Success in a Tough Market

190 participants from 43 countries

Quotes from the Conference

Here are some notable quotes from the 2002 WAN Advertising Conference.

For more information -- including the soon-to-be-published Conference Report -- contact Annabel Chourré, WAN, 25 rue d'Astorg, 75008 Paris France, Tel: +33 1 47 42 85 00, Fax +33 1 47 42 49 48. E-mail: achourre@wan.asso.fr

WAN members will receive the report – and all WAN publications – for free. Click here for membership information.

Next event: The 55th World Newspaper Congress and 9th World Editors Forum, the global meetings of the world's press, 26-29 May 2002. Click here for programme and registration information.

Click here for more summaries from 22 February

Click here for more summaries from 21 February

"Why in times of trouble do newspapers tend to turn to consultants, marketers and scholars when the answers truly come from the readers. If we have better reader response we can create a better marketplace."

"The newspaper will evolve -- our task is to figure out how that will happen."

"We shouldn't consider advertising on the net as simple window dressing. It is important to consider the internet as an alternative to direct marketing."

"There are two different types of news -- there is the headlines you can get through Metro, or the continuous updates you get on the internet. But if you want something with more depth, it’s the newspaper that you pay for."

Laurence Genevet, Commercial Director, La Depeche du Midi, France

"Branding is not just about being present in the market. It's about making the client say, 'this works for me.'"

"Over the last two years, we've gone through a phenomenon in terms of advertising that we will never see again in our lifetimes. We had this extraordinary bulge in advertising expenditure in 2000, which led to a sharp decline in 2001. The absolute level of advertising expenditure this year and in the first quarter of 2003 won't be so impressive."

"Recruitment agencies are both your customer and your competitor. You are all competing for the human resources manager's budget."

"There are two reasons for doing advertising effectiveness research. The first is, it gets more money into your newspaper. And the second is, it gets more money into your newspaper."

Dave Roulstone, Advertising Manager, Bonnier Group, U.K.

"There are two major elements for the success of newspapers, or any other business -- knowledge and processes. You have to know what you're doing, and you have to know how to do it. These two things are the important assets you need to protect with any available tool."