Summary

Newspaper houses are turning into complex media operations. Setting out from the newspaper core product, they are expanding their portfolio with additional products and distributing their contents and services on a wide range of platforms and channels. Ad selling and marketing are undergoing major changes. The demands of the advertising customers are leading to a greater segmentation and better measurability of effectiveness. At the same time, the growing number of media is making it more difficult to maintain a clear overview of the situation. News publishing companies must adapt to the changing demands. This concerns the organisation, the competencies within the organisation as well as the portfolio of media to marketed. For this reason, IFRA has commissioned the development of a concept that takes into account the changed needs of both the advertising customers and of the markets. The CCC concept (Customer Centric Communication) goes far beyond selling advertising space and offer especially news publishing companies active in regional and local markets the possibility to secure and extend their central role as the leading contact partners for advertisers. Positioning as the regional and local media agency is one aspect that should be named in this connection. With this report, you obtain an analysis of future developments that we have compiled, i.a. in the “Where NEWS?” reports, and the concept built upon that foundation.