Digital Media Asia 2025

MASTERCLASS 1: Generating New Revenue Streams for Media Growth

Introduction

Advertising revenue remains a critical component of media companies’ financial strategies, even as the industry faces significant challenges due to declining ad revenues. With shrinking budgets and shifting advertiser priorities, it’s essential to reassess strategies for future ad sales. In this masterclass, we’ll explore key considerations for navigating this evolving landscape. Is the issue rooted in outdated sales approaches, a lack of skilled sales talent, or insufficient revenue diversification strategies? Join us to uncover actionable insights for sustained success in today’s media environment. Click here to find out more

Trainer

Mark Challinor

Commercial/Media Advertising Strategist

MASTERCLASS 2: User-Needs-First Content Strategy

Traditionally, newsrooms operated on a content-driven model, prioritizing quantity over quality to capture audience attention. However, much of this content fails to genuinely connect with audiences. By focusing on specific user needs—ranging from real-time updates to in-depth storytelling—media companies can shift from reactive content production to proactive audience engagement, fostering loyalty and trust.

“This approach has firmly placed the audience at the center of the commissioning process, ensuring we answer the questions they are asking rather than merely telling them what we think they need to know,” noted Jeremy Clifford, WAN-IFRA Expert Panel member.

This masterclass provides an introduction to the User Needs Methodology and its practical application in newsrooms to enhance audience engagement and optimize content targeting strategies. Click here to find out more