sometime we get distracted.

Thanks for your support.

 

ONWARD,

TAS or Tom. (I’ll answer to either or both.)

 

STAY RELEVANT 24/7.

 

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NEW TO THE RELEVANCE PROJECT REVENUE RESOURCE:

AN EXCLUSIVE OFFER TO ENRICH YOUR AD PITCHES!  

 

Check out a new exclusive benefit to members of the Relevance Project partnership with Metro Creative Graphics and Pulse Research.

 

Together, we announce a COMPLIMENTARY OFFER that further advances the Call to Action categories of advertisers featured on the Relevance Project Revenue Resource 2020. It’s an innovative approach to ENRICH THE PITCH!

Here’s the OFFER:

 

For five of the Revenue Resource categories — Heating and Air Conditioning Services, Banks, Jewelry Stores, Opticians or Eyeglass Stores, and Continuing Education Services — associations and their members receive AT NO CHARGE access to household buying research presented in a teaser graphic as well as FREE creative services that provide up to 10 options for personalized ads that sales reps can take to potential clients.

 

The Pulse component features an audience shopping calculator. When you enter your circulation total, you will be amazed at the value of your audience. P.S. So will your local businesses.  Also, it doesn’t matter if you are a 2,000-circulation weekly or a 40,000-circulation daily. The household total interested in buying that particular product or service varies with the market size.

IMPORTANT NOTE: All of the responses were collected by Pulse during the pandemic — a Relevant resource, for sure.

The creative services comes from Metro’s vast library of designs, templates and promotions. It’s impressive when you think of the possibilities that tap Metro’s outstanding talent.

Together, the data from Pulse and the creative material from Metro are a winning combination. The newspaper industry is fortunate to have such valuable supporters.

BUT WAIT… THERE’S MORE! For each of the other 10 Call to Action categories, a spec ad is available — again FOR FREE. All you have to do is find it on the offer page and download it.
More chances for pitches!

So, if you are ready to roll, here’s the process:
Find the LOCAL MARKET ADVERTISING SOLUTIONS box at the bottom of Revenue Resource page. It will take you to the COMPLIMENTARY OFFER. Follow the instructions.

It’s that simple.

Again, start here:

https://relevanceprojectnet.wordpress.com/revenue-resource-2020/

 

If you’re further intrigued by the possibilities and want to continue with other advertising categories or creative service needs, please contact Pulse and Metro Creative.
Tell them The Relevance Project sent you! 

 

Follow the RELEVANT POINTS blog on www.relevanceproject.net

 

Listed below are ads that you can run in your newspaper that promote the power of newspapers.

New promotional ads to use in your newspaper