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What news publishers can learn from BuzzFeed

16 April 2014 · By Dawn McMullan

You know BuzzFeed. You’ve seen its content on your social media feed and no doubt gotten distracted by one — or 12 — of its viral quizzes.

Here are a few recent featured stories:

BuzzFeed is all over the place. Or is it? 


Video highlights of INMA World Congress in New York now available

03 May 2013

Whether you attended the 83rd Annual World Congress and want a refresher on the highlights or were not able to make it and want a peek into the amazing presenters, we have you covered.

A team of fusion journalists from Western iMedia, an innovative editorial startup operated out of Western Kentucky University, produced a multi-media blog for the Congress. The group’s video team was busy at work during the three-day event. 

View all the videos produced from the Congress — including highlights of speakers, off-podium interviews with speakers and other key INMA members, as well as significant moments from the Awards Dinner — by visiting the INMA YouTube page.

Thanks to Western iMedia for a job well done!


INMA World Congress 2013 — New York in living colour

01 May 2013

As we head our different ways — some home, some touring around New York City and other U.S. sights — here’s a fun look back at our time together.

Enjoy the photo slideshow! Until we meet again...




Hindustan Times wins Best in Show

30 April 2013

The prestigious “Best in Show” award signifying the top campaign in the INMA Awards 2013 competition was awarded Tuesday evening to The Hindustan Times for “You Read, They Learn,” a public relations and community service campaign that was touted as providing benefits to the citizens of Delhi with a powerful message and strong images.

“I accept this award on behalf of the 10,000 kids that were moved from the street to school in the last one year,” said Shantanu Bhanja, vice president and head of business, upon accepting the award for his newspaper. Bhanja also accepted the award on behalf of more than 7 million readers that the company reaches.


Washington Examiner CEO awarded INMA's Silver Shovel

30 April 2013

Michael Phelps accepted the Silver Shovel Award on Tuesday evening at the World Congress awards ceremony.

Phelps was cited by 2012 Silver Shovel Award recipient Paulo Mira of PHD Mobi, who presented him the award, for a “career of excellence that has advanced the causes of journalism, finding new ways to pay for journalism, and positioning INMA in the middle of that great debate.”


INMA celebrates with 2013 gala

30 April 2013

Image from StorifyThe World Congress is coming to a grand conclusion at this evening’s awards dinner and reception, where INMA will announce the winners of the INMA Awards 2013 competition, representing the top campaigns from the past year, as well as the winner of this year’s Silver Shovel Award, which rewards individual achievements in the news industry. 

Tweet your comments and pictures with hashtag #inmawc and click here to follow the evening live through contibuted media.


News media industry is hungry to meet challenges, comfortable in new print + digital reality

30 April 2013

The news industry must find its place in an exponentially progressing world, according to INMA CEO Earl Wilkinson.

The challenge is that the world is progressing to different places at divergent rates. However, the theme prevalent everywhere is finding a way to allow print and digital to live together in the news environment.

Digital will become dominant in the near future, and this will cause news brands to re-evaluate print.

Revenue focus in the future needs to be on search advertising and content marketing, instead of on portfolio extensions. There are 10 or more ways to fill the hole where print advertising used to be.

To move forward, the people of the news industry need to remember the love of great journalism. These changes need to be made now in innovative ways.


The Atlantic rethinks the digital advertising model

30 April 2013

The Atlantic, a 155 year old publication, has been through an existential crisis for the past several years. But with the rise of the Internet, it has found an opportunity to reinvent itself from a magazine to a platform.

President Scott Havens spoke to the 2013 INMA World Congress on what steps The Atlantic took, and continues to take, to rethink its digital advertising model. D

Diversification is key; ad and circulation sales are not enough. The Atlantic is moving away from selling advertising to providing advertising solutions, he said. These ads match with The Atlantic’s mission of taking a non-partisan approach to big issues.

Much of The Atlantic’s success can be attributed to assembling world-class talent, understanding the brand DNA and culture, as well as developing a digital strategy.


Can content marketing help balance the revenue struggles of the news media industry?

30 April 2013

Shafqat Islam, CEO of NewsCred, spoke to the World Congress Tuesday about content marketing, saying that media publishers have sat on “two-legged stools” for decades, as they have relied on advertising and subscription.

Content marketing will provide a third leg for media publishers as a method that creates and distributes relevant and valuable content to attract and engage a target audience with the objective of driving profitable customer action.

He explained the importance of a business selling their brands to reach a wider audience.


The video opportunity: long-term, exciting, and consumer driven

30 April 2013

While Earl Wilkinson, executive director and CEO of INMA, agreed that video development drives the opportunity for revenue growth, he argued that video advertising is not a quick investment.

Espen Egil Hansen, executive editor of Verdens Gang, asserted that news organisations must use the assets they have and combine different media, not just text or video, to create effective storytelling.

Journalism has always been about accuracy, relevancy and speed, he said, and video is essential to providing content that incorporates these elements.

Anna Rastner, managing editor of digital content at Expressen, said her publication is working on flexible news strategies to maintain a place in the competitive news market, which include using its print product to promote its digital programmes.

To operate most effectively in the digital platform, Rastner suggests training all newspaper photographers to do video and providing audiences with user-friendly interfaces and exclusive content.


About this blog

The World Congress Blog is your up-to-the-minute guide – pre-conference, on-site, and post-conference – to INMA’s premier event. The 83rd Annual INMA World Congress will be April 28-30, 2013, at the Marriott Marquis in New York. Stay updated on this page or subscribe to the RSS feed above.

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