Merging print, online audience metrics for advertisers
The World Newspaper Advertising Conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA), will examine merging print and online audiences for advertisers as print circulation and website traffic independently, no longer represent accurate audience metrics. The conference willbe held 4-5 March 2010 in Copenhagen, Denmark.
The conference will be looking at emerging cross-media audience metrics, including Locally Connected, the United Kingdom's first integrated print and online audience currency.
Launched late last year by the Newspaper Society, Locally Connected extends the regional press readership database to include newspapers' online audiences, providing agencies and advertisers with a system for analysing the combined reach of a newspaper and its website within circulation areas.
Eight of the largest local media publishers have already joined, including Trinity Mirror, Northcliffe Media, Johnston Press and Newsquest.
The Locally Connected conference presentation will be made by Belinda Beeftink, associate director for media research and the Institute of Practitioners in Advertising. She will be joined in the session by Stuart McDonald, head of advertising insight for News International.
Other topics include the economic outlook for advertising, the options for search advertising revenues, a look at successful and failed digital strategies, increasing revenues from multi-media offers, the sales team of the future, and more.
For more information, and the full list of speakers, go to www.wan-press.org/advertising2010.
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