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International News Media Association (INMA)
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"The goals of content marketing campaigns vary widely. Some want to amaze people or make them laugh, some want to be educational, some want to be useful to people in specific situations, some want to be fun. Most are designed to be shareable, so the content spreads to larger audiences."
Content marketing allows companies to tailor messaging in creative packages with almost limitless space, making it an appealing opportunity for news publishers working with advertisers.
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"The nature of e-commerce is global and brand-based."
Launching an e-commerce division and e-commerce specific platforms, Condé Nast is expanding its e-commerce footprint, which was previously non-editorial in focus.
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“Newspapers cannot simply sell print; they need to sell online. No matter how important the core offering remains, industry trends show a need to expand.”
Media sales teams must do more than sell advertising in print newspapers and online spaces. Strategic advertising bundling must now incorporate other products and services that target specific markets in appropriate circumsta...
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"For companies in the news media industry – especially those that are contemplating a move to the cloud – the trend is to find and rely on a single vendor for delivery, hosting, services, and ongoing support."
In choosing the best vendors for a company, opting for a single contractor helps ensure faster delivery of products, greater transparency, and smoother migration of existing systems with new platforms.
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“These publications do bring value to consumers, and there are some areas in which newspapers can and should emulate the alternative weekly strategy.”
Though most newspapers try to distance themselves from free weeklies, these alternative publications have made notable inroads regarding staffing, advertisers, and a more approachable vibe.
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"A news-savvy and striving subset of the Millennials generation, Emerging Millennials represent a significant growth opportunity for news organisations."
Emerging Millennials recognise silly news stories when they read them and still seek discerning and reliable sources — which they are willing to pay for at some point — for serious news reporting, making them a legitimate rea...
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Have them in circles
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"Hand on your heart: Are your sales teams even active on Instagram? Are you?"
Young readers are news media organisations’ future readers. To survive, leadership needs to embrace social media platforms where they are active and listen to their needs and desires.
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One of INMA's favorites, Kylie Davis, left the news media industry last June. From the vantage point of her new career at a data company, she's back to share a few words of wisdom: "We’ve long known that our business model was failing. But in all that time, I never saw a reliable framework that explained not just what was happening, but what to do about it. Until now."
Many traditional news media companies have responded to disruptions by trying to do a little bit of everything — creating specialised content, reaching out to the masses, developing new services to sell. As a result, they’ve ...
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"Facebook’s land grab changes the ecosystem.”
Facebook’s recent initiative to host news content on its own platform might sound like an appealing opportunity for publishers. But news media companies should seriously think about the repercussions of this arrangement befor...
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“Uber currently makes profit from fees on rider fares; Uber advertising could be the next evolution for the tech innovator.”
Uber is one of the most successful companies based strictly around a mobile app. Alhough news media organisations may not see a direct correlation to the company, it’s wise to monitor its rise to success.
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"Very few media companies have developed apps for smartwatches, but the soon-to-be-released Apple watch is bound to change this with the Guardian, CNN, and The New York Times having announced their pending Apple Watch apps."
Though its mainstream use is still a ways off, wearable technology is starting to infiltrate aspects of the media, fashion, fitness, and medical industries.
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"With the proliferation of social media and our obsession for sharing opinions, views, and reviews, pushing content out across a one-way communication channel to those people who you believe are your readers just does not cut it anymore."
The most successful news media organisations realise that one story does not fit all audiences on all platforms. Instead, the most successful content is delivered to readers when and how they want it.
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Have them in circles
77 people
Maher Abdul Waheed's profile photo
Lucy Dunne's profile photo
Olive Software's profile photo
Raj Domains's profile photo
Victoria Sanderson's profile photo
Sanne Móveis's profile photo
dave iago's profile photo
Mobilize AS's profile photo
Inma C.m's profile photo
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+1 214 373-9111
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The leading provider of global best practices to grow the audience, revenue, and brand of news media companies.
Introduction
The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment.