News

Despite the sharp global economic downturn, Europe¹s largest newspaper

publisher, Axel Springer, achieved record results for the fifth consecutive

year in 2008. How it went about it will be the subject of a major

presentation at the upcoming World Newspaper Advertising Conference and

Expo, to be held in Barcelona, Spain, on 28 and 29 May.



Dietrich von Klaeden, who was advertising director for Bild, the giant Axel

Springer daily, will provide a look at the Axel Springer advertising

strategy, focusing on new solutions for cross media advertising sales, the

creation of an in-house advertising agency and on user generated advertising

solutions.



He will be joined in a session on ³new and successful ideas for newspaper

advertising² by Simon MacDonald, Research Manager for the Financial Times,

and Johnny Hustler, Managing Director of Archant Lifestyle, the growing

magazine business of the regional UK publisher Archant.



The conference, organised by the World Association of Newspapers, focuses

on maximizing both print and digital advertising opportunities. There is

still time to register: details of the event, which will run concurrently

with the new Power of Print conference, can be found at

http://www.wan-press.org/advertising2009



Other conference presentations include:



- How Vocento, one of the leading media groups in Spain, has combined its

strong local brands into a powerful, national advertising medium that is

increasing its print and digital audiences and advertising revenue despite

the financial downturn. The presentation will be made by Juan Luis Moreno,

the Internet Strategy Director for Vocento.



- An advertising agency view on the challenges of a fragmenting media market

and the increasing demands of clients for cost-effective success metrics.

Juan Bascones Gleave, the Chief Media Investments Officer for Havas Media,

will make the presentation.



- New advertising strategies for print and digital, a presentation by

Tomoaki Ide, the Research Director for Dentsu Institute, part of the world¹s

largest advertising agency.



- The results of a newspaper advertising effectiveness study based on a 2008

campaign among 19 newspapers in Turkey that produced exceptional results for

four consumer brands. The presentation will be made by Nükhet Vardar, the

Managing Director of El Izi Communications Consultancy.



- A session on new multi-media measurement initiatives to better reflect

total newspaper audience, on all platforms, including Gregg Lindner,

Executive Vice President of Scarborough Research in the US, Flavio Ferrari,

the CEO of IBOPE media research in Brazil, ltug Acar, the Deputy Head of

Advertising for Hürriyet in Turkey, and Eamonn Byrne, the Business Director

for WAN.



- ³Re-organising the advertising department to increase efficiencies and

profit from multi media sales strategies,² by Theo Blanco, Executive Sales &

Marketing Director for Uppsala Nya Tidning in Sweden.



- ³Self service advertising: Good revenues, automatically,² which examines

the successful experiences of Diários Associados in Brazil, which uses new,

low cost ways to gather the difficult but increasingly important high yield

personal and business-to-business classified revenues. The speaker will be

Guilherme Augusto Machado, Technology Director for Diários Associados.



- A report from Newsquest in the United Kingdom, which built a new ad

department with a results based approach to training and development. Chris

Hughes, the Managing Director, will make the presentation.



- ³How to organize your newspaper business, to sell effectively in a rapidly

changing agency world,² by Robert Ray, Marketing Director for The Newspaper

Society in the United Kingdom.



- An examination of the state of mobile advertising from Christopher

Billich, Senior Vice President of Infinita, a Tokyo-based firm that distils

the lessons of the Japanese mobile market, the world¹s most lucrative, for

use around the world



- World Digital Media Trends, an overview of digital media developments

world-wide by Martha Stone, Director of the WAN Shaping the Future of the

Newspaper project.



- How self service advertising delivers new revenues at very low cost and

opens possibilities for a host of digital and non digital sales

opportunities for newspapers. The presentation will be made by Michel

Lépinay, the President and CEO of the Société Normande de Presse d'Edition

et Impression in France.



Full details at http://www.wan-press.org/advertising2009/



The Paris-based WAN, the global organisation for the newspaper industry,

defends and promotes press freedom and the professional and business

interests of newspapers world-wide. Representing 18,000 newspapers, its

membership includes 77 national newspaper associations, newspaper companies

and individual newspaper executives in 122 countries, 12 news agencies and

11 regional and world-wide press groups.



Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy

St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49

48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr