The Altoona Mirror has received special recognition from Editor & Publisher, America's oldest journal covering the newspaper industry.
The Mirror was selected from more than 140 nominees and is listed as one of the "10 Newspapers That Do It Right" in the March edition of the magazine.
The listing is a showcase of 10 newspapers that demonstrate flexibility, creativity, sound judgment and a commitment to high quality journalism in some unique manner, according to Editor & Publisher.
"We chose the Altoona Mirror as one of our 10 that do it right because we were impressed by the way the Mirror has expanded to become more than just a newspaper, specifically with the events and marketing program. Hosting expos and events not only generates revenue but also establishes the paper as a community leader," said Kristina Ackermann, Editor & Publisher managing editor. "We think this is a model that other papers could implement to help bolster their businesses."
Mirror officials are pleased with the national recognition.
"Obviously, this is a huge honor in our industry, and at a time when we're looking to reimagine newspapers' futures, it's gratifying that we were selected for a program that's all about connecting with our community and our advertisers in a different way, General Manager Raymond M. Eckenrode said. "Event marketing is a natural extension of our newspaper brand and business model. We provide content, attract an audience and sell access to that audience to sponsors and advertisers."
"The Mirror has always invested in our community partnering with our advertisers and sponsoring events that hopefully improve the quality of life in the area where we live. I am not surprised, but we are grateful for this national recognition," Publisher Edward W. Kruger said.
The Mirror, over the past five years has broadened its revenue base by developing an event marketing program, Eckenrode said.
Mirror events have attracted some big names to the area.
"Event marketing can be about thinking big and creating experiences, as it was when we brought Ted Nugent and several celebrity chefs to Altoona, or it can be very personal and useful, as our free expos focusing on health and parenting strive to be," Eckenrode said. "Either way, it allows us to connect with our community in a very different way than we do with our core product."
The Mirror also hosts free events such as its Moms Expo, which also supports its Moms glossy magazine and website.
"Doing events right starts with a change in philosophy," Eckenrode said. "These are not 'trade shows,' which traditionally are done with little profit motive; they are 'events,' which require big thinking, big attractions and potentially big dollars. All Mirror events start with the idea 'think big.'"
Mirror Staff Writer Walt Frank is at 946-7467.
