News revenue growth webinar 26-27 October 2020

Managing revenue growth in pandemic times

Wan-Ifra training revenue growth in pandemic times
Wan-Ifra training of managing revenue growth in pandemic times

For news revenue growth in these troubled times, an exclusive virtual training for Branding, Advertising, and Marketing Managers on 26 and 27 October is brought to Indian media professionals by Wan-Ifra. There has never been a time in modern life when an event like Covid-19 has had such a devastating impact on commerce, mental health, and the economy. It has been devastating globally. Every organization should focus on three major components during this pandemic – safeguarding its employees, plans to overcome the challenges of recovery, and plans to retain their position post-Covid-19.

In this virtual training program, the discussion will be on how to overcome the challenges that Covid-19 has thrown at every country, industry, and media publication and the ways to drive the revenue through various sources. The key topics are first, ‘Driving Revenue Growth’ and secondly, ‘Optimising the advertisement revenue.’

The purpose of this training event is to determine two things – is our mindset aligned to deal with the market condition in which we are selling? Is our ad stack, or what we are proposing to advertisers aligned with what they want to buy?

Western markets’ relevance to Indian ad buying

The participants will learn about the principles of media businesses, the mindset required for growing revenue, and a detailed understanding of market conditions. The program will also draw references from Western markets on what advertisers are buying and learn about their relevance in the Indian context.

Topics will include – Branded Omnichannel Content; Contests to increase engagement; Social media sponsored posts; and, Optimized ROS. The training will have group discussions and interactive sessions to engage with the trainer and co-participants and to test if the validity of various observations.

The trainer is Kirk McDonald, senior vice president, Revenue and Operations, Media Central, USA. McDonald is a veteran media executive who brings a strong fundamental understanding of publishing, technology, and sales to MediaCentral. In 2010 Kirk co-founded Adtaxi while serving as EVP of Digital First Media. Kirk grew Adtaxi to sales of over US$ 100 million across 6 countries and 166 cities in its first five years as its President. Kirk’s previous C-Suite and executive positions include CEO of the Denver Newspaper Agency (publisher of The Denver Post & Rocky Mountain News) from 1999-2006; EVP Digital Sales & Marketing, Digital First Media from 2009-2013; CRO/Senior Consultant at the Toronto Star 2015-2016.

The session timings of over each of the two days are from 10:30 am to 1 pm. 26 October 2020, from 10.30 am to 1.00 pm; and, 27 October 2020 from 10.30 am to 1.00 pm. The fees are for Wan-Ifra members Indian Rupees 5,000 / Euro 70 for each participant. For non-members, the fees are Indian Rupees 6,000 / Euro 85 for each participant. There is an 18% GST to be paid in addition to the fee. For information and registration.

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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