Daily News from the Conference

WAN-IFRA will be providing summaries of all presentations during the conference, beginning Thursday, 24 February 2011. Please check back for updates.

If you wish to receive the summaries by e-mail, send your request to larry.kilman@wan-ifra.org.

Conference details

Post crash blues are beginning to evaporate but slowly. How can the astute advertising department ensure they maximize share of a smaller market?

The 21st World Newspaper Advertising Conference, seeks to help advertising professionals answer these vital questions, provide ideas for new revenues and strategies for increasing existing revenues and yields.

Key Topics

• Market insight – The essential ingredient for ad sales in 2011
• Print advertising – The key to our future in a digital obssesed world
• Cross-media strategies – Great ideas for added value campaigns
• The new game – Tablet advertising
• The future face of advertising – Ideas and strategies for the near term

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Programme on Thursday, 24 February 2011

Welcome to Malta
Hon. Tonio Fenech, Minister of Finance, Economy and Investment, Malta

Attracting more visitors and more business! How does Malta advertise itself to the world?
Hon. Mario de Marco, The Parliamentary Secretary for Tourism, the Environment and Culture, Malta

Welcome by the conference chairs
Ann Lown, Head of Digital Partnerships, Archant Regional, UK
Dr. Dietmar Schantin, Executive Director, Publishing, Editorial and General Management, WAN-IFRA, Germany

Session 1. Market insight - The essential ingredient for ad-sales in 2011

How readers think - Essential insights into the mind of the market
The more you learn about your readers, the easier it is to sell to advertisers.
Lindsay Zaltman, Managing Director, Olson Zaltman Associates, USA

Finding the lost customer - Behavioral  targeting and the route to high yield revenue
Why you need to find the lost customer, what it will mean if you do and how the lost customer can lead to a very bright advertising revenue prospects in your business.
Halvard Kristiansen, Head of behavioral targeting, Schibsted

Do ad agencies want what we want? – The agency view
Do advertising agencies want newspaper companies to provide multi-media solutions, and if so, how should they be presented to the agency and to whom within the agency?
Fabrice Dekerf, Managing Partner, Germaine Agency, Belgium

Session 2. Print advertising - the key to our future in a digitally obssesed world?

Newspaper and print advertising are very much alive!
Suzanne Raitt, VP Marketing and Innovation, Canadian Newspaper Association, Canada

The great digital revenue bubble versus the real world multi media opportunity
Why newspapers need to concentrate on Multi Media advertising sales strategies – With print at the core!
Eamonn Byrne, Managing Director, The Byrne Partnership, UK

Case Study 1. How you can increase print revenues and how we did it at Hindustan Times
Long a source of great creative ideas, Hindustan Times share their innovative advertising practice, explaining how they executed world beating creative campaigns.
Benoy Roychowdhury, Executive Director - Marketing, Hindustan Times, India

Case Study 2. How you can increase print and online revenues and how we do it at Aftonbladet
A world-class example of how to maximize revenue from print and online, involving readers and advertisers. Aftonbladet have a history of developing new and clever digital products and on the way they have created a strong sales force. This case study reveals how it is done.
Anders Berglund, Sales Director, Aftonbladet, Sweden

Case Study 3. The online advertising model - from publisher to network to market maker
The Mail’s online Miracle, or how to get paid without a paywall. Featuring the advertising networks that are beating Yahoo.
Andy Mitchell, Group Commercial Director, Mailonline, Associated & Northcliffe Media, UK

Session 3. Cross-media works - great ideas for added value ad campaigns

All the fun of the car fair – A powerful package for automotive advertisers
How this newspaper company developed a completely new approach to car advertising and found itself selling cars – literally!
Altug Acar, Deputy head of Advertising Group Head, Hürriyet, Turkey

Out of the box advertising - the weather bet and more
Martin Wunnike, Publisher, Mittelbayerischer Verlag, Germany

Programm on Friday, 25 February 2011

Session 4 – The new game – Tablet advertising

Playing infinity: Finding new revenue in a world of ad change, marketing services and the rise of the tablet
Ken Doctor, news industry analyst and author of “Newsonomics: Twelve new trends that will shape the news you get”, USA

A strategic roadmap for taking advantage of the decade of digitisation
Gregor Waller, Member of the Management - Vice President Strategy & Innovation Welt Group, Axel Springer AG, Germany

The changing game: New metrics for print, online, mobile and media tablets
If you cannot explain the value how can you sell it effectively? Exploring the new metrics of ROI as advertisers look increasingly for results metrics before they spend.
Staffan Hultén, Vice-President/Founder, RAM Research and Analysis of Media, Sweden

10 Million Downloads. How? Why? What?
The interactive agency of the year reveals how to keep your digital clients spending and achieving results from digital.
Daniel Rosen, Head of AKQA Mobile, UK

Getting new advertising customers with "augmented reality" - integrating real time interactive 3D graphics into a live video stream
Thomas Balduff, Head of Sales, Total Immersion, Germany 

Session 5 – The future face of advertising

The future of newspaper advertising – 5 key trends for the future and how to exploit them
Eamonn Byrne, Managing Director, The Byrne Partnership, UK

Contest tool kit – Design an ad for the 21st century
Dr. Aralynn McMane, Executive Director, Young Readership Development, WAN-IFRA, France

YET - Young creatives at work
The former agency creative guru, shows how the UK Newspaper Society encourages creativity in newspaper advertising.
Robert Ray, Marketing Director, Newspaper Society, UK

Viral marketing: Much ado about nothing? Why care about the social media hype?
And if there is an application for newspapers how can we exploit it? – Solutions from a word-of-mouth agency.
Nils Von Heijne, Agency Director, Pronto Communication, Sweden

Final words: What to do now, what to do next!

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Conference Schedule

Wednesday, 23 February 2011
10.00 – 16.00 h – Pre-conference Workshop, Multi-media advertising
20.00 h - Welcome cocktail

Thursday, 24 February 2011
10.00 – 18.00 h – Conference
20.00 – Evening Event

Friday, 25 February 2011
09.00 - 15.00 h – Conference

Magical Malta

Once the home of the noble Knights of St John, the charming island of Malta offers a unique experience packed with the best of all things Mediterranean: sunshine, stunning scenery, glorious architecture and a fascinating 7000 years history plus sparkling blue seas.

The island of Malta is located midway between Europe and Africa. and is just a few hours’ flying time from most mainland European cities and has excellent intercontinental connections.

Useful links when travelling to Malta

Air Malta - Official Carrier

The official Malta Tourism Authority Website

Malta Brochures

Online Restaurant Guide

Free Malta Tourist Guide iPhone App