Newspaper industry strategists looking to finally exploit the potential of mobile advertising inevitably have to go to Japan - or they talk to Christopher Billich, who has joined the programme of the World Newspaper Advertising Conference and Expo, to be held in Barcelona, Spain, on 28 and 29 May next.
Mr Billich is Senior Vice President for Research and Strategy for Infinita, a Tokyo-based firm that distils the lessons of the Japanese mobile market, the world's most lucrative, for use around the world. Mr Billich, who manages the company's market intelligence and research operations, will share that knowledge with conference participants.
The conference, organised by the World Association of Newspapers, focuses on maximizing both print and digital advertising opportunities. Details of the event, which will run concurrently with the new Power of Print conference, can be found here.
Infinita provides clients - media companies, network operators, technology providers, marketers, and government agencies -- with research, workshops and advice to help them develop mobile business strategies. Mr Billich will provide an overview of the Japanese mobile advertising market, its usage and revenue levels, and show how its advanced mobile marketing practices have the potential for other local markets.
Other conference presentations include:
- How Vocento, one of the leading media groups in Spain, has exploited its strong local brands to create a powerful, national advertising medium and is increasing its print and digital audiences and advertising revenue despite the financial downturn. The presentation will be made by Juan Luis Moreno, the Internet Strategy Director for Vocento.
- An examination of how advertising agencies are dealing with the challenges of a fragmenting media market and the increasing demands of clients for cost-effective success metrics. Juan Bascones Gleave, the Chief Media Investments Officer for Havas Media, will make the presentation.
- Forging advertising strategies for print and digital, a presentation by Tomoaki Ide, the Research Director for Dentsu Institute, part of the world's largest advertising agency.
- Combining print and digital audience measurements, a presentation on how Scarborough Research in the United States changed the way integrated media schedules are bought and sold. Gregg Lindner, Scarborough Vice President for Research, will explain.
- Using readership statistics to sell advertising across platforms, a presentation by Flavio Ferrari, CEO of IBOPE Media Research in Brazil, where internet usage and advertising are booming.
- An examination of an effective, cross-media measurement system in the United Kingdom, which shows how the development of the JICREG planning tool has the potential to revolutionise advertising sales in print and digital, through combined advertising schedules. Roger Holland of JICREG will make the presentation.
- A primer on how to start a magazine business, presented by Johnny Hustler, Managing Director of Archant Lifestyle, the subsidiary of the 150-year old newspaper publisher that has become the largest publisher of regional magazines in the United Kingdom in just 10 years.
- World Digital Media Trends, an overview of digital media developments world-wide by Martha Stone, Director of the WAN Shaping the Future of the Newspaper project.
Full details of the conference, which will run concurrently with the new Power of Print conference, can be found here.
The Paris-based WAN, the global organisation for the newspaper industry, defends and promotes press freedom and the professional and business interests of newspapers world-wide. Representing 18,000 newspapers, its membership includes 77 national newspaper associations, newspaper companies and individual newspaper executives in 102 countries, 12 news agencies and 11 regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: email@example.com