"Newspapers have now existed for over 400 years, but some mistake old for out of date. Yes, we are ’old’ but so is the wheel, and no one predicts a replacement for that technology any time soon. The real problem for the doomsayers is that newspaper advertising works today, while the jury is still out on the real effectiveness of internet advertising. ... The most telling proof is the simple fact that tens of thousands of advertisers, every day, depend on the newspaper to deliver response to their advertising messages. Major world brands and small local advertisers continue to advertise by choice in newspapers. That’s proof either that these marketers are getting a good return on their investment or, to speak plainly, they are crazy, which I doubt." Timothy Balding, CEO, World Association of Newspapers "Newspapers are no longer newspapers. They are news brands. "It’s misleading to define us simply by one of our methods of distribution." Andre McGarrigle, Director of Research and Customer Insight, Guardian News & Media, United Kingdom, on print circulation audience measurement that neglects online reach. "People have moved from mainstream media to a huge amount of ’mystream’ media." "The book of marketing has been rewritten. It’s all about consumer decisions and how marketers can help them make the right decisions about topics that are pertinent to them." "Search permeates everything. Everything is searchable, it is the screen between the media consumer and everything else that is out there in terms of content. I believe media branks will act as important lighthouses in the sea of search." Marcus Wilding, Vice President, Carat Global Management, UK/Austria "Have newspapers done everything possible to move and improve the way we package, price and sell advertising? Because the new players have changed everything." Len Kubas, President, Kubas Consultants, Canada "It is possible to still optimize incomes from print advertisements. The models are modernized for flexibility, participation and interactivity." Séverine Lago, Senior Strategist, Pricing and Offerings, Publicitas, Switzerland, on a dynamic pricing initiative for print advertisements. "There are enough opportunities to let our business grow as long as we can report our audience across channels, we can show the audience profile, and we can deliver effectiveness. So it all starts with aggregated audience measurement." Erik Grimm, Research Director, Cebuco, The Netherlands "Why should people modify their behaviour if the printed newspaper doesn’t change?" Christian Gaidies, Press Room Manager, Axel Springer, Germany, on improving print quality to attract new readers "A ’shrink’ strategy, which frankly we see some newspapers adapting, is not one that investors I speak to think will be the solution in the long run." Mark Braley, Director, Media Analyst, Deutsche Bank, London Global Markets "The advertisers are as demanding as they always were. They want reliable delivery, they want good metrics, they want good sales personnel, they want a compelling environment, they want fresh ideas, they want multimedia and they want results. If we don’t deliver this over time, we will fail. "The training and development of sales people has traditionally had a lot to do with teaching them sales techniques. It was almost as if the product knowledge they would need, while not taken for granted, was assumed to be the straightforward part of the training. But there has been a sea change. Eamonn Byrne, Business Director, World Association of Newspapers "There are two reasons why Google has been a big success. They’re good at what they do. And the second reason is, the rest of the world doesn’t know what they’re doing. We have to understand the new business models behind the technology and how we can integrate them into our own businesses." Mikal Rohde, Vice President, Schibsted, Norway