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Introducing the e-newspaper – Audience Preferences and Demands

Introducing the e-newspaper – Audience Preferences and Demands. Carina Ihlström Eriksson & Maria Åkesson. The DigiNews project. Goal An end-to-end solution for the future e-newspaper, from production to distribution to consumer Participants

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Introducing the e-newspaper – Audience Preferences and Demands

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  1. Introducing the e-newspaper –Audience Preferences and Demands Carina Ihlström Eriksson & Maria Åkesson

  2. The DigiNews project • Goal An end-to-end solution for the future e-newspaper, from production to distribution to consumer • Participants Philips Applied Technologies, Belgium – project leader with company and university partners from Belgium, Spain, Sweden, England and France • Duration 1/7-04 – 30/6-06

  3. Partners

  4. Designing Ubiquitous Media Services through Action Research – ”UbiMedia” ”Multitude of devices and contexts” ANYTIME, ANYWHERE IT convergence, media convergence, more mobile users

  5. UbiMedia • Goal To explore how ubiquitous information environments can be designed to support production and distribution of profitable ubiquitous media services leveraging user value. • Participants 9Swedish newspapers, The Swedish Newspaper Publishers´ Association and Stampen (a parent company for several newspapers, printing houses and distribution companies). • Duration 1/7-06-30/6-08

  6. E-paper technology

  7. Sony Reader • Sony Reader • 6-inch screen, 9 ounces,7.500 page views, up to 80 eBooks • Sony Connects

  8. iRex iLiad • 8.1 inch screen with 16 levels of grey and 160 dpi resolution • De TIJD was tested on the iLiad • Yantai Media Group has started to publish their newspapers on iLiads during 2006

  9. Polymer vision Concept Readius - rollable display technology

  10. Plastic Logic Flexible e-paper

  11. Fujitsu Color e-paper in 2007

  12. LG Philips LG.Philips' 14.1-inch color e-paper 4,096 colors

  13. Tokyo display

  14. E-paper technology

  15. "Electronic paper" has long been hyped as the future of newspapers and books, but products like e-books have been slow to take off. That may soon change, say executives involved in the pioneering technology. David Jackson, director of marketing and planning at E Ink, also points to the E Ink display on the circuit board for a Motorola cellular phone. Picture taken March 29, 2007. REUTERS/Brian Snyder Motorola

  16. The e-newspaper ”A newspaper published on e-paper technology” Source: Svenåke Boström, Sundsvalls Tidning

  17. The survey Table 1: Newspapers hosts for questionnaires and number of respondents 3.626 respondents

  18. The evaluation • User evaluations in 2006 • 10 families • E-newspaper presented in iRex iLiad • Duration 2 weeks • Questionnaire • Daily activites with online diary etc • Semi-structured interviews – 90 minutes • Questionnaire

  19. Sundsvalls Tidning in iRex iLiad

  20. Theoretical framework Table 2: Summary of factors related to use experience

  21. Demographic and background data - survey Table 3: Demographic and background data of the questionnaire respondents

  22. Demographic and background data – test persons • 3 women and 9 men with the average age of 39,7 • Educational level: • elementary (2) • grammar (5) • university level (5) • Occupation: • full time work (9) • students (2) • senior citizen (1) • Media habits: • subscribers (9), non-subscribers (2) • online news readers (12) • mobile service users (5)

  23. Reasons for exchange Table 4: Reasons for exchanging traditional newspaper

  24. Preferences Table 5: Added services preferences

  25. Cost level Table 6: Acceptable cost level

  26. Finance of device Table 7: Finance of device

  27. Willingness to exchange Table 8: Willingness to exchange the traditional newspaper

  28. Timeframe Table 9: Time frame

  29. Influencing factors Table 10: Influencing factors

  30. Conclusions For a succesful launch of the e-newspaper: • the e-newspaper need to contain archive functions • providing added value by personalization and by offering community information would increase the potential adoption • if the newspaper organizations offer added value according to the audience preferences, they could expect the same willingness to pay as for the printed edition • as most respondents preferred to have the device financed by inclusion in the subscription, this could be considered as the initial alternative • as almost half of the respondents stated that they were ready to start reading the e-newspaper already today, it is time for the newspapers to start preparing for the e-newspaper introduction • however, before launching the e-newspaper, the navigation has to be improved as well as the refresh rate of the display

  31. Thank you! Carina Ihlström Eriksson carina.ihlstrom_eriksson@ide.hh.se Maria Åkesson maria.akesson@ide.hh.se media-it.hh.se

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