Newspaper & Mailroom
Integrating Print and Online Audiences for Advertisers
Tuesday 09. February 2010 - Print circulation alone no longer accurately represents the true measure of newspaper audiences. And website traffic, by itself, doesnt say much, either.
Print and web together are what advertisers need, and what will be provided at the World Newspaper Advertising Conference, to be held on 4 and 5 March in Copenhagen, Denmark.
The conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA), will examine emerging cross-media audience metrics, including Locally Connected, the United Kingdoms first integrated print and online audience currency.
Launched late last year by the Newspaper Society, Locally Connected extends the regional press readership database to include newspapers online audiences, providing agencies and advertisers with a system for analysing the combined reach of a newspaper and its website within circulation areas. Eight of the largest local media publishers have already joined, including Trinity Mirror, Northcliffe Media, Johnston Press and Newsquest.
The Locally Connected conference presentation will be made by Belinda Beeftink, Associate Director for Media Research and the Institute of Practitioners in Advertising. She will be joined in the session by Stuart McDonald, Head of Advertising Insight for News International.
Audience metrics is only one of the topics to be covered at the conference, which is expected to draw hundreds of newspaper publishers, advertising directors and other senior executives to Copenhagen. Other topics include the economic outlook for advertising, the options for search advertising revenues, a look at successful – and failed – digital strategies, increasing revenues from multi-media offers, the sales team of the future, and more.b Full details can be found at www.wan-press.org/advertising2010.
Other confirmed speakers include:
Adam Smith, the Futures Director at Group M, the combined media planning and buying operation owned by Sir Martin Sorrells WPP group, who will focus on the advertising intentions of major brand advertisers and agencies.
Jan Rezab, a leading expert on mobile advertising, mobile marketing and brand placement and founder of HungryMobile, which specializes in mobile research, strategic product planning and mobile application development. He will provide some of the growing number of stories of newspaper money making in mobile.
Geoff Tan, the Senior Vice President and Head of Strategic Marketing for Singapore Press Holdings, known for championing creative and unusual advertising options in newspapers.
Roman Gallo, the founder of one of the most talked about hyper-local newspaper projects in the world, the Nase Adresa in the Czech Republic, which pioneered the “newscafe” concept in which newspaper staff are deployed in cafes to stay close to their readers.
Michael Paustian, the Deputy Editor-in-chief of Bild, Europes largest newspaper, which is a leader in user-generated content, and user-generated advertising strategies. Bild has created an advertising portal on bild.de where users upload, manage and pay for their own advertisements. Mr Paustians presentation will examine the advertising portal, “Bild Dir Deine Werbung”, which was launched with Germanys biggest pitch in advertising history.
Matthew Dodd, Vice President for Research & Analytics at Nielsen Onlines EMEA, who will discuss consumer behaviour and the impact on potential advertising revenues.
Christian Linnelyst, Marketing Director for SAS Scandinavian Airlines, who will provide an international brand advertisers perspective.
Annelies Van Den Belt, Group CEO of Russian-based SUP Fabrik, an online media company that includes an online sales house which sells both Russian and foreign media sites including Yahoo, the BBC, and a number of newspaper sites. Ms Van Den Belt, who is the former digital media director for News International and new media director for the Telegraph Group in the UK, will participate in a session that provides an economic outlook for advertising, and will also co-chair the conference.
Moritz Wuttke, CEO and Founder of NextMediaInitiatives, based in China and Switzerland, and the former CEO for Publicitas in Asia and China, whose presentation will focus on the impact of Google and Yahoo on the online advertising market and what publishers can do to increase their online ad revenues.
Ross Biggam, the Director General of the Association of Commercial Television in Europe (ACT), who will present lessons and advertising strategies from the television industry as it undergoes transformation in the multimedia age.
Mark Rix, CEO of Associated Newspapers Dubai subsidiary, Catchpole Communications, the publisher of 7 Days, and former Managing Director of MEN Media Ltd. in the United Kingdom, who will take part in a training and development panel discussion. Other panellists include Lynn Cunningham, Human Resources Director of Telegraph Media Group, Eamonn Byrne, Business Director at WAN-IFRA, Mr Paustian, and Ms Van Den Belt.
Martha Stone, Director of the WAN-IFRA Shaping the Future of the Newspaper Project, who will present her research on what makes the best advertising departments successful. She will also present a special report on the best practices of WAN-IFRAs 18,000 members worldwide in a global scoop and presentation of The Virtual – Worlds Best Advertising Department.