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Quotes from the Conference

Here are some quotes from the 2001 WAN Newspaper Advertising Conference. For more information -- including the soon-to-be-published Conference Report -- contact Joanna Jolly, WAN, 25 rue d'Astorg, 75008 Paris France, Tel: +33 1 47 42 85 00, Fax +33 1 47 42 49 48. E-mail: joanna@wan.asso.fr

WAN members will receive the report — and all WAN publications — for free. Membership information can be found at www.wan-press.org/membership/index.html

Next event: The 54th World Newspaper Congress and 8th World Editors Forum, the global meetings of the world's press, 3-6 June at the Hong Kong Convention Centre. For programme and registration information, visit www.wan-press.org/congress.forum/

"You have to inform people, you have to give them the proper tools, and you have to motivate them."

Hugues de Foucauld, Marketing Director, Synergie Media, France, on three critical elements for recruiting and retaining staff.

"The sales people are the heroes of the organisation."

"I don't think you can keep good sales people forever. A lot of them want to go into management after a few years in sales. Our goal is to keep them two or three years longer than before, and they're doing that. A lot are then staying with us in management. They used to leave us to go to our competitors as sales managers."

Pal Overby, Vice President Advertising, Aftenposten, Norway, on the results of a "Magnet" programme to recruit and retain sales staff.

"As a group, we recognise that media face far more competition both from traditional as well as emerging media, now more than ever before — and our challenge is to convince both advertisers and agencies that newspaper advertising should be an integral part of any marketing strategy."

"Newspapers and television have very different strengths. TV is good at creating brand awareness and attention. The newspaper is perfect to exploit this higher attention in order to persuade the consumer to buy."

Dianne Newman, Director of Information, Business a.m., Scotland

"If we as publishers believe we have a strong product that can compete with other media, we should encourage the best professional advice to be given to advertisers, and that will come from the media agencies. The media agencies are playing a part in professionalizing the advertisers and the way they are shopping."

Poul Melbye, QRP Project Manager, Politiken, Denmark

"The point is not to buy space in newspapers. The point is to buy effect."

Einer Nicolaisen, Print Director, Initiative Universal Media, Denmark

"I've been dealing with newspapers for quite a long time, and the one thing that is a little tricky is that newspapers tend not to be flexible. So if you, as a customer, have a special request, usually the answer is, 'no.'"

Andrea Brockhaus, Managing Director, Euro Target Business, PubliGroupe/PPN, Germany