The 2004 World Newspaper Advertising Conference & Expo
Revenue Generation 2004
"Newspapers are still the best advertising medium!"
26 & 27 February 2004
Amsterdam, The Netherlands
Focused on the realisation that newspapers remain the best advertising medium, this conference provided a range of ideas, case studies and processes to enable to maximise share at a time when markets around the world are growing in confidence. The sessions over these two days reflected this optimism and delivered an upbeat programme designed to optimise the revenue opportunities that exist for our advertising departments.
Day 1
Registrations and welcome coffee from 9h30 to 10h30.
| 11h00-11h20 | Chairman’s keynote address.
Newspapers are still the best advertising medium
Gavin O’Reilly - Chief Operating Officer, Independent News and Media PLC, Ireland |
Session 1 New ways to sell newspaper advertising to national brands
| 11h20-11h55 | How regional press can generate new business from national brands
A case study
Francis Maire - Marketing Director, Régions Communication, France |
| 11h55-12h30 | Unveiling the value of newspaper advertising
Since 2002 newspaper advertising response for local and regional newspapers has been measured in Sweden. The system is called RAM (Research and Analysis of Media). A brand new sales tool for local and regional newspapers to maximise business
Mattias Bodin - Advertising Sales Director, Nerikes Allehanda, Sweden and Dr Erik Wilberg - Managing Director, Wilberg Management as, Norway |
| 12h30-13h05 | Reaching beyond the agency
A report on how one large newspaper group has set up a brand sales team to sell directly to the client whilst still involving the agency. This approach has led to new brand advertising from traditionally pro-television advertisers.
Steve Anderson-Dixon - Group Advertisement Director, Northcliffe Newspaper Group, United Kingdom |
Session 2 Promoting newspaper readership and advertising sales.
13h05-14h00 | Promotional ideas
A compendium of promotional ideas from around the world which promote readership and advertising sales. Great ideas that will help delegates develop new initiatives to promote advertising sales.
Alfiero Massimini - DMP Organisation, Italy. Natalia Doroshkova - Public Relations Director, Moskovski Komsomoletz, Russia. Ayse Sozeri Cemal - Head of Advertising, Taner Icten - Advertising Group Coordinator & Gürül Ogüt - Advertising Project Consultant, Hürriyet, Turkey |
| 14h00-15h00 | Lunch |
Session 3 How to re-generate the advertising department
15h00-15h30 | Re-designing the advertising department
How one company re-designed its advertising department to achieve a closer focus on its core objectives, become more efficient and provide better customer service and increased revenues.
Paul O’Halloran - General Advertisement Manager, Manchester Evening News, United Kingdom |
| 15h30-16h00 | Sales incentives that motivate
Innovative ways to compensate the advertising sales team to sell more advertising, more profitably.
Chris Law - Classified Manager, The Daily Mail, United Kingdom |
Session 4 New ways to measure readership and advertising effectiveness
16h00-16h30 | How do ads work?
A report from a major international agency group which has undertaken important research that identifies creative advertisements that work and some that do not.
Sue Elms - Managing Director, Carat. Carat Europe |
| 16h30-16h45 | Coffee Break |
| 16h45-17h15 | Measuring readership using the mobile phone
Current methods of readership research will, in the future, not be enough for sophisticated advertisers; infrequent readership research cannot compete with the instant ratings feedback achieved by broadcast. |
| 17h15-17h45 | Measuring advertising effectiveness.
A case study
Poul Melbye - Project Director, Politiken, Denmark |
| 17h45-18h15 | Urban Myths: Newspaper Advertising Myths
Suzanne Raitt - Vice President Marketing, The Canadian Newspaper Association |
| 18h15-18h30 | Chairman’s Summary and Conference Close for the day |
| 20h00 | Gala Dinner |
Day 2
09h00-09h15 | The chairman will outline today’s topics |
Session 5 Multi media advertising
09h15-09h50 | How to make money out of mobile.
A report on new advertising revenue opportunities for newspapers in mobile telephony.
Frode Ugland - Head of Mobile Development, Telenor, Norway |
| 09h50-10h25 | Multi media advertising sales case study.
How one US media group combines its broadcast,
internet and print advertising to deliver multi media advertising packages to its customers and why this approach has led to new advertising revenues. |
| 10h25-11h00 | The media multiplier effect.
The results of a recent study by the IMRB and the INS in India which proves that using newspaper advertising together with TV ads delivers greater effectiveness and higher returns.
Bharat Kapadia - Editor & Associate Publisher, Chitralekha Group of India |
| 11h00-11h20 | Coffee Break |
Session 6 Classified and the Internet - Solutions for 2004 and beyond
11h20-12h00 | Areas of mutual benefit for print and web advertising.
The impact of Internet in terms of advertising placement in print: the emergence of silent ads!
Mario Garcia - President & CEO, Garcia Media, USA |
| 12h00-12h35 | The AdsML™ standard - Simplifying and accelerating advertising processes.
No more copy-chasing, automatic client invoicing, ads that run when they should, where they should, as they should. AdsML, the developing international standard, can provide this and more.
Allan Marshall - Group Technology Director, Associated Newspapers, United Kingdom |
| 12h35-13h10 | How to increase web site revenues whilst maintaining editorial quality.
Kurt Abrahamson - Director of Content Media, Google AdSense, USA |
| 13h10-13h50 | Will classified advertising move from print to the internet?
If it does, when will this happen and what are the implications, threats and opportunities for newspapers? A report from the Shaping the Future of the Newspaper classified online project.
Jim Chisholm - SFN Director, World Association of Newspapers
Invitation to the 2005 World Newspaper Advertising Conference &
Expo |
| 13h50-14h00 | Chairman’s Summary and Conference Close |
| 14h00 | Closing Lunch |
| 12h30-13h05 | Reaching beyond the agency
A report on how one large newspaper group has set up a brand sales team to sell directly to the client whilst still involving the agency. This approach has led to new brand advertising from traditionally pro-television advertisers.
Steve Anderson-Dixon - Group Advertisement Director, Northcliffe Newspaper Group, United Kingdom |
Session 2 Promoting newspaper readership and advertising sales.
| 13h05-14h00 | Promotional ideas
A compendium of promotional ideas from around the world which promote readership and advertising sales. Great ideas that will help delegates develop new initiatives to promote advertising sales.
Alfiero Massimini - DMP Organisation, Italy. Natalia Doroshkova - Public Relations Director, Moskovski Komsomoletz, Russia. Ayse Sozeri Cemal - Head of Advertising, Taner Icten - Advertising Group Coordinator & Gürül Ogüt - Advertising Project Consultant, Hürriyet, Turkey |
| 14h00-15h00 | Lunch |
Session 3 How to re-generate the advertising department
| 15h00-15h30 | Re-designing the advertising department
How one company re-designed its advertising department to achieve a closer focus on its core objectives, become more efficient and provide better customer service and increased revenues.
Paul O’Halloran - General Advertisement Manager, Manchester Evening News, United Kingdom |
| 15h30-16h00 | Sales incentives that motivate
Innovative ways to compensate the advertising sales team to sell more advertising, more profitably.
Chris Law - Classified Manager, The Daily Mail, United Kingdom |
Session 4 New ways to measure readership and advertising effectiveness
| 16h00-16h30 | How do ads work?
A report from a major international agency group which has undertaken important research that identifies creative advertisements that work and some that do not.
Sue Elms - Managing Director, Carat. Carat Europe |
| 16h30-16h45 | Coffee Break |
| 16h45-17h15 | Measuring readership using the mobile phone
Current methods of readership research will, in the future, not be enough for sophisticated advertisers; infrequent readership research cannot compete with the instant ratings feedback achieved by broadcast. |
| 17h15-17h45 | Measuring advertising effectiveness.
A case study
Poul Melbye - Project Director, Politiken, Denmark |
| 17h45-18h15 | Urban Myths: Newspaper Advertising Myths
Suzanne Raitt - Vice President Marketing, The Canadian Newspaper Association |
| 18h15-18h30 | Chairman’s Summary and Conference Close for the day |
| 20h00 | Gala Dinner |
Day 2
| 09h00-09h15 | The chairman will outline today’s topics |
Session 5 Multi media advertising
| 09h15-09h50 | How to make money out of mobile.
A report on new advertising revenue opportunities for newspapers in mobile telephony.
Frode Ugland - Head of Mobile Development, Telenor, Norway |
| 09h50-10h25 | Multi media advertising sales case study.
How one US media group combines its broadcast,
internet and print advertising to deliver multi media advertising packages to its customers and why this approach has led to new advertising revenues. |
| 10h25-11h00 | The media multiplier effect.
The results of a recent study by the IMRB and the INS in India which proves that using newspaper advertising together with TV ads delivers greater effectiveness and higher returns.
Bharat Kapadia - Editor & Associate Publisher, Chitralekha Group of India |
| 11h00-11h20 | Coffee Break |
Session 6 Classified and the Internet - Solutions for 2004 and beyond
| 11h20-12h00 | Areas of mutual benefit for print and web advertising.
The impact of Internet in terms of advertising placement in print: the emergence of silent ads!
Mario Garcia - President & CEO, Garcia Media, USA | | 12h00-12h35 | The AdsML™ standard - Simplifying and accelerating advertising processes.
No more copy-chasing, automatic client invoicing, ads that run when they should, where they should, as they should. AdsML, the developing international standard, can provide this and more.
Allan Marshall - Group Technology Director, Associated Newspapers, United Kingdom | | 12h35-13h10 | How to increase web site revenues whilst maintaining editorial quality.
Kurt Abrahamson - Director of Content Media, Google AdSense, USA | | 13h10-13h50 | Will classified advertising move from print to the internet?
If it does, when will this happen and what are the implications, threats and opportunities for newspapers? A report from the Shaping the Future of the Newspaper classified online project.
Jim Chisholm - SFN Director, World Association of Newspapers
Invitation to the 2005 World Newspaper Advertising Conference &
Expo | | 13h50-14h00 | Chairman’s Summary and Conference Close | | 14h00 | Closing Lunch |
