Poland is a rare country where online advertising is already twice as large as newspaper advertising. If that's the future for other advertising markets, then the experiences of the Agora group provide important lessons for newspaper advertising departments everywhere.
Anna Podkowinska, the Revenue Director for Internet Agora, and Marek Tretyn, General Director of Advertising Sales, represent the company's print and digital worlds. How they work together for digital and print success will be the subject of a major presentation at the World Newspaper Advertising Conference, to be held on 1 and 2 March in Prague, Czech Republic.
For the first time, Ms Podkowinska and Mr Tretyn will tell how they carried out a nationwide reorganisation of 20 local sales offices to reflect the changing Polish ad market. The presentation, "Structure follows strategy: Process integration digital & print," will cover the entire strategy, including offers, workflow and results.
Online media took 17 percent of the total Polish advertising market in the third quarter of 2011, compared with 8.5 percent for print, and online represents 42 percent of Agora's ad revenues. Both Agora's online and print businesses are profitable, with EBITDA margins of 10 percent for digital and 20 percent for print last year.
More than 300 newspaper advertising executives are expected to attend the 22nd World Newspaper Advertising Conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA). The conference provides strategies and ideas to help newspapers protect and increase advertising revenues in highly competitive markets. Full conference details can be found here.