WAN-IFRA

World Association of News Publishers

Advertising Conference summaries

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Advertising Conference summaries

Summaries of all presentations held during the 21st World Newspaper Advertising Conference taking place from 24th to 25th February 2011 in Malta.

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  • Final words: What to do now and what to do next
    2011-02-25 17:06
    “It’s a good idea to remember the root of your revenue will be the newspaper for some years to come,” says Eamonn Byrne, Managing Director of The Byrne Partnership in the UK. “That will change, but what we don’t know is how long it’s going to take for that to happen. One thing I do know is that the money is in print right now.” Read more ...
  • Encouraging newspaper ad creativity
    2011-02-25 15:56
    Newspaper advertisements are effective, but it's safe to say they're not known for their creativity. The Best YET (Best Young European Team) competition sets out to change that, by giving young advertising creatives an incentive to produce great newspaper advertising. Read more ...
  • Design an ad for the 21st century
    2011-02-25 15:51
    "My goal today is to add advertising to the mix of what we do to engage young people with our content," says Dr. Aralynn McMane, Executive Director for Young Readership Development at the World Association of Newspapers and News Publishers (WAN-IFRA). Read more ...
  • Viral marketing: Why care about the social media hype?
    2011-02-25 15:38
    Today, we are bombarded with some 3000 commercial messages each day, says Nils von Heijne, Agency Director, Pronto Communication, Sweden. “We live in constant noise.” Read more ...
  • Getting new advertising customers with "augmented reality“
    2011-02-25 15:05
    To first help participants understand what augmented reality is, Thomas Balduff, Head of Sales for Germany-based Total Immersion, offers this example: the “yellow line” that is used in televised sporting events during a replay that shows the route a ball or player travels. Read more ...
  • The changing game: new metrics for print, online, mobile and tablets
    2011-02-25 14:04
    Staffan Hultén, head of Research and Analysis of Media (RAM) in Sweden, describes research people like himself as "humble people, and extremely boring." But his presentation was anything but boring. Read more ...
  • 10 million downloads – and counting
    2011-02-25 14:02
    With publishers everywhere launching iPhone and iPad apps, the AKQA agency in the United Kingdom has some useful advice. Daniel Rosen, who runs AKQA's mobile division, was asked to provide the World Newspaper Advertising Conference with some tips on applications. Read more ...
  • A strategic roadmap for the digital age
    2011-02-25 14:00
    "Mega-trends will continue to dramatically change our advertising business," says Gregor Waller, Vice President for Strategy & Innovation for Axel Springer's Welt Group, who believes newspaper companies need to react more quickly to shifting consumer behaviour. Read more ...
  • A new era for newspaper companies?
    2011-02-25 13:57
    "I think we're at the beginning of a new era, a time of reconnection," says Ken Doctor, author of "Newsonomics" and an industry analyst who believes 2011 offers the newspaper industry another shot at succeeding in the digital world. Read more ...
  • In Memoriam: how to bring obituaries into the digital age
    2011-02-24 20:38
    Ann Lown, Head of Digital Partnerships for Archant Regional in the United Kingdom, admits she had once argued that birth, death and marriage notices in print had to be defended from digital incursion at all costs. "How wrong can one person be?" she now asks. Read more ...

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