“I believe that the obituaries for newspapers are premature. (…) There is something in our collective DNA that makes us want to sip our coffee, turn a page, look up from a story, say ‘Can you believe this?’, and pass the paper to the person across the table.” That is from Arianna Huffington, who uses the term “DNA” frequently when talking about her brainchild, the Huffington Post news and blog behemoth.
As conventional digital advertising shows little hope of being able to support the journalism it accompanies, sponsored content is emerging as an alternative. Sponsorships have appeared in printed publications and broadcasting for many years, but now a new twist on the concept is becoming increasingly common online.
From 2-5 June, the 65th World Newspaper Congress will draw publishers, CEOs, and other top executives from media companies around the world to the vibrant capital of Thailand. An array of top-level executives will take the stage to share insights into business and management challenges – and success stories. We interviewed a few of the speakers ahead of the event to discuss some of their projects.
From leading the newsroom through major cuts to the latest digital developments as well as issues such as branding, sponsored content and citizen journalism, the World Editors Forum in Bangkok has a programme fit for all editors. Here’s a taste.
Taking place alongside the Congress and World Editors Forum in Bangkok is the World Advertising Forum. One session certain to draw attention this year focuses on “Audience insight, analytics and big data.” It examines how news publishers are improving their understanding of their audience and measuring engagement, which is essential for monetising.
‘Staying true to our DNA: engagement, connection and community’
Arianna Huffington’s spreading the word. She wants to start a new conversation. It’s what she and the Huffington Post do better than most in the news media industry. This time it’s all about redefining success.
Cut costs by improving your energy efficiency
Newspaper printing operations are increasingly paying attention to energy efficiency. Josef Schießl, technical manager at the printing centre of the Süddeutscher Verlag in Munich, reports about the company’s energy efficiency project and its impressive results.
Investment and development
The United Nations “Plan of Action on the Safety of Journalists and the Issue of Impunity” aims to contribute to a free and safe environment for journalists and media workers. As signatories to the Plan, WAN-IFRA spoke with Guy Berger, Director of the Division of Freedom of Expression and Media Development at UNESCO, the UN agency with responsibility for coordinating the implementation of the initiative, about a specific role for the global news publishing industry.
Newspapers are refocusing on the quality of their content, as they work to justify print price increases and digital paywalls. However, even the smartest publishers are overlooking a huge part of the consumer value proposition: the advertising itself.
By Steve Gray