More than 425 attended the three-day conference, including representatives from 37 countries and most major newspapers worldwide.
Newspapers also invest in the wrong advertising strategies when money or space are committed.
Case studies from Germany, Belgium, Australia, and the United States showed how newspapers are investing heavily in their newspaper's brand identity, and then spinning that higher value into additional revenue from readers, advertisers and through print and electronic niche products. This is a promotional strategy shift from multiple brand investments earlier in the decade. This is seen with Thomson Newspapers in North America and De Financieel Ekonomische Tijd in Belgium. A strong core brand allows forays into ventures such as printing, distribution, niche publications, new media, event development, and others. Research shows this can be combated with effective front page promotion and reader-friendly headlines and graphics.