APG’s NXC Me­dia eyes non­tra­di­tional mar­kets

Dorchester Star - - FRONT PAGE - By JOSH BOLLINGER jbollinger@star­dem.com

EAS­TON — APG Me­dia of Ch­e­sa­peake this month launched a new sub­sidiary ven­ture, NXC Me­dia, that aims to pro­vide in­no­va­tive and cre­ative ad­ver­tis­ing so­lu­tions in non­tra­di­tional mar­kets.

The dig­i­tal world is nearly un­avoid­able in to­day’s day and age. While it’s chang­ing the habits of read­ers, news­pa­per com­pa­nies across the in­dus­try have been adapt­ing prac­tices to thrive in the dig­i­tal age.

Short for Next Com­mu­ni­ca­tions Me­dia, NXC Me­dia has been in devel­op­ment for nearly a year. It was cre­ated to con­nect ad­ver­tis­ers pri­mar­ily to dig­i­tal mar­kets, but also tra­di­tional print mar­kets and pos­si­bly more down the road, said David Fike, pres­i­dent of NXC Me­dia and APG Me­dia of Ch­e­sa­peake.

NXC Me­dia is a wholly dif­fer­ent en­tity from APG Me­dia of Ch­e­sa­peake but ben­e­fits from the strong foothold the com­pany al­ready has in its dozens of pub­li­ca­tions in Mary­land and around the Ch­e­sa­peake Bay re­gion and from the in­ti­mate knowl­edge it has of its cur­rent mar­kets.

“We live here, and we work and strive to of­fer

the busi­ness com­mu­nity the best so­lu­tions to grow their busi­nesses and get their mes­sage across to the lo­cal com­mu­ni­ties we serve,” Fike said.

The new ven­ture will of­fer a mix­ture of dig­i­tal — or non­tra­di­tional — prod­ucts and tra­di­tional prod­ucts to drive ad­ver­tise­ments di­rectly to a tar­geted au­di­ence.

Us­ing “big data” like de­mo­graphic, ge­o­graphic and be­hav­ioral data, NXC Me­dia can tar­get au­di­ences in the dig­i­tal world while cre­at­ing a per­son­al­ized brand strat­egy for in­di­vid­ual clients to put the proper mes­sage in front of the right peo­ple in the best mar­ket, said New Me­dia Man­ager Paul Hagood, who over­sees the strat­egy and day-to-day op­er­a­tion of NXC Me­dia.

“It is those in­no­va­tive so­lu­tions, but it is also work­ing on be­half of our clients’ brands,” Hagood said.

The com­pany is not lim­it­ing itself on client po­ten­tial, Fike said. Right now, the new ven­ture is op­er­at­ing in APG Me­dia of Ch­e­sa­peake’s cur­rent foot­print, but it has the abil­ity to ex­pand out­side those bounds.

“NXC has the abil­ity to scale its ser­vices to large busi­nesses that are try­ing to get their mes­sage out to a group of peo­ple, be it na­tion­ally or on a state level, and it’s also able to scale down to lo­cal small busi­nesses that are try­ing to reach a spe­cific tar­get group of clients,” Hagood said.

“We can lever­age our re­la­tion­ship with our sis­ter com­pa­nies, which have a reach of 1.5 mil­lion read­ers per week,” he said. “I think that’s some­thing that sets us apart from oth­ers who of­fer sim­i­lar ser­vices.”

Noth­ing is chang­ing with APG Me­dia of Ch­e­sa­peake’s core busi­ness model.

“We have a large au­di­ence of read­ers and ad­ver­tis­ers that just pre­fer our print plat­form, which is great, and we will con­tinue to serve these cus­tomers with qual­ity prod­ucts. How­ever, we also rec­og­nize that there is a rapidly grow­ing dig­i­tal seg­ment of read­ers who don’t want to con­sume con­tent in print, and we want to as­sist busi­nesses in reach­ing these read­ers with their mes­sage,” Fike said.

To ad­dress this new au­di­ence cre­ated by the dig­i­tal world, a new com­pany with a ded­i­cated staff was nec­es­sary “so that we can in­vest full time into it and have peo­ple wrapped around it all the time so they can start grow­ing this busi­ness and sat­isfy the needs of those read­ers that are in this en­vi­ron­ment,” Fike said.

NXC lead­er­ship com­prises Hagood and Client So­lu­tions Man­ager Jon Ekroos. There are six other team mem­bers work­ing in di­rect sup­port of the ven­ture and a pe­riph­eral staff of 13 graphic de­sign­ers and artists.

For more in­for­ma­tion on NXC Me­dia and its ser­vices, visit www.nx­c­me­dia. com.

PAUL HAGOOD.

DAVID FIKE

JON EKROOS.

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