WAN-IFRA_Advertising_Best_Practices
The options for the advertising department are: win or lose, hit the target or fail. The most effective advertising departments in the world not only measure financial and advertising volume performance, they also measure activity – everything from the number of client contacts and conversions to the growth or decline in the number of advertisers. Like no other department in the newspaper, advertising team performance is completely measurable.
Against this backdrop of measurability, the World Association of Newspapers’ Shaping the Future of the Newspaper project published a report in June 2006 called Advertising Science, which covered the gamut of advertising department performance and activity.
In this report, we will explore three crucial topics in newspaper company advertising today. The takeaways from these chapters will constitute a roadmap for newspaper companies wishing to optimise their advertising performance.
• Yield and price management practices
• Advertising effectiveness research
• Digital revenue-making