Advertising & Marketing
 
Learning To Sell (5): Dealing with Objections
The last session of the WAN-Sudan Advertising Sales Training Program for Newspapers Executives looked at how to handle objections in the sales process. Client objection is a natural part of the buying process. Expect objections. Often, if there is no objection, the client is so switched off they are not even in the room. They’re not going to buy. Even if the objection comes across as fairly rude and obnoxious, don’t be thrown by it.
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Newsletter No 29
23 May 2006
 
Go Tabloid and Increase Your Advertising Revenues by Setting Higher Prices

The Arab-language Lebanese daily Al Balad changed to tabloid format in January 2006 and has registered a 40 per cent increase in advertising revenues compared to the same period the year before. It is the result of higher prices and assuring advertisers the impact of their campaigns.

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Newsletter No 28
03 May 2006
 
Learning to Sell (4). Closing the Deal
The fourth session of the WAN-Sudan Advertising Sales Training Program for Newspapers Executives focused on how to close the deal in both a simple and complex sales process.
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Newsletter No 28
03 May 2006
 
Learning to Sell (3). The Buying and Selling Process
The third topic of the WAN-Sudan Advertising Sales Training Program for Newspapers Executives focused on the buying and selling process, including concrete tips on how to open a sales meeting, listening to your clients needs and the importance of ensuring that your client is making an informed buying decision. More
Newsletter No 26
18 April 2006
 
Learning To Sell (2): Building Trust Between You and Your Client
The second topic of the WAN-Sudan Advertising Sales Progran for Newspapers executives was the importance of developing a relationship with your cllient and how to find the person with the authority to buy. The World Association of Newspapers organized the two-week course last month. Marilyn Honikman, former marketing and sales director for The Weekly Mail in South Africa led the training.
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Newsletter No 25
11 April 2006
 
Learning to Sell
The World Association of Newspapers organized a two-week Advertising Sales Training Program for Sudanese Newspapers executives in March. One topic was the importance of knowing your readers and product and how to develop categories of expertise, prospect clients and build up clients list. Marilyn Honikman, former marketing and sales director for the The Weekly Mail (today the Mail and Guardian), in South Africa and current marketing manager of “Big News for the Business Owner”, led the training.
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Newsletter No 24
04 April 2006
 
2006 World Newspaper Advertising Conference

The 2006 World Newspaper Advertising Conference & Expo held in Paris last week stressed that newspapers are the best advertising platform. People continue reading them and they are their preferred medium to look for ads. “In a world of increasing media choice, newspapers represent the only true mass media market channel, being fragmentation proof”, said Gavin O’Reilly, president of the World Association of Newspapers.

The two-days event, that gathered over 480 participants from 75 countries, provided them with the last trends in newspaper advertising along with multiples examples on how to increase advertising revenues.

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Newsletter No 20
01 March 2006
 
Building a Brand
Newspapers are not only news carriers but also a product that consumers -- our readers -- want to identify with. Building a relationship with them is the goal of the Dubai’s free daily 7Days, which wants readers to relate to the newspaper and to be associated with it. More
Newsletter No 18
14 February 2006
 
Indian Newspaper Caters for Readers and Advertisers in the Gulf
English-language newspapers in the Gulf usually find their largest audience among South Asian expatriates. For that reason, most of them focus on news from the subcontinent or offer special products to gain readers from those communities. Now, they have new competitors for readers and advertising publishing in their native languages. The largest circulation daily of the south-west Indian state of Kerala, Malayala Manorama, has launched five editions in Bahrain and Dubai.
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Newsletter No 13
10 January 2006
 
Lack of Credible Figures is the Biggest Challenge Facing Arab Media
Are Arab media getting more freedom? How do editors choose front-page headlines? What are the reasons for the advertising underinvestment in the Middle East? More than 1000 participants from 56 countries gathered in Dubai to discuss these questions at the “Arab and World Media” conference organized by the Arab Thought Foundation on 5-6 December.
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Newsletter No 10
13 December 2005
 
“Accept, Adopt and Adapt”

450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November.

Jim Chisholm, director of WAN’s Shaping of the Future of the Newspaper project spoke about two new online threats to the newspaper industry: ‘bloggers’ and news aggregators like “Google” and how newspapers can turn these threats into opportunities.

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Newsletter No 8
29 November 2005
 
“Master the Obvious” to Capture New Readers

450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November.

Newspapers today, whether in developed or emerging markets, have to fight for readership. Mike Smith, managing director of the Media Management Center in the United States gave a number of concrete examples of how newspapers of all sizes are fighting, and winning, this battle. His overall advice to newspapers: “Master the obvious”.

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Newsletter No 8
29 November 2005
 
Promotions Made Easy: The Case Study of El Mundo

450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November.

El Mundo is the second largest newspaper in Spain and is the newspaper in the country that is growing. Pedro Iglesias, marketing director, El Mundo, Spain told conference participants some of the newspaper’s best marketing initiatives.

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Newsletter No 8
29 November 2005
 
Grow Audience, Not Just Circulation

450 Newspaper publishers, editors and marketing executives from more than 60 countries met in Athens (Greece) to explore ways to lure back and build existing relationships with readers, and to hear some of the most innovative – and effective – marketing strategies from industry experts. The 2005 World Editor and Marketeer Conference and Expo was organized by the World Association of Newspapers and took place on 17 and 18 November.

Newspapers need to think more about growing audience, rather than simply circulation, says Jerry Hall, circulation director of the St Petersburg Times in Florida. He gave some easy - yet extremely effective - tactics that newspapers around the United States have used to expand their audience.

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Newsletter No 8
29 November 2005
 
Moroccan Newspaper Attracts Luxury Brands
In Morocco, the French language daily L’Economiste (circulation 32,000) has seen an outstanding growth in advertising revenue since its launch in 1991. Last year, the newspaper’s ad sales increased by 15 percent, and similar figures are expected for 2005. The main reason for the success seems to be very good relations with advertisers as well as a good deal of transparency in audience research and financial reports. More
Newsletter No 2
06 October 2005