Better Ads by Design: Growing Readership AND Revenue

June 18 - June 18, 2004

AIM THIS PAGE

One of the key drivers of newspaper readership that has been identified by the Readership Institute is advertising. Readership of advertising drives readership overall.

So what can you do to make your advertising more readable? The American Press Institute is offering a one-day workshop called Better Ads By Design: Growing Readership and Revenue that will give you strategies to enhance the quality and readership of the display ads in your paper.

From Readership Institute research you will learn what makes advertising content one of five key factors that grow newspaper readership; what type of ad content readers want; and how the presence of certain advertising lends reader credibility to both the advertiser and the newspaper.

From nationally known expert David Fowler, author of Newspaper Ads That Make Sales Jump, you will learn how to use advertising to provide direct support to a client’s business strategy and how to design ads that convey the right message in the most effective way every time.

Bring other members of your staff! Bring your worst ads and fix them on the spot! And for those papers sending at least two people, bring a client too, at no charge, to take advantage of this unique opportunity.

This workshop is for advertising directors, retail managers, creative services managers, sales representatives and artists.

The Particulars

Please read:
:: API's Registration, Tuition and Hotel Policies
:: Special requirements for international members

Registration Details

$179 for one person; $99 each for two or more people from the same newspaper. Newspapers that send two or more people may bring an advertising client at no charge.

Date/Time: Friday, June 18, 2004; 9 a.m.—4:30 p.m.

Location: Room 204, Annenberg School for Communication, University of Southern California, Los Angeles.

Parking: Parking is $6. Gate #5 at Jefferson and McClintock and Gate #3 at Figueroa and 35th Street are open 24 hours. Other gates may be open during the summer but we can't always predict which ones.

Agenda:
8:30 a.m.—Continental breakfast
9-10:30 a.m.—The Advertising Imperative: Latest Research from the Readership Institute—Warren Watson, API vice president for operations and extended learning
10:30—10:45 a.m.—Break
10:45—12:30 p.m.—Better Ads by Design—David Fowler
12:30—1:30 p.m.—Lunch served on site
1:30—4:30 p.m.—Better Ads by Design—David Fowler

Nearest airport: Los Angeles International

Hotel Information: The 4 listed hotels all have special rates for clients and guests of the University of Southern California. Be sure to request that rate.
Downtown hotels are a short cab ride away.

• Radisson Midtown, whose best feature is that it is within walking distance from campus. It is primarily used as a dorm but there should be some rooms available during summer. Rate is $125 ( $142.50 with tax) and the info is; 3540 S. Figueroa Street, LA 90007, (213) 748-4141.
• LA Athletic Club. Rate is $110 ($125.40) which includes breakfast and use of facilities. Info: 431 W. Seventh Street, LA, 90014 (213) 625-2211.
• The Standard, which is very hip and contemporary. Rate is $125 ($142.50) and is at 550 S. Flower Street, LA, 90071, (213) 892-8080.
• The Omni at California Plaza is a more traditional choice. Rate is $139 ($158.46) and is at 251 S. Olive Street, LA, 90012, (213) 617-3300.

Location: Annenberg School for Communications, USC, Los Angeles

(This seminar has already occured)