by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : February 2007
PANPA Bulletin February 2007 DIGITAL 25 Managing newspapers in a technol- ogy-enabled multimedia environ- ment will be the focus of the 77th Annual INMA World Congress in Paris in April. More than 400 delegates from around the world are expected to converge at the Re-imagining Newspapers In a Multimedia World Congress to hear speakers discuss the new media universe, innovation, brand development across media platforms, new business models and strategies, the latest in free newspapers, and the “great experi- ments” being tried to increase audiences. Key speakers include Google director Tom Phillips, who will discuss Google’s plans to partner with newspapers in the new media universe, and CanWest Media Works Publications president Dennis Skulsky, who will outline what convergence is likely to mean for newspaper companies. “The Paris INMA World Congress will APN New Zealand has bought a half-share of ACP's New Zea- land-based sellmefree.co.nz free classifed advertising website. The deal between the two media companies is seen as a bid to chal- lenge rival Fairfax Media’s dominant auction and classifed advertising site trademe.co.nz, bought last year for NZ$700 million. ACP set up the sellmefree website in August 2005 in competition with Trade Me and has recently installed a software upgrade. Under the new deal, the website, already carrying digital advertising from ACP’s classifed titles, will be expanded to include digital versions of APN private classifed advertising. An Australian news report said APN Media paid about A$3 million for the 50 per cent share of sellmefree. However, these fgures were not disclosed in NZ’s largest daily newspaper, the APN- owned New Zealand Herald’s website report of the deal. An APN spokesman, in responding to a request for confrmation, said the price paid for the 50 percent stake in sellmefree.co.nz had not been made public. The A$3 million fgure used in some Australian news reports was speculative, presumably based on the perceived market value of sellmefree, according to the spokesman. The New Zealand Press Association (NZPA) has launched a subscription online newsletter containing all of the weekly output from the national news agency’s Parliamentary Press Gallery team. Updates through the week of new material and signifcant events within Parlia- ment, the news agency’s related photo service, and links to other related free to air websites, such as Hansard, will be part of the package. Subscribers will have th e option of refect the challenges facing newspapers as they transition to a multi-media environ- ment,” said INMA executive director Earl Wilkinson. “The program will help set the newspaper industry agenda for the next year in terms of how multimedia gets executed: prod- ucts, marketing, advertising, and more.”The Congress will also feature an industry trade show and the presentation of the INMA Newspaper Marketing Awards. INMA is a Dallas-based non-proft as- sociation, with 1200 members in 80 coun- tries, dedicated to promoting advanced marketing principles within the newspaper industry. The INMA World Congress will be held at the Marriott Rive Gauche Hotel and Confer- ence Centre in Paris from April 25 to 27. For more information visit http://worldcongress. inma.org. INMA Congress re-imagines newspapers New Zealand press gallery moves online receiving online alerts as the news breaks. Over time, the newsletter will accumulate archives that will also be available to subscribers. This is the frst time in the national news agency’s 126-year history that the full out- put from its Parliamentary reporting team will be available in one place, says Lincoln Gould, chief executive of the Newspaper Publishers Association and secretary of the NZPA. Typically NZPA’s Parliamentary team write around 350 stories a week. APN buys into free classifeds Micro-segmentation can lead to macro returns for publishers, ac- cording to Michael Greenberg, vice-president of marketing for US-based Loyalty Lab. In last month’s ASTECH i-News, Green- berg said connecting to a country of individualists requires a keen ability to speak to the specifc needs of a larger number of smaller groups. “If there’s one strategy that should guide your marketing tactics for the next 12 months, it’s micro-segmentation,” he said. “What we used to call the ‘average’ cus- tomer no longer exists. Customers increas- ingly see themselves as unique individuals, and perception of this newfound individual- ity has exploded in the past 10 years. This trend will only increase over the coming years, and likely never reverse.” Connecting to the specifc needs of a larger number of small groups will, he said, lead to the most effective allocation of resources and improve the relevance of communications and content. He said a good starting point for the imple- mentation of a micro-segmentation strategy was to benchmark a company’s capabilities to establish a bench line for improvement through investment and strategy: Does the organisation have the technology and the know-how to defne micro-segments based on transactional, behavioural and demo- graphic data? How many groups can it read- Micro-segmentation can lead to macro returns ily interact with on a regular basis?” Micro-segmentation also has signifcant benefts to other elements of the marketing process in the following areas: Technology - Micro-segmentation demands an emphasis on analytics, cam- paign management and content man- agement. Marketing systems like Astech’s MAAX drive the ability to manage multiple campaigns and automate responses based on key behavioral triggers. Personnel - Micro-segmentation improves the skills and quality of team members by emphasising creativity and discipline. Processes - Ineffciencies are identifed quickly and subsequently addressed.
November December 2006