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 have money to spend. National advertisers recognize what a valuable asset this demographic is for them. Seventeen million people are now enrolled in U.S. colleges, the largest number in history Spending $182 billion a year -- $46 billion of which is discretionary 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 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 on- campus 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 university- specific 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, 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 demographic by sending out thousands of editions of their publications every day. Sponsorship of the s 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.