<< thepresident << memo boardofdirectors ideas January+February 2009 page 3 international newsmedia marketing association PRESIDENT. ED EFCHAK Belden Associates, Hackensack, USA VICE PRESIDENT. MICHAEL PHELPS Baltimore-Washington Examiner Group, USA PAST PRESIDENT. ROss MCPHERSON McPherson Media Group, Shepparton, Australia TREASURER. SCOtt STINES mass2one, Cedar Rapids, Iowa, USA ASIA DIVISION PRESIDENT. RAVI DHARIWAL Bennett, Coleman & Company, New Delhi, India EUROPE DIVISION PRESIDENT. OLIVIER BOnsart Ouest France, Rennes, France LATIN AMERICA DIVISION PRESIDENT. JOSE LUIS PARRA A year in review, a look ahead El Mercurio, Chile NORTH AMERICA DIVISION PRESIDENT. JAMES GOLD by ED EFCHAK 2008 has come to a close. It’s safe to say that it has been an New York Times Regional Media Group, USA INMA President interesting year. What with high travel costs, decreased travel DIRECTORS. DISSICA CALDERARO budgets, whining management, and the most challenging A Crítica, Manaus, Brazil business year that many can recall. MARK CHALLINOR g8wave Europe Ltd., London, United Kingdom Yet INMA continues to build on past success always with an ROGER DUNBAR eye on the future. World Congress in Beverly Hills was one of the The Globe and Mail, Canada SANDRA GOMEZ most successful conventions we have ever recorded. Our Latin El Diario de Hoy, El Salvador American and South Asian conferences exceeded expectations. HAROLD GROENKE Verlag Dierichs, Kassel, Germany Our European conference and numerous SHaun O’L. HIGGINS The Spokesman-Review, Spokane, USA targeted programmes were well attended. jerry HILL The North American strategy/innovation St. Petersburg Times, USA albertO jaramillO CEPEDA summit was successful in what has been a El Universal, Mexico terrifying business year. YASMIN NAMINI The New York Times, USA Why? I believe that the strength DENNIS SKulsKY of INMA is in its worldwide brand, CanWest, Toronto, Canada Kjersti LØKEN stavrum its nearly eight-decade reputation, its Aftenposten, Oslo, Norway member network, and its industry- ROBERT WHITEHEAD Ed Efchak is president Fairfax Media, Sydney, Australia of the International leading ability to act as a conduit for LUKAS WIDJAJA Kompas Daily, Indonesia Newsmedia Marketing those future-directed and at the cutting Association (INMA) and edge. It has also re-positioned itself with managing director and senior consultant with the well received move to “International Belden Associates. He Newsmedia Marketing Association.” << is based in Hackensack, New Jersey, USA. He may A special thanks to our members and aboutinma be reached at eefchak@ sponsors for your continued support. INMA (International Newsmedia Marketing Association) is the beldenassociates.com. world’s largest and premier newsmedia marketing organisation. This My personal thanks to our regional and practical network of progressive marketing professionals now totals international boards and to the INMA more than 1,200 members in 82 countries worldwide. Members exchange ideas through a bi-monthly magazine, multiple web sites, staff in making for smooth sailing on e-mail executive summaries, discussion forums, message boards, sometimes choppy seas. conferences, workshops, travel study tours, awards competitions, benchmark surveys, and online directories and databases. 2009’s outlook is no less challenging. INMA’s goal is to continue to invite the best and brightest to join us and learn what the world has to offer. It’s easy to say << contactinma that being part of INMA “is the best value www.inma.org in the newsmedia industry” — but the value proposition goes much further. Headquarters 10300 North Central Expressway, Suite 467 INMA membership is a unique Dallas, Texas 75231, USA passport to finding business solutions Tel.: +1 214 373-9111 Fax: +1 214 373-9112 Europe Office through its network, its outreach, and its Minderbroedersrui 9, Bus 9, Antwerp B-2000, Belgium programming through conferences and Tel.: +32 47 760 53 67 Fax: +32 3 288 69 47 seminars. Now more than ever. South Asia Office B-5 Kailash Colony, (First Floor), New Delhi 110048, India Call it “managing change,” Tel.: +91 987 199-6878 “re-invention,” “future organisation,” “finding new business models,” or ideas: the magazine of newsmedia marketing (ISSN 0896-1441) is published 6 times annually, something else, the over-the-horizon bi-monthly, by the International Newsmedia Marketing Association Inc., 10300 North Central industry radar is called INMA. Join. Expressway, Suite 467, Dallas, Texas 75231, USA. Annual subscription rate is US$65, which is included Renew. Engage. in membership dues. Periodical postage paid at Dallas, Texas, and additional mailing offices. POSTMASTER: send address changes to ideas, 10300 North Central Expressway, Suite 467, Dallas, Texas 75231. Each edition is archived in the members section of INMA.org and can be Do it now for the world keeps on accessed by topics or by keyword search. Only INMA members may access the ideas magazine archive. moving. My best to you for in 2009. F contents >> JANUARY+FEBRUARY 2009 c o v e r s t o r y 2 POSSIblE STRATEGIES FOR NEWSPAPERS FACED WITH DISRUPTIONS AND ERODING PROCESSES, {theeditor} {8} newspapers should move beyond classical strategies and << embrace two possible models: “Four A new year brings campaigns Lives” and MMM. by Horst Pirker new solutions to old problems The economic downturn and the continued shift in media consumption habits usher newspapers into a 2009 fraught with uncertainty. The industry faces monumental Austin American-Statesman 47 PROFILES systemic and cyclical The Boston Globe 44 challenges, but that hasn’t The Cairns Post 51 12 REDESIGN AN OPPORTUNITY stopped the smartest people at Cape Argus 47 by Maria Ravera The Charlotte Observer 50 companies around the world 15 WHAT IT TAKES TO BE The Chronicle 51 from developing new and COLUMNS WEB FAVOURITE The Columbian 50 innovative strategies to meet by Stacy Lynch The Columbus Dispatch 43 NEW REVENUE is ALL ABOUT what lies ahead. 14 17 FROM EXPENSE TO PROFIT Dainik Bhaskar 43 { MEETING NEW NEEDS The first step to conquering by Bob Davis De Standaard 46 by Stephen T. Gray a problem is recognising Die Burger 48 19 IN DEFEnsE OF THE what it is. In an insightful Frankfurter Allgemeine Zeitung 44 NEWSPAPERS NEED TO THINK monDAY EDITION Fort Worth Star-Telegram 43 {16 cover story by Horst Pirker, LIKE START-Ups by Alan Jacobson The Gazette 41 chairman of Styria Medien by Jean-Christophe Francet 21 ANSWERING THE NEEDS Guelph Mercury 42 in Austria, lays out some of oF THE POPULATION Helsingborgs Dagblad 44 NEWSPAPER MANAGERS the hardships confronting {18 by Luc Rademakers Het Nieuwsblad 49 NEED MORE BANDWIDTH newspapers today. But he Irish Examiner 42 22 DOES BRAND EQUITY by Kylie Davis goes farther and shares his Knoxville News-Sentinel 42 mATTER TO ADVERTISERS? Malayala Manorama 49 {20 GRANT US WisDom, COURAGE, by Mart Ots thoughts on how publishers Mittelbayerische Zeitung 41 AND SERENITY 25 SUNDAY EDITion opEns can steer their companies Orlando Sentinel 45 by Simon Waldman nEW OPPORTUNITIES and their strategies toward a The Palm Beach Post 50 by Jürg Weber brighter future. Quick 49 ALL THE NEWS THAT FITS {24 26 MIXED PAID AND FREE MODELS This edition takes a The Record 48 (INTO NICE, NEAT RECTANGLES) clear-headed look at where Richmond Times-Dispatch 45 by Peter Ong by Piet Bakker The Roanoke Times 48 28 MAXIMISE REVENUE, NOT RATE the industry finds itself The Sacramento Bee 45 {30 inTEGRITY TRUmps by Shawn Riegsecker today. But it also details the The Seattle Times 46 INCIDENCE, ESPECIALLY SALES 29 ConnECTinG NEWspAPER fun, insightful, and clever The Tampa Tribune 41 by Mike Blinder TO COMMUNITY initiatives of newspapers Toronto Star 51 by Stacy Jennings the world over. This might THE FALSE PROMISES OF The Washington Times 46 be a difficult time, but it The West Australian 47 {32 PROMOTION-DRIVEN SALES 31 REDESIGN FOR by Joe Talcott DESTINATION AUDIENCE isn’t stopping ambitious by Karen Ryder companies from finding new 34 CUSTOMER RELATIONS 33 TAPPING TOURIST MARKET opportunities and exploiting { STRATEGIES BUILT ON RESPECT by Mary Salmon them in innovative, eye- by Jan Wifstrand 35 SURVEYS PAVE WAY FOR LAUNCH opening ways. by Lakshmi Agrawal 2009 is still fresh. There’s THE NEWS siTE AS THE {36 LOCAL CATALOGUE SERVICE 37 MASCOT PROVIDES CENTRE a lot of work to do. But if the by Dorothy Rosado cover image: Angel Herrero de Frutos / Emde by Niklas Jonason companies in this edition and 38 TRACKING NEWS AND SOCIAL in INMA are any indication, NETWORKS there’s hope yet left for the }ideas by Ken Sands dead tree business. 39 REVAMPED NEWSPAPER PUBLISHER. EARL J. WILKINSON EDITOR. james KHattak ART DIRECTOR. DANNA EMDE James Khattak oFFERS OPPORTUNITY Editor, ideas ConTRIBUTING WRITERS. [email protected] by Patricia Wu LAKSHMI agrawal, PIET baKKER, MIKE BLINDER, BOB Davis, KYLIE Davis, JEAN-CHristOPHE FRANCET, STEPHEN T. gray, ALAN jaCOBSON, staCY JENNINGS, NIKLAS JONASON, staCY lynCH, mart Ots, HOrst PIRKER, 40 REORGANISING FOR MODERN AGE luC RADEMAKERS, MARIA ravera, SHawn riegseCKER, KAREN ryDER, DOROTHY ROSADO, mary SALMON, KEN SANDS, JOE talCOtt, SIMON walDMAN, JULIA wallaCE, JÜRG WEBER, jan wifstranD, patriCIA WU by Julia Wallace Enter the 74th Annual INMA Awards 2009, and unlock the door to a new world of creativity, ideas, and innovation. The INMA Awards competition rewards global best practices in the marketing of newspapers: growing brand, growing audience, and growing revenue across platforms. Transform your newspaper’s fortunes by stepping through the door of breakthrough concepts, extraordinary creative, and results-oriented marketing. Reward your newspaper’s top marketing campaigns from the past year by competing for the most coveted marketing award in the CALL FOR newspaper industry worldwide. INMA Awards 2009 will honour global best practices in 10 categories that ENTRIES cut across: >> Platforms: Print, online, mobile, and more. 2009 >> Media: All categories are multi-media in nature: in-newspaper, printed materials, television, radio, outdoor, mobile, online, direct marketing, and more.