1 / 26

Becoming The Economist of Metro Newspapers & The Pursuit of the Tablet Audience Jim Moroney

Becoming The Economist of Metro Newspapers & The Pursuit of the Tablet Audience Jim Moroney April 2012. WHAT IS THE SAME. [. The goal of journalism:. [. An informed public that can make wise decisions to govern itself.  . WHAT IS NOT THE SAME. 2011 $20.6 M . 2007 $42.2 M.

tiana
Download Presentation

Becoming The Economist of Metro Newspapers & The Pursuit of the Tablet Audience Jim Moroney

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Becoming The Economist of Metro Newspapers & The Pursuit of the Tablet Audience Jim Moroney April 2012

  2. WHAT IS THE SAME [ The goal of journalism: [ An informed public that can make wise decisions togovern itself. 

  3. WHAT IS NOT THE SAME 2011 $20.6M 2007 $42.2M

  4. WE ARE NO LONGER PUBLISHING FOR A MASS AUDIENCE

  5. WE ARE PUBLISHING FOR “THE MASS INTELLIGENT” As The Economist labels it.

  6. AUDIENCE: THE MASS INTELLIGENT ELITE MEDIA MASS INTELLIGENCE DEMOGRAPHICS MASS MEDIA SMALL BIG MARKET SIZE

  7. AUDIENCE: THE MASS INTELLIGENT MIX & MATCH People who read/watch/attend at least two of… PEOPLE MAGAZINE US WEEKLY THE OPRAH MAGAZINE 33% THE ECONOMIST THE NEW YORKER THE ATLANTIC HBO ART GALLERIES LIVE THEATER CLASSICAL CONCERT 39% SPORTS ILLUSTRATED ESPN 32% FAMILY GUY THE SIMPSONS SATURDAY NIGHT LIVE AMERICAN IDOL [ SOURCE: MRI, FALL 2007 ]

  8. Harry Potter HBO “The Lion King” “The King’s Speech” The Economist The New York Times We do not believe that dumbing down our content is how we will succeed. There is a sufficient audience for intelligent reporting, curating and aggregating of news and information.

  9. “ Our writing will remain the core of what we and all other clever publications reaching clever people do. “ [John Micklethwait, Editor-in-Chief, The Economist]

  10. VALUE OF CONTENT Relevance Value Differentiation

  11. WHO, WHAT, WHEN & WHERE ARE COMMODITIES

  12. is table stakes. Consumers expect you to have it, yet you can’t win at it.

  13. TODAY the value of reporting lies in HOW, WHY & WHAT IT MEANS TO ME

  14. PICA • Perspective • Interpretation • Context • Analysis

  15. PICA means Beat reporters. Columnists. Subject matter experts. A focus on certain categories of local coverage where you can go deep and own education, economy, government, sports, arts, etc.

  16. THE FINANCIAL MODEL CHALLENGE • Print advertising revenue will no longer support high-end journalism • For local media, ad revenue derived from digital publishing will not pay for the cost of creating relevant and differentiated content that attracts a ‘mass intelligent’ audience • You will need to cross-subsidize your journalism beyond advertising.

  17. LEAN BACK 2.0: THE FIRST AGE: LEAN-BACK PRINT THE SECOND AGE: LEAN-FORWARD WEB THE THIRD AGE: LEAN-BACK DIGITAL O RITUAL PLEASURE OF READING SNACKING AND RESEARCH, COMMUNITY SHARING LEAN-BACK ONLY BETTER

  18. “ I have gradually become used to dividing my reading into two zones: The work, laptop, info zone; and the chill, relaxing, leisurely read of the tablet. “ [Andrew Sullivan, The Sunday Times]

  19. IMMERSED IN THE CONTENT: 42% OF TABLET NEWS READERS REGULARLY READ IN-DEPTH NEWS ARTICLES. ANOTHER 40% SOMETIMES DO THIS. THEY ARE THREE TIMES AS LIKELY TO REGULARLY READ IN-DEPTH ARTICLES AS TO WATCH NEWS VIDEOS. [ SOURCE: PEW Project for Excellent Journalism]

  20. TIME SPENT WITH NEWS NOW COMPARED WITH BEFORE OWNING A TABLET NOT A ZERO-SUM GAME: [ SOURCE: PEW RESEARCH (US) IN ASSOCIATION WITH THE ECONOMIST GROUP, OCTOBER 2011]

  21. WE AREN’T ABANDONING THE WEB Share of US Traffic: • Tablets • 2.5% • Mobile web: • 5.2% • Other • 0.5% • Class web • 91.8%

  22. BUT OUR DEVELOPMENT RESOURCES ARE FOCUSED ON THE TABLET [ SOURCE: GARTNER, Emarketer ]

  23. SUMMARY 1 4 Content derives value from its relevance and its differentiation. You can’t charge for commodity content. 5 2 We are working to put more PICA into our reportIng in order to differentiate it and build value for it. For local media organizations, this means covering local news. It is the most relevant and differentiating reporting you can do. 6 3 In order to do this, we are working to build more subject matter expertise in our newsroom and through affiliations, particularly area universities. There is very little value in W,W,W,W, reporting. It’s undifferentiated and a commodity.

  24. SUMMARY 7 10 PICA combined with scales says “you can’t get this kind of reporting any other place” This means differentiation. We believe this audience and this kind of journalism will rapidly be building a news reading habit on tablets – and for now, that means the iPad. 8 PICA and “intelligent” reporting is not a mass audience strategy 11 The one catch: We must preserve the scale of our newsroom to be successful with this strategy and to do this, we must develop sources of revenue other than advertising. 9 We are focused on a smaller audience that will pay for high-end, quality journalism

More Related