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Panpa Bulletin : September 2006
32 | PANPA BULLETIN September 2006 PANPA CONFERENCE munity. Tony Hale comes to The Newspaper Works from Clemenger BDO and has 30 years of experience in creative and media buying agencies. And most importantly he loves news- papers and gets our challenge. The new agency's name not only succinctly describes the or- ganisation as an engine room for ideas, information and resources, but also a message about the effectiveness of the medium. A role model organisation is the UK's newspaper marketing agen- cy, the NMA, which represents national papers. It has strong links to Australia through News International and APN. In a few short years it has done a stellar job. It has undertaken major advertising effectiveness case studies with big advertisers to demonstrate once and for all the advantages of adding print to a branding or retail campaign. It has assembled a collection of the best print advertising ever on one website to inspire and challenge the creative community and cli- ents. It has revolutionised creative awards by involving the best in the world as judges. In Australia other trade groups have shown what you can do when you get focused and get funded. Radio has dramatically improved its share of advertising dollars, well and truly above the reality of its audience share. Free TV, the organisation which rep- resents broadcasters, has man- aged to convince advertisers that television is not declining despite the fact that it is. We have a very good story to sell around our effectiveness and the unique way we are viewed. We are one of the very few media any- where where consumers actually look forward to seeing the adver- tising we carry. The time is right. The board is unified. The goals are clear. The Newspaper Works will have just a few priorities for its first year. Get us back on the front foot. Start effectiveness case stud- ies and sell the results. Collect the best research on newspaper usage and ensure our clients and our communities know we deliver. Revamp our creative awards and incentives. Revamp Australia's readership system so it offers more reliability and transparency. While it is a national body, its trade marketing campaigns and effectiveness case studies are like- ly to help reinvigorate newspaper promotions in other countries within the PANPA communities and we invite those interested to stay in touch. Where does PANPA fit into to The Newspaper Works regime? Newspaper chief after newspa- per chief has stood up at PANPA conferences calling for industry unity on selling our story. We now have that in Australia. PANPA will be a sister organi- sation to The Newspaper Works but because PANPA has mem- bership spanning numerous countries in the Pacific and in- creasingly in Asia it was not able to double as a national newspa- per marketing agency. The Newspaper Works has a clear external focus with ad cli- ents, creative agencies and media buyers in its sights. PANPA has a clear internal in- dustry focus. Its mission is to bring the best newspaper media knowl- edge from anywhere around the world to inject into our member organisations, to help drive busi- ness improvement. PANPA does this through its events and conferences busi- ness, its publications' business and its learning and develop- ment tranche, which includes its awards programs and production quality specifications. PANPA has its own reshaping to do to stay ahead of the changing landscape of our members. It was founded in 1969 and be- came famous for its work helping members improve their produc- tion facilities and results. It added advertising sales to the brief and then progressed through market- ing as newspapers themselves realised that there was more to life than having a small promotions department sitting in a corner office with the lights off. It took to the end of the 1990s to add a content stream and be- cause it is now a true umbrella body across all facets of what our newspaper members engage in PANPA conferences have become one of the few places around the world to have full discussions about content convergence. Aside from a small team in the PANPA office, the association is run by executive volunteers. Their work deserves ongoing acknowl- edgement. They include many of the brightest brains in our game and they sit on advisory groups across the specialist areas. They devise programs for events and agendas for publications. PANPA itself has to confront the reality of a changing newspa- per industry that we operate in. Companies, even large ones, are reluctant these days to send plane loads of executives to far places to a mega-talkfests and trade expos if they cannot bring back results. PANPA therefore must move away from its reliance of a few big events each year to expose mem- bers face-to-face to the knowl- edge we gather. Smaller specialist events in key cities across the region will be important additions to the main annual conference. They will also allow us to plug gaps in agendas that are hard to fill in omnibus programs. PANPA is privileged to work closely with and represent in this region the three world newspa- per bodies, the World Association of Newspapers, the International Newspaper Marketing Association and Ifra, the world technical body. We are aiming to work even more closely with these organisa- tions in coming months to ensure our members are deeply exposed to the very best in world thinking in our publications, training sem- inars, workshops and events and coming to cities nearer to you. And finally, a plea. We have achieved much this past year. A new way of looking at our business is taking root. New ways of diversifying and getting on the front foot are being actioned. While we must compete agg- ressively against each other in several print markets and increas- ingly everywhere in cyberspace, publishers also recognise we have much to gain from working together in key areas to help rein- vent our industry and reform our own marketing. One last big hurdle to clear is our own attitude. Some of the biggest critics of newspapers these days are our own staff, our own executives who feel in the dark, our ownjournalists who fear for our future. We need to be honest with them about the state of the business. We need to demonstrate to our own people that demand for our content in many different forms is booming. We need to show our people every day that there's a strong way for- ward for newspaper media. And we need to convince them every day that we have what it takes to lead our businesses there. It's not misguided optimism. It's opportunism. Newspapers are in the middle of very exciting change. Newspapers evolving into newspaper media (cont d) PANPA has its own reshaping to do to stay ahead of the changing landscape of our members
November December 2006