Magazine article Editor & Publisher

NNN Joins with African-American and Latino Leaders in Ad Drive

Magazine article Editor & Publisher

NNN Joins with African-American and Latino Leaders in Ad Drive

Article excerpt

African-American and Latino newspapers are teaming up with the Newspaper National Network (NNN) in an effort to bolster newspaper advertising revenue.

The NNN signed agreements with leading advertising sales representatives of black and Hispanic newspapers to become their exclusive partner for national newspaper advertising sales targeting ethnic markets within the automotive, package good, high-technology, and drug and health remedy categories.

Joining NNN are the Amalgamated Publishers Inc. (API) of New York City and the Latino Print Network (LPN) of Carlsbad, Calif., which represents several hundred black and Latino newspapers and publications and claims to have an estimated circulation of 18 million. Some of the publication circulations are verified by auditing agencies.

These alliances can only boost the amount of advertising brought in, says NNN president and general manager Nicholas Cannistraro, whose organization billed $95.5 million last year.

The partnerships enable his organization to offer clients access "to just about every newspaper that a national advertiser could use to reach its target audience," he says.

Cannistraro declines to predict how much additional advertising will be generated by the arrangement, which supercedes an informal working relationship that has existed in the past.

"I couldn't put a finger on what our expectations are," Cannistraro says. "I just think it will be a very good thing."

Bob Watson, Cannistraro's vice president for marketing and media, says some clients ask if NNN's member newspapers have access to the African-American and Latino communities. NNN can now cite its partnership with the black and Hispanic publications.

The addition of a number of weeklies should not complicate selling ads designed primarily for dailies, says Cannistraro. "We frankly haven't detected that much bias against weekly papers on the part of the advertisers and agencies," he says.

From the viewpoint of black publishers, Ernest H. Pitt, API chairman and CEO, says the new partnership "expands our sales force without having to hire anyone."

"The strategic alliance between NNN and API represents a new beginning in the placement of national advertising in the African-American press," says Pitt. …

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