Reports
INMA reports are global, strategic, relevant, and just-in-time. INMA members can log in and download reports for free.
Latest Reports
32 Results
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As Search Ends for News, Here Is What's Next
What publishers must quickly do to adapt to the changing realities of search and AI answer engines is the focus of this report. As audiences are becoming accustomed to getting their news in fragments, summaries, and answers - without visiting publisher sites, subscribing, or even seeing a brand - publishers must act quickly to develop "zero-search" strategies for engagement. This report offers a look at the state of search today, the impact this is having on news traffic, and practical guidance on the future of search alternatives.
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Why Media Ad Sales Teams Need E-Commerce
How news media companies can leverage the revenue opportunities of the post-pandemic e-commerce boom is the focus of this report. It looks at the main areas to be considered when entering the e-commerce space: the trends, which media companies are doing it well already, and how to (re)structure for a robust e-commerce operation. Among the report's examples and case studies are: SPH Media, Gannett, The Independent, The Telegraph, The New York Times, Conde Nast, Buzzfeed, Aftonbladet, and Dagens Nyheter.
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AI Guide and ChatGPT Promptbook for News Marketers
How news subscription marketers can use generative AI tools to save time, improve scalability, and increase the effectiveness of reader engagement is the focus of this report. This report dives into the capabilities of new AI tools, based on a review by INMA of the top 15 generative AI tools and in-depth testing of the top three of them. It also aims to be a practical guide for marketing teams, including examples of effective prompts, step-by-step instructions, and practical scenarios.
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How Newsrooms Succeed In Google Search
Demystifying Google's search "black box" and highlighting search best practices at leading newsrooms is the focus of this report. "How Newsrooms Succeed In Google Search" zeroes in on the state of Google search, elevates publisher issues about search across Google surfaces, punctuates concerns about the Discover product, and highlights Google objectives and roles in search. It relies on interviews with Google and major publishers on five continents: News Corp Australia, Gannett | USA Today Network, The Guardian, Infoglobo, and HT Media.
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The Power and Promise of Print Advertising
How print advertising remains central in the marketing mix and how news media companies can leverage successful print strategies from around the globe is the focus of this report. Research backs up what revenues show: Despite misperception of print advertising's effectiveness, the ROI on print advertising works for advertisers, media companies, and audiences. "The Power and Promise of Print Advertising" distils lessons learned during INMA's Print Advertising Innovation Master Class in February, and covers the research, whether print is still attractive to advertisers, rethinking print, getting print on the radar of media buyers, and measuring print ads.
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Understanding Ad Tech and Its Challenges For News Publishers
Decoding the complex ad tech ecosystem, this report aims to educate publishers on the mechanics behind online display advertising, examine the surge in regulatory action that may re-set the table for ad tech, and discuss the interplay between privacy and competition.
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Content-to-Commerce Brings Revenue in Post-Advertising World
Pioneer publishers are launching content-to-commerce initiatives to create new sources of revenue growth. Content-to-commerce reduces the runway between consideration and purchase and offers new business model possibilities, fusing next-generation branding with content marketing, direct-to-consumer product, and e-commerce. INMA shares case studies on first-movers in the content-to-commerce space.
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Why Branded Content Fits This Advertising Moment
Branded content is a strong strategy for today's COVID-influenced market and for consumers influenced by viral videos, on-demand entertainment, and unique experiences. This report looks at branded content opportunities among U.S. news publishers, combined with international case studies that leverage storytelling, build awareness and brand loyalty, capitalise on influencers, and create conversion tactics.
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What a Pandemic Taught Media About Community Engagement
In the midst of a rapidly changing pandemic and upended workplaces, publishers created unprecedented ways to engage their communities. Innovating daily, news media companies around the world delivered what readers were looking for and shifted each time those needs shifted. Learn how 33 media companies in 14 countries engaged their communities through engaging content, educational content, outreach for and to advertisers, virtual events, philanthropy, and positive news during COVID.
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The "New Abnormal" of Media Advertising
"The 'New Abnormal' of Media Advertising" mashes together long-term trends in advertising and the peculiar circumstances surrounding today's pandemic-fed lockdowns to project forward on what the next 18 months looks like for news media companies. Notably, the new report identifies advertising opportunities in the downturn. Punctuated by best-practice case studies, the report looks at recovery models and advertising forecasts, a platform-by-platform examination into what is expected to happen in advertising, and the challenges and opportunities that lie ahead for news publishers in 2020-2021.
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The Third-Party Cookie Trigger
The phaseout of third-party cookies by 2022 will fundamentally change the digital advertising ecosystem, forcing news media companies to accelerate first-party data strategies that redefine what makes advertising relevant to users. Shifting to a system based on a user's on-site content consumption habits will have a ripple effect on Web site registrations, the need to require logged-in users, and the likely embrace of universal IDs.
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Native Advertising Trends in News Media
The rise of native advertising in news media's revenue mix is highlighted in a report based on a global survey of INMA members from late 2017, in cooperation with the Native Advertising Institute. While revenue expectations are up, publishers are struggling to sufficiently label native advertising. The report is based on a survey of 231 media executives in 51 countries.
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Native Advertising Trends 2016: The News Media Industry
Newspaper media are embracing native advertising as an important part of the revenue mix, all the while overcoming internal cultural hurdles and developing best practices. Publishers expect sharp increases in native advertising over the next two years. This report is based on a survey of 156 mostly newspaper media companies in 48 countries from July to September 2016.
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Big Data for Media 2.0: Going Data-First
Shifting from the tactics of next-generation data analytics to converting corporate cultures to being data-first is the emerging great challenge for media companies battling for consumer and advertiser relevance.
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What To Do About Adblocking
An executive-level overview of the adblocking phenomenon and what news media companies should (and shouldn't) do to combat it.
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Making Big Data Smarter for Media Companies
The emerging Big Data editorial, audience, and advertising road map for news publishers is the focus of the INMA report, "Making Big Data Smarter for Media Companies." Featuring 17 profiles of how media companies are implementing Big Data, the report explores the cultural, strategic, personnel, and foundational ramifications of how publishers get their arms around data and make it actionable.
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Programmatic Advertising Opportunities for News Publishers
How media companies can capitalize on programmatic buying in the fast-evolving sales of digital advertising is the focus of the INMA report, "Programmatic Advertising Opportunities for News Publishers." The report provides history and context on programmatic advertising sales, the market opportunities for news publishers, the local advertising landscape for programmatic, and where this space is going next.
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News Media Outlook 2014: Navigating the Minefield
Cultural and business model transformation, moving beyond “print + digital” in revenue diversification, establishing growth foundations, and nurturing the emerging multi-platform hybrid news brand are the key points of focus in the INMA report, “News Media Outlook 2014: Navigating the Minefield.”
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The Smartphone Choices for Media Companies
Developing products, audiences, and monetisation strategies for the fast-rising hand-held mobile device is the focus of the INMA report, “The Smartphone Choices for Media Companies.”
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Making Video Pay Off For News Publishers
Evaluating the revenue and audience opportunities that the rapid rise in online video consumption offers media companies requires a plan to produce, acquire, and segment video content. “Making Video Pay Off for News Publishers” looks at the video opportunities for media companies from the perspectives of audience, content, and advertising.
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Making Print + Digital Work For Advertisers
Combining print and digital platforms with quality news brands delivers superior results for advertisers, according to the INMA report “Making Print + Digital Work For Advertisers.” Learn the most creative and effective ways to combine print and digital for advertisers through 20 best-in-class case studies.
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Emerging Mobile Strategies for News Publishers
“Emerging Mobile Strategies for News Publishers” synthesizes key learnings from 15 leading news publishers in North America and Europe on their deployment of smartphone and tablet products to connect with increasingly on-the-go consumers.
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When, Why and How to Integrate Print and Digital Advertising Sales (Lessons from Market Leaders)
When and why to integrate print and digital advertising sales and how to practically implement such a system is the focus of an INMA report told through the eyes of sales executives at 16 of the world's leading newspaper companies.
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Luxury and Affluence: Leveraging Audiences and Products for Upscale Newspaper Advertisers
Affluent readers and upscale advertisers are a valuable and reliable audience for newspapers seeking solid footing in today's tumultuous economic climate. In this report, INMA has examined a variety of publications from around world that focus specifically on these audiences and explored the strategies and tactics behind these successful and lucrative products.
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New Horizons: A Guide to Newspapers' Online Advertising Opportunities
Newspapers are striving to make their way in a world where 1.3 billion people are online. And they are searching for ways to make their digital investments pay off for them. Publishers are working to transfer the money-making capabilities of print advertising to the internet. This new INMA report gives newspaper companies a strategic view of the online advertising landscape. It also profiles four of the most popular genres of online advertising and their threats and opportunities.
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Building Newspaper Advertising Through Online Alliances: Google, Monster, and Yahoo!
Get a sneak peek inside newspaper alliances with online giants like Google, Yahoo!, and Monster and determine if an internet alliance is right for you. Recommended for: Newspaper Executives associated with advertising, circulation, strategic partnerships, and revenue generation.
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Newspapers and the New Relationship with Advertisers
Newspapers and advertising agencies both see and understand the multi-media consumer, yet the two puzzle pieces to an historically effective advertising process are not fitting together neatly at the dawn of this new era. The report aims to improve understanding of the advertising agency and media buying processes and describes the obstacles and opportunities newspaper companies face as they compete for advertising.
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Mining Gold: How to Make the Internet Pay Off For Newspapers
Newspaper companies are experimenting with new business models for their web sites and ancillary digital operations that are generating new revenues and profit centers. Advertising trends, online subscription models, making online communities profitable, new sales models for classifieds, and profiting from emerging internet technologies are among the topics covered in this report.
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Fresh Ideas to Promote Newspaper Classified Advertising
Classified advertising promotions from newspapers are on display in INMA’s latest publication. Through 40 illustrated case studies, examine how newspapers are developing their classified business through eye-opening and creative marketing campaigns.
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A Guide to Practical Convergence: What Every Media Company Must Know About Their Future
Discover how newspapers can engage audiences anytime, anyplace through the integration of diverse media channels into the news organisation. Learn how practical convergence philosophies have shaped newspapers around the world.
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Online Recruitment Advertising: Challenges and Opportunities For Newspapers
Recruitment advertising is undergoing a profound shift from print to online, threatening newspapers. This report examines the impact of the Internet on recruitment advertising, explores online recruitment features, and assesses online competition.
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Embracing the Power of Multi-Media Advertising
Learn how first-mover innovative media companies in North America, Europe and Latin America are leveraging multi-media assets to generate higher advertising sales