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Panpa Bulletin : November December 2006
very successful paper. 1) buyers weren't read- ing the print edition much during the day, and 2) insufficient young readership num- bers. The paper has responded stuck with its channel-over-product strategy, shifting and expanding content across a hybrid of digital and analog media, including mobile and online channels, and setting up reader loyalty schemes. The keys to its success: charging for downloadable content, but keeping prices low, and setting up a mobile phone based subscription system for the print edition. Reza Chady, Managing Director, Telephia's International Services: What are people doing with all those mobile telephones? European research shows multimedia phone use is still futurethink for most users. Few of them -- around 20 pc -- use phones to access news, or indeed any downloadable content. Only 29 pc use MMS, although 55 pc use them for SMS. The end may well be nigh for the closed portal model currently favoured by carriers. Una O'Hare, GM ireland.com (Ireland): Is the Free Generation Ready to Pay? Yes, says Ms O'Hare, but... The Irish Times subscrip- tion-based online business model has seen traffic rise 250 pc since the sub launch to a current 50,000 subscribers. Yet the site is backpedalling towards mixing free con- tent with paid. Why? To grab a slice of the exploding online ad market, up 40 pc year on year. Breaking news now comes free, with non-members allowed access to abstracts of archived material. The company is working on new products designed to capture inter- national audiences. Greg Stuart, CEO Internet Advertising Bureau (USA): What Sticks -- How to Make Advertising Work. Co-author of the best-sell- ing, What Sticks: How Most Advertising Fails and How to Guarantee Yours Succeeds. Mr Stuart presented the results of the global mar- keting research behind the book. Some 60 pc of the marketers surveyed admitted their on- line ad campaigns had failed, flushing away a combined US$1bn in the process. Stuart suggested it's time advertising leaves agencies and goes in-house. Other key points: creative quality is crucial to success, and readers have to get it in a glance. Media mix counts, too: "Three ads in three media are better than three ads in one media." Zach Leonard, Digital Media Publisher, The Times (UK): The tried and true -- and the very new. The advent of online multimedia pits newspapers directly against once indirect rivals like the BBC. Consequently, players on all sides have to hone and modify their storytelling skills while training up ad sales people capable of working across print and broadcast. The key to new media success: mixing old ideas, better executed, with new ideas that require new ways of working to meet market demand. Melonie Hall, Regional Sales Manager, Tampa Tribune (USA): Multimedia advertis- ing sales -- lessons from a leader. A multime- dia portfolio is stronger than any one me- dium alone, says Ms Hall. The Tribune is an acknowledged trailblazer in multimedia ad sales and sales force convergence to support it. Ms Hall covered training and hiring, pack- age selling, and the challenges involved in media convergence. "Evidence indicates that a minimum of three exposures to the ad in a seven-day period is the minimum required to produce a positive return on investment." Hiring the right people and training them intensively in cross-media selling is crucial, she says. Neil Chase, Continuous News Desk Director, New York Times (USA): Print/Web integration -- Pay attention to what can go wrong. The chief of one of the world's most successful newspaper websites ran through a few "don'ts": Don't elbow aside the old- schoolers who made the newsroom what it became in the print era -- involve them. Ditto journalists. Don't assign them -- invite them to contribute, get them to help experiment. Don't poo-poo bad ideas -- you don't want to discourage people from having ideas. Equally, don't ignore good ideas. And don't lose -- or place at risk -- the entrepreneurial spirit that makes stand-alone sites great. Angus Frame, Editor globeandmail.com (Canada): Re-imagining the future. In a period of somersaulting change, innovative culture is crucial to coming up with new products and solutions for the digital age, says Mr Frame. To that end, The Globe and Mail invited its 225 staff to take part in idea generation and business case development sessions. They were asked to consider the place of newspapers in a digital world. How do we become an integrated news gathering organization? How do we tell stories on the web? How do we organize ourselves? The result: 160 ideas, 18 feasible projects, 12 of which have been realised -- three related to web-paper integration. Carl Rohde, President, Signs of the Times, Cool Hunt Research, the Netherlands: "I dearly, dearly want to belong". What makes something "cool"? And just as importantly, why? Cool Hunt's research has turned up several key "soft spots" in the hearts and minds of 16-26 year-olds. Firstly, the desire to belong -- high divorce rates among their parents have left them emo- tionally vulnerable. Secondly, there's the extended home concept. Home in the traditional sense can be a lonely place, so "home" in their minds is where their friends are. Thirdly -- and, says Mr Rohde, most importantly -- comes the need to feel connected. "Any company, any brand, any product that helps them get connected, is great for them." All of this, he adds, explains the popularity of blogging -- it fulfils all these functions for them. Jean Frédéric Farny, Director of Development, French Regional Publishers Association (SPQR), France: All for one, One for all. France's 61 regional dailies cover rela- tively small slices of the country. But taken together, they provide 100 pc territorial cover- age for 18 million daily readers through 5,000 reporters and 25,000 local correspondents. In terms of shared content value and syndica- tion, that adds up to far more than the sum of its parts, says Mr Farny. Which is why they've coalesced in a bid to protect their content from unauthorised use -- with considerable success. An example: SPQR predicts that France Actu Régions, an automated electron- ic cuttings service providing businesses with 22,000 articles a day, will turn over 2 million euros in 2007, reclaiming the market from illegal scanners and content distributors. Chris Stanley, Managing Director, MatchWork UK: Steps to online classified success. MatchWork specialises in classifieds websites and support. Mr Stanley offered some pointers to online classified success. Firstly, fresh thinking. Online ads are about providing solutions for advertisers and consumers, not force-feeding them print advertising with a few add-ons. Secondly, he says, publishers should look at their approach to sales in a bid to expand their customer bases beyond the carryover quotient from their newspapers. And there's loads of room to grow in the employment, property and automotive markets. Lastly, don't be a control freak. Hanging on to control of new technolo- gies will slow things down and limit how far publishers can go. November--December 2006 PANPA BULLETIN | 27 Conference: new delta