Magazine article Editor & Publisher

A Tribute to INAME

Magazine article Editor & Publisher

A Tribute to INAME

Article excerpt

On June 1, 1992, the INAME passed into history, and with it a proud legacy of service to the newspaper business.

For over 80 years, as active members of INAME and its predecessor organizations, thousands of newspaper advertising people have given millions of hours of thought and effort to building the newspaper advertising business and to providing meaningful liaison to newspapers' advertisers.

Many of the most respected people in the business have been actively involved with the INAME. Just a rundown of former officers, committee chairmen and honorary life members reads like a hall of fame of the newspaper business.

Over many years, INAME members have provided direct contact with newspapers' most valued advertising customers, and the INAME sales conferences gave hundreds of important advertising leaders the opportunity to express their views directly to newspaper advertising executives.

Within the past 25 or 30 years, the INAME committees have enabled retailers, national advertisers, and agencies to meet with their newspaper counterparts and address and solve problems of mutual interest.

Back in the '60s and '70s, it was the INAME that took the initial steps to develop closer relations and better understanding with the NRMA, the big retailers, and other retail customers.

It was the INAME that organized and implemented regular meetings with key retailers such as Sears, Penney, K mart and many others, and it was the INAME that encouraged the NAB to take a greater interest in and commit more resources to understanding and influencing the retail customer., The prodding from INAME resulted in the appointment of the NAB Priorities Committee, which brought about a closer working relationship between the NAB staff and newspapers' advertising executives and staff.

The contributions of other INAME committees were also fundamental to the changes that have taken place in the newspaper business. Such innovations as zoned editions, customized preprint distribution, ZIP code reporting, total market coverage, standardized page sizes, standard advertising units, and many, many more were either initiated by or promoted by INAME members, and it was from the forums provided by the INAME that the importance of newspaper marketing was first openly discussed. …

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