Die Zeit joins World Newspaper Congress programme

Die Zeit, a Germany weekly, has seen substantial subscriber growth over the past seven years, which Esser attributes to satisfying target audiences, concentrating on core competencies and a willingness to adopt new ideas.

Changing the newsroom

"We have to innovate all the time, and we have to have rebels," he has said.

"Most important are the people who are responsible for our product. You can get along very well without reading a newspaper so we have to prove that we are necessary. We have to come up with new ideas, great authors, and editorial craftsmanship."

Changing the newsroom to reflect the needs of the audience has also been key. "We used to have people with degrees in politics who had been to journalism school. Today, we have more women, we have scientists. It's more creative when you have diversity in your editorial team."

Around 1,500 publishers, CEOs, managing directors, chief editors and other senior newspaper executives and their guests are expected to attend the

For more information, go to www.wanlebanon2010.com.