The first day of the 14th edition of the World Federation of Newspapers and Newsmakers (WAN) conference, which was held in Dubai yesterday, focused on the issue of how traditional media organizations survive, with the same momentum of follow-up and attraction, , And the provision of revenues and material gains that protect these institutions from the control of the advertising market and ensure the required level of independence and professionalism.
The issue of selling media content, from the press stories produced by various traditional and digital tools as one of those means, was the most important topic of the sessions, after it succeeded in rescuing a number of major media institutions from the decline, but succeeded in increasing the number of followers and generating large revenues.
The sessions emphasized the need to use strategies that are commensurate with the targeted quality of the followers, as well as producing content that is distinctly informative, competitive, unique and attractive in presentation, to be able to convince the follower of the inevitability of purchasing it.
Dorothy Girigard Nudson, Executive Vice President and Chief Operating Officer, Joly Polygraphics Hess, Denmark, tackled the strategies that her organization has taken to transform its business practices into the vanguard. The time to follow up on the Danish media, the country's first media organization, in terms of revenues from the sale of media content. Nodson referred to the importance of research and analysis in a systematic and scientific manner, to the type of topics and issues of concern to the follower, and the division of followers to age groups, to be able to address the interests of each category, and give it the required percentage of news and information materials.
She pointed to the importance of integration between all platforms and information services provided to followers, and presented as a single product, which the customer receives in return for payment of a fixed subscription.
Nodson referred to one of the other media products that her organization offers in a deliberate way: the presentation of the story by voice, noting that she chooses the most interesting subjects and stories to be presented in the morning while the followers are on the road, heading to work to read them. She provides free service once a week, to encourage followers and introduce them to the service, while the service is offered for a subscription throughout the week.
For his part, the Managing Director of the Welt and Bild Foundation, Tobias Hanning, spoke about the experience of the German media organization, the largest in terms of paid subscriptions, which reached 515,000 subscriptions. He presented various forms of financial contributions for media content .
He noted that his organization had decided to determine the type of subscription, depending on the type of platform used to deliver the content. He considered that the decision to sell content before any other media institution in Germany, has had many benefits, most importantly that it provided an opportunity to learn and correct errors without the presence of competitors.
Sheikh Nahyan bin Mubarak Al Nahyan, Minister of Tolerance, delivered a speech at the opening of the conference, in which he referred to the role of the media in linking and increasing interaction among people around the world. He considered that the media industry plays an important role in the modern era, pointing out that the platforms of social media has added some of the bluff on the credibility, but it has created new methods of communication and communication.