INMA masterclass on future of advertising and sales

Masterclass to share key insights on future of advertising and sales

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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital 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.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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