INMA World Congress
At the 82nd INMA World Congress, held May 6-8 at the J.W. Marriott Los Angeles at L.A. Live, the focus on new digital growth and business models was acute. Old metrics may be pointing to decay in parts of the legacy news business, but industry leaders were eager to share best practices for turning their digital dimes into digital dollars — via cross-media sales, innovative sponsorships, paywalls, and digital-first strategies.
The conference captured an emerging industry spirit, indicated in its galvanising title “New oxygen, new growth.”
It may have once been unthinkable that digital media could totally replace print, but Forrester Research analyst James McQuivey suggested in his presentation that the scenario was possible. Fully half of the companies that are digitally disrupted don’t make it through the transition, he noted. Digital First Media CEO John Paton said the first thing that media companies need to change is their culture — bringing new minds and digital natives into all aspects of their business. Meanwhile, McKinsey & Company principal Michael Lamb asserted that digital revenues should be based on sponsorship at scale, proprietary lead generation, paid content, and video.
The three-day conference delivered on its theme, with a relentless focus on new thinking. Delegates heard more than 26 thought-provoking presentations by newsmedia industry leaders from around the world, all in the midst of successfully taking their publications into the digital age.
Here is our report from the 82nd Annual INMA World Congress.
06-08 May 2012
J.W. Marriott/L.A. Live
Los Angeles, United States