Newspaper Organizations to Consolidate

Article excerpt

Newspaper organizations to consolidate

After several months of study conducted by Booz-Allen, recommendations were announced this week to merge the Newspaper Advertising Bureau with six other newspaper organizations.

Under the proposal, a new, all-encompassing newspaper marketing association would be responsible for advertising, circulation, marketing, promotion and research.

It would combine the functions of the Ad Bureau with those of the International Newspaper Marketing and advertising Executives, International Newspaper Marketing Association, International Circulation Managers Association, National Research Council, Association of Classified Advertising Managers and the Newspaper Advertising Co-op Network.

The establishment of a joint policy committee to oversee and integrate the activities of the American Newspaper Publishers Association and the new marketing group was also proposed.

The proposal would link the current associations' memberships through the committee structure. It would also consolidate the back offices of the ANPA and the marketing association into a single utility.

The study was originally commissioned to explore the feasibility of combining the Ad Bureau and ANPA.

J. Stewart Bryan III, chief operating officer of Media General and chairman of the committee which commissioned Booz-Allen for the study, announced the proposal on Jan. 21 at the INAME's winter meeting in Washington, D.C.

"The primary decision reached was that we must restructure the way our industry is served," Bryan said.

The goal of the consolidation is to create a single powerful and influential association which can attract the innovative and high profile leadership, both volunteer and paid, that is needed, Bryan said.

"My favorite analogy is that it will take six carts pulled by one horse each and turn them into one wagon pulled by a six-horse team," Bryan said. "All six horses need to be nurtured and nourished, but they could pull together in a more effective and efficient manner."

The next step is for each organization to select two members to represent their organization who will meet with the seven-member marketing committee which was added to the Ad Bureau board earlier this year. This group, headed by Fred Crisp of the Raleigh (N.C.) News & Observer will work with Booz-Allen to coordinate the merger effort.

The other members of the marketing committee include: Nick Cannistraro, Washington Post; Doug Fox, Newsday; Jack Williams, Seattle Times; Jack Sweeney, Houston Chronicle; and Jerry Tillis, Knight-Ridder.

The executive committees of the Ad Bureau and ANPA have both approved the proposal. The Ad Bureau board of directors approved it last week. It goes before the ANPA board on Jan. 28 and, if approved, will be adopted by the industry.

Those interviewed all believe that it is a "done deal" and will be adopted. The proposal was unanimously approved by all three other groups. …