World Association of Newspapers and News Publishers

Study Tour: 360° Advertising Sales Strategies



Study Tour: 360° Advertising Sales Strategies

Date and Location

  • 23 Apr 2012 - 27 Apr 2012


  • Sunday, April 22, Stockholm


    Welcome cocktail with the participants of the tour at 18.00

    Monday, April 23 , Stockholm

    • Aftonbladed

    You will meet Anders Berglund, the Sales Director, and discover the strategies behind creative advertising formats that Schibsted Media Group and Aftonbladet are using. For a real 360° package you will also learn about how to successfully include Mobile and TV in your strategies.

    We are also very proud to present to you the winner in the category market campaign of the year: Aftonbladet Rockbjörnen. Meet Marie Kry, the project leader and learn about the marketing campaign around Sweden's largest audience music award. 

    Lunch at Uppsala Nya Tidning

    • Uppsala Nya Tidning

     Meet the Vice President Sales & Marketing, Theo Blanco, and discuss advertising strategies on a multimedia level, smart packaging, sales rhetoric, selling the web and other digital products. Lear how Upsala Nya Tidning is preparing for the all digital media revolution.

    • Research and Analysis of Media AB

    flight Stockholm - Berlin

    Tuesday, April 24,  Berlin

    • Axel Springer Media Impact

    "We believe that in order to thrive in the future, we as publishers must offer relevant, high-quality communication solutions to our customers - both readers and advertisers - across all platforms." says Dietmar Otti, Managing Director of Marketing at Axel Springer Media Impact. Meet the marketing experts of Axel Springer’s central marketing division and find out how they reorganised into a flexible, customer-oriented, multimedia revenue operation.

    Lunch at the Axel Springer Journalistenclub

    • MediaCom International

    MediaCom is the biggest and most successful total media agency in Germany and awarded with the International M&M award for 2009, 2010 and 2011.

    MediaCom supports about 300 clients and nearly 850 brands to do advertsing in the most efficient and effective way.

    Meet Artur Kobryn Managing Partner and Head of MediaCom International for a presentation on

    • How the change of the media landscape influences the tasks of a media agency (‘The Age of Dialogue’)
    • How a media agency can help publishers / newspapers to understand what clients and consumers want (Real World Consumer Insights)
    • How publishers should deliver the relevant facts & figures regarding Return on Investment and thereby stay in the relevant set of media planners (What are the most important KPI?)
    • How cross media campaigns use the strength of print and enhance it with new technologies (Best Cases)


    • Mittelbayrischer Verlag KG

    Martin Wunnike, publishing director & member of the management board, will come to Berlin to present „Out of the box“-Advertising. You will see successful advertising campaigns that creatively integrate print and online.


    • Deister- und Weserzeitung Verlagsgesellschaft mbH & Co KG

    Rolf Grummel, CEO, will come to Berlin to show you how his newspaper changed into an media agency – in the way they act and sell their packages to advertising customers. You will get exclusive insights how they generate solutions for mobile technologies, videos and several other offers which are tailored to the needs of their customers.


    flight Berlin - Paris

    Wednesday, April 25, Paris

    • Le Figaro

    “Our goal is to provide a single point of contact to satisfy [the customers’] needs and solve their problems. With that in mind, our sales people cease to be in the business of selling space and instead become solution providers or consultants” says Valérie Rudler, Deputy General Director of FigaroMedias in Paris. Meet Valérie and her sales team in Paris and discover how Le Figaro reorganised itself under the single banner of Marque Figaro to promote all of the company’s products across web, print, tablet and mobile.

    Participants in the study tour are exclusively invited to visit the Figaro’s studio and sit in on the Figaro editorial conference.

    Lunch at Le Monde

    • Le Monde

    Corinne Mrejen, CIO M Publicité, will give you exclusive insights into The 360 advertising reality at Le Monde. Meet the team: David Licoys - Deputy Director of the Digital Sales and Activities, Germain Loyer - Cross Event and Special Operation Director and Elisabeth Cialdella - Deputy Director of the Marketing & Communication and learn about

    • How to engage a premium audience
    • The print & online brand emergence
    • How to speak about and demonstrate the leadership on "premium people": relation tools with advertisers and agencies
    • The importance of innovation
    • The efficiency mesures
    • Best practises


    • 20 Minutes 

    Find out more about the advertising strategy of the french daily - the single free newspaper profitable in France.


    • Google Paris

    Meet Laureline Serieys, Strategic Partner Manager of Google Paris, and learn what new products, services and innovations Google is offering to help publishers realize their 360° advertising sales strategy.


    Thursday and Friday, April 26 – Friday April 27, London  

    train Paris - London

    • Newspaper Society/ Jicreg 

    Meet Keith Donaldson, Chief Executive of JICREG. JICREG provides the currency for planning and buying local media in the UK. As the number of different platforms for advertisers continues to increase, how can the established media such as local continue to prove their relevance and effectiveness in a digital landscape? This is the core of what Keith will present and he use some examples of advertisers using local media and its unique relationship with its audience to develop their business.


    • Local Media Association (formerly Suburban Newspapers of America)

    Local media companies in the United States and Canada are increasingly adding digital agency services to their portfolio of products. In this session, Nancy Lane, president of Local Media Association, will share some of the case studies that were recently profiled in two research reports (The Digital Agency and ShopTalk). The profiled companies range in size from small to very large and include a diverse mix of corporate and family-owned entities such as Metroland Media/Torstar, The Times-News, Holden Landmark, Deseret Digital, Morris Communications and Dow Jones Local Media. All of the profiled companies have identified agency services as one of their top priorities for 2012 and beyond. All attendees will receive a complimentary copy of the report, The Digital Agency (valued at $229 USD). 


    • The Guardian

    Get exclusive insights into the Guardian's cross platform solutions and how they have integrated the sales team for this approach.


    • A&N Media

    Meet the Advertising, Strategy and IT experts at A&N and learn about

    • and how it’s benefiting the ad teams
    • Ideas Factory
    • Media cross-sell
    • Developing new advertising opportunities - The Snickers example
    • Intelligent advertising


    • Telegraph Media Group

    Meet the sales team: Nick Hewat, Sales Director, Create (multi platform) and Digital will together with Matt Cory, Director of Create present the Telegraphs cross-media credentials for example the "Create" proposition with some client case histories and how the market is moving, increasingly to digital platforms and solutions.

    Mark Challinor, Director of Mobile, will present where the Telegraph is regarding wireless devices with emphasis on the advertising propositions.

    SPECIAL: Tour of the digital newsroom at the Telegraph


    • HIGHLIGHT: Tour on the London Eye - for a literal 360° experience


     The Study tour will be finished by 17.00 on Friday, 27 April, 2012


Contact information