Digital Publishing Strategy Academy

Digital training workshops for your team

Digital Publishing Strategy Academy: Integrating online advertising into web editorial - models and strategies

8th - 9th April 2008 | Paris

Getting online news media to earn real revenues is a tougher challenge than many newspaper directors expect. Web advertising spend may now be larger than newspaper advertising in many countries, but that doesn’t mean newspapers can expect a big share. The search engines, portals and sales networks continue to dominate the sector, and as the next wave of revenue pours into social media like Facebook, newspaper sites need to fight to earn their share.

Danny Meadows-Klue was the publisher of one of Europe’s first online newspapers ( before co-founding the UK and European Interactive Advertising Bureau ( trade associations, then the Digital Strategy Consulting group and the Digital Training Academy. For over ten years he has been helping online media brands boost their revenues, and in this strategy masterclass for web publishers he looks at the approaches newspapers can use to boost advertising revenues through integrating their commercial models and editorial opportunities. The topics he covers include:

  • Getting a perspective on your market share
  • Understanding the relationship between content, traffic and advertising revenues
  • Exploring the divergence of web advertising yields
  • Reflecting on the implication for editorial content and product development
  • Focusing on how to integrate Editorial content and advertising in online newspapers
  • The development of advertising targeting principles
  • The application of contextual advertising service models
  • Integrating advanced targeting into classic editorial content
  • Integrating advertising into social media
  • Exploring where behavioural targeting in online advertising fits into the equation
  • Key steps to be careful about when setting up advanced systems

Drawing on lessons from Digital Publishing Strategy Academies he has run across Europe, Danny will give clear tips for what works and flag up the risks. Best practice notes will be available afterwards and participants can talk with him online by emailing

Materials are restricted to participants | Contact Digital's team to book your place

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