INMA Knows introduces best practices in personalization

Case studies for personalized consumer experiences

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INMA
INMA Knows introduces personalization in advertising experiences

International News Media Association (INMA) has recently launched a webinar on personalization named “INMA Knows.” Have we met the high bar of expectations for true one-to-one communications, or are publishers merely at the stage of “smart segmentation”? The new INMA knows answers to these questions on the subject of personalization.

Through the latest INMA Knowsdistillation, the company brings out the best practices in personalization from the INMA network: 12 editor-curated case studies that takes the users on the road to personalization for the world consumer and advertiser experiences along with ten best reads on the subject.

Case studies include The Times of London, Ringier Axel Springer, Aller Media, Singapore Press Holdings, BBC, NZME, The Athletic, CNN, Aftenposten, The Economist, Dow Jones, and Bonnier News Local (formerly MittMedia).

The webinar aims to teach about AI, digital butlers, publisher personalization systems, machine learning, voice tech, content recommendations, home page algorithms, CDPs, and the ethics behind reader silos.

INMA Knows is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members. Other INMA Knows topics published recently include connecting with community, Covid-19 response, mobile, newsletters, podcasts and audio, subscriber retention, third-party cookies and advertising, and video.

INMA aims to curate a new subject monthly, where these subjects are updated regularly. This would be a free service for INMA members.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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