Magazine article Editor & Publisher

Sturm Offers Advice to Publishers

Magazine article Editor & Publisher

Sturm Offers Advice to Publishers

Article excerpt

NEWSPAPER ASSOCIATION OF America president and CEO John Sturm told newspaper publishers this week that there are three critical areas on which they must focus.

"We must strengthen the connection with our readers. We must fine tune our operations. And we must continue to point ourselves toward the future," Sturm said in his keynote remarks at the annual NAA convention in New York City.

"The community connection is strong, but it is not unbreakable," he warned. "If we can't find a way to interest younger readers in print ... if we take too much comfort in being the only game in town ... if we look at editorial as something to hold the ads together ... or if we expect advertisers to line up to throw money at us ... we're going to come home one day to find someone else living in our house."

Sturm also warned publishers not to "get so enamored with the future that we neglect the present."

The present, he said, "demands that we make some adjustments ... fine tune our basic operations to get more out of the here and now. Fix our back shops ... our control centers - to give our advertising customers better, more accurate and reliable service. …

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