Campus Media:
Campus Newspapers & Online
Networks
By Rachelle Brookhart
Why College Newspapers?
 Hip, local, relevant and
generated by students
themselves, college
newspapers have held
steady readership in
recent years, while
newspapers in general
have seen theirs shrink.
 Big advertisers are going
on campus to reach these
young readers.
Just to name a few…
Target Audience
 College students read
their college newspapers
regularly
 College students often
live in walled
communities with specific
shared interests.
 Campus newspapers
offer news that is unique
to the students, about
other students, faculty,
administrations, and local
communities.
 71% of college students
read at least one of the
last five issues of the
college paper.
 46% of students (down
from 49% last year) read
the print version of at
least one national
newspaper in a typical
week
A Valuable Asset to Marketers
 College students
 Seventeen million
have money to spend.
people are now
enrolled in U.S.
colleges, the largest
 National advertisers
number
in
history
recognize what a
 Spending $182 billion
valuable asset this
a year -- $46 billion of
demographic is for
which is discretionary
them.
spending, up 12%
from last year
9/11 effects College Newspapers
Most college newspapers have seen
weakness in local advertising
But national advertising, after falling
sharply in the wake of 9/11, has been
rising steadily at many big college papers
in the past couple of years.
Overall ad revenue is up 21% since 2004,
although it is still a little below the peak it
hit in the 1999-2000 school year.
Profit: How to get it? What to do with it?
 College papers are extending their franchise to
lure in more ad dollars by incorporating web
sites, on campus radio, TV stations, and
magazines.
 Most college newspapers are nonprofit
organizations, with missions to inform the
university community and provide a training
ground for students.
 Their revenue is funneled back into the
operation, supporting trips to journalism
conferences, professional staffs and the latest
technology systems.
What do MTV & Y2M have to do with
college newspapers?
 Viacom Inc.'s MTV, runs a network targeted at college campuses
called mtvU
 Y2M: Youth Media & Marketing Networks, a company that hosts the
Web sites for 450 campus papers
 Cal State Fullerton’s Daily Titan included!
 Provides advertisers with easy access to college students.
College Network
 Cal State Fullerton’s online news source has
recently connected to the largest network of
online college newspapers in the US.
 The Daily Titan has been actively involved with
this program since it became available to online
campus newspapers
 Offers students the opportunity to connect with
campuses across the nation.
 Not only are students a click away from any
university of choice, they get to keep up on
popular culture and current events through
MTV’s university website, mtvU.
Creating the Network
 MTV's 24-hour college network, mtvU, recently
announced a definitive agreement to acquire Y2M: Youth
Media & Marketing Networks, the parent of College
Publisher
 Largest interactive network of online college newspapers
in the US.
 Network reaches over five million college students via
450 online campus papers, which serve as ultimate oncampus information hubs, providing local news, sports,
weather, event listings.
mtvU & Y2M
 Together, mtvU and Y2M
create stronger multi-platform
offerings, giving advertisers the
most effective and
comprehensive methods to
connect with college students
 On-air, online, on the handset,
in print and on campus.
 MtvU's national advertisers
benefit from increased ability to
develop targeted, localized
campaigns
 Y2M's advertisers capitalize on
mtvU's industry-leading
expertise in emerging media
platforms such as broadband
video and mobile phones.
New Features
New features that will become available to
affiliates include enhanced community
functionality, a vast library of emerging
music, and the means to create universityspecific online networks.
MtvU will also offer the student papers
access to the network's base of more than
120 top-tier advertisers, enabling new ad
sales and revenue sharing opportunities.
About mtvU
 MtvU is the largest, most comprehensive television
network just for college students.
 Broadcasting to 750 colleges across the country, with a
combined enrollment of over seven million
 24 hours a day, 7 days a week, mtvU can be seen in the
dining areas, fitness centers, student lounges and dorm
rooms of campuses throughout the U.S.
 MtvU focuses on content including music videos from
emerging artists which can't be seen anywhere else,
news, student life features, events and pro-social
initiatives.
 MtvU is always on campus, with more than 300 events
per year, including exclusive concerts, giveaways,
shooting mtvU series
College life
 MtvU is dedicated to every aspect of college life,
reaching students everywhere they are, through
a three pronged approach
College life
On-air
online
On campus
About Y2M
 Y2M is a strategic marketing services company
that focuses exclusively on the college and
recent graduate market.
 The company was created specifically to
connect clients with this target demographic, 1824 who are making first-time decisions regarding
a variety of high-value products and forming
potentially life-long brand loyalties.
About
 College Publisher is the only online publishing technology and
content management solution designed specifically for college
newspapers and the needs of the campus newsroom.
 The technology used is Web-based and allows multiple users to
control all facets of digital publishing, including content
management, multimedia administration and online newspaper
advertising.
 College Publisher provides advertisers with a unique media mix
designed to reach the elusive 18-24 demographic by sending out
thousands of email editions of their publications every day.
 Sponsorship of the emails is delivered by companies advertising
messages directed to the inboxes of college students and young
alumni.
 Offers premium placement, advertising messages benefit from direct
delivery and the affinity of a students college newspaper brand.