The global advertising recession has forced newspaper groups to become more intuitive in the search for income and new revenue strategies are likely to be the main topic at the forthcoming World Newspaper Advertising Conference.
The event, organised by the
World Association of Newspapers, brings together publishing executives from across the world. Despite the slowdown and the perceived threat from new media, the industry still has faith in the power and influence of newspapers.
“In today’s fragmented advertising market, newspapers are still by far the best advertising medium,” said Eamonn Byrne, Deputy Director General of WAN.
“Newspapers have become very adept at responding to advertisers’ needs. They?re becoming better at maintaining market share than competing media. They’ve instigated new research that demonstrates the effectiveness of newspapers as an advertising medium. They’ve introduced new sales packages and other innovations that play to their strengths. But the industry as a whole needs to become better at communicating these developments to advertisers and agencies.”
The conference, entitled “Revenue Generation 2004”, takes place in Amsterdam on 26 and 27 February next year.
