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Just Published: Using
Advertising Science to Increase Newspaper Revenues
A new report
from the World Association of Newspapers identifies 28 components
of the newspaper advertising sales process, and shows how improvements
in any one of them result in an increase in revenues.
"This
is not sexy, or revolutionary, but it works, and it leads to growth
not only of the core newspaper business, but to a sales environment
where sale people can adopt and sell a wide range of services,"
says "Advertising Science", the latest report from the
WAN Shaping the Future of the Newspaper project.
Only three
of the 28 components, or drivers, of advertising sales are outside
of the newspaper's control: the market in which the newspaper
operates, the product that the advertiser chooses to advertise,
and the market they choose to target. All the others can be influenced
by the newspaper, and an improvement in any of them can lead to
big rewards.
"Every
step delivers revenue to the company, and the adoption of a combination
of steps will accelerate revenue growth, and, importantly at this
critical time for our industry, long term loyalty of customers,"
the report says.
It defines
these components -- volume and price drivers including design,
quality, prospects, conversion, planning, and many more -- then
illustrates both good and bad practices in each of these areas
and how to make improvements.
The report,
available exclusively to WAN members, also includes a guide to
organising newspaper advertising sales departments.
The table
of contents and the executive summary of "Advertising Science"
can be downloaded at http://www.wan-press.org/article11169.html
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The SFN project,
which WAN conducts with five strategic business partners, identifies,
analyses and publicises all important breakthroughs and opportunities
that can benefit newspapers all over the world.
The "Advertising
Science" report and the five other Strategy Reports in the
2006 series -- New Revenue Strategies, Digital Classifieds, Outsourcing,
New Editorial Concepts, and Pricing Strategies -- are now available
to WAN members. More about the project, and the benefits, can
be found at http://www.futureofthenewspaper.com .
In addition
to the annual strategy reports, SFN provides WAN members with
a library of case studies and business ideas, and a wealth of
other vital information for all those who need to follow press
industry trends.
WAN conducts
the SFN project with support from five international partners
-- PubliGroupe, the Swiss-based international advertising and
promotion group; MAN Roland, a leading company for newspaper production
systems; UPM-Kymmene, one of the world's leading printing paper
producers; Telenor, the leading Norwegian telecommunications,
IT and media group; and Samsung Electronics, a global leader in
semiconductor, telecommunication, and digital convergence technology.
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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