World Ad Conference Examines Cross-Media Audience Metrics

By: E&P Staff

The World Newspaper Advertising Conference, March 4-5 in Copenhagen, Denmark, will look at integrating print and online audiences for advertisers at a time when print circulation alone no longer accurately represents the true measure of newspaper audiences, and Web site traffic, by itself, says little.

Organized by the World Association of Newspapers and News Publishers (WAN-IFRA), the conference will examine emerging cross-media audience metrics, including Locally Connected, the United Kingdom’s first integrated print and online audience currency.

Launched late last year by the Newspaper Society, Locally Connected extends the regional press readership database to include newspapers’ online audiences, providing agencies and advertisers with a system for analyzing the combined reach of a newspaper and its Web site within circulation areas. Eight of the largest local media publishers have already joined, including Trinity Mirror, Northcliffe Media, Johnston Press and Newsquest.

Other topics include the economic outlook for advertising, options for search advertising revenues, a look at successful and failed digital strategies, increasing revenues from multi-media offers and the sales team of the future.

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