APG’s NXC Media eyes nontraditional markets
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.
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