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Just Published: New
Revenue Strategies From WAN
A new report
from the World Association of Newspaper's Shaping the Future of
the Newspaper project examines new revenue streams being developed
by newspaper companies worldwide, as well as how those companies
are finding success beyond printed advertising alone.
The report,
which draws on case studies of companies including Schibsted,
Gannett, Tribune, Media News Group, the New York Times, Asahi
Shimbun, RBS Group and others, considers the key questions being
asked by newspaper companies around the globe as they develop
their multiple media offerings:
Which new
media channels present a solid investment opportunity, which are
a gamble and which have proven to be 'fools gold'? Which sales
channels will produce the highest return on investment? Which
sales tactics work best in each new channel? What pricing works
for these new products?
"Some
new revenue strategies have clearly emerged from the plethora
of possibilities in today's media world," says the report,
the first in an annual series of six SFN Strategy Reports, which
are available exclusively to WAN members.
"Companies
in North America, South America, Australia, Northern Europe and
Asia have successfully integrated print, web and sometimes other
forms of revenue, creating diversified revenue streams that hedge
against downturns in traditional revenue makers like print advertising,"
the report says.
The newspapers
profiled in the report have found ways to reach new audiences,
increase market penetration and add new revenues, and they've
done so in a variety of ways: by selling advertising across a
company's multiple media assets; by increasing the value proposition
of online advertising; by increasing the company's understanding
of the value of its online audience; by exploring paid-for content
possibilities on-line; by expanding the advertising base by targeting
local advertisers through new media channels; by changing the
metric from circulation to print-web readership; and more.
The report,
with recommendations, includes chapters on audience focus, on
digital advertising pricing models, on search revenue opportunities,
on cross-media advertising sales, and on emerging revenue streams
including video, on podcasting and paid content.
The Executive
Summary of the report can be found at http://www.wan-press.org/article11165.html
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The SFN project,
which WAN conducts with five strategic business partners, identifies,
analyses and publicises all important breakthroughs and opportunities
that can benefit newspapers all over the world.
The "New
Revenue Strategies" report and the five other Strategy Reports
in the 2006 series -- Outsourcing, Digital Classifieds, New Editorial
Concepts, Advertising Science, and Pricing Strategies -- are available
exclusively to WAN members. More about the project, and the benefits,
can be found at http://www.futureofthenewspaper.com .
In addition
to the annual strategy reports, SFN provides WAN members with
a library of case studies and business ideas, and a wealth of
other vital information for all those who need to follow press
industry trends.
WAN conducts
the SFN project with support from five international partners
-- PubliGroupe, the Swiss-based international advertising and
promotion group; MAN Roland, a leading company for newspaper production
systems; UPM-Kymmene, one of the world's leading printing paper
producers; Telenor, the leading Norwegian telecommunications,
IT and media group; and Samsung Electronics, a global leader in
semiconductor, telecommunication, and digital convergence technology.
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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