Creative Awards Increase Advertising Sales

Français Español When newspaper advertising rises to an art form, advertising revenues also rise.

That’s why it is important to encourage good advertising design by giving the "creatives" the recognition they deserve. Creative awards are a good way to recognize advertising talent and, at the same time, increase advertising sales. The World Newspaper Advertising Conference and Expo, to be held in Paris, France, on 23 and 24 February, will devote a session to some of the best award programmes globally. The conference, organized by the World Association of Newspapers, will examine the Europe-wide Creative Juice awards, the ATHENA awards in the United States, and will feature a report from South America on the impact of creative awards on advertising sales. Full conference details are available here. The Creative Juice competition aims to identify the best young creative minds in the European advertising industry and culminates in a "Best Yet" final of more than a dozen teams from seven European countries. The conference presentation will be made by Robert Ray, the Marketing Director for the Newspaper Society in the United Kingdom. The Newspaper Association of America’s ATHENA awards (Award To Honor Excellence in Newspaper Advertising) recognizes the most outstanding advertising work in newspapers for the year and are designed to inspire marketers and advertisers. The presentation will be made by Mort Goldstrom, the NAA’s Vice President for Advertising. The session will also include a report from South America on the impact of creative awards on advertising sales, by Geraldo Leite, Advertising Committee Director for the Brazilian Association of Newspapers. Other presentations include: The case of a successful advertising revenue generation program in the United Kingdom called AD!mpact, which has helped newspapers increase expenditure from existing customers and to add new advertisers as well. The presentation will be made by Lorraine Caine, Advertising Director for the Bristol Evening Post, and David Barker, Business Development Director of UK-based New Revenue Solutions. A presentation on gaining market share, and translating that share into revenues, by Michiel van der Meer, Managing Director of Speurders.nl, the on-line classified advertising site of the Telegraaf newspaper, which is outpacing eBay’s Marketplaats in the Netherlands. A special WAN global report on training, which focuses on the skills and type of training that work in today’s market. The session will include presentations by Graham Barr, Director of Power of Press Workshops in New Zealand, and Alex Chovgan, President of RIA Media Corporation in the Ukraine, who will address sales training in emerging markets. An overview of advertising pricing developments and newspaper advertising pricing, by Leonard Kubas, President of Canada-based Kubas Consultants. Other sessions will focus on new multi-media advertising opportunities, trends in advertising markets, the classified revolution, and much more, including an array of social events to network with colleagues from around the world. Simultaneous interpretation will be provided in English, French, German, Spanish and Russian. An accompanying persons tour, visiting several of the most famous landmarks in Paris, will be available. Full conference details here. The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 73 national newspaper associations, newspaper executives in 102 countries, 11 news agencies and nine 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: lkilman@wan.asso.fr.