Recent Publications
Kannon professionals have published widely on many marketing and strategy topics. Most recently, their published marketing work has been in the context of newspapers, as a result of Kannon's relationship with the Newspaper Association of America and its Horizon Watching Initiative.
To help newspapers plan better for the future, Newspaper Association of America's Board Committee on Industry Development launched the Horizon Watching Initiative in early 1999. Kannon Consulting was selected to join the Horizon Watching Task Force as strategy and marketing experts. The Initiative is an ongoing effort encompassing several aspects of the newspaper business to understand the strategic forces that will shape the newspaper industry over the next five to seven years. To learn more about Horizon Watching, see the NAA web site
Several Articles and White Papers written by Kannon professionals are available for downloading/viewing below.
Life-stage Segmentation: An Effective Tool for Audience Growth Strategies NAA/ASNE Growing Audience Report, March 2007  |
Growing Audience: Using Life-stage Segmentation to Drive Strategies NAA/ASNE Growing Audience Report, January 2007 |
Surviving a Restructuring Marketplace: Lessons for Newspapers INMA Special Report, November 2006 |
Forecast 2005: Looking Beyond the Horizon Originally printed in Presstime, January 2005 |
Marketplace Intelligence for Newspapers: Understanding Consumers to Grow Revenues INMA Smart Newspapers Report, November 2003 |
Marketing Intelligence: The First Step to Becoming Smart Newspapers Ideas Magazine Special Report, May/June 2003 |
Today's Teens and Young Adults: Who Are They Really? Ideas Magazine cover story, September 2002 |
Kannon's frameworks help make Net Promoter Scores more actionable Revitalize advertising and audience development, Build a customer-centric organization, Focus limited resources on highest return initiatives |
A New Approach to Strategic Forecasting Originally published in The Journal of Business Strategy |
Strategic Planning in the Real World From the Newspaper Association of America's Horizon Watching Initiative |
Meeting Customer Needs: The Challenge of Distribution, Today and Tomorrow NAA Distribution and Logistics Task Force Report |
A Window to the Boomer's Soul Originally published in The Boomer Report |
Free Standing Coupon Inserts: Walking or Running to Electronic Channels? Appeared originally in digitaledge.com |
Electronic Coupons for Brick-and-Mortar Redemption Appeared originally in digitaledge.com |
Identifying Readers Needs Originally published in Research Federation Forum |
Advertising Revenues: Is There Stormy Weather Ahead? Originally published in Ideas Magazine |
Reinventing the Newspaper Originally published in Ideas Magazine |
Whoever Stays Closest to the Customer Will Win Originally published in Editor & Publisher |
- Supermarket Merchandising For the 1990’s: A Framework For Competing Published by the Coca-Cola Retailing Research Council
- Beef Industry Strategic Marketing Study
Originally published in News Check - Targeting 201: How to Hit a Moving Target
Marketing Insights Report, from a panel discussion held at American Demographics 11th annual conference - Meeting the Growth Challenge: Revitalization
Published by Booz Allen Hamilton - Growing Revenue in Media & Communications Businesses
Published by Booz Allen Hamilton