“We think of people as buckets that need to be filled with content, but if we focus on them as humans desiring connection, we can engage in powerful experiences.”
Many publishers still tend to be tentative in embracing programmatic advertising, often worried that it will cannabalise sales. It won’t, said programmatic guru Martin van der Meij during Monday’s Media Port session on the topic during #wpe15 in Hamburg.
As the ex CTO of Shaw Media Ben Shaw set up a native advertising division and now with his WAN-IFRA hat on he gave a convincing run through of good practice. Most importantly of all was the insistence on making it as good as the rest of the content – or as Ben put it “publish awesome”.
Two very different approaches to news publishing – one aural, one visual – sit side by side at the GAMI (Global Alliance for Media Innovation).
“According to a Bank of America study, 35 percent of millennials reach for their smartphone before they do anything else when they wake up in the morning. Before they brush their teeth or hug a loved one,” said Jamie Credland, Global Head of Client Marketing at The Economist. That is one of the many reasons The Economist launched its daily morning briefing app, Espresso, nearly a year ago.
“It’s crazy, what is happening now in Germany: Almost every week a new platform for young people is launched by legacy media.” That quote is from Sebastian Horn, Project Lead for ze.tt, who knows what he is talking about – he started the race in July 2015.
Last week, the International Women Media Foundation (IWMF) launched a new app for journalists working in potentially dangerous zones.
You can find the latest news and interesting information from our more than 200 WPE exhibitors on our websites:
“You hear a lot of success stories, and I would say that it’s not good to trust them.” Wolfgang Krach, Editor-in-Chief of Germany’s Süddeutsche Zeitung doesn’t believe in the quick fix when it comes to redefining the newsroom. This is something he made abundantly clear during his presentation at WAN-IFRA’s International Newsroom Summit in Hamburg.
Sinclair Stewart, Deputy Editor of Canada’s Globe and Mail, told Monday’s 14th International Newsroom Summit how his company has been making changes to the newsroom in order to better reflect the current market for news.
The World Digital Media Awards are always an inspiring showcase of what the industry can do, but this year’s prize crop included a particularly moving selection that underlined the power of technology to inspire emotion as well as awe.
Regional papers like Trinity Mirror’s Manchester Evening News use Facebook to reach out to specific audiences over Facebook. Ekstra Bladet in Denmark dedicates three full-time staff to it. But, speaking at the Newsroom Summit at #WPE15, editors from both publishers emphasised the real plan – to get people coming direct to their own homepages.