Newspaper & Mailroom
Innovations in Advertising: Newspapers Demonstrate Flexibility
Monday 08. March 2010 - Newspapers around the globe are innovating their advertising practices in many ways, both big and small, and the best examples were on display this week at the World Newspaper Advertising Conference in Copenhagen, Denmark.
As advertising and sales revenues are hit both by recession and increasing competition, newspaper companies are rapidly developing a wide array of new revenue possibilities. The World Newspaper Advertising Conference, which closed on Friday, examined many of the new trends – and some unusual projects that show just how flexible newspapers can be.
Two major themes emerged from the conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA): better audience and advertising effectiveness research are essential, and the traditional business model for newspapers – gaining revenue from advertising and sales – can be enhanced in a modern media company.
For example:
In Portugal, where the property market has collapsed, developers have no money for advertising. So Impresa Classificados returned to a barter economy – exchanging a 300,000 Euro advertising campaign for a three-room apartment, which is promptly offered in a lottery. People registered through a special number and paid 72 cents per call – raising 300,000 Euros in net revenue for the newspaper company. “So, in the end, we managed an income that corresponds to the real value of the campaign,” said Geert Van Hassal, Managing Director of Impresa Classificados.
In the Czech Republic, the chain of hyper-local Nase Adresa weeklies and websites are supported, in part, by a chain of “news cafés” that serve as the offices of its editors. Those cafés also provide 18 percent of total revenue. “Its not because we like coffee so much that we created this chain of cafés. Its because we saw a potential revenue stream,” said Bozena Rezabova, Marketing Director for PPF, the parent company of Nase Adresa.
The accepted on-line advertising metric of clickthroughs is “fatally flawed” and should be replaced with measures that better reflect brand recognition and return on investment, said Matthew Dodd, Vice President for Research and Analytics for Nielsen Onlines EMEA. “There is zero correlation between clickthrough and ROI. The click through measure is anachronistic. So why do we continue to use it? Because were lazy, because brand owners are lazy. Were working to move brand owners away from that measure.”
Discussions about how they interact with online advertising played a large role in the conference, with several presentations focused on new, more effective ways to measure media reach and advertising effectiveness. One of them, the Touchpoints survey in the United Kingdom, combines information about consumer behaviour with usage data from both online and offline media. The result is a detailed picture that allows accurate targetting of people during the day, and an understanding of how they use media at any time – “what theyre doing, who theyre with, how much time they spend in single and multiple activities – the whole depth and breadth of real life,” said Belinda Beeftink, Associate Director for Media Research at the Institute of Practioners in Advertising in London.
Newspapers are learning to engage with social networks – and even creating their own – to take advantage of the new web ecosystem. Theyre also finding alternatives to Google for successful advertising solutions on the web. “You dont need to wait for Google to eat more of your lunch, you can do it yourself,” said Moritz Wuttke, Founder of NextMedia Initiatives and former CEO of Publicitas in Asia and China. He provided conference participants with advice on how to develop sales channels, pricing methodologies, research and development, contextual and local advertising, and sticky content.
Summaries of all presentations at the conference, which drew publishers, advertising directors and other senior newspaper executives from nearly 40 countries, can be found here.
Upcoming events:
The 63rd World Newspaper Congress, World Editors Forum and Info Services Expo, Beirut Lebanon, 7-10 June 2010
http://www.wan-ifra.org
Back to overview
Newspaper & Mailroom
Innovations in Advertising: Newspapers Demonstrate Flexibility
Monday 08. March 2010 - Newspapers around the globe are innovating their advertising practices in many ways, both big and small, and the best examples were on display this week at the World Newspaper Advertising Conference in Copenhagen, Denmark.
As advertising and sales revenues are hit both by recession and increasing competition, newspaper companies are rapidly developing a wide array of new revenue possibilities. The World Newspaper Advertising Conference, which closed on Friday, examined many of the new trends – and some unusual projects that show just how flexible newspapers can be.
Two major themes emerged from the conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA): better audience and advertising effectiveness research are essential, and the traditional business model for newspapers – gaining revenue from advertising and sales – can be enhanced in a modern media company.
For example:
In Portugal, where the property market has collapsed, developers have no money for advertising. So Impresa Classificados returned to a barter economy – exchanging a 300,000 Euro advertising campaign for a three-room apartment, which is promptly offered in a lottery. People registered through a special number and paid 72 cents per call – raising 300,000 Euros in net revenue for the newspaper company. “So, in the end, we managed an income that corresponds to the real value of the campaign,” said Geert Van Hassal, Managing Director of Impresa Classificados.
In the Czech Republic, the chain of hyper-local Nase Adresa weeklies and websites are supported, in part, by a chain of “news cafés” that serve as the offices of its editors. Those cafés also provide 18 percent of total revenue. “Its not because we like coffee so much that we created this chain of cafés. Its because we saw a potential revenue stream,” said Bozena Rezabova, Marketing Director for PPF, the parent company of Nase Adresa.
The accepted on-line advertising metric of clickthroughs is “fatally flawed” and should be replaced with measures that better reflect brand recognition and return on investment, said Matthew Dodd, Vice President for Research and Analytics for Nielsen Onlines EMEA. “There is zero correlation between clickthrough and ROI. The click through measure is anachronistic. So why do we continue to use it? Because were lazy, because brand owners are lazy. Were working to move brand owners away from that measure.”
Discussions about how they interact with online advertising played a large role in the conference, with several presentations focused on new, more effective ways to measure media reach and advertising effectiveness. One of them, the Touchpoints survey in the United Kingdom, combines information about consumer behaviour with usage data from both online and offline media. The result is a detailed picture that allows accurate targetting of people during the day, and an understanding of how they use media at any time – “what theyre doing, who theyre with, how much time they spend in single and multiple activities – the whole depth and breadth of real life,” said Belinda Beeftink, Associate Director for Media Research at the Institute of Practioners in Advertising in London.
Newspapers are learning to engage with social networks – and even creating their own – to take advantage of the new web ecosystem. Theyre also finding alternatives to Google for successful advertising solutions on the web. “You dont need to wait for Google to eat more of your lunch, you can do it yourself,” said Moritz Wuttke, Founder of NextMedia Initiatives and former CEO of Publicitas in Asia and China. He provided conference participants with advice on how to develop sales channels, pricing methodologies, research and development, contextual and local advertising, and sticky content.
Summaries of all presentations at the conference, which drew publishers, advertising directors and other senior newspaper executives from nearly 40 countries, can be found here.
Upcoming events:
The 63rd World Newspaper Congress, World Editors Forum and Info Services Expo, Beirut Lebanon, 7-10 June 2010
http://www.wan-ifra.org
Back to overview
Newspaper & Mailroom
Innovations in Advertising: Newspapers Demonstrate Flexibility
Monday 08. March 2010 - Newspapers around the globe are innovating their advertising practices in many ways, both big and small, and the best examples were on display this week at the World Newspaper Advertising Conference in Copenhagen, Denmark.
As advertising and sales revenues are hit both by recession and increasing competition, newspaper companies are rapidly developing a wide array of new revenue possibilities. The World Newspaper Advertising Conference, which closed on Friday, examined many of the new trends – and some unusual projects that show just how flexible newspapers can be.
Two major themes emerged from the conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA): better audience and advertising effectiveness research are essential, and the traditional business model for newspapers – gaining revenue from advertising and sales – can be enhanced in a modern media company.
For example:
In Portugal, where the property market has collapsed, developers have no money for advertising. So Impresa Classificados returned to a barter economy – exchanging a 300,000 Euro advertising campaign for a three-room apartment, which is promptly offered in a lottery. People registered through a special number and paid 72 cents per call – raising 300,000 Euros in net revenue for the newspaper company. “So, in the end, we managed an income that corresponds to the real value of the campaign,” said Geert Van Hassal, Managing Director of Impresa Classificados.
In the Czech Republic, the chain of hyper-local Nase Adresa weeklies and websites are supported, in part, by a chain of “news cafés” that serve as the offices of its editors. Those cafés also provide 18 percent of total revenue. “Its not because we like coffee so much that we created this chain of cafés. Its because we saw a potential revenue stream,” said Bozena Rezabova, Marketing Director for PPF, the parent company of Nase Adresa.
The accepted on-line advertising metric of clickthroughs is “fatally flawed” and should be replaced with measures that better reflect brand recognition and return on investment, said Matthew Dodd, Vice President for Research and Analytics for Nielsen Onlines EMEA. “There is zero correlation between clickthrough and ROI. The click through measure is anachronistic. So why do we continue to use it? Because were lazy, because brand owners are lazy. Were working to move brand owners away from that measure.”
Discussions about how they interact with online advertising played a large role in the conference, with several presentations focused on new, more effective ways to measure media reach and advertising effectiveness. One of them, the Touchpoints survey in the United Kingdom, combines information about consumer behaviour with usage data from both online and offline media. The result is a detailed picture that allows accurate targetting of people during the day, and an understanding of how they use media at any time – “what theyre doing, who theyre with, how much time they spend in single and multiple activities – the whole depth and breadth of real life,” said Belinda Beeftink, Associate Director for Media Research at the Institute of Practioners in Advertising in London.
Newspapers are learning to engage with social networks – and even creating their own – to take advantage of the new web ecosystem. Theyre also finding alternatives to Google for successful advertising solutions on the web. “You dont need to wait for Google to eat more of your lunch, you can do it yourself,” said Moritz Wuttke, Founder of NextMedia Initiatives and former CEO of Publicitas in Asia and China. He provided conference participants with advice on how to develop sales channels, pricing methodologies, research and development, contextual and local advertising, and sticky content.
Summaries of all presentations at the conference, which drew publishers, advertising directors and other senior newspaper executives from nearly 40 countries, can be found here.
Upcoming events:
The 63rd World Newspaper Congress, World Editors Forum and Info Services Expo, Beirut Lebanon, 7-10 June 2010
http://www.wan-ifra.org
Back to overview
