Course Overview
- Title:
- What Advertisers Are Looking For
- Type:
- Seminar Snapshot
- Cost:
- $45.00
- Time Estimate:
- One hour
About Seminar Snapshots
A Seminar Snapshot captures the key learning points of a seminar presentation at The Poynter Institute or at another training event. A snapshot features edited video highlights and other materials offered during a seminar presentation.
In the debate about the future of news and the business prospects of news organizations, there has been surprisingly little discussion of how advertising is evolving.
In this one-hour session, Poynter media business analyst Rick Edmonds leads a roundtable discussion with advertisers, ad directors and others with an expert view. The session starts with a a Q&A with Jim Gillespie, who directs an auto dealers association, and Michael Oransky, who places advertising for the Sweetbay grocery stores and other retail clients.
This presentation was part of a daylong event that brought together leaders of half a dozen news organizations as well as advertising and industry experts to discuss a post-recession advertising strategy.
This replay is one of five from a Poynter Conference, "A Post-Recession Advertising Strategy: Where Will the Money Go?" held Nov. 19, 2009. See the training package.
The other replays in the series are:
"Changing Consumer Attitudes: Optimism, Aspiration, and Accommodation" with Betsy Frank, chief research and insights officer, Time Inc. Media Group
"Revenue Boosters" with Lem Lloyd, vice president, Yahoo Reseller Network
"Where the New Revenue Is and How to Get It" with Ken Doctor, news business analyst and consultant, Outsell
*** "The Chaos Scenario"** with Bob Garfield, "On the Media" host, advertising columnist and author
If you registered during the live event, you are already enrolled in all the replays in the series and don't need to pay again.
What Will I Learn:
- Why traditional branding campaigns still work for some advertisers and how to sell them
- How large- and small-paper ad staffs are putting into practice a more consultative, client-driven approach
- Why technological sophistication and integration of ad content and news content system are part of the next wave of improving revenues
Who should take this course:
Anyone who is interested in how newspapers are meeting the demands of advertisers -- and making money in the process.
Rick Edmonds
Rick Edmonds is media business analyst for The Poynter Institute and writes Biz Blog at Poynter Online. He is also co-author of the newspaper chapter of Project for Excellence in Journalism's annual State of the News Media electronic yearbook. He worked as a reporter and editor at the Philadelphia Inquirer from 1977-1982 and worked as an editor and publisher for the St. Petersburg Times organization from 1982-1993.
