Stacey Sedbrook and Peter Krasilovsky of BIA/Kelsey led a SuperForum to end Day One of BIA/Kelsey NATIONAL. Panelists included:
Steve Lanzano, President & CEO, TVB Local Media Marketing Solutions
Grant Moise, Sr. VP, Business Development, The Dallas Morning News
Ethan Selzer, Vice President, Retail & Regional Advertising, The Washington Post
Pam Taylor, Corporate Director of Digital Sales, Meredith Corp.
All this is paraphrased reportage, except for passages in quotes, which are verbatim.
Peter Krasilovsky: Many people don’t understand the national reach of a newspaper. How do you explain your papers’ national reach?
Grant Moise: The Dallas Morning News benefits from the Dallas Cowboys. Fifty-percent of visitors come from outside the market, and they visit for the Cowboys.
Ethan Selzer: The Washington Post is a national political publication. The company is organizing candidate-based packages to support voter decision-making. It’s a myth that newspaper readers have already decided who they will vote for — they read to learn and decide.
Since Jeff Bezos bought the Post, it has added 10 million regular readers, compared to 38 million before the acquisition 18 months ago. He cares about audience growth.
Native Advertising started as a corporate initiative. It started with a mattress company, Mattress Warehouse, where decisions are high consideration and infrequent. Native campaigns can help people understand complex things the media would not cover. The articles were about the value of sleep and quality of sleep for the individual. It was “shared massively.”
Stacey Sedbrook: How has the SpeakEasy relationship at The Dallas Morning News?