Exploring New Revenue Models
US Study Tour
New York & Washington
2 - 7 December, 2007
Digital advertising is the future, and media companies on the east coast of the United States are making millions of dollars with their digital advertising strategies. The World Association of Newspapers is hosting a week-long study tour to the revenue-making leaders in Internet and mobile channels. Participants will learn about print-web combination packages, search advertising, Google advertising partnerships, mobile partnerships, convergence organizational structures, audience aggregation strategies, selling techniques, digital sales management, subscription strategies and much much more.
Join us on our US Study Tour to share ideas and experiences with some of the leading players in the digital world and return home with a new focus on how to ensure a successful future in a rapidly changing media environment.
Programme
Day 1
Sunday, 2 December : New York
Participants arrive in New York. Transport to hotel.
The Millennium Broadway Hotel
145 West 44th Street
New York, NY 10036.
Tel: (212) 789-7546
18h30
Welcome cocktail in the hotel foyer.
19H30
Welcome dinner at one of New York's top restaurants.
Day 2
Monday, 3 December : New York
09h00
The Wall Street Journal & Dow Jones
Participants
will hear about the Wall Street Journal's subscription strategy and its
success with print-web sales packages. We will discuss sales
techniques, sponsorship sales and organizational strategies that have
made Dow Jones one of the leaders in digital revenue making.
13H00 Lunch
14h30
The New York Times
620 8th Ave
New York, NY 10018
Tel: (212) 403-3060
Participants
will learn about the success of the Times' new integrated sales
department and how digital advertising is growing by double-digit
figures. Participants will hear how the company is taking advantage of
the healthy digital sales climate and about some of digital
advertising's hottest sellers, video and search advertising. We will
also tour of the company's stunning new headquarters.
19h00
A short, but spectacular, tour of New York followed by a free evening.
Day 3
Tuesday, 4 December : New York
09h30
Bloomberg
Bloomberg Tower
731 Lexington Avenue
New York
Tel: (212) 318-2000
The multi-media business network uses a combination of subscription and advertising revenue models on their TV, radio, web, and print networks. Participants will learn more about a new approach to converged sales.
12H00 Lunch
14H00
Google
76 Ninth Avenue
4th Floor
New York, NY 10011
Tel: (212) 565-0000
The search engine company's advertising headquarters are based in NY. The company is actively seeking newspapers to join their networks of print advertising and search advertising - with those who have already joined making millions collectively.
19H30 Dinner
Day 4
Wednesday, 5 December : New York and Washington
09h00
Reuters
233 Broadway
New York
Tel: (212) 553-2500
Participants will learn about Reuters' news agency business, including market trends, content strategy, business models, convergence of traditional and digital newsrooms, and the implications on content syndication. Participants will experience Reuters Labs - a walk-through of some of Reuters most innovative products, including Reuters.com, integrated advertising solutions, Reuters mobile and the agency's presence on Second Life.
12H30 Lunch
14h00
Associated Press
450 W. 33rd St
New York
Tel: (212) 621-1500
The international news agency will describe their convergence strategy and their organizational structure. Participants will tour their new multimedia facilities.
MediaSpan is an international digital advertising network. Participants will learn about the importance of the network buy and how to make money by participating in a network.
19h00
Travel to Washington, with dinner
21h45
Transport to hotel.
The Sheraton Crystal City Hotel
1800 Jefferson Davis Highway
Arlington, Virginia 22202.
Tel: (703) 769-3954
Day 5
Thursday, 6 December : Washington
09h00
WashingtonPost.com
1515 N. Courthouse Road,
Suite 200 Arlington, Virginia
Tel: (703) 527-7860
WashingtonPost Interactive is one of the most successful Internet advertising players, with more than 10% of their newspaper company revenues being digital revenues. They will explain their organisational structure, sales techniques and how to seize opportunities to sell digital advertising
12H30 Lunch
14h00
Newspaper Association of America
4401 Wilson Boulevard, Suite 900
Arlington, Virginia 22203-1867
Tel: (571) 366-1000
"Audience Aggregation" is the buzzword for American media companies today. Participants will explore American newspaper company efforts to combine multiple print and digital publications in one advertising sale. Also called the "portfolio" strategy, audience aggregation has become a popular tactic because it offers the advertisers an extended reach into the local marketplace and provides a one-stop advertising buy across media. You will be presented with case studies and best practices in the audience aggregation strategy.
19H30 Dinner
Day 6
Friday, 7 December : Washington
09H00
Gannett/USAToday
7950 Jones Branch Drive,
McLean, Virginia
Tel: (800) 872-2527
Gannett is one of the leaders in digital advertising sales with its flagship, USAToday.com, and dozens of community online newspapers across the U.S. Participants will learn about their cross-media advertising strategy and will hear about their new mobile advertising network strategy, including all of their American properties.
Lunch
Summary and closing session
19H30
Farewell dinner
Price includes all domestic flights (business class) and transfers, hotel accommodation in carefully selected 4 and 5 star hotels and all meals. Flights to and from the United States are not included.
