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Digital Media - Death of Newspapers?

Digital Media - Death of Newspapers?. Serge Taborin Group Business Development Director. Publishing Landscape. NEWSPAPERS. MAGAZINES. National. Regional/Local. Geographic. Specialist. PAID. FREE. 10 Years Ago…. Text. Print Media. Video. TV. Audio. Radio. Digital Content Landscape.

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Digital Media - Death of Newspapers?

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  1. Digital Media - Death of Newspapers? Serge TaborinGroup Business Development Director

  2. Publishing Landscape NEWSPAPERS MAGAZINES National Regional/Local Geographic Specialist PAID FREE

  3. 10 Years Ago… Text Print Media Video TV Audio Radio

  4. Digital Content Landscape Print Professional User generated TV CONTENT Text Radio Text Video Video SMS/MMS Mobile Site Apps Audio Operator portal Audio Own Website Data Aggregators Data Partners Widgets Pod/vodcasts Photos Photos Social Networks

  5. Immense Competition for User Time • Content availability • Every niche is covered in detail • Numerous content aggregators (eg. Google, Yahoo, MSN etc) • Easy to access • …and vast majority is free • Social networks now 2nd biggest source of news (after TV) • Changing audiences: • Increasingly sophisticated • Difficult to build brand loyalty • Quick news hits from range of sources; • 4.4 mins per day on news online vs. 30 mins in print • 4 online sources of news vs. 1.2 in print – not in depth analysis, but headlines

  6. Publishers Today • Vast majority struggling • Falling circulation and advertising revenue • Inefficient cost structure • Recession didn’t help • Some notable success stories – eg. FT, Runners World • Huge print overcapacity • Costly recent facility upgrades • Digital media still a mystery • ‘Scattergun’ approach • Publishing ‘baggage’ • Losing reader loyalty • Competition from specialist portals • New competitors: BBC, Google, facebook • Management and operational issues

  7. Newspaper Money Machine Audience Advertisers £ £ Newspaper

  8. Digital Impact Audience Advertisers £ £ Newspaper £ £ Website • Newspaper stories • Free to access • Rise of niche portals • Lots of inventory • Falling rates • Loss of advertising relationships 10 Years of Value Destruction

  9. Digital ‘Monetisation Chain’ Content Product Marketing Packaging Pricing Buyer • Relevant • Unique • Niche • Premium • Platform • Branding • Design • Navigation • Functionality • Cross-promos • SEO/SEM • Newsletters • Emails • Affiliate • SNS • Viral • Partners • Mobile • Subscription • Daily • Weekly • Annual • Pay-per-use • Inventory • Sales process • Rate • Flexibility • Elasticity • Consistency • Private • Corporate • Parent • Club • 3rd Party Data • Reporting • Analytics • Customer mgmt • Trends • Segmentation • Sales tools

  10. The Future? • Many newspapers (and publishers) will disappear • Survival of the most adaptable: • Publishers -> Multi-platform media companies • Advertising platforms -> Advertising partners • Multi-product solutions • Integrated ad-sales teams • Newspaper websites -> Interactive portals • Analogue -> Digital audience relationships • Significant consolidation • Newspapers/publishers • Specialist digital solutions/portals • Increasing content personalisation • Persuading readers to pay is key

  11. Thank You

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