"Increasingly, it is product and promotional innovations where we must invest more to attract our time-starved audiences," says Mr Hopkins, CEO of APN News & Media Ltd. "How many newspapers are investing more than 10 % of revenues on their product and promotion? Consumer products spend as much as 25 % of net revenues!"
Mr Hopkins, who will be a featured speaker at the 57th World Newspaper Congress in Istanbul, Turkey in June, believes that newspapers are the most exciting sector of the global media market. But to be successful, they must free up additional resources for marketing and promotion by controlling costs across all areas and restructuring traditional cost centres.
"We must provide the consumer with what they want or, better still, what they believe they want. Editorial content must excite and entertain and be relevant particularly to the younger end of our markets," says Mr Hopkins, who describes newspapers as "the ultimate browser in our time-starved environment".
Mr Hopkins is one of a select group of newspaper leaders who will share their successful strategies at the World Newspaper Congress from 30 May through 2 June in Istanbul, Turkey. Just a few of the others: Karen House, Senior Vice President of Dow Jones & Co. Inc. and Global Publisher of The Wall Street Journal; Lord Rothermere, Chairman of The Daily Mail & General Trust; Pradeep Guha, President of Bennett, Coleman & Co. Ltd., publishers of The Times of India; and Donald Graham, Chairman and CEO of The Washington Post Company.
The Congress, along with the 11th World Editors Forum and Info Services Expo 2004, are the global meetings of the world’s press. More than 1,000 publishers, chief editors, managing director and other senior newspaper executives are expected to attend the events, organised by the World Association of Newspapers.
For more information, including the evolving programme details, participants list and registration information, click here or contact Julia Hewkin, Events Coordinator, WAN, 7 rue Geoffroy Saint Hilaire, 75005 Paris, France. Telephone +33 1 47 42 85 00, Fax +33 1 47 42 49 48, e-mail: jhewkin@wan.asso.fr.
In addition to a top line-up of newspaper executives, the Congress, Forum and Expo offer other "value added" presentations as well:
An update on trends in the world press industry, including the latest data and forecasts on circulation and readership, advertising revenue, internet usage and much more;
Presentation of the new Global Report on Innovations in Newspapers by the Innovations International Media consulting group, which presents an in-depth examination of the most interesting developments in the newspaper industry in the past year. Congress delegates receive a free copy of the publication.
The six latest reports from the Shaping the Future of the Newspaper project, which will also present an interactive "master class" on the key strategic issues facing the newspaper business. The session, which will feature newspaper executives who are members of the new WAN task forces on advertising, readership and digital media, will show how publishers can exploit the increasing range of solutions offered by SFN.
"Best Business Practices in Newspapers," the results of a search by WAN for the world’s most efficient, effective, economic and enterprising newspaper companies. The session will feature case studies and speakers from some of the best companies, and will draw conclusions from a new WAN benchmarking project.
The Congress tradition of networking opportunities and spectacular social events, which this year will include a welcome reception at the Istanbul Archaeological Museum, a gala dinner and entertainment on Sultanahmet Square, a street party in old Istanbul, and much more.
Sponsors of the Congress and the Forum now include the Union of Chambers of Commerce of Turkey, the Anadolu Efes Beverage Group, Reuters, and the Milliyet, Dünya, Zaman and Türkiye daily newspapers.
The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 72 national newspaper associations, individual newspaper executives in 101 countries, 13 news agencies and nine regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr.
