Magazine article Editor & Publisher

81st Annual INMA World Congress

Magazine article Editor & Publisher

81st Annual INMA World Congress

Article excerpt

THE INTERNATIONAL NEWSMEDIA MARKETING ASSOCIATION HELD ITS 81ST ANNUAL INMA WORLD CONGRESS IN NEW YORK IN MAY. Acknowledging that technology is rewiring media consumption habits faster than news publishers can coalesce around business models, INMA contends that strategic planning has shrunk to a two- to three-year window. Beyond that, prognostications are pointless, the organization advises its more than 5,000 members.

In a question-and-answer session, moderator Juan Senor sat with New York Times publisher Arthur Sulzberger Jr. and walked through his views on the newspaper's present and future, and the recently implemented digital paid-content strategy, with which he is satisfied so far. The publisher is also bullish on social media, pointing to the Times' huge following on Twitter. "The world is moving to social, and you've got to be part of the discussion. That's what drove us," Sulzberger said. "It is a powerful resource, and it's where we just have to be."

Business Day's "Keep Up" campaign in South Africa won a global marketing award at the INMA Awards 2011 competition. …

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