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Newsday Media Group encompasses a full spectrum of integrated media products and services. Their portfolio of print products include Newsday, amNewYork and Star Community Publishing Group along with interactive products that include Newsday.com, amNY.com, exploreLI.com and Newsday Connect.

Summary

Newsday upgraded to Next Generation Obituary because of its innovative design, permanent Guest Book function and emphasis on social sharing. Since their transition to NGO, Newsday has improved category performance and strengthened their relationships with funeral homes.

“The clean format changes, permanent guest book and added ability to share to social media made Next Generation Obituary an easy choice.”

Jason Neknez

Director of Classified Advertising , Newsday

Overview

Legacy.com introduced its Next Generation Obituary to position its newspaper partners for the future. The new online obituary solution makes it easer for users to find service information, send flowers and leave a message in the Guest Book.

Next Generation Obituary has added features that benefit funeral homes. The new services column makes finding service information very easy. Funeral homes have the opportunity to upload a photo or logo and add links to their website, their obituary and their planning guide.

Newsday upgraded to NGO in February 2015. Jason Neknez says the Next Generation Obituary has allowed Newsday to strengthen their relationship with funeral home partners.

“Our funeral home partners are always interested in what else we can do to increase their brand name. After launching Next Generation, we heard that they like the new look and feel of the obituary.”

Jason Neknez

Director of Classified Advertising , Newsday

Newsday Results

Jason Neknez, Director of Classified Advertising, noted Next Generation Obituary’s new look and feel as well as the permanent Guest Book as benefits to Newsday’s funeral home partners and obituary readers.

Users are responding to the site’s new features and functionality. Since February, Newsday’s obituary site has seen an increase in Guest Book entries, photo entries, visits to obituary pages, social share activity and organic search activity.

“Our funeral home partners are always interested in what else we can do to increase their brand name.” With that in mind, Neknez said it was a question of “when, not if” they would launch Next Generation Obituary.

Offering funeral homes an obituary with added benefits and more branding is an intregal part of Newsday’s strategy for the future of their obituary category. Next Generation Obituary allows them to provide the best product to their funeral home partners so that the funeral homes make Newsday part of the conversation when helping the family members of the deceased make arrangements.

Neknez says that the implementation of NGO positions Newsday for future category success through increased user engagement and strengthened funeral home partnerships. NGO is part of Newsday’s larger funeral home outreach initiative that they believe will lead to more volume for their funeral home partners and new business from funeral homes who were not previously sending them obituaries.

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Claire McAlpin

Claire is a Marketing Associate at Legacy.com with experience in marketing strategy, experiential marketing, account management and sales.