The effective network already exists — and it works just fine, thank you.
State press associations across the United States have worked together for decades to help advertisers get in front of as many readers (and shoppers) as desired.
Distributing advertising messages that need to transcend town, city, county, state, regional or state boundaries are a specialty. As an added bonus, the networks collaborate with colleagues in Canada for true northern exposure.
“The press associations are the hidden gem of the media buying world — almost as if it is a secret,” said Mark Maassen, executive director of the Missouri Press Association. “It is tremendously efficient for advertisers and agencies to go through these associations to place their media buy. These associations have great relationships with their newspapers as well a through a variety of online ventures that can make the media buying process easy.”
At the highest levels, state associations have the expertise to handle all sorts of requests — with a smile. It only takes one call to place a multiple-market order.
These loyal trade associations remove the hassle of dealing with different newspapers and across state lines with one point of contact. It also doesn’t matter if ad buyers are interested in several states, parts of some states, the entire country, large ads, announcements, digital targeting, or even the all-reliable advertising insert.
“Regional. Statewide. National — Advertising Made Easy” as the Virginia Press Association says.
The ad could be ready to publish or a mere concept in need of a designer’s touch. State newspaper associations can do it all. “Arizona, Nevada and Nationwide Advertising. It’s what we do very well,” the Arizona Press Association asserts.
You can trust each state newspaper group to carefully follow the advertising transaction from the idea stage to the creative process through the order entry, publication and distribution, and then to presenting results at the end.
Again: One call. One order. One invoice. One payment.
“Nobody knows the newspapers and the markets they serve like state press associations,” said Michelle Rea, executive director of the New York Press Association. “We’re not third-party placement firms – we’re the trade associations for newspapers in every state – working with newspapers on multiple levels, not just ad placements. Our long-standing relationships, understanding of geography, first-hand knowledge of their content, distribution and rates are unmatched.”
Advertisers and their agencies can enter this countrywide network through their home states. For example:
If your office is in Philadelphia, you’ll find friends in the Pennsylvania NewsMedia Association’s MANSI Media (“Print. Digital. Done.”).
In the South? Consider the Alabama (“Make A Splash. Jump in. Get Noticed.” and Arkansas (“More Resources. Better Results.”) press associations.
Based in Des Moines? Check in with the Iowa Press Association (“Engagement on Multiple Platforms”) and its Customized Newspaper Advertising agency.
Work out of Los Angeles or Silicon Valley? The California Press Association (“Connecting Publishers and Advertisers”) is ready to jump in.
The list goes on.
“The fewer salespeople you need to talk with to get something done at scale, the better,” Rea added. “State press associations excel at hyperlocal marketing, and the news organizations they represent provide trusted, brand-safe content. Context matters – when your reputation and revenue are on the line, community newspapers offer a compelling value proposition.”
National advertisers and their hired agencies who are used to working with big metropolitan newspapers may not know the state association network exists.
That’s the reason for this Relevant Point.
A metro newspaper affiliated with a large corporation may have a location or two in a particular state, but that pales in comparison to state association’s membership that includes most, if not nearly all, of the newspapers there. It’s blanket coverage. On the ground. In the hometowns of readers and consumers who national advertisers want to reach.
Or as New York’s Rea puts it: “Only state press associations offer a truly national footprint with local planning.”
One more important point:
It’s impressive just how hard these associations work on behalf of their community newspapers, representing them in the statehouses, fighting for open government and freedom of information, attacking misinformation, offering training and staff development programs so publications can help their staffers improve their talents, and celebrating the best in trusted journalism with annual celebrations.
Ads sold through newspaper trade group also accomplish two important realities.
They help pay for newsrooms at community newspapers.
And, they support the vital missions of these longstanding associations.
National advertisers can take satisfaction in being a partner in the noble pursuit of informing citizens with trusted local journalism.
If you need a contact, just let me know. I’ll send you the list of options.
In 2021, we all know that state press associations are working side-by-side with community newspapers to confront the many challenges the stubborn pandemic has thrown at them.
All revenue opportunities are welcomed. Try the state/provincial press associations and you’ll find master collaborators and problem-solvers.
Take it from the group that represents news outlets in Maryland, the District of Columbia and Delaware:
“Local Media Experts With National Reach.”
That sums it up nicely.