WAN-IFRA Magazine - December 2009 - (Page 21) www.wan-ifra.org/magazine 12.2009 ADVERTISING Such campaigns are not automatically accepted by the company, though, and News International often develops the idea (as they did with Dulux) and steers how it is presented. “We have high standards of editorial integrity,” Newbery says, “and those standards do not change when we do a commercial deal. We will only do these things if we believe them to be interesting to our readers. If they’re not, we’ll turn down the money I think that church and state divide (between editorial and advertising) is still really important.” While News International is a media giant, smaller newspapers have also found value in creating extended campaigns that bring together advertising and editorial. Examples of this are the long-term projects that Herald Express, the daily with a circulation of approximately 23,000 based in Torquay, South Devon, U.K., has done in the past few years that have mirrored some of today’s reality TV shows. Herald Express’ most recent campaign was “Rock Stars,” for which a local band was put together based on readers helping select the members of the group, which eventually played a concert. That campaign was among the winners of this year’s WAN-IFRA XMA Cross Media Awards. “These kinds of projects are future revenue streams,” says Andy Phelan, editor of Herald Express, “not necessarily the direct specifics, but the theory of creating a project and event, or a series of events, that are newsworthy in themselves that you know are going to be attractive to readers, but offer advertisers a bespoke way of reaching the market they are trying to reach. That’s what going to happen. Unfortunately, as we move forward, it’s more and more difficult as resources go away to find the time and the people to allocate to a project where there’s no guaranteed outcome.” Creating opportunities through tailored publications Another area where news publishers are seeing solid advertising revenue returns despite the economy has been through niche publications. For example, Sweden’s Upsala Nya Tidning, which has a daily circulation of approximately 52,000, has created five new print products in the past year that have profit margins ranging between 20 percent and 265 percent, according to Senior Sales and Marketing Director Theo Blanco. Four of the five products are based on niche areas such as travel, real estate, motoring and lifestyle, and the fifth is a Monday-Friday free paper. Blanco says the reasons for starting the publications are to better serve customers while at the same time finding new revenue streams: “We keep asking our clients what they need from us, and what they want from us,” he says. “When a business window opens you have to take it.” The niche products have different publication schedules ranging from weekly for the real estate product to six times a year for the travel publication. The products typically have very small staffs, often only an editor and one or two reporters, which helps to keep costs down, and in a couple of cases (with motoring and travel) the content is outsourced to an agency who uses well-known freelancers. Blanco says a national sales team based in Stockholm augments the local sales staff and distribution varies depending on the product. For example, the twice-a-month motoring product is distributed with the newspaper and also to car dealerships, tire and repair shops and so on, whereas the weekly real estate publication gets blanket distribution throughout the area. “We do a total distribution of that on Saturdays,” Blanco says. “It goes to all the households, all the apartments, in both Upsala and the surrounding counties, so there isn’t a house missed with that publication.” The profit margins are impressive. For example, Blanco said the travel product, which is published six times a year, has a 70 percent profit margin. The real estate publication, which has a staff of one editor and two reporters is recording a 265 percent profit margin. Blanco says Upsala Nya Tidning is currently considering adding another niche product to its stable. “A food one, not about restaurants, but about nutrition, cooking, recipes that will come out quarterly,” he says. On page 22, learn how U.S.-based Tribune Company is boosting local ad revenues. 20th World Newspaper Advertising Conference, Expo Set for 4-5 March in Copenhagen, Denmark, the 20th World Newspaper Advertising Conference and Expo will focus on strategies for revenue achievement in 2010. Topics will include: W The economic outlook for advertising W Your options for search revenues and competing in the new media multiverse W Broken promises – Will your digital strategies work? W Media metrics What are the currencies in play, today and tomorrow? W How to maximise the sales potential of your multi-media sales offer W The sales team of the future – what will it look like? How can it be achieved? W The “Smart Ad Department”: What to do today to make money! For more details, and to register see: www.ifra.net/community/advertising Brian Veseling brian.veseling@wan-ifra.org http://www.wan-ifra.org/magazine http://www.ifra.net/community/advertising Table of Contents for the Digital Edition of WAN-IFRA Magazine - December 2009 Our Viewpoint Developments Beyond 2009: Reaching out across time and space Business Report 2009 Advertising: What works now? More quality through ink saving Automating plate processing Industry Updates WAN-IFRA Bulletin WAN-IFRA Services WAN-IFRA Magazine - December 2009 WAN-IFRA Magazine - December 2009 - (Page 1) WAN-IFRA Magazine - December 2009 - (Page 2) WAN-IFRA Magazine - December 2009 - Our Viewpoint (Page 3) WAN-IFRA Magazine - December 2009 - Our Viewpoint (Page 4) WAN-IFRA Magazine - December 2009 - Our Viewpoint (Page 5) WAN-IFRA Magazine - December 2009 - Developments (Page 6) WAN-IFRA Magazine - December 2009 - Developments (Page 7) WAN-IFRA Magazine - December 2009 - Developments (Page 8) WAN-IFRA Magazine - December 2009 - Developments (Page 9) WAN-IFRA Magazine - December 2009 - Beyond 2009: Reaching out across time and space (Page 10) WAN-IFRA Magazine - December 2009 - Beyond 2009: Reaching out across time and space (Page 11) WAN-IFRA Magazine - December 2009 - Beyond 2009: Reaching out across time and space (Page 12) WAN-IFRA Magazine - December 2009 - Beyond 2009: Reaching out across time and space (Page 13) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 14) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 15) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 16) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 17) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 18) WAN-IFRA Magazine - December 2009 - Business Report 2009 (Page 19) WAN-IFRA Magazine - December 2009 - Advertising: What works now? (Page 20) WAN-IFRA Magazine - December 2009 - Advertising: What works now? (Page 21) WAN-IFRA Magazine - December 2009 - Advertising: What works now? (Page 22) WAN-IFRA Magazine - December 2009 - Advertising: What works now? (Page 23) WAN-IFRA Magazine - December 2009 - More quality through ink saving (Page 24) WAN-IFRA Magazine - December 2009 - More quality through ink saving (Page 25) WAN-IFRA Magazine - December 2009 - More quality through ink saving (Page 26) WAN-IFRA Magazine - December 2009 - More quality through ink saving (Page 27) WAN-IFRA Magazine - December 2009 - Automating plate processing (Page 28) WAN-IFRA Magazine - December 2009 - Automating plate processing (Page 29) WAN-IFRA Magazine - December 2009 - Industry Updates (Page 30) WAN-IFRA Magazine - December 2009 - Industry Updates (Page 31) WAN-IFRA Magazine - December 2009 - WAN-IFRA Bulletin (Page 32) WAN-IFRA Magazine - December 2009 - WAN-IFRA Bulletin (Page 33) WAN-IFRA Magazine - December 2009 - WAN-IFRA Services (Page 34) WAN-IFRA Magazine - December 2009 - WAN-IFRA Services (Page 35) WAN-IFRA Magazine - December 2009 - WAN-IFRA Services (Page 36) http://www.nxtbook.fr/nxtbooks/ifra/2010_0910_en http://www.nxtbook.fr/nxtbooks/ifra/2010_0708_en http://www.nxtbook.fr/nxtbooks/ifra/2010_extra06_en http://www.nxtbook.fr/nxtbooks/ifra/2010_0506_en http://www.nxtbook.fr/nxtbooks/ifra/2010_extra04_en http://www.nxtbook.fr/nxtbooks/ifra/2010_0304_en http://www.nxtbook.fr/nxtbooks/ifra/2010_0102_en http://www.nxtbook.fr/nxtbooks/ifra/2009_12_en http://www.nxtbook.fr/nxtbooks/ifra/2009_11_en http://www.nxtbook.fr/nxtbooks/ifra/2009_10_en http://www.nxtbook.fr/nxtbooks/ifra/2009_08_en http://www.nxtbook.fr/nxtbooks/ifra/2009_07_en http://www.nxtbook.fr/nxtbooks/ifra/2009_06_en http://www.nxtbook.fr/nxtbooks/ifra/2009_05_en http://www.nxtbook.fr/nxtbooks/ifra/2009_04_en http://www.nxtbook.fr/nxtbooks/ifra/2009_02_en http://www.nxtbook.fr/nxtbooks/ifra/2009_01_en http://www.nxtbook.fr/nxtbooks/ifra/2008_12_en http://www.nxtbook.fr/nxtbooks/ifra/2008_10_en http://www.nxtbook.fr/nxtbooks/ifra/2008_09_en http://www.nxtbook.fr/nxtbooks/ifra/2008_08_en http://www.nxtbook.fr/nxtbooks/ifra/2008_07_en http://www.nxtbook.fr/nxtbooks/ifra/2008_06_en http://www.nxtbook.fr/nxtbooks/ifra/2008_05_en http://www.nxtbook.fr/nxtbooks/ifra/2008_04_en http://www.nxtbook.fr/nxtbooks/ifra/2008_03_en http://www.nxtbook.fr/nxtbooks/ifra/2008_02_en http://www.nxtbook.fr/nxtbooks/ifra/2008_01_e http://www.nxtbook.fr/nxtbooks/ifra/2007_12_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_11_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_10_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_08_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_07_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_06_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_05_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_04_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_03_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_02_nt http://www.nxtbook.fr/nxtbooks/ifra/2007_01_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_12_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_11_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_10_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_08_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_07_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_06_nt http://www.nxtbook.fr/nxtbooks/ifra/2006_05_nt http://www.nxtbookMEDIA.com
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