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.


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.

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