Maximising digital opportunities discussed on FIPP training programme

The ‘class of 2015’ are now armed with lots of new information and tools to help them develop better strategies for their businesses.

The first week of the (three-week long) course opened with Paul Keenan, chief executive, Bauer Media UK, talking about the challenges of the manager in today’s publishing environment and Guy Consterdine, FIPP’s research consultant, who spoke about the ‘connected consumer’ and research studies proving the effectiveness of magazine media advertising. Many of the case studies used by Consterdine were references from FIPP’s Proof of Performance report.

Mike Hewitt, managing director, Adaugeo Media, UK spent a day with participants looking at maximising digital opportunities, which included how to acquire, build and convert audiences for your digital brands and how to monetise these – whether that be through the traditional ways that we are familiar with such as subscriptions, sponsorship and CPM models, or trying to keep up with the rise of programmatic advertising and the revenue opportunities of ecommerce.

Participants also spent a day discussing finance in publishing and international licensing. The week concluded with a module on leveraging the brand, where participants took their existing brand and went through the processes required when looking for the untapped opportunities that their brands could explore outside media.

The MBMC is a three-week programme (February, April and June) for mid-level executives who are looking to enhance their skills and learning across all disciplines of media brand management. For more information visit or contact Christine Huntingford and Jenny Stubbs.

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