Magazine article Editor & Publisher

SNA Backs New Ad Network

Magazine article Editor & Publisher

SNA Backs New Ad Network

Article excerpt

The subject of a national ad-vertising network has come up before during board meetings of Suburban Newspapers of America (SNA), but this year the organization decided to finally get on the stick. Along with 10 of its member groups (thus far), SNA will launch that network in August.

"We have a great story to tell," says SNA President Nancy Lane. "The metro daily industry is struggling and we sometimes get lumped into that, but in fact, community newspapers in most cases are in growth modes. We thought to ourselves, national advertisers are looking for ways to reach deeper into communities. Metros aren't, in many cases, reaching deep enough."

Currently 10 community newspaper groups, including a subsidiary of SNA, have opted for an ownership stake in the network, ponying up a total of $1 million. The full owners are ASP Westward, American Community Newspapers, Community Newspaper Holdings Inc. (CNHI), GateHouse Media, Schurz Communications, Sun-Times Media Group, and the for-profit subsidiary of SNA, Suburban Newspapers. There are fractional owners too: Rust Communications, Packet Publications, Recorder Community Newspapers, and Holden Landmark Corp.

Owners will receive special benefits as well, including lower commissions. The network, which will handle print and online, extended the invitation for other SNA members to become owners. Lane stresses it will serve the entire community newspaper industry, not just the owners. The SNA represents more than 2,000 community newspapers in the United States and Canada.

The SNA will manage the day-to-day operations and Mid-Atlantic Newspaper Services Inc. (MANSI), a division of the Pennsylvania Newspaper Association, will serve as a backshop of sorts, handling the databases, billing, and ad verifications.

With the Newspaper Next report pushing collaboration and the Yahoo newspaper alliance at hand, members of SNA decided it was time to start fishing for national ad dollars. …

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