 | ||
| Contest Winners - Press release 3 Newspapers Rewarded In First-Ever PubliGroupe/INMA Innovative Business Models Contest This inaugural contest was designed to understand how media companies extend their brand to fill a new market space, attract new audiences, and generate new revenue streams. Presenting the award at the INMA World Congress opening reception in Beverly Hills was Grace Palacios, chief executive officer of Publicitas Americas. The Spokesman-Review in Spokane, Washington, USA, won the contest’s top prize for a free business directory that judges said showed the “potential for a disruptive business model that taps into newspapers’ unique strengths: established commercial relationships with local businesses and trust with local audiences.” What made the online business directory unique is its approach to creating and selling. The newspaper gives away for free a photo, map, and store hours, as well as control of their own listings information. This user-driven model ensures the traffic will follow and those who pay for the enhancements will garner greater results. Second place in the PubliGroupe/INMA Innovative Business Models Contest went to The Toronto Star for its modular advertising and sectional pricing programme. In early 2008, the Star introduced 24 standard advertising sizes from which advertisers could choose. At the same time, the newspaper began pricing advertising based on the reading audience a section delivers. Combined the “trailblazing” project allowed for a mass, yet targeted market. The new pricing philosophy benefits advertisers who choose to run larger advertisements and/or increase their frequency, two elements that enhance advertising effectiveness. Meanwhile, PubliGroupe and INMA presented a prize judged by INMA members. In April, members were asked to judge the finalists in the contest. Based on a scoring system, INMA members selected a campaign by the St. Petersburg Times called “The Hub for High School Sports.” In 2007, the St. Petersburg Times launched “The Hub” web site, which represented enhanced coverage of local high school football. With print coverage added three days a week, as well as The Hub, the brand was launched rapidly through print, digital, and viral marketing at the high school level. The project was an example of a metropolitan newspaper reaching a younger audience. Newspapers submitted entries to the contest through a unique web site: http://www.how-do-you-extend-your-media-brand.com/. PubliGroupe is a marketing and sales organisation dedicated to the sale of advertising space. It supports initiatives and research projects in the field of media, the formation and the development on an international level. INMA is the world’s leading provider of global best practices and marketing ideas for newspaper companies looking to grow amid profound market change. Contact Information INMA PubliGroupe Return to news | ||
 | ||
|
||
