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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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