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18th WORLD EDITORS FORUM63rd WORLD NEWSPAPER CONGRESS
Session: Global report on innovations in newspaperTitle: INNOVATIONS IN NEWSPAPERS 2011 WORLD REPORTSpeaker: Carlo Campos, Nic Newman, Doug Griffen
Vienna, Reed Messe Wien
Mark your calendar
64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM
www.wan-ifra.org/kiev2012
www.innovation-mediaconsulting.com
INNOVATIONS IN NEWSPAPERS
2011 WORLD REPORT
WAN Conference, Vienna 2011
NEWSPAPERS
MAGAZINES
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People begin to pay for online content
1
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Social media begins to pay off
2
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Learning from Tablets?
3
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IS THIS THEBEGINNING OF THE END
OF THE NEWSPAPERCRISIS?
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WE SEE SOME SIGNS THAT WE ARE STARTING TO PULL
THROUGH
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WE SEE SOME SIGNS THAT WE ARE STARTING TO PULL
THROUGHCIRCULATION RISING IN
DEVELOPING COUNTRIES
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WE SEE SOME SIGNS THAT WE ARE STARTING TO PULL
THROUGHCIRCULATION RISING IN
DEVELOPING COUNTRIESADVERTISING STABILIZING
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WE SEE SOME SIGNS THAT WE ARE STARTING TO PULL
THROUGHCIRCULATION RISING IN
DEVELOPING COUNTRIESADVERTISING STABILIZINGPEOPLE ARE BEGINNING
TO PAY ONLINE
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WE SEE SOME SIGNS THAT WE ARE STARTING TO PULL
THROUGHCIRCULATION RISING IN
DEVELOPING COUNTRIESADVERTISING STABILIZINGPEOPLE ARE BEGINNING
TO PAY ONLINEHIGH PROFITS
IN “DECENT” ECONOMIES
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WHY?
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PUBLISHERS HAVE USED THE CRISIS
TO CLEAN UP THEIR HOUSES – NOW AS EFFICIENT AS EVER
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PUBLISHERS ARE ABANDONING
VOLUME FOR VALUE
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PUBLISHERS ARE RECLAIMING THEIR
CONTENT AND PUTTING A PRICE ON IT
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“Information wants to be valuableFor a few years now, the idea that
‘information wants to be free’ has echoed ‘round the ether’. We resisted that
movement, believing rather unfashionably that high quality content costs real money to
create and should be worth paying for……The pendulum swung back
in our direction last year.”Marjorie Scardino, CEO PEARSON
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“The ad market is less and lessof interest to us
It is more about content revenues – subscriptions from readers and selling
content in different ways.”
Marjorie Scardino, CEO PEARSON
“Q2 2011 1 million digital subscribers:750.000 print250.000 fresh digital-only
Not a paywall…… but a porous environment where links to articles sent by subscribers via social networks allow access to complete article
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“The world is moving to social, and you’ve got to be part of the discussion. That’s what drove us”A. Sulzberger
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INNOVATION believes that free is very expensive and unsustainable
Open does not need to mean free
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“FREEMIUM MODELAccess point is free but leads to premium content that is paid for”
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THE QUESTION IS NOTTO CHARGE OR NOT TO
CHARGE FOR CONTENT?
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THE QUESTION ISWHAT CONTENT ARE
PEOPLE WILLING TO PAY FOR?
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PEOPLE WILL ONLY PAY FOR WHAT IS SCARCE
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NEWSVALUEFLOW
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
GOOGLE NEWS
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
PROPUBLICA
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
HUFFINGTON POST
NEWS VALUE FLOW
(WHO, WHAT, WHEN, WHERE) (HOW, WHY, WHAT IT MEANS, WHAT´S NEXT)
(WHAT DO YOU THINK)
THE NEW YORK TIMES
INNOVATION
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INNOVATION
FREE
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INNOVATION
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INNOVATION
PRICE
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INNOVATION
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INNOVATION
FREE
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INNOVATION
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INNOVATION
PRICE
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NOW
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NOW
80%Commoditycontent
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NOW
80%Commoditycontent
20%Caviar
Content
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FUTURE
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FUTURE
20%Commoditycontent
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FUTURE
80%Commoditycontent
80%Caviar
Content
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Seven years after the launch of Facebook and five years after Twitter … newsrooms are still trying to figure out how social media fits into journalism
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Egyptians I interviewed are sure the military won’t crack down. I hope they are right. Here’s a photo I took ….”
24
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“...hope they stay friendly”Image: Nicholas D. Kristof
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SOCIAL MEDIA ASREAL TIME
CALLING CARD
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
Driven by Twitter #
sponsored links
Traffic increased
2500%
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
1% total website traffic
Via social, email, blogs
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REAL TIME CALLING CARD
1% total website traffic
Via social, email, blogs
10% referrals from social
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
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REAL TIME CALLING CARD
“Far from cannibalising News
and Media traffic, social media is helping drive traffic to news sites”
James Murray, Senior Research Analyst Experian Hitwise
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REAL TIME CALLING CARD
Journalist as influencer
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WHAT’S NEXT?
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CONSOLIDATION
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CONSOLIDATION + FRAGMENTATION
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CONSOLIDATION + FRAGMENTATION + INTEGRATION
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3 REASONSFOR SOCIAL
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Better Storytelling
1
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More Engaged Audience
2
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More Effective Marketing
3
“The OPEN newsroom is a physical manifestation of the web, free, open, connecting people around common interests”
“It has EMBOLDENED READERS to tell us when we have made mistakes or missed important context in a story”
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“To be relevant and survive, we must PARTNER with the audience at every step of local journalism”
“It has built TRUST with our readers and sources. It’s created an incredible amount of goodwill with the community”
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Publishing companies have not yet given their readers a truly different approach to storytelling
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THEINNOVATION
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THERESPONSE
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NEW GRAMMAR
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NEW GRAMMARFOR NEW MEDIA
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STORIES YOU CAN
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STORIES YOU CANREAD
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STORIES YOU CANREAD
WATCH
TOUCH
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STORIES YOU CANREAD
WATCH
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STORIES YOU CANREAD
WATCHTOUCH
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DESIGNFOR EYES
AND FINGERS
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DESIGNFOR EYES
AND FINGERS
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2
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2
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2
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MORE PRINTY LESS WEBBY
NEITHER PRINTY NOR WEBBY
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DIFFERENT CONTENT
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DIFFERENT CONTENTDIFFERENT PLATFORMS
FOR
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NEWSPAPERLong
Narrative
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TABLETSDepth andExperience
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MOBILEInstantNews
2
2
INTERNETBreaking News,
Browsing, Archives, Aggregating,
Hyperlinking...
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2011 HARRIS POLL ON TABLET
COMPUTING FORINNOVATION MEDIA
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A special Harris Poll on Newspaper Readership was conducted in July 2011 for INNOVATION MEDIA and
the 2011 WAN Conference:2,183 adults
(US based, aged 18 and older, Equal distribution of men/women, Equal distribution across age generations, Equal distribution across US
geographies)Significant demographic breakdown available
(Race, income, political party, education…)
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:Ownership of a ‘tablet’ computer today or your likelihood to purchase in the next six months
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:Ownership of a ‘tablet’ computer today or your likelihood to purchase in the next six months
The most important reasons for buying a tablet
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:Ownership of a ‘tablet’ computer today or your likelihood to purchase in the next six months
The most important reasons for buying a tabletSources of news and information TODAY as well
as your sources of news and information in FIVE YEARS
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:Ownership of a ‘tablet’ computer today or your likelihood to purchase in the next six months
The most important reasons for buying a tabletSources of news and information TODAY as well
as your sources of news and information in FIVE YEARS
Open text question on how tablet computing will affect the news and media industry in the future
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A series of key questions about tablet computing, trends and the changing sources of news and media
were posed:Ownership of a ‘tablet’ computer today or your likelihood to purchase in the next six months
The most important reasons for buying a tabletSources of news and information TODAY as well
as your sources of news and information in FIVE YEARS
Open text question on how tablet computing will affect the news and media industry in the future
Some key behavioral and technology trends at the end
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TABLET OWNERSHIP HAS TAKEN HOLD AND BROAD
RANGE OF AMERICANS ANTICIPATE ACQUIRING
A TABLET IN 2011
1
2011 HARRIS POLL ON TABLET COMPUTING
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9% had acquired (July 2011) and another 15% will acquire by December 2011
2011 HARRIS POLL ON TABLET COMPUTING
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Men acquiring at a slightly higher (10% vs. 7% today
and 17% vs. 13% in next six months) than women
2011 HARRIS POLL ON TABLET COMPUTING
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Education matters: College graduates are 11% today
and another 20% in next six months (31% by YE 2012)
2011 HARRIS POLL ON TABLET COMPUTING
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Fastest growing age segments are 25-29 year olds, 40-49 year olds and
then the boomers (47-65 years)
2011 HARRIS POLL ON TABLET COMPUTING
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Income matters for now: 100K income
> 40% by YE 2012
2011 HARRIS POLL ON TABLET COMPUTING
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Fastest growing age segments are 25-29 year olds, 40-49 year olds and
then the boomers (47-65 years)
2011 HARRIS POLL ON TABLET COMPUTING
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2011 HARRIS POLL ON TABLET COMPUTING
THE REASONS FOR ACQUIRING TABLETS SEEM VERY CLEAR
2
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90%The high resolution screen
2011 HARRIS POLL ON TABLET COMPUTING
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86%The ease of carrying a
tablet computer due to its compact size and design
2011 HARRIS POLL ON TABLET COMPUTING
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82%The convenience of the
tablet as a primary entertainment device for
music, movies, books and news/information
2011 HARRIS POLL ON TABLET COMPUTING
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80%The ease of accessing
additional information from a primary news site or
application
2011 HARRIS POLL ON TABLET COMPUTING
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75%The development of custom applications by major news and information providers
2011 HARRIS POLL ON TABLET COMPUTING
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2011 HARRIS POLL ON TABLET COMPUTING
WHAT ARE YOUR SOURCES FOR NEWS AND INFORMATION TODAY AND
IN FIVE YEARS?
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2011 HARRIS POLL ON TABLET COMPUTING
Source of news and information Today + 5 years Change
National daily newspaper 29% 26% (11.3%)Local daily newspaper 12,6% 10,1% (15.8%)Television network news 30,4% 25,1% (17.4%)Cable network news 13,4% 13,3% ( .1%)Radio 99% 83% (16.2%)Online news sites accessed by laptop 160% 187% + 16.8%Online news sites accessed by smartphone 33% 75% + 127%Online news sites accessed by tablet 20% 65% + 225%Combined online access 213% 327% + 53.5%National/local magazines 28% 23% (17.9%)Other sources 66% 56% (15.2%)
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2011 HARRIS POLL ON TABLET COMPUTING
Source of news and information Today + 5 years Change
National daily newspaper 29% 26% (11.3%)Local daily newspaper 12,6% 10,1% (15.8%)Television network news 30,4% 25,1% (17.4%)Cable network news 13,4% 13,3% ( .1%)Radio 99% 83% (16.2%)Online news sites accessed by laptop 160% 187% + 16.8%Online news sites accessed by smartphone 33% 75% + 127%Online news sites accessed by tablet 20% 65% + 225%Combined online access 213% 327% + 53.5%National/local magazines 28% 23% (17.9%)Other sources 66% 56% (15.2%)
2011 HARRIS POLL ON TABLET COMPUTING
Source of news and information Today + 5 years Change
National daily newspaper 29% 26% (11.3%)Local daily newspaper 12,6% 10,1% (15.8%)Television network news 30,4% 25,1% (17.4%)Cable network news 13,4% 13,3% ( .1%)Radio 99% 83% (16.2%)Online news sites accessed by laptop 160% 187% + 16.8%Online news sites accessed by smartphone 33% 75% + 127%Online news sites accessed by tablet 20% 65% + 225%Combined online access 213% 327% + 53.5%National/local magazines 28% 23% (17.9%)Other sources 66% 56% (15.2%)
ONLINE
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THOUSANDS OF INSIGHTS ABOUT THE FUTURE
WERE PROVIDED
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“The news agencies will be forced to have the majority of their information available electronically. They will have people pay to access personalized web sites dedicated to providing news that
only interests the individual. The majority of Americans will have tablets
and (will) use those as their primary means of obtaining information and
communication.”
2011 HARRIS POLL ON TABLET COMPUTING
Quote from 2011 Harris Poll Respondent
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THINK ABOUT THE TECHNOLOGY AND
BEHAVIORAL DRIVERS FOR FUTURE GROWTH
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Virtually unlimited storage and processing power
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High definition and 3D screens
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Voice recognition and dynamic language
translation
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E-commerce and secure transactions
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The natural growth of social media
2011 HARRIS POLL ON TABLET COMPUTING
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A young generation that is growing up digital
2011 HARRIS POLL ON TABLET COMPUTING
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The incredible future level of personalization
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A FEW FINAL OBSERVATIONS FROM
THE EDITOR’S CORNER…
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Current events become more current
2011 HARRIS POLL ON TABLET COMPUTING
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A new method of ‘reading’ is accelerated
2011 HARRIS POLL ON TABLET COMPUTING
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The younger generation becomes more informed
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Customization to a new level
2011 HARRIS POLL ON TABLET COMPUTING
Stories you can read, watch and touch need to be designed for eyes and fingers
“New Holy Trinity consisting of EDITOR, GRAPHIC DESIGNER and DEVELOPER”
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1 IPAD EDITOR
Technical Skills;Hands-on support from app
developer; Edit stories
SKILLSNewsroom experience,
multimedia editing
DESIGNER
Plan and prepare front page, graphics and narratives;
Composes specific content
SKILLSHTML 5, CSS,
Javascript
DEVELOPER
Tag content from different newsfeeds; Manages feeds
and prepares content
SKILLSFamiliarity with incoming
feed models
Need to promote the integration of journalistic, graphic and technology profiles
Multimedia newsrooms to create content for all platforms and formats
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Newsrooms with workflow of INPUT:CREATION and OUTPUT:PRODUCTION/ENGAGEMENT
Newsrooms as APPLICATION INCUBATORS
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DIGITALFIRST?
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YES
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BUT DIGITALONLY?
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NO
“While Sulzberger talked extensively about The Times’ participation in pushing the digital frontier, he reiterated the continuing value of the print edition to consumers.”
In 2000, The New York Times had 640,000 subscribers who had been receiving the publication for two years or more (“engaged readers”). Today the number of “engaged readers” tops 820,000 and continues to grow.
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BEFORE
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BEFORE NOW
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“Sales are booming with a 22% annual increase in paid circulation…… and getting more ads than ever”
“Readers give us their money for one reason: to get quality, exclusive stories. Everything else is a distraction”
“ONLY better content can lead to better sales”
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DIGITAL FIRST
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DIGITAL FIRSTNOT DIGITAL ONLY
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EMBRACE SOCIAL AND OPENNESS
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EMBRACE SOCIAL AND OPENNESSBECAUSE IT IS
GOOD FOR BUSINESS
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OPEN DOES NOT NECESSARILY
MEANFREE
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IF WE WANT PEOPLE TO PAY
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WE NEED TO GIVE THEM CAVIAR
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“The most important success factor of all has always been, and still is, content.
Without irresistibly good content we would have no business model; without excellent
journalists we would have no profit.”
Mathias Döpfner, Chairman of the Board
Axel Springer AG
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www.innovation-mediaconsulting.com
THANK YOU
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