Independent publishing remains one of Belgium’s most trusted and effective media channels. A pioneer in multichannel attention across news sites, apps, print, magazines, podcasts, short-form video, and events. It is not only a cornerstone of democracy but also a vital engine of economic growth.

As global platforms capture time and data, this Master Class helps you rebalance the equation: leverage local publishing in all its forms to build brands that earn trust, cultural relevance, and long-term impact.

Gauthier Elslander will unpack the latest strategic principles and share practical playbooks to translate vision into action, turning strategy into effective tactics when building media plans.

Some of the key questions that will be answered during this Master Slass are:

• how do you run effective newsbrand campaigns today, from creative and contextual choices to multichannel activation and optimization?
• how do newsbrands enhance an effective media plan by funnel stage, synergy with other channels, reach and attention quality?
• what are the key figures to know (audience, Total Newsbrand, web KPIs, attention/time spent) and how to interpret them in planning and reporting?

What will you learn?

• understand the strategic and tactical role of publishing within the media mix and how to deploy it across the funnel for both short-term results and long-term brand building.
• gain insight into the DNA of each publisher and their unique strengths.
• learn to build balanced plans that combine brand and performance goals, sequencing channels and formats for maximum impact.
• master the craft of effective newsbrand campaigns, including targeting, formats, creative best practices and how to integrate with search, social, CTV and OOH.
• apply the right metrics: publishing audiences, reach, frequency, Total Brand, web traffic, attention and conversion indicators.
• discover real-world evidence, including case studies and highlights from the Iceberg study on the influence of quality news media in Belgium.

For whom?

Marketers, brand managers, (digital) media managers and planners,… and anyone ready to look beyond the click and refocus on premium attention.

Language

The training is conducted in Dutch, French and English, while the slides of the presentation are in English.