World Association of Newspapers and News Publishers

Protect the cash cow!

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Protect the cash cow!

“My highest priority right now is to protect the cash cow,” the printed newspaper, says Theo Blanco, VP Sales and Marketing for Sweden’s Upsala Nya Tidning.

The challenge is to convince advertisers that newspapers can continue to be exciting and sexy, he says.

He says publishers need to be innovative with print. Ways to do that include offering creative ad formats, including unusually-shaped ads (T- or H-shaped, zig-zag ads, 3-D ads and so on); make the most of paper technology; and use fluorescent inks.

When it comes to cross-media ad sales and packaging, Mr. Blanco says publishers need to remember: “Don’t sell everything, sell the right things.”

He advises, “Don’t sell inventory, sell ideas.” He continues, “It’s about being innovative with the things you already have.

“In conclusion, I think there are a lot of different ways of protecting our cash cow; we just have to do them,” he says.


Photographer: Vojtech Marek,


Brian Veseling's picture

Brian Veseling


2012-03-01 14:10

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About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.

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