Newspaper & Mailroom

Ad Conference Provides Insight Into How Readers Think

Thursday 10. February 2011 - The more your learn about your readers, the easier it is to sell to advertisers.

That’s the concept behind “Market insight – the essential ingredient for advertising sales in 2011,” the topic of a major session at the upcoming World Newspaper Advertising Conference, to be held on 24 and 25 February next in Malta.
Hundreds of publishers, advertising directors and other newspaper executives will gather on the Mediterranean island to examine new and proven ideas for increasing revenues and yields as the industry emerges from the global economic downturn. There is still time to join them: full conference details can be found at http://www.wan-ifra.org/advertising2011
Halvard Kristiansen, Head of Behavioural Targeting at Schibsted Media Group, the Norwegian conglomerate with operations in 20 countries, has joined the session on Market Insight, where he will focus on research, strategies and technique for winning back lost advertising customers.
He will be joined in the session by Lindsay Zaltman, Managing Director of US-based Olson Zaltman Associates, who will address “How readers think – Essential insights into the mind of the market,” and Fabrice Dekerf, Managing Partner of the Germaine Agency in Belgium, who will provide the advertising agency view of what agencies want from newspapers.
The 21st annual World Newspaper Advertising Conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA) will provide participants with insights into increasing revenues from cross-media advertising, tablet advertising, print advertising and more. The conference takes the theme, “It’s money time!”
Other speakers include:
– Martin Wunnike, Publisher of the Mittelbayerischer Verlag in Germany, who will speak about hyperlocal advertising solutions.
– Thomas Balduff, Sales Manager for German speaking countries for Total Immersion, who will speak about the potential of “augmented reality” for getting new advertising customers — integrating real time interactive 3D graphics into a live video stream.
– Gregor Waller, Member of the Management and Vice President for Strategy & Innovation for Axel Springer’s Welt Group in Germany, who will provide a strategic roadmap for taking advantage of the decade of digitisation.
– Staffan Hultén, Vice-President/Founder of RAM (Research and Analysis of Media) in Sweden, who will examine the new measurement practices to reflect the real audiences for print, online, mobile and media tablets.

– Daniel Rosen, Head of AKQA Mobile, the interactive agency of the year in the United Kingdom, who will present strategies for maintaining loyal digital advertising clients.
– Benoy Roychowdhury, Executive Director for Marketing and India’s Hindustan Times, who will share the newspaper’s creative ideas for increasing print revenues.
The conference will be chaired by Ann Lown, Head of Digital Partnerships, Archant Regional, United Kingdom, and Dietmar Schantin, Executive Director, Publishing, Editorial and General Management, WAN-IFRA.
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, which will host the welcome cocktail at the Villa Parisio, a historic gathering place in Malta.