New platform could boost newspaper ad ROI

With newspaper ad revenues falling, a new platform from NewspaperDirect could help the industry. Called Ad Value Map, the platform allows professional subscribers of PressDisplay.com to map newspapers to learn which pages will maximize the ROI of marketing campaigns.

by Kristina Knight

The platform measures the size and exposure of the audience for any given newspaper page for each of the 750 newspapers which are part of PressDisplay.com by calculating the number of people who looked at a page and combining that number with the aggregated amount of time spent on specific pages by all newspaper readers. By measuring daily, advertisers can make better decisions about when to begin, change and end different campaigns.

"Advertisers are frustrated by not knowing which half of their advertising dollars are being wasted," said Alex Kroogman, CEO of Newspaper Direct. "With Ad Value Map. . .we can now show advertisers where and when to place their ads in print media and to maximize the return on their advertising investments."

PressDisplay.com is NewsPaperDirect's online newspaper network, giving users access to hundreds of newspapers and magazines from around the globe. The publications can be viewed online or downloaded for reading offline.