Entries Tagged as Programme - Sunday
Panel featuring Tumblr, YouTube employees pushes engagement
08 May 2012
A three-person panel spoke Tuesday at the INMA World Congress about the next generation for social media engagement and news publishers.
Convergence, influence, and conscience: These are the three key words Claire Hawley, director of audience acquisition at the Los Angeles Times digital edition, wanted delegates at the 82nd INMA World Congress to take with them after her presentation on Tuesday. In particular, Hawley discussed how the L.A. Times is launching social media advertising packages and exploring how advertisements can reach their audience.
A Times’ Web site registration feature allows users to connect to Facebook and Twitter. And by adding a “like” button on the top of their masthead, the Times staff also tripled the number of “likes” their Web site had on Facebook.
“With small modifications you can get a lot more audience,” Hawley said.
The Times, which Hawley said is aiming for an aged 18-34 target audience, is looking at convergence through Google’s Search Plus Your World, which takes into account a user’s network and information when finding search results.
Hawley also emphasised influence, which the newspaper gains by interacting with users. She compared posts on two Times Facebook pages — the main news page, which had a number of “likes” and comments, and then an automated sports feed with little reader feedback.
“You’d think that’d be a no brainer, but we’re still seeing a lot of companies using auto feeds,” she said. “In the long run, this can only hurt you.”
The Times found that 91% of journalists on Twitter retweet or interact with their followers, Hawley said, and that those feeds were most popular at their respective papers.
The last trend Hawley spoke about was conscience. Based on poll results collected by the Times, 47% of respondents said they shared links because they felt it would help others.
“Users are going beyond having a conversation,” Hawley said. “They’re using social media as a catalyst for change. Social media is touching more and more points of our lives.”
...[more]Live at INMA World Congress: rapid-fire ideas to grow market share
07 May 2012
The INMA 2012 World Congress in Los Angeles began with a potpourri of success stories from global media companies: rapid-fire ideas to grow audience, advertising, and brand.
Eleven speakers — given seven minutes for their presentation and seven minutes for Q-and-A — got the Congress off to a fast-and-furious, thought-provoking start:
...[more]Brainsnack 2012 in tweets
06 May 2012Here is a Storify archive of our pre-conference “brainsnack session” in tweets. You can also relive the minute-by-minute events in the INMA Live coverage.
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Swedish newspaper redesigns based on reader input
06 May 2012
Dagens Nyheter, a national newspaper in Sweden, wanted to revitalise its print edition, increase reader loyalty, and generate a bigger audience.
Johan Othelius, DN’s marketing and sales director, presented the process and success of re-envisioning the newspaper Sunday in a “brainsnack” presentation at the 82nd INMA World Congress.
When the editors of DN talked about redesigning their newspaper, they knew it went further than changing content.
“It all starts with the readers,” Othelius said.
The DN asked 20,000 readers for their opinions on the newspaper a year before the design would launch. The paper wanted support from its readers as much as their opinions, and the results were remarkable. It led to the print edition’s biggest makeover in more than 30 years.
Before the launch of the redesign, DN ran a series of 18 advertisements featuring a picture and quote of some of those who gave their opinions in the survey.
...[more]Argentinian newspaper benefits from work with competitors
06 May 2012
When Argentinian newspaper La Voz del Interior realised top competitors were taking information it gathered about the Argentinian election, the newspaper reacted in an unusual way: by suggesting outlets work together to cover it.
Pablo Bianco, marketing manager of La Voz del Interior, spoke Sunday at the 82nd INMA World Congress about about the unexpected benefits of that collaboration.
The newspaper focuses on three cornerstones: audience, money, and relationships, Bianco said. The latter is the most important to La Voz del Interior.
“We have to be where things happen — not just for the news,” Bianco said.
The newspaper was working on developing new technology to reach a more diverse audience. In addition to a Web edition, staff members also reached out to Twitter and Facebook followers and developed a Blackberry application.
...[more]Mira: There's money to be made in mobile
06 May 2012
Creators of the Angry Birds app tried 53 times before their product was successful.
“Sometimes it’s not going to be successful,” said Paulo Mira, president and CEO of PHD Mobi, “but they’re going to try and try and try.”
This was the first message Mira gave during his “brainsnack” session during the 82nd INMA World Congress’ opening day, as well as focusing on mobile engagement and real revenues.
Mira’s company, PHD Mobi, is a one-stop-shop with 80 mobile solutions and has offices in the United States, Finland, Brazil, and Singapore. PHD Mobi has more than 20,000 projects and at least 80 countries involved, proving advertising, payment, security, and SMS for companies such Ford, MasterCard, and Coca-Cola.
“Welcome to the fastest growing business in the world,” Mira said, adding that the company had 100% growth the last six quarters.
Mira presented statistics that showed why mobile engagement is important: 50% of phones in the United States are smartphones, and there are 5 billion mobile phones currently in use around the world.
To demonstrate, Mira asked audience members at the J.W. Marriott in Los Angeles to raise their hands if they didn’t own a smartphone.
No hands went up.
...[more]Wall Street Journal adapts business model for online products
06 May 2012
The Wall Street Journal launched three online platforms — Wall Street Journal Professional, CFO Journal and CIO Journal. All were geared toward specific audiences but charged an additional $120 on top of a WSJ.com subscription. That model has been changed to incorporate one price for all products.
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Controlinveste introduces media literacy project aimed at young adults
06 May 2012
Most of the 11 presentations during Sunday’s “brainsnack” seminar revolved around creating revenue. Alexandre Nilo Fonseca focused on educating an audience — sometimes one that’s never before read a newspaper.
Fonseca, head of marketing for Controlinveste, explained the concept of MediaLab, a facility that lets young readers participate in journalism by using new technologies.
MediaLab is a relevant project for the 21st century because it studies the ways in which children and young adults access information, which Fonseca said has changed dramatically in the past 10 years.
The project doesn’t guarantee a difference can be made or that students will be able to tell the difference between a well-researched article by a trained journalist and an article simply found on the Internet, Fonseca said. But it does get people thinking about writing and reporting in newspapers — outlets to which they might not otherwise pay any attention.
...[more]Social media marketing still untapped well for audience gathering
06 May 2012
Content may still be king in terms of social media, but Alvin Lim, manager for online marketing at Singapore Press Holdings, said there’s a way to generate revenue through social media that most companies haven’t figured out.
Lim spoke during a “brainsnack” seminar on Sunday as part of the 82nd INMA World Congress in Los Angeles about how omy.sg, Singapore’s first bilingual-friendly (Mandarin and English) news and Web portal, has utilised social media and hyper-local coverage to expand appeal to audiences.
“Social media is not just about the medium,” Lim said. “It’s about selling the audience.”
The omy blog has 3,000 registered bloggers contributing, some that reside outside of omy.sg. Membership is free and open to anyone who has a blog.
Lim talked about a “commercial mentality” with the Web site that has cultivated a pay-per-post with bloggers. They serve the advertisements onto the writers’ blogs, functioning as an ad network.
...[more]Washington Times, Culligan aiming for conservative readership
06 May 2012
Twenty-five years ago, The Washington Times wanted to be a communications company.
“We finally are, and all the stories we have to tell are similar,” Tom Culligan said.
The Times’ chief revenue and marketing officer, as well as the third speaker in Sunday’s opening INMA World Congress “Brainsnack Seminar,” spoke about creating a global media company from a one-market newspaper.
The Washington Times is a clear, conservative national company with a growing conservative base and a clear understanding of who they are based on the values of news and opinions out of Washington, Culligan said.
“There’s also opportunity across the United States,” he said. “The question is not about politics; it’s about life.”
More than 40% of The Washington Times’ readers consider themselves conservatives and, when multiplied across the rest of the United States, “There’s your market,” he said.
He presented a graph representing conservatives as a blue line and liberals as a yellow line, and the two lines intersected. The Washington Times falls on the far right side of the blue line. Other news media on that side of the right line were Country Music Television and Fox News. On the left, liberals read The Washington Post and The New York Times.
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