National Preprint Network gets off to a big start, 23 newspapers sign on.
The National Preprint Network (NPN) is a newly developed joint venture linking major
market newspapers throughout the country. The alliance connects member newspapers’ Paid
and Total Market Coverage (TMC) programs, providing clients the ability to efficiently execute
a national preprint buy.
Capabilities include the ability to target high-indexing populations specific to advertisers’
needs. NPN offers one rate, one point of contact, and the opportunity to reach the entire market
through a combination of newspaper subscribers and the mail. Each market provides
unduplicated ZIP code penetration of at least 85 percent or more with combined Paid and TMC.
CNPA Advertising Services is the administrator of the National Preprint Network, which
launched December 31, 2006. Twenty-three member newspapers are now onboard from coast to
coast with eight others who have formally committed to join the Network.
“Aside from those who have committed, CNPA is in contact with 80 other newspapers and
the response is quite positive,” said Sharla Trillo, Director of CNPA Advertising Services.
Any daily newspaper nationally, with a 130,000 combination of Paid and TMC can join the
network. The first client to sign on to NPN is Big Lots.
About a year ago, the idea for NPN germinated at the Newspaper Target Marketing Coalition
conference where Trillo and Gregg Dittoe of the Los Angeles Times began to test the waters and
design what CNPA could do to lead the charge for the new program. The Los Angeles Times
has been instrumental in spearheading the program with CNPA.
A steering committee consisting of Newsday, Miami Herald, Star-Telegram in Fort Worth,
Texas, Los Angeles Times, Seattle Times and CNPA meets frequently via conference call to
review network progress.
NPN contract, logo, marketing material, website, processes and procedures are in place.
CNPA Advertising Services is conducting training sessions with each member newspaper,
fielding questions and guiding members through the process.
“Newspapers have been looking for a way to make more money and please their
advertisers,” said CNPA Executive Director Jack Bates, NPN accomplishes both goals.
The NPN website will launch next month at www.nationalpreprintnetwork.com.
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