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Trinity Mirror, Arena Media and Aviva: Discussing the future of newspapers at Shift 2013
Lena Roland, Event Reports, Newsworks Shift, April 2013
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age.
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age. There was consensus that migrating to a digital world must be embraced; newspapers must serve their audience on multiple devices, in real-time. There is opportunity for newspapers to enhance trust in their brands by leveraging the strength of their journalistic output. It was also noted that editors and journalists will need to learn new skills to ensure their output is of sound provenance. It was widely agreed, for now at least, that paywalls are workable for truly distinctive content only.
Warc Media Trends Snapshot: The New Newsstand – How small publishers are cracking the digital monetisation issue
Warc Trends, Snapshot, March 2013
Publishers are diversifying away from the traditional free, ad-supported digital model in increasingly innovative ways – from crowd-funding to subscription-based apps.
Publishers are diversifying away from the traditional free, ad-supported digital model in increasingly innovative ways – from crowd-funding to subscription-based apps. The tipping point in this trend could be Andrew Sullivan's decision to go independent and charge readers $20 a year for full access to his ad-free site, The Dish, rather than stay with a large, free-to-access, ad-supported online publisher. Apple, and its Newsstand app, stands to be the big winner from the trend. This Snapshot includes examples of brands ahead of the curve.
Understanding Newspaper Audiences
Andrew Green, Warc Best Practice, December 2011
A Warc Best Practice paper on measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products.
A Warc Best Practice paper on measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products. Adspend for the medium is also falling around the world, as are circulations. The paper looks into the strategic value of placing newspaper ads, overs an overview of how ad impressions are measured and points towards future development in the sector.
To pay or not to pay
Euan Mackay, Admap, September 2011, pp. 40-42
Before charging users for online content, media owners should be prepared to undertake comprehensive audience insight and behavioural studies.
Before charging users for online content, media owners should be prepared to undertake comprehensive audience insight and behavioural studies. From the all-encompassing paywall to free and easy, via the metered solution, the newspaper industry gives an indication of the kinds of digital strategies that are currently being deployed. The problems that newspapers face are echoed in the film and music industries but by analysing usage habits of its subscribers, Hulu, with its 'fremium' service, has shown that there is a successful model out there. It is through properly understanding their audience and tailoring packages to meet the different needs of the priority segments that content providers can hope to avoid alienating loyal users.
Asia's digital publishers talk apps, not ads: Digital Matters 2011
David Wolf, Event Reports, Digital Matters, June 2011
This report from the Digital Matters 2011 conference, Singapore, discusses how newspapers and magazines are looking to publish via apps to smartphones and tablets.
This report from the Digital Matters 2011 conference, Singapore, discusses how newspapers and magazines are looking to publish via apps to smartphones and tablets. For example, The Economist app for iPad has been downloaded 1.7 million times, three times the forecast, whilst Bloomberg BusinessWeek's app was downloaded 117,000 times in its first month. The challenge remains, however, to create engaging customer experiences that do more than just flatly interpret a publisher's "analogue" product. Of equal importance is attracting advertisers to these new digital platforms. Several publishers noted that financial brands were the leading adopters in this area.
Preparing for a mobile future - insights from the New York Times
Geoffrey Precourt, Event Reports, ad:tech San Francisco, April 2011
This report from ad:tech/San Francisco covers the presentation of Tiiu McGuire, New York Times product marketing manager.
This report from ad:tech/San Francisco covers the presentation of Tiiu McGuire, New York Times product marketing manager. She describes the challenges and imperatives of offering consumers a compelling digital experience and sets out ten trends that need to be taken into account. These include the fact that mobile and tablet formats will, before long, overtake wired PCs as the most common way to access the internet; iPad users' receptivity to digital advertising; the evolution of metrics; (lack of) standardization of advertising formats; and the growth of smart apps.
New York Times Metered Model
Norm Johnston, Mindshare, March 2011
Following the New York Times's decision to introduce an online pay-model, this article presents the details and implications of the change.
Following the New York Times's decision to introduce an online pay-model, this article presents the details and implications of the change. The new metered model is intended to still reach light readers but also earn subscription fees from heavy, loyal users of the service.
Letter from Geoffrey Precourt: The New York Times and the future of quality online journalism
Geoffrey Precourt, Warc Exclusive, March 2009
With competition from the internet and falling advertising revenues, traditional print newspapers are facing a huge challenge to survive.
With competition from the internet and falling advertising revenues, traditional print newspapers are facing a huge challenge to survive. What's more, there's no guarantee that migrating online can or will make up the shortfall. In this paper, WARC Online U.S. editor Geoffrey Precourt examines the innovations taking place at the New York Times to develop the paper's digital offering to move it "from a newspaper to a news platform." Discussion includes potential revenue from digital and examples of the Times' online coverage of the 2008 presidential election and 2009 Superbowl.
New print revenue models
Joe Mandese, Admap, March 2009, Issue 503, pp. 8-8
To suggest that newspapers can survive by charging consumers for their online content is like rearranging the deckchairs on the Titanic: it fails to understand the real problem, which is how to get consumers to keep visiting their sites and find new ways to get money from readers other than subscription.
To suggest that newspapers can survive by charging consumers for their online content is like rearranging the deckchairs on the Titanic: it fails to understand the real problem, which is how to get consumers to keep visiting their sites and find new ways to get money from readers other than subscription. After 15 years of free online content, readers will never agree to pay for it. The most obvious solution is selling advertising; unfortunately, they are not able to attract the same advertising budgets online as they could with printed publications. This is mostly because of the legacy of print and online costs per thousand (CPM): online CPMs are cheaper. The gap will close, but only when print CPMs become more efficient. The big opportunity of digital media, that they allow advertisers to reach consumers on a much more targeted, even addressable basis, is still not appreciated by publishers. A few are beginning to look beyond advertising display and embracing new forms of lead generation through their readers.
Moving at the speed of life: the vision of a mobile future
Sara Öhrvall, International Newsmedia Marketing Association, May 2008
The mobile internet is a fast-developing medium, offering increased levels of access and faster connections.
The mobile internet is a fast-developing medium, offering increased levels of access and faster connections. By 2010, 24 million Americans are expected to watch video on their mobile phones; by contrast, traditional newspaper models are fracturing as a result of the pressures of news aggregators, and the rise in interest in blogs over objective content, and the increasing preference for 'soft news' like celebrity gossip rather than 'hard news' like politics and foreign affairs. To overcome both media abundance and falling levels of consumer attachment, traditional media companies need to come up with new ways to defend their brands. This may include introducing 'bit-sized' content that can be quickly digested, and taking a more local perspective. Mobile media will also allow newspapers to find a way into consumers' busy lives, but must deliver in terms of relevance and content if they are to succeed.
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