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The threat of new digital competition has, for many, evolved into the most lucrative opportunity for newspaper companies to develop new audiences and new, more effective multi-media advertising packages
Combining the massive brand values and reach of the newspaper with new, more targeted print products, internet, video, mobile and more besides is proving a winning formula for major brands and smaller advertisers alike.
The 2008 World Newspaper Advertising Conference & Expo will help newspapers navigate the maze of opportunities and threats.
Hosted by the Hungarian Newspaper Publishers Association
Wednesday 12 March
18h00 Welcome cocktail, kindly sponsored by Ringier & Népszabadsag
Thursday 13 March
Conference Chairman Istvan Szammer, Managing Director of Lapcom Lapkiadó és Nyomdaipari Kft, Hungary
10h30 Welcome Addresses
Timothy Balding - Chief Executive Officer, The World Association of Newspapers
Gabor Demszky - Mayor of Budapest
Judit Kazmer - President, Hungarian Publishers Association (MLE)
11h00 Session One
Newspaper companies that have built clever, responsive multi-media advertising businesses.
Grasping the mobile opportunity - the new and immediate challenge.
How one newspaper company removed the barriers to portfolio sales by introducing one unified target for all their media.
Session speakers:
Felipe Goron - Director of Marketing & Sales (Newspaper Unit) RBS Brazil
A new path to advertising revenue : Innovation through the multi-media experience
Robert Stalmach - Director of Content Licensing & Mobile, Gazeta.pl/Agora, Poland
Grasping the mobile opportunity.
Andre McGarrigle - Director of Research and Customer Insight, Guardian News & Media, United Kingdom
Total Audience UK.
12h45 Keynote speech
Marcus Wilding -Vice President, Carat Global, Austria
The agency world is undergoing powerful changes as fragmentation continues and new forms of advertising emerge.
Marcus Wilding will tell us more about media owners' and media agencies' common language, how to organise ourselves to be consumer centric & digitally ahead and present ideas and solutions on how to use the new currency.
13h15 Session Two
The demands that are emerging from the new digital market including opportunities for partnerships with pure digital players.
Session speakers:
Espen Udland - CEO, ABS Startsiden, Norway
How to create a strong local player in a market dominated by globals, whilst staying true to your ideals.
Len Kubas - President, Kubas Consultants, Canada
How to sell more print ads: Lessons from Google
14h00 Lunch
15h00 Session Three
How to package and sell the new aggregated audiences.
Aggregated audience measurements for print and digital
Pricing the print and digital package: How to exploit different industries pricing models.
The latest in audience aggregation from the WAN audience task force.
Session speakers:
Séverine Lago - Senior Strategist - Pricing and Offerings, Publicitas S.A., Switzerland
New market opportunities resulting from the common play of classic and modern pricing models - A multi-media orchestra approach
Erik Grimm - Research Director, Cebuco, The Netherlands
Creating a new currency for the unduplicated audience of print and online.
Chris Boyd - President, International Audit Bureaux of Circulation
Moving towards measuring across platforms
16h15 Coffee break
17h00 Session Four
Print advertising is still King - The new value of the newspaper advertisement.
The true value of newspaper advertising is greater than we believed. The hitherto unknown characteristics of print are the subject of a new research project which is sending shockwaves around the industry. Learn how print really works.
Session speakers:
Mort Goldstrom - Vice President Advertising, Newspaper Association of America
Proving the value of newspapers to advertisers. The NAA initiative
Robert Ray - Marketing Director, The Newspaper Society, United Kingdom
The wanted ads - stage III.
Maureen Duffy - CEO, The Newspaper Marketing Agency, United Kingdom
Newspaper advertising effectiveness - the NMA: its role and results.
Sabine C. Sirach - Product Marketing Newspaper Systems MAN Roland Druckmaschinen AG
Christian Gaidies - Press Room Manager, Axel Springer, Germany
Quality enhancements for the printed newspaper - what is possible, what works? How to print and market excellent quality and unusual ad possibilities.
18h30 Conference close for the day
20h00 Dinner & Entertainment
Friday 14 March
09h30 Keynote speech
Mark Braley - Director, Media Analyst, Deutsche Bank AG, London, Global Markets.
How financial markets view newspaper investments and see future
growth. Plus a personal view on where the industry goes from here, and
how technology could be the silver bullet.
10h00 Session Five
Specialists or advertising experts, what will the 21st century newspaper ad-salesperson look like? As the conference examines the issue of developing sales teams to sell new, emerging products, should we be training our salespeople to be true multi-media experts? Or is this approach doomed to failure and will the most successful advertising departments employ specialists in each media channel? We will hear both sides of the debate.
A new and massive undertaking to train sales staff comprehensively.
A report on how using advertising specialists delivers successful campaigns.
Session speakers:
Péter Halász - HR & Corporate Communication Director, Ringier Hungary
Training, developing and capitalizing our sales-team - how to combine local and international experiences.
Eamonn Byrne - Business Director, World Association of Newspapers
11h00 Coffee break
11h30 Special presentation
Tibor Kovács - Chairman and CEO, Népszabadsé, Hungary
Why advertise in print in the digital era?
12h00
Session Six
A special Shaping the Future of the Newspaper session.
New forms of advertising are promising to drive profits in interactive units of newspaper companies. Three experts will explain how advergaming, search, blog, social networking and display advertising together are making interactive advertising an essential part of the advertising mix for every newspaper company.
Mikal Rohde - Vice President, Schibsted ASA, Norway
Mikal Rohde will explain how search and other forms of innovative advertising are being aggressively implemented at Schibsted newspaper companies moving forward
Dan Ferguson - Founder & Director of Game Development, Blockdot, USA
Blockdot, owned by American newspaper company, Media General, develops and brands games for individual advertisers, to be used as promotional devices to drive traffic to advertiser websites. Dan Ferguson will explain the opportunity to implement advergaming as a part of a newspaper company's interactive advertising offerings.
Miklos Gaspar - Managing Director, Pressflex, Hungary Gaspar, whose company runs blogads.com, the market leading blog advertising network in the U.S., will explain how advertising on blogs
and social media differs from advertising on mainstream media sites, and how newspapers can seize the opportunity to win social media advertising budgets online.
13h00 Conference close
13h30 Closing lunch
Practical information
Venue
Novotel Budapest Congress & World Trade Centre
Alkotas utca 63-67
1123
BUDAPEST
HUNGARY
Tel : (+36)1/3725400
Fax : (+36)1/4665636
E-mail : H0511@accor.com
Session times
A welcome cocktail will be held on Wednesday 12 March at 18h00.
Thursday 13 March 2007
11h00 - 18h30, followed by an evening event
Friday 14 March 2007
09h30 - 14h00, followed by a closing lunch
Participation fees
1450 Euros for non WAN members
1200 Euros for newspapers belonging to WAN member associations
980 Euros for Company/WAN/WEF/INMA members
Fees include: Conference attendance, luncheons, coffee breaks and evening event.
Conference languages
Simultaneous interpretation will be provided in English, French, German, Spanish, Russian and Hungarian. Other languages can be provided if a minimum of 10 delegates request them.
Accompanying Persons Tour
An accompanying persons tour, visiting several of Budapests' most famous landmarks, will be available. Please tick the relevant box on the registration form to receive details.
