Getting the Most Out of Newspaper Advertisements
Paris, 14 February 2006 -- The ability of broadcast and digital media to measure advertising effectiveness is putting pressure on newspapers to better demonstrate the value of newspaper advertising. The World Newspaper Advertising Conference & Expo, to be held in Paris next week, will examine innovative ways to demonstrate advertising success.
The conference, on 23 and 24 February, will include a session entitled, "What's an ad worth, to us and to the advertiser?" that will focus on several issues: how agencies measure advertising success; new pricing developments; and how to test advertisements using web panels.
More than 400 publishers and newspaper advertising directors from 70 countries are registered for the "Revenue Generation 2006" conference, organised by the World Association of Newspapers. There is still time to register; full conference details can be found at http://www.wan-press.org/paris2006
Speakers in the session on advertising value include: Vibeke Buine, CRM and Analyst Manager for Bonnier Publications, and Soren Langgard, Partner in Peytz & Co in Denmark, who have been testing advertisements with web panels; Leonard Kubas, President of Kubas Consultants in Canada, who will address pricing developments; and Luciano Bosio, Marketing Director, Research and Strategy, for Publiprint, and Bruno Smutz, Director of Interdeco Expert in France, who will examine how agencies measure advertising success and how newspapers can help them sell newspaper advertising to their clients.
Other presentations include:
- A keynote speech on "The very bright future for newspapers in a digital world," by Gavin O'Reilly, President of the World Association of Newspapers and Chief Operating Officer of Independent News & Media.
- A presentation on how The Arizona Republic is leveraging its brand to create additional revenues, more market share and better value for advertisers, by John Zidich, the Publisher of the paper.
- An examination of a successful advertising revenue generation programme in the United Kingdom, by Lorraine Cane, Advertising Director of the Bristol Evening Post, and David Barker, Business Development Manager for New Revenue Solutions.
- A look at how newspapers are creating better value for advertisers in Russia, by Aleksander Strakhov, Deputy General Director of Komsomolskaya Pravda.
- Case studies from several US media companies whose online advertising programmes are now generating close to 10 percent of print revenues, presented by Martha Stone, Manager of Special Projects for the Shaping the Future of the Newspaper project of the World Association of Newspapers.
- A session on creative awards and how they can increase advertising sales, featuring awards programmes from the United Kingdom, the United States and Brazil. Speakers include Robert Ray, Marketing Director of the Newspaper Society in the UK, Geraldo Leite, Advertising Committee Director of the Brazilian Association of Newspapers, and Mort Goldstrom, Vice President (Advertising) for the Newspaper Association of America.
- A presentation on trends in on-line revenues and the implications for newspapers, by Vin Crosbie, Senior Associate, Borrell Associated in the United States.
- An examination of the revolution in classified advertising featuring Michel van der Meer, Managing Director of Speurders.nl, the classified advertisement web site of the Telegraaf in The Netherlands, and Jim Chisholm, Strategy Advisor for the World Association of Newspapers, who will present a report on classified trends and the opportunities for newspapers.
- A session on best practices in sales training, featuring Svitlana Shevchuk, Vice President of RIA Media Corporation in Ukraine, Graham Barr, Director of Power of the Press Workshops, and Eamonn Byrne, Business Director of WAN.
Full conference details, including programme information, a list of participants and registration details, can be found at http://www.wan-press.org/paris2006
The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 73 national newspaper associations, newspapers and newspaper executives in 102 countries, 11 news agencies and nine regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
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