INMA masterclass on future of advertising and sales

Masterclass to share key insights on future of advertising and sales

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INMA
INMA masterclass on future of advertising and sales

International News Media Association (INMA) is organizing a masterclass on “What’s Next in Advertising Sales” from 10-17 November 2020 from 1000-1230 hours New York time.

In this Master class, participants will learn how publishers organise their sales team compensation when advertising sales moves to long-term relationships with advertisers, and what skill sets are needed from their advertising team. The masterclass will also discuss self-service advertising where the client does everything themselves and there is no sales team; and selling advertising in a changed market.

Some of the topics covered in the masterclass are market trends, business models and strategies for 2021, best practices including multi-channel products supporting ad sales, partnership models, native advertising, targeting emotional context, data analytics in advertising, selling first-party audience segments, leveraging subscription data for ad sales, the impact of third party cookie demise.

The panelists include Gustaf Eriksson, head of business, Intelligence Norway; Dr. Augustine Fou, advertising consultant, Marketing Science Consulting Group, United States; Hakan Hamrin, head of programmetic, Stampen Media, Sweden; Preetinder Kaur, head of brand solutions, The Hindu Group, India; Pietari Korhonen, head of news media & lifestyle, Sanoma media, Finland; Thomas Lue Lytzen, head of product development & insights, JP Politikens Hus., Denmark; Mickaela Lusignan, regional digital director, USA today, Network/LOCALiQ, United States; Allison Murphy, vice president of ad innovation, The New York Times, United States; and Christian Thu, vice president advertising sales, Amedia, Norway.

The masterclass costs US$ 395 for INMA members, while non-members can avail of the facility at US$ 1,190 which includes one year of INMA membership. Click here to register for the masterclass.

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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