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Readership
New Challenges and
Winning Strategies
The 2001 Editor and Marketeer
Conference & Exhibition
Lisbon, Portugal,
29-30 November Using practical solutions,
new ideas and actual cases, this conference will focus on how we
can maintain, strengthen and develop the readership of our newspapers
in the face of the new challenges of the 21st century.
DAY ONE
Readership - An overview of world trends
The chairman sets the scene and provides us with an overview of
current world trends, events and the implications for our titles.
Roger Parkinson – The Globe and Mail, Canada, President of
the World Association of Newspapers.
Session 1
Changing readers mean new challenges
Readers are changing - so must we!
This session will address changing demographics
and media consumption and the effect these will have on the future
of newspaper readership. 10:00 - 10:45
Compact newspapers - is this the future?
This presentation may change the way you see the future of your
titles. What do readers want from their newspapers in the future?
Evidence from around the world points to a compelling conclusion.
Dr. Juan Antonio Giner –Socio Principal, Innovation Media Consulting
Group, USA.
Session 2.
Getting closer to the reader
From 0 – 150,000 in six months
The Scottish problem and the launch of The Sunday
Herald, a lesson in new product development. Learn the secrets of
how Scottish Media Group started with a problem, a blank piece of
paper and gained 150,000 young affluent professional readers in
under six months.
Andrew Jaspan - Editor in Chief, The Scottish Sunday Herald, U.K.
Designing newspapers to be reader friendly
Cases of how newspapers employ good design not
only to attract readership, but to make consumption and navigation
easy and gain an advantage over traditional competitiors
Ally Palmer – Director, International Newspaper Design, U.K.
The ombudsman approach
Examples of how the appointment of a reader ombudsman
has opened a new channel of communication and opportunity. This
session will demonstrate the benefits of the ombudsman approach
and show how any title can benefit from this approach in retaining
and developing readership.
Ian Mayes – Reader’s Editor, The Guardian, U.K.
Sectioned Newspapers - Editorial and Advertising
The section publishing experience from a national
and regional point of view. This session covers the rationale behind
launch, the impact and effectiveness, the avantages and disadvantages,
research and marketing issues
Jennie Beck – Beck Consultancy, U.K.
Sectored Newspapers
How sectored publishing develops readership.
The redesign of the successful business paper, Dagens Naeringsliv.
Bjarne Dramdal Erichson – Desk Editor, Dagens Naeringsliv,
Norway.
Customer Relationship Management - 1
Examples of how to collect, manage and develop
your customer relations to boost your revenues and lower your costs.
Ludovico de Briganti – Worldwide Marketing Director, Unisys
Global Media Industry, Italy
Dick Fredrickson – Managing Principal, Unisys eCRM Practice,
USA
Customer Relationship Management - 2
A checklist for the development of a CRM policy
for your newspaper, complete with examples of best practice.
Marcus Brook – Managing Director, Data Discoveries, U.K.
DAY TWO
Our Chairman sets the scene with an overview
of the benefits of today’s programme.
Roger Parkinson
Session 3
Customer Relationship Management Workshops.
Stronger relationships and an understanding of
our customers needs will be vital for the future of the business.
These workshops will begin with the launch of our World Association
of Newspapers CRM checklist.
Using a template, participants will be allocated a workgroup. The
format allows for an exchange of CRM ideas within the groups and
the development of ideas using the CRM checklist.
Feedback from each workshop will be collated and each delegate will
be forwarded by email the conclusions of all the workshops. This
will ensure that each delegate benefits from all the ideas from
newspapers which generate closer ties with customers.
Session 4
New Distribution Models.
In search of the new reader - The Swedish model
How newspapers in Sweden use new ideas and technology to get closer
to the reader, develop reader loyalty and new readership.
Anders Ahlberg - Editor-in-chief, Västmanlands Läns Tidning
and 1st VP of The Swedish Newspaper Association.
Newspaper sales from the internet
Would you like 6,000 new newspaper sales every
month? How the New York Times uses the internet to increase sales
of the newspaper.
The newspaper and the internet come of age
Electronic subscriptions are at last a reality!
The latest PDF technology is helping newspapers from The Sydney
Morning Herald to the New York Times to Business a.m. in Scotland
to achieve electronic subscriptions, more readers and more revenue.
This session demonstrates how they do it and points to how you can
too!
Christine Cook – International Sales Director,
New York Times, USA
Session 5
Research – Understanding the new reader
A better, faster understanding of the reader
How mobile technology (SMS, etc.) can intensify
reader relations by making them more transparent and mesurable.
This session examines the opportunities the new mobile technologies
present for Editors and Marketeers and the objective analysis they
encourage.
Didier Durand – Head of R&D, Consultas SA, Switzerland
Sport newspapers - A universal opportunity!
- 2 Cases
Sport newspapers are becoming the most READ and
profitable newspapers in the world. 80% or more of the daily content
is really absorbed by the readers (against the international benchmark
of newspapers that is less than 10%).
Walter de Mattos – President, Diario Lance!, Brazil
Carlos Perez Diaz, Assistant Editor, AS, Spain.
Chairman's summary and close
Roger Parkinson
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