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New Oxygen New Growth. Earl J. Wilkinson Executive Director and CEO INMA @ earljwilkinson. DAILY TELEGRAPH | UNITED KINGDOM. Platform values. Newspaper: deep read for older demos Web: search-driven multi-media Smartphone: breaking news, useful, fun Tablet: curated experience .
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New Oxygen New Growth Earl J. Wilkinson Executive Director and CEO INMA @earljwilkinson
DAILY TELEGRAPH | UNITED KINGDOM Platform values Newspaper: deep read for older demos Web: search-driven multi-media Smartphone: breaking news, useful, fun Tablet: curated experience
NEWS LTD. | AUSTRALIA Why “newspapers” Ethnographic research Why do people read less? Print less relevant in routines Shift in platform preference No decline in news demand
NEWS LTD. | AUSTRALIA Why “newspapers” Reader feedback Notjust print product Instead, multi-platform service Newspaper a brand promise
NEWS LTD. | AUSTRALIA Why “newspapers” Entertain Inform Inspire Change Guide Interpret
NEWS LTD. | AUSTRALIA Why “newspapers” While reading Web or app Question: What are you doing? Answer: I’m reading the newspaper
Trouble with word: “newspaper” Why “newspapers” Can’t change market perceptions (“Big Tobacco”?) Can’t attract enough major advertisers Can’t enthuse shareholders Can’t attract young readers
How to find new value Newspaper to newsmedia Leverage breadth Help guide transition
About INMA Non-profit association Sharing ideas Inspiring change
Our members 5,865 executives 588 news companies 81 countries
Global news industry Europe Newspapers: 2,398 North America Newspapers: 1,577 Middle East Newspapers: 272 Asia Newspapers: 5,071 Africa Newspapers: 400 Latin America Newspapers: 1,400 South Pacific Newspapers: 89
This presentation Why “newspapers” Breaking through newspaper culture Re-thinking what we are marketing New business models and innovation What’s next for news industry?
This presentation Why “newspapers” Breaking through newspaper culture Re-thinking what we are marketing New business models and innovation What’s next for news industry?
Precipice of being multi-media Wrong people or skill sets Data analytics, integration, cross-selling, fast product development, consumer obsession Can’t fully implement multi-media without confronting newspaper culture
Overriding issues facing publishers Identifying growth Being more relevant Managing complexity
Growth levers for news publishers Why “newspapers” Operational efficiency Superior competitive strategy Best practices Sales excellence Motivation Culture change
Growth levers for news publishers Why “newspapers” Operational efficiency Superior competitive strategy Best practices Sales excellence Culture change Motivation
Growth levers for news publishers Why “newspapers” Operational efficiency Superior competitive strategy Best practices Culture change Sales excellence Motivation