Newspapers Using the Web to Reach Local Consumers
Posted by John Burke on September 28, 2006 at 3:15 PM
If the internet puts the entire world at your fingertips, it also provides great benefits in your own backyard.
How consumers are using the internet for local information, products and services, and why on-line newspapers are the best-placed medium to assist them, is the heart of a session on "New Local Strategies and Opportunities" at the World Digital Publishing Conference, to be held in London on 26 and 27 October next.
How consumers are using the internet for local information, products and services, and why on-line newspapers are the best-placed medium to assist them, is the heart of a session on "New Local Strategies and Opportunities" at the World Digital Publishing Conference, to be held in London on 26 and 27 October next.
The session will examine newspaper companies that are generating significant revenues through local search, on-line classified advertising and new product development.
Participants in the conference, organized by the World Association of Newspapers and the World Editors Forum, will hear from such companies as London-based Platefood, which believes that publishers should never turn over their customer and advertising processes to the mega search companies and advertising service providers.
After all, why should newspapers "train" users to go elsewhere to find local businesses? They certainly don't do this in the off-line world. Platefood, which delivers search engine and marketing technology, says that newspapers can maintain full control of advertising and content through their own platforms for selling, managing and delivering pay-for-performance advertising.
Kate Bowler, the Business Development Manager for Platefood (a joint-venture between Sensis, Fast Search & Transfer and Schibsted), will focus her presentation on the alternatives to cooperation with the mega search engines.
She will be joined in the session by Jean Frédéric Farny, the Director of Development for the French Regional Publishers Association (SPQR), which is developing its own solutions for newspapers, and Chris Stanley, Managing Director of MatchWork, which provides newspaper and magazine publishers with web solutions for jobs, properties, motors and other classified opportunities.
Full conference information, including programme and registration details and a list of participants, can be found at http://www.wan-press.org/digital2006
Other sessions include:
- Keynote addresses on "new and emerging opportunities" by Carolyn McCall, Chief Executive of Guardian Media Group in the United Kingdom, and John Fish, Publisher of the Naples Daily News in Naples, Florida.
- New content opportunities, which will examine content partnerships, aggregation, citizen journalism, social networking and other developments. The session will include Pete Clifton, Head of BBC News Interactive, and Dan Pacheco, Senior Manager of Digital Products of Baktopia/The Bakersfield Californian in the United States.
- Organizational considerations in multi-media publishing, which will examine the benefits and drawbacks of integrating print and digital newsrooms and ad sales departments. Speakers include Melonie Hall, Regional
Sales Manager of the Tampa Tribune in the United States, Neil Chase, Director of the Continuous News Desk at the New York Times, Angus Frame, Editor of globeandmail.com in Canada, and Carl Rohde, President of the Signs of the Time project of Cool Hunt Research.
- "The Audience: Understanding, tailoring and targetting," which will examine consumer behaviour online and how newspapers can use it to provide tailored content and targeted revenue generation. Speakers include Takashi Ishioka, Director of the Digital Business Project Team of Japan's Asahi Shimbun and Alexander Burmaster, an Internet Analyst for Nielsen/NetRatings.
- Is the "free generation" ready to pay now?, which will include best practice case studies of what customers are willing to pay for and how they are paying, from subscriptions to micro-payment models. Speakers include Una O'Hare, General Manager of Ireland.com and Ien Cheng, Publisher of FT.com.
- New revenue opportunities, which will focus on new approaches and successes in producing revenue from digital operations. The session will feature Greg Stuart, President of the Internet Advertising Bureau in the United States, and Zach Leonard, Digital Media Publisher of the Times of London.
Full conference details at http://www.wan-press.org/digital2006
WAN had been a co-organizer, with Ifra and FIPP, of the Beyond the Printed Word publishing conference, but decided to withdraw from that event and create the new conference because new digital media strategies often involve close collaboration between editorial and online management resources. The World Editors Forum, the organization within WAN for senior newsroom executives, was the ideal partner.
The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 73 national newspaper associations, newspapers and newspaper executives in 102 countries, 11 news agencies and nine regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
Participants in the conference, organized by the World Association of Newspapers and the World Editors Forum, will hear from such companies as London-based Platefood, which believes that publishers should never turn over their customer and advertising processes to the mega search companies and advertising service providers.
After all, why should newspapers "train" users to go elsewhere to find local businesses? They certainly don't do this in the off-line world. Platefood, which delivers search engine and marketing technology, says that newspapers can maintain full control of advertising and content through their own platforms for selling, managing and delivering pay-for-performance advertising.
Kate Bowler, the Business Development Manager for Platefood (a joint-venture between Sensis, Fast Search & Transfer and Schibsted), will focus her presentation on the alternatives to cooperation with the mega search engines.
She will be joined in the session by Jean Frédéric Farny, the Director of Development for the French Regional Publishers Association (SPQR), which is developing its own solutions for newspapers, and Chris Stanley, Managing Director of MatchWork, which provides newspaper and magazine publishers with web solutions for jobs, properties, motors and other classified opportunities.
Full conference information, including programme and registration details and a list of participants, can be found at http://www.wan-press.org/digital2006
Other sessions include:
- Keynote addresses on "new and emerging opportunities" by Carolyn McCall, Chief Executive of Guardian Media Group in the United Kingdom, and John Fish, Publisher of the Naples Daily News in Naples, Florida.
- New content opportunities, which will examine content partnerships, aggregation, citizen journalism, social networking and other developments. The session will include Pete Clifton, Head of BBC News Interactive, and Dan Pacheco, Senior Manager of Digital Products of Baktopia/The Bakersfield Californian in the United States.
- Organizational considerations in multi-media publishing, which will examine the benefits and drawbacks of integrating print and digital newsrooms and ad sales departments. Speakers include Melonie Hall, Regional
Sales Manager of the Tampa Tribune in the United States, Neil Chase, Director of the Continuous News Desk at the New York Times, Angus Frame, Editor of globeandmail.com in Canada, and Carl Rohde, President of the Signs of the Time project of Cool Hunt Research.
- "The Audience: Understanding, tailoring and targetting," which will examine consumer behaviour online and how newspapers can use it to provide tailored content and targeted revenue generation. Speakers include Takashi Ishioka, Director of the Digital Business Project Team of Japan's Asahi Shimbun and Alexander Burmaster, an Internet Analyst for Nielsen/NetRatings.
- Is the "free generation" ready to pay now?, which will include best practice case studies of what customers are willing to pay for and how they are paying, from subscriptions to micro-payment models. Speakers include Una O'Hare, General Manager of Ireland.com and Ien Cheng, Publisher of FT.com.
- New revenue opportunities, which will focus on new approaches and successes in producing revenue from digital operations. The session will feature Greg Stuart, President of the Internet Advertising Bureau in the United States, and Zach Leonard, Digital Media Publisher of the Times of London.
Full conference details at http://www.wan-press.org/digital2006
WAN had been a co-organizer, with Ifra and FIPP, of the Beyond the Printed Word publishing conference, but decided to withdraw from that event and create the new conference because new digital media strategies often involve close collaboration between editorial and online management resources. The World Editors Forum, the organization within WAN for senior newsroom executives, was the ideal partner.
The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 73 national newspaper associations, newspapers and newspaper executives in 102 countries, 11 news agencies and nine regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
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