INMA Outlook: conclusions of conference in Vienna
October 13, 2008 by marek.miller
The INMA Outlook 2009 conference ended 10 days ago but the drawn conclusions should be kept by publishers for a much longer period of time.
The summit began with speeches about the importance of the brand of newspaper. Inge Van Gaal, the European coordinator of the International Newsmedia Marketing Association, informed how individual perception of the newspaper can slow down the declines in circulation of the newspapers. Her deep study of what is important to build brand’s strong position is a very interesting reading.
What lies ahead of media industry was a forecast presented by Earl J. Wilkinson, the Executive Director of INMA. Even though the year 2009 will not look too good for newspapers, there are good prognostics for the following years.
Dieter Rappold, the CEO of Knallgrau, proved there are unconventional ways of bringing audience to the brand and therefore building its better recognition especially among young consumers. By showing examples not necessarily from the newspaper market, he proved that using the tools that are popular among the young audience (blogs, Web 2.0 tools), can bring their attention to the product. The importance of marketing in brand’s recognition was shown by Bernard Asselin from Canadian “The Gazette”. The case study of the “Words matter” marketing campaign is a great manual of how to bring a newspaper with a long tradition closer to its readers.
How important the content of the newspaper is, and how the inside integrity of editorial and marketing departments can be for the newspaper, were the main topics of Jerzy Wojcik’s and Grzegorz Piechota’s presentation. Read here how marketing of your newspapers’ content itself can keep your readers with you for the entire week, basing on the experience of Poland’s “Gazeta Wyborcza”.
Chris Lloyd talked about “The Telegraph’s” strategies to reach new audiences. Its integrity of printed and digital product, and smart usage of Web 2.0 tools in the strategy, helps not only to keep the old audience, but to search for new readers as well. John Wilpers of Innovation Media Consulting focused on the importance of the blogs. His study on how blogs can help newspapers be local and grow community around it is a must-read.
The insight of the Norwegian VG’s strategy concerning it business model and revenue channels was brought by Rune Danielsen, the company’s commercial director. Read here about the most important advertising tools for advertisers in Norway. The future models for the newspapers were presented by Horst Pirker, the Chairman of the Board of Styria Medien. He showed that newspapers have a bright future because there are many models to succeed on paper and online.
Juan Antonio Giner of Innovation Media talked about the necessity of the newspapers’ content reinvention. In his opinion, the today’s crisis of the newspapers is the crisis of content. This, plus being local, was also the main topic of Frits Campagne’s presentation. “Het Parool” builds its market position by being local and as close to its readers as possible.
Marina Dedenko from the Ukrainian publishing company Segodnya, showed that being first on the market matters. Here is how launching the first free evening newspaper in Ukraine attracted the readers. And how to change a mediocre free weekly to a successful free daily was the case of Slovenian “Zurnal 24″. Read Dietmar Sternad’s ideas of how a good strategy can improve a weak market position.
Mark Challinor, Jop Pollman, Jan Rezab and Tony Keavney gave some interesting examples of how to be creative, innovative, and make money with mobile devices. The newspapers that not have their websites adjusted to the mobile devices yet can learn here, why it is important to reach users anytime.
Because there is nothing better than learning on the experience of the others, make sure you watch the videos where the conference participants speak about what, in their opinion, are the deadly sins of the newspapers.
Gallery of photos
Look at the photos from the main conference and social activities enjoyed by participants:
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