World Association of Newspapers and News Publishers


What's in a name?

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

What's in a name?

Michael Heipel, Executive Director of Events and Marketing at WAN-IFRA, explains the significance of this development.

WAN-IFRA: What is behind the decision to change the long-established IFRA Expo brand to the World Publishing Expo?

HEIPEL: Successful publishing houses today are cross-media operations. They must feel equally comfortable working in the digital business as in the print sector. Our Expo is positioned as the world’s leading exhibition for technology to publish news on all platforms, i.e. print, tablets, mobile, interactive TV, online and whatever will come in the future. We have gradually introduced the brand “World Publishing Expo” since 2010 already, using it as a byline for IFRA Expo. Now we are at the tipping point where the main title will be “World Publishing Expo”, and we’ll keep IFRA Expo in the byline. This new brand accurately indicates the scope of issues awaiting visitors to the exhibition and accompanying conference.

WAN-IFRA: What will a visitor notice that is different or will benefit from this?

HEIPEL: The range of products displayed at the show will not change in essence. It will rather expand on the digital end. This is definitely a benefit for the traditional audience of IFRA Expo, because the World Publishing Expo will be the one place to go to when you want to get a compact update on technical trends in just three days in all the fields that are relevant to you. On the other hand, the new brand will put the show on the radar of an audience that so far has not paid much attention to it: decision-makers from the magazine publishing sector, from advertising and PR, corporate publishing and digital publishing. These cross-media target groups will be interesting for the exhibitors to get in touch with, and they open up new networking opportunities for the traditional Expo visitors, too!

WAN-IFRA: What has the feedback been like from exhibitors and suppliers?

HEIPEL: The feedback has been very postive so far, because this is a natural and consequential step to take. The personality of the Expo has to adapt to changes in the industry. The new branding is not a completely artificial brand, it is in line with development of the show in recent years on the content side. As Kim Svendsen, Marketing Manager of CCI Europe, put it: “The name change to World Publishing Expo is spot on – publishing has so many facets and local variations depending on where you come from. The suppliers and media companies all need to look globally for new ideas and successes to be on the forefront and this event is really the only place where we can meet with and learn from publishing professionals from around 100 countries.”

WAN-IFRA: With the numerous side events integrated with Expo, such as the Tablet conference, Focus Sessions, Media Port, etc., it would appear to offer a spectrum of topics for visitors, as well as very different visitor profiles... has that been the case in the last few years?

HEIPEL: First of all, this year we are introducing a new visitor concept that will make it a lot easier to put together the right menu for visitors. If you want to focus on your exhibitors meetings and see some of the Media Port case study presentations, you can go for the Expo Visitor Pass (from 15 EUR when preregistering online, day ticket).

The Expo & Conference Pass includes the Expo visitor badge, but it also gives access to all the paid-for conferences during the World Publishing Expo, in the sense of a flat fee:

  • Power of Print Focus Sessions (Innovations in Printing, Press Retrofit, Selling Print Capacity)
  • 5th Tablet and App Summit
  • Advertising Summit.

On top of that, this pass option also includes free ground transportation, free downloads of all presentations and access to a networking service to connect with peers already before the show starts.

The pass and information material will be mailed before the event, so you have everything in hand when you board the plane!

The Media:Executive pass is a new offering for top decision-makers. It includes the services of the other two pass options. In addition, the Media:Executive pass holders:

  • get access to the CEO Networking Lounge (with food and beverages all day, accessible even before the official opening hours),
  • can take advantage of our Concierge Service (personal service to prepare the visit, including arrangements of appointments with vendors),
  • can meet WAN-IFRA Board members at the Lounge,
  • get free access to an exclusive site visit in Frankfurt,
  • get a free Frankfurt card (museums, art exhibitions etc.),

Registration will be open from end of May.

This new concept is tailored to meet the needs of the different target groups that we have seen attending the event in recent years. They have different needs and we can better fulfill those requirements by offering a simple Pass system that adds value to the visit of the show.

Author

Dean Roper's picture

Dean Roper

Date

2012-05-11 15:10

Author information

World Publishing Expo & Digital Content Expo

The leading exhibition for technology to publish news on mobile, in print and online, featuring the two free conferences – Digital Media World & Print World – plus expert Guided Tours.

www.ifra-expo.com


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