NAA Marketing Show: MediaSpan, WebSideStory Add Newspapers

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ORLANDO, FL -- MediaSpan, which runs an online advertising network for 1,500 local radio and television stations, is expanding its ad network to include newspapers, the company said at the Newspaper Association of America Marketing Conference here this week.


"Whether it is audio streaming, podcasting or online display ads, our goal is to deliver new national revenue to our customers and the highest ROI for our advertisers," said Mark Zagorski, chief marketing officer, MediaSpan, New York.


MediaSpan also launched a suite of Web management tools to help newspapers transfer their content and classifieds online, wirelessly and in podcast format.


Also at the show, digital marketing firm WebSideStory, San Diego, said that Freedom Metro Information, a division of Freedom Communications, which operates The Orange County Register and other newspapers, will use its Web analytics solution.


The Orange County Register in Southern California, The Gazette in Colorado Springs, CO, and the East Valley Tribune in Mesa, AZ, will use HBX Analytics to learn how readers navigate their Web sites, which content they click on and which promotions they respond to.


Freedom Communications also will use the company's segmentation capability, aiming to target visitors on their sites better and sell more advertising.


Knight Ridder Digital, which operates 31 daily newspapers, also started using WebSideStory's analytics solution earlier this year.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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