‘Network and multi-channel are the key in smaller markets’ (Petar Pavic)

May 29th, 2008 � No Comments

Petar Pavic, Head of R&D at Europapress Holding, Croatia

New Media Conference & Expo 2008 - Bucharest (live blogging from the event)

Some highlights:
* apologies to Petar, there was so much in his excellent presentation, that I can only summarise some key points here. If it is posted online, I will link to it.

- Croatia is small but there are 22m people in its market (former Yugoslavia area and neighbours).

- It follows that network and multi-channel are the key in smaller markets. Sell your network not just your brand. Don’t sell page views - sell reach.

- In small markets it is very important to focus on industry specific clients.

- Also bear in mind project/campaign driven revenue.

- It works better if the publisher has an in-house development team.

- You should invest in getting the first digital case study for each business model absolutely right. This will be the template that will drive your success in future projects and with future clients.

- The key to success is a focus on the following revenue areas: DISPLAY, SEARCH, CLASSIFIED, DIRECT, PROJECT BASED

With the following emphasis in getting the adverting business environment right: COMMUNITY, BUSINESS MODELS, PUBLISHING STRATEGY, SALES WORKFLOW

Final motto:“SEARCH [for the right model] BUT DON’T WAIT, BECAUSE YOU WILL BE TOO LATE “

* Context and disclaimer: reports from the conference were captured in real-time. If anything is well expressed, it is to the credit of the presenter. If anything is not completely clear or could have been put better, it is probably down to me. I didn’t try to capture everything, just some of the key soundbites. Anything that is my comment, will be qualified as such, under “DD:”

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