INMA launches advertising initiative

Initiative focuses on rejuvenated data and research-backed media advertising sales

INMA launching an advertising initiative to provide actionable, media-focused insights into emerging opportunities
INMA launching an advertising initiative to provide actionable, media-focused insights into emerging opportunities

The International News Media Association (INMA) recently launched an advertising initiative designed to provide actionable, media-focused insights into emerging opportunities.

The announcement from the new lead of the advertising initiative, Mark Challinor, came at the conclusion of the association’s ‘What’s new with advertising sales master class.’

The advertising initiative aims to focus on rejuvenating data and research-backed media advertising sales for a resurgent post-pandemic market.

INMA initiative will consider the following things

  • The rise of ad formats – Best-in-class case studies on contextual advertising, content studios, branded content, self-serve advertising, and programmatic.
  • The revised sales team – Getting the right talent, motivating sales teams, emerging team structures, selling first-party fueled advertising, franchise sell, and where eCommerce fits.
  • The new role of print – How to leverage print’s advantages in an increasingly digital world and where print fits in the emerging marketing mix.

“We believe national and local economies are coming back to life, and advertising will be vital to the success of companies rebuilding brands, sparking foot traffic, and selling goods and services,” said Earl J. Wilkinson, company’s executive director, and chief executive officer. “What we aim to do with the advertising initiative is focus INMA efforts to surface best practices and trends and make certain media companies aren’t leaving money on the table for the reboot ahead. With our focus on ad formats, sales teams, and the role of print, International News Media Association has its finger on the pulse of the big trends happening next.”

The advertising initiative joins the company’s suite of topic-based initiatives that have provided insights for news publishers around the world – the Readers First Initiative focuses on digital subscriptions; the Digital Platform Initiative focusing on Big Tech developments; the Product Initiative eyeing methods, strategies, KPIs, and prototyping; and the Smart Data Initiative and its focus on audience and content metrics, analytics, and workflows.

Like many of the International News Media Association deliverables, the advertising initiative will include a bi-weekly newsletter, bi-monthly video meet-ups, master classes, reports, conference presentations, and the “Ask Me Anything” sessions for which INMA has become popular.

The advertising initiative was conceived by the association’s board of directors and implemented on 1 September.

Mark Challinor, lead of the advertising initiative
Mark Challinor, lead of the advertising initiative

Challinor is a London-based media executive with extensive commercial experience in marketing and mobile spaces. His more than three-decade career includes senior roles at Associated Newspapers, Telegraph Media Group, and Trinity Mirror (now Reach), and today he consults with media companies, is a panel member with the U.K. Committee of Advertising Practice at the Advertising Standards Authority, and co-hosts the U.K. brand show on business radio.

In addition to his role with the INMA advertising initiative, Challinor is the association’s executive producer in charge of webinar programming and a former INMA president.


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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