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| Advertising & Marketing | ||
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| Just published: Building Relationships With Advertising Agencies | |
| Now more than ever, newspapers must communicate the value and effectiveness of their advertising to the agencies that control much of the world's ad market. A new report from the World Association of Newspapers helps them do just that. More | |
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| Success of the Web? Try Newspaper Values With a New Twist | |
| Despite impressive gains in audience and advertisers, newspaper websites do not produce revenue comparable to that of print newspapers. Caroline Little, advisor to The Washington Post and The Guardian on their Internet strategies, comments on this at the WAN World Digital Publishing Conference, taking place in Amsterdam 15-16 October. More | |
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| World’s Press Opposes Yahoo-Google Advertising Deal | |
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The World Association of Newspapers has asked competition authorities in Europe and North America to block an advertising agreement between Google and Yahoo on anti-competitive grounds, saying the deal would have a negative impact on the advertising revenues that the search giants provide to newspaper and other websites, and on the cost of paid search advertising. More |
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| L’Expression, A New Opening In Tunisia’s Media Landscape? | |
 In a country like Tunisia where the government hands out publication permits extremely sparingly, with almost 200 requests being turned down in recent years, the launch of a new paper is, in itself, an event. On the stands since October, the French-language weekly L'Expression allows for hope that someday a more diversified Tunisian newsstand will emerge. |
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| Comorian Monthly Struggles to Survive Financially | |
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The Comorian monthly Kashkazi was missing from newsstands in January due to financial reasons. It will be back again in Feburary, but remains threatened by closure in a near future. More
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| Attracting Ads in Yemen | |
 The independent bi-weekly Yemen Times gets 85 percent of its revenue from advertising. Deputy director Khairaldin Mohammad Ainsour tells APN about how the advertising department works and the paper's future plans to attract more advertisers - and readers. |
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| Saudi Ministries Banned from Buying Ads | |
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Combating
the practice of responding to newspaper coverage through
advertisements, the Saudi Ministry of Culture and Information has banned government departments from buying ad space in papers.
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| Learning To Sell (5): Dealing with Objections | |
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The last
session of the WAN-Sudan Advertising Sales Training Program for
Newspapers Executives looked at how to handle objections in the sales
process. Client
objection is a natural part of the buying process. Expect objections.
Often, if there is no objection, the client is so switched off they are
not even in the room. They’re not going to buy. Even if the objection
comes across as fairly rude and obnoxious, don’t be thrown by it.
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| Go Tabloid and Increase Your Advertising Revenues by Setting Higher Prices | |
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The Arab-language Lebanese daily Al Balad changed to tabloid format in January 2006 and has registered a 40 per cent increase in advertising revenues compared to the same period the year before. It is the result of higher prices and assuring advertisers the impact of their campaigns.
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| Learning to Sell (4). Closing the Deal | |
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The fourth
session of the WAN-Sudan Advertising Sales Training Program for
Newspapers Executives focused on how to close the deal in both a simple
and complex sales process.
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| Learning to Sell (3). The Buying and Selling Process | |
| The third topic of the WAN-Sudan Advertising Sales Training Program for Newspapers Executives focused on the buying and selling process, including concrete tips on how to open a sales meeting, listening to your clients needs and the importance of ensuring that your client is making an informed buying decision. More | |
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| Learning To Sell (2): Building Trust Between You and Your Client | |
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The second topic of the WAN-Sudan Advertising Sales Progran for Newspapers executives was the importance of developing a relationship with your cllient and how to find the person with the authority to buy. The World Association of Newspapers organized the two-week course last month. Marilyn Honikman, former marketing and sales director for The Weekly Mail in South Africa led the training.
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| Learning to Sell | |
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The World
Association of Newspapers organized a two-week Advertising Sales
Training Program for Sudanese Newspapers executives in March. One topic
was the importance of knowing your readers and product and how to
develop categories of expertise, prospect clients and build up clients
list. Marilyn Honikman, former marketing and sales director for the The Weekly Mail (today the Mail and Guardian), in South Africa and current marketing manager of “Big News for the Business Owner”, led the training.
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| 2006 World Newspaper Advertising Conference | |
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The 2006 World Newspaper Advertising Conference & Expo held in Paris last week stressed that newspapers are the best advertising platform. People continue reading them and they are their preferred medium to look for ads. “In a world of increasing media choice, newspapers represent the only true mass media market channel, being fragmentation proof”, said Gavin O’Reilly, president of the World Association of Newspapers. |
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| Building a Brand | |
| Newspapers are not only news carriers but also a product that consumers -- our readers -- want to identify with. Building a relationship with them is the goal of the Dubai’s free daily 7Days, which wants readers to relate to the newspaper and to be associated with it. More | |
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| Indian Newspaper Caters for Readers and Advertisers in the Gulf | |
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English-language
newspapers in the Gulf usually find their largest audience among South
Asian expatriates. For that reason, most of them focus on news from the
subcontinent or offer special products to gain readers from those
communities. Now, they have new competitors for readers and advertising
publishing in their native languages. The largest circulation daily of
the south-west Indian state of Kerala, Malayala Manorama, has launched five editions in Bahrain and Dubai.
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| Lack of Credible Figures is the Biggest Challenge Facing Arab Media | |
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Are Arab media
getting more freedom? How do editors choose front-page headlines? What
are the reasons for the advertising underinvestment in the Middle East?
More than 1000 participants from 56 countries gathered in Dubai to
discuss these questions at the “Arab and World Media” conference
organized by the Arab Thought Foundation on 5-6 December.
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| “Accept, Adopt and Adapt” | |
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450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November. Jim Chisholm, director of WAN’s Shaping of the Future of the Newspaper project spoke about two new online threats to the newspaper industry: ‘bloggers’ and news aggregators like “Google” and how newspapers can turn these threats into opportunities. More |
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| “Master the Obvious” to Capture New Readers | |
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450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November. Newspapers today, whether in developed or emerging markets, have to fight for readership. Mike Smith, managing director of the Media Management Center in the United States gave a number of concrete examples of how newspapers of all sizes are fighting, and winning, this battle. His overall advice to newspapers: “Master the obvious”. More |
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| Promotions Made Easy: The Case Study of El Mundo | |
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450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November. El Mundo is the second largest newspaper in Spain and is the newspaper in the country that is growing. Pedro Iglesias, marketing director, El Mundo, Spain told conference participants some of the newspaper’s best marketing initiatives. More |
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| Grow Audience, Not Just Circulation | |
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450
Newspaper publishers, editors and marketing executives from more than
60 countries met in Athens (Greece) to explore ways to lure back and
build existing relationships with readers, and to hear some of the most
innovative – and effective – marketing strategies from industry
experts. The 2005 World Editor and Marketeer Conference and Expo was
organized by the World Association of Newspapers and took place on 17
and 18 November. |
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| Moroccan Newspaper Attracts Luxury Brands | |
| In Morocco, the French language daily L’Economiste (circulation 32,000) has seen an outstanding growth in advertising revenue since its launch in 1991. Last year, the newspaper’s ad sales increased by 15 percent, and similar figures are expected for 2005. The main reason for the success seems to be very good relations with advertisers as well as a good deal of transparency in audience research and financial reports. More | |
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