Report: Advertising Science

This report is about attention to what matters. It shows how, by concentrating on the drivers of advertising revenue, newspapers can grow their business, not only in the core print product, but also across the growing range of complementary products.

by Anton Jolkovski anton.jolkovski@wan-ifra.org | May 29, 2006

The report identifies 28 components of advertising revenue that determine the value of advertising revenue that the newspaper generates each year. Only three of these factors are outside the newspaper’s control: the market in which the newspaper operates, the product that the advertiser chooses to advertise, and the market they choose to target (which is not necessarily in line with the newspaper’s readership). The rest can be all be measured, managed and maximised.

Anton Jolkovski

anton.jolkovski@wan-ifra.org