Newspaper & Mailroom

Making the Most of Internet Advertising

Friday 17. December 2010 - Joseph Plummer, a co-author of "The Online Advertising Playbook", which focuses on the emergence of the internet as a marketing platform, has joined the programme of the 21st World Newspaper Advertising Conference and Expo, to be held in Malta on 24 and 25 February next.

Dr Plummer, an adjunct Professor at the Columbia Business School and Senior Associate at Olson Zaltman Associates, will address “How readers think – Essential insights for ad sales in 2011” at the conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA).
“The Online Advertising Playbook”, published by the Advertising Research Foundation, takes the best from hundreds of interviews and case studies to help make internet advertising more effective.
Dr Plummer brings a distinguished career to the conference. Before joining the Columbia Business School, he served as executive vice president at McCann Worldgroup, vice chairman at DMB & B, executive vice president at Young & Rubicam, and senior vice president at Leo Burnett. He was also a managing director at Paine Webber/Y&R Ventures, and Chief Research Officer at the Advertising Research Foundation.
The World Newspaper Advertising Conference will bring together hundreds of newspaper advertising professionals to examine new and proven ideas for increasing revenues and yields as the industry emerges from the global economic downturn. Full conference details can be found at www.wan-ifra.org/advertising2011.
Other speakers include:
Gregor Waller, Member of the Management and Vice President for Strategy and Innovation at Axel Springer’s Welt Group in Germany, who will focus on tablet advertising and present a strategic roadmap for taking advantage of digitisation.
Nils Von Heijne, Agency Director at Pronto Communication in Sweden, a “word-of-mouth” agency, who will examine viral marketing and social media.
Andy Mitchell, Commercial Director at Associated Northcliffe Digital in the United Kingdom, who will show how newspapers can create advertising networks and get paid for their digital content without creating pay walls.
Anders Berglund, Sales Director at Aftonbladet in Sweden, which has a history of developing new and clever digital products that involve readers and advertisers. Mr Berglund will present a case study on creating a strong sales force.
Fabrice Dekerf, Managing Partner at the Germaine Agency in Belgium, who will examine how newspapers should approach advertising agencies with multi-media solutions.
Staffan Hultén, Vice President and Founder of Research and Analysis of Media (RAM), who will examine the new metrics for tablets and e-readers as advertisers increasingly look for results-based metrics.
Eamonn Byrne, Managing Director of The Byrne Partnership in the United Kingdom, who will address the benefits of newspaper companies concentrating on multi-media advertising sales strategies with print at the core. Mr Byrne will also present five key trends for the future and how to exploit them.
Benoy Roychowdhury, Executive Director for Marketing at the Hindustan Times in India, who will present a case study on how to increase print advertising revenues.
Acar Altug, Deputy Head of Advertising for Hürriyet in Turkey, who will present a case study on a completely new approach to car advertising that creates a powerful package for automotive advertisers.
Suzanne Raitt, Vice President of Marketing and Innovation for the Canadian Newspaper Association and former Managing Director of the Toronto Star, who will focus on print advertising, which remains the heart of newspaper revenues and will for many years to come.
Robert Ray, Marketing Director for the Newspaper Society in the United Kingdom, who will show how to encourage creativity in newspaper advertising and its importance to increasing advertising revenues.
Aralynn McMane, Executive Director for Young Readership Development at WAN-IFRA, who will examine advertising strategies aimed to younger readers.
Plus more to be announced. Follow the evolving conference programme at www.wan-ifra.org/advertising2011.
The conference venue – the island of Malta – offers a unique experience packed with the best of all things Mediterranean: sunshine, stunning scenery, glorious architecture and a fascinating 7000 years of history. The island is located midway between Europe and Africa, off the boot of Italy, and is just a few hours’ flying time from most mainland European cities.
The conference is sponsored by the Times of Malta. A 200 Euro early registration discount is available until 21 January 2011.