INMA - Current Edition of Ideas Magazine

About INMA Awards Blogs Board of Directors Bookstore Calendar of Events Conferences Partners Press Room Sponsor/Advertise
Archives: Columnists Ideas Magazine Images Quotations Slogans Speeches/Papers Conference Reports Consumer Trends Ideas Magazine Media Monitor Member Directory Studies
E-Newsletters Job Listings Photo Album Public Speeches Research Links Special Projects Vendor List
INMA.org Newspaper Industry La Industria del Periódico Revista Ideas-Online
This Week's New Members Mr. Koen Clement Director of HRM & Corporate Affairs De Persgroep Publishing NV Asse, Belgium Ms. Giselle Whiteaker Marketing Director 7 DAYS Dubai, United Arab Emirates Click here to view new INMA members Slogan Of The Day “News Before It's News” Algemeen Dagblad Amsterdam, The Netherlands Click here for archive

Ideas Magazine

Published in March/April 2008

Taking time to meet your teammates
During the holidays, I spent considerable time with four nephews between the ages of 15 and 23. As a result, I discovered:

>> I'm growing older, and they're growing larger.
>> They all are quite intelligent, but they couldn't recall the last time they picked up a newspaper, or the last time they visited the web site of the local major metropolitan newspaper.
>> They all can send text messages - accurately - without looking away from the TV.
>> They get bored quite easily.

This issue's cover story deals with generations - what they believe and why they believe it. Another valuable piece, from the Swedish Newspaper Publishers Association, talks of putting theory into practice by studying its own future audience. Other articles tell of approaches that are also worth considering in the competition for attention.

The old game is over. The new game is well under way, and these are the players. We disregard them at our own peril.

As with any competition, you can gain an advantage by talking with others who are on your "team." Your best chance will be through thought provoking presentations and peer-to-peer contact at the INMA World Congress, May 7-9 in Beverly Hills.

Come away with just one idea that pays off, and it will be the most cost-effective thing you do this year.

-- Bob Ogle, Editor, Ideas Magazine

Cover Story

Across The Years: Understanding and Addressing Generational Differences
By Chuck Underwood
One of the greatest challenges that newspapers face is coming to terms with younger audiences. What are their wants and needs? How can they become part of the new communications model? Is that even possible? Regardless of the questions, there is no doubt that a generational problem will require a generational solution.

Profiles

Study Hopes To Identify Next Generation Trends
By Anna-kari Modin

It is easy to identify what younger consumers are looking for in their media consumption. But a two-year Swedish effort is hoping to shed light on why.

Dining Guide Serves An Audience Hungry For Information
By Agustín Meizoso

El Nuevo Día makes a huge splash with the first restaurant guide in Puerto Rico, generating revenue beyond expectations. The next step? Expand the brand.

Point The Way: Arrow Icon Doubles Traffic To Newspaper’s Web Site
By Lukas Kircher

The relaunch of Augsburger Algemeine Zeitung included a two-sided strategy: Making the print edition easier to use while fueling a dramatic increase in online traffic.

Addressing Mobile Web Access Issues With A Touch Of A Button
By Johan Othelius

Dagens Nyheter has made it easier for mobile web users by partnering with a cellular service provider and a telephone manufacturer. The result? A one-touch solution that is getting quite a bit of attention.

Political TV Series Finds Its First Audience Through DVD Distribution
By Grzegorz Piechota

Gazeta Wyborcza was the launching pad for The Team, a fictional series about political intrigue in Poland. Valuable lessons about the entertainment business were plentiful.

New Report Outlines A Future Of Information And Connection
By Stephen T. Gray

The next phase of Newspaper Next offers a vision of the newspaper company as a “utility.” Instead of merely providing news, it will deliver a comprehensive range of solutions that enhance the lives of consumers and businesses.

Floral Arrangement: Scented Ink Draws Attention To Valentine’s Day Edition
By Tamera Wupper

Australian newspaper mX literally came out smelling like a rose with its special promotion. The subtle aroma went a huge step beyond scratch and sniff.

Unique Concept Shows Two Sides Of A Newspaper To Its Readers
By Antonio Florez-Estrada

Al Día faced declining readership and a loss of market share in Guatemala. It fought back by appealing to fans of a popular sports team and by offering two cover pages where there used to be only one.

Freelance Citizen Content Drives Business Model For Multimedia Sales
By Lian Kool

Skoeps solicits news photos and videos from citizen journalists, offering the potential to reach the masses through media. All it requires is a camera and an interesting event.

Charter Defines Responsibilities For Newspaper And Its Distributors
By Laurence Genevet

Groupe Nice-Matin is finding that the best way to develop a successful relationship with its vendors is to put the expectations in writing. So far, the incentive-based plan is working for everyone.

Guerrilla Marketing Brings Dynamic Energy To Special Events
By Scott Halstead and Courtney Megliola

Boston Globe Media offers its Go! Team to advertisers who want to stage events like grand openings and product promotions. The idea is to provide a party in a box, with music, games, or whatever the customer might require.

Integrated Multimedia Strategy Puts Everyone In The Same Boat
By Kjersti Løken Stavrum

Aftenposten has taken a creative approach toward maximising its resources for both its print and online products. A centralised decision-making structure is designed to keep everyone moving in the same direction.

Camera Ready: Editor Takes Centre Stage In His Weekly Video Blog
By Sarah Flute

Heilbronner Stimme casts its editor in a lead role on its stimme.de web site. His video blog is intended to connect with people who do not read the newspaper and to add value for those who do.

Misconceptions About Broadcast Media Success
By Jerry Scott

The Fort Worth Star-Telegram believes that the best defense is a good offense. As a result, the newspaper is taking control of the discussion about local media effectiveness.

Entertainment Brand Boosted By Actor’s Performance
By Jenni Gilbert

Confidential, the Australian gossip and entertainment brand of News Limited, delivered the antics of actor John Stamos via print, web site, video or television. The timing couldn’t have been scripted any better.

Branding On A Budget: Distribution Boxes Become Street-Level Works Of Art
By Brian Francis

Toronto-based NOW heightened its brand awareness by using 10 of its street boxes as canvasses for local artists. The result was a fun, eye-catching promotion that didn’t cost much at all.

Columns

Web Based Products Should Look Beyond Current Users
By Sammy Papert

Site Design Should Embrace Existing Brand
By Terry Watson

Murdoch Will Likely Win During Economic Uncertainty
By Urs Gossweiler

Loyalty Programmes Should Appeal To All Customers
By Paulo Hansted

Innovation Requires Bold Risk, Not Poor Execution
By Camilla Poisonier

Turning Interaction Into Something Meaningful
By Edgar Cuellar

This May Hurt: Making Sense of Flu Shots
By Earl J. Wilkinson

Digital Dominance Requires A Shift To The Fast Lane
By Alan D. Mutter

Good Instructors Can Guide Journalists To The Future
By Robb Montgomery