Now more than ever, newspapers must communicate the value and effectiveness of their advertising to the agencies that control much of the worlds ad market. A new report from the World Association of Newspapers helps them do just that.

Building Relationships with Advertising Agencies, published by the Shaping the Future of the Newspaper project exclusively for WAN members, helps publishers and advertising agencies understand each others needs better to help them build better relationships. The reports main objective is to help newspapers better communicate with agencies to maximise their revenue-making potential.

The report includes interviews with media buyers, planners and advertising agency executives, with suggestions for publishers about their practices and rate structures. It also includes interviews with publishers about their relationships with agencies, and their efforts to improve them through better communication, more transparency, and a less complex advertising sales process.

The reports executive summary, which is available without charge, can be found at http://www.wan-press.org/article18025.html .

Most newspapers depend on advertising agencies for a percentage of their advertising revenues. In the United Kingdom, national newspapers receive about 80 percent of their display advertising revenues from ad agency clients, while regional newspapers receive about 20 percent. In the United States, national newspapers receive 90 percent of display advertising revenue from agencies, while local newspapers receive about 10 percent. The rest is earned from in-house departments and selling advertising to local clients.

The benefits of building a better relationship with agencies include more advertising volume and share of the market, access to more potential clients, getting earlier information on upcoming campaigns, more information for building cross-platform deals, and access to more people in the agency.

The SFN reports are available exclusively to WAN members. To learn about the benefits of company membership in WAN, go to http://www.wan-press.org/membership

WAN is a leading provider of industry research and analysis through its Shaping the Future of the Newspaper project, which identifies, analyses and publicises all important breakthroughs and opportunities that can benefit newspapers all over the world. SFN provides WAN members with Strategy Reports on these developments, a library of case studies and business ideas, and a wealth of other vital information for all those who need to follow press industry trends. More on SFN can be found at http://www.futureofthenewspaper.com

WAN conducts the SFN project with support from four international partners -- manroland, a leading company for newspaper production systems; Telenor, the leading Norwegian telecommunications, IT and media group; Atex, the leading supplier of solutions and services for advertising, content management, circulation and online applications; and Norske Skog, a world leading producer of newsprint and magazine paper.

The Paris-based WAN, the global organisation for the newspaper industry, defends and promotes press freedom and the professional and business interests of newspapers world-wide. Representing 18,000 newspapers, its membership includes 77 national newspaper associations, newspaper companies and individual newspaper executives in 102 countries, 12 news agencies and 11 regional and world-wide press groups.