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Newspaper publishers from 27 countries submitted their XMA projects on the topic of "cross-media advertising business"

IFRA XMA Cross Media Awards 2008: Top-ranking international jury now determining the prize winners

(PresseBox) (Darmstadt, ) IFRA was able to record a new number of participants in this year's XMA Cross Media Awards: 56 different publishing houses from 27 countries submitted a total of 66 projects for this international competition ( The focus this year is on the cross-media advertising business, with prize winners in three categories: Cross-media campaigns for individual advertising customers, cross-media classified ads, and cross-media communities for special interest groups that serve as a platform for new advertiser target groups.

"Having looked through the projects now for the first time, we are absolutely enthusiastic about this year's entries", says Michael Heipel, project leader of the IFRA XMA Cross Media Awards and jury member. "The creativity applied at the publishing houses worldwide to avail of the possibilities of new media channels for advertisers is astounding. The connection of the print and online channels can now nearly be described as "traditional". But many projects go much further and include mobile services, out-of-home media as well as audiovisual elements. Especially exciting are the projects that incorporate local and regional events and therefore highly emotional communication platforms for their customers."

At present the projects are in the process of being evaluated by the international XMA Awards jury. The following criteria are being examined in the evaluation: basic idea, creativity and innovation, success of the projects, combined use of print and online as well as the incorporation of additional channels, such as mobile, out-of-home, events or TV/Radio.

The jury members for the IFRA XMA Cross Media Awards 2008 are:

- Annelies van den Belt, General Manager, Sup Fabrik, Russia;
- Theo Blanco, Senior Sales and Marketing Director, Upsala Nya Tidning, Sweden;
- Sven-Olof Bodenfors, Founder and Owner, Forsman & Bodenfors advertising agency, Sweden;
- Bob Cauthorn, CEO, City Tools, USA;
- Duncan Currall, CEO, South-West Media Group, United Kingdom;
- Jochen Dieckow, Business and New Media Research, IFRA, Germany;
- Fernando Gómez Carpentiero, CEO, Protec, Spain;
- Christina Gräf-Schlepütz, Managing Director, MPG Media Planning Group, Germany;
- Michael Heipel, Director of Exhibitions, IFRA, Germany;
- Klaus Kurz, Manager Business Development, Adobe Systems, Germany;
- Peter Ong, Consultant, Society for News Design, Australia;
- Dr. Dietmar Schantin, Director of Newsplex, IFRA, Germany;
- Volker Schütz, Chief Editor, Horizont, Germany;
- Cyrill Treptow, Partner, Information Architects Zürich, Switzerland.

The media convergence competition is being organised for the third time. All projects can be viewed on the IFRA website under and offer the possibility to learn from successful projects in other countries and to adapt good ideas. This year's winning projects will be presented at IFRA Expo 2008 in Amsterdam in a special exhibition from 27 to 30 October (

IFRA XMA Cross Media Awards 2008 are sponsored by Adobe and Protec and supported by Atex, Funkinform and Nstein. The official publication is IFRA Magazine, media partner is Horizont.

For all further information, contact Raquel Meikle, IFRA XMA project team, either by phone +49.6151.733-927 or e-Mail

IFRA offers more information as well as services (events and training, projects and publications) on the topic of "cross-media advertising business" on its website


IFRA ( is the worldwide research and service organisation for the news publishing industry. With headquarters in Darmstadt, Germany, it has acted since 1961 as the platform for decision-makers from the newspaper industry. IFRA offers its services primarily to its more than 3100 members in nearly 80 countries. A Board, comprising publishers as well as central, regional and specialised committees drawn from IFRA member companies, steers the work of the international newspaper community. IFRA's research work provides the basis for this and results in standardisation projects as well as international and regional exhibitions, conferences, workshops, study tours, training events, Newsplex consulting and international competitions. The IFRA Expo - "the annual event of the news publishing industry" - held at major European venues, is the world's most important trade exhibition for newspaper companies and their partners. IFRA Expo 2008 will be held from 27 to 30 October in Amsterdam under the motto "Get the Big Picture!" ( IFRA Magazine, the international magazine of newspaper business, strategy and technology, is published in several languages in both print and online versions ( IFRA is also running IFRA Search, a vertical search engine for the news publishing industry (