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8/9/2019 The Future of Newspapers in an Online
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The future of newspapers in an online world(Newspapers are dead. Long live the news!)
Dirk Singer, RabbitTwitter - @dirktherabbit /blog - liesdamnedliesstatistics.com /
work - therabbitagency.com
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The future of news /
content online?
Demand Media is the answer to thequestion, what would Internet
content look like if it was entirelyand solely driven by advertising
revenue? Content is commissionedbased on an algorithm that
calculates the lifetime value of theads that could be run against it.
Blogger Sage Ross
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The problems newspapers face
Print costs - on the increase
Classified advertising - does better online
The recession, from which the industry will never recover
News in newspapers is by its very nature already old once published
Top down model, someone chooses what you read for you from on high
Quite simply its a problem of demographics. Especially younger readers areno longer interested
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ABC Jan 08/09/2010
Assuming a conservative figure of an average of 2.5 copies per reader, thats3.1+ million national newspaper readers lost 2008-2010
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Or looking at it another way
Thats slightlymore than thepopulation of
Wales
Or around thesame as the
population ofgreater
Manchester +Liverpool
And 500k+ morethan there areunemployed
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And the long term trend
Or looking at it even longer term,since 1951 the UK population has
gone up 25% but newspapercirculations have gone down 30%
And newspaper readers aregetting older. In the US, 2/3 ofthe over 55s read a newspaperevery day, for 18-34 year olds
thats 23%
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Newspaper circulation is down 7 million over the last 25 years while uniquereadership of online news is up 34 million in the last 5 years
Newspaper advertising fell nearly 19 percent this year while web advertising is up 9percent and mobile advertising is up 18 percent
More video was uploaded to YouTube in the last 2 months than if ABC, CBS, andNBC had been airing all-new content every minute of every day since 1948
We have access to more than 1 trillion web pages, 100,000 iPhone apps, and sendmore text messages a day than there are people on the planet
(From blogger / publisher Arianna Huffington at an FTC Conference on the Futureof Journalism in Washington DC)
And in the US...
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The morning paper just isnt as much of an essential anymore
The thing that worries me most at
the moment about the condition ofjournalism is, frankly, whos going
to pay for the journalists and the
journalism in 10 years time? My
kids wouldnt dream of buying a
newspaper and we are a
newspaper household.
BBC Presenter and formernewspaper editor, Andrew Marr
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Newspapers no longer essential
From Pew Research in the US:
Fewer than half of Americans (43%) say that losing their local newspaper would hurt civic life in
their community "a lot." Even fewer (33%) say they would personally miss reading the local
newspaper a lot if it were no longer available.
Only 27% of generation Y (post 1977) read a newspaper the previous day compared to 55% of those
born pre 1946
Less than a quarter of those younger than age 40 (23%) say they would miss the local newspaper
they read most often a lot if it were to go out of business or shut down. That compares with 33%
of those ages 40 to 64 and 55% of those age 65 and older
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There have always been millions of brilliant minds in the human population...journalism
in the past limited our access to these minds, so we perceived that top papers had the
few people worth spending to see. But now that I can find you, or anyone else I deem
smart or wise or reporting real news that I find useful, I can flow to this huge real supply
of intelligence. The profits disappear as the friction between content supply and demand
are gone. (Ben Kunz, from planning shop Media Associates and editor of Thought Gadgets)
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Most essential media (Ofcom)
Only 4% of adults chose newspapers and magazines as mostessential media. For 16-24 year olds mobiles are second
ahead of PC+Internet
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But - people still want news from respected sources
Lets assume youre a mid-levelgovernment executive, and its a
crime to leak information forpurposes of discussion. Are you
willing to leak to a blogger who hasno track record of protecting his orher own sources, versus the New
York Times, which routinely sends itspeople to jail over this question of a
shield law.(Eric Schmidt, CEO, Google)
Lets talk about Afghanistan.How many free bloggers are therethat are in a safe-house inAfghanistan with the necessary
support structure to do the kindof deep investigative reporting onwhats really going on in the war?Im not talking about the onesthat are embedded in thegovernment.
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96% of new news broken by traditional media
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Two ways newspapers will evolve
1 - The hybrid futureand the rise of media
brands2 - The print publication
as an elite product
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Newspapers as an elite
product
"Not all readers demand
such quality, but the
educated, opinion-leading,
news-junkie core of the
audience always will. Theywill insist on it as a defense
against "persuasive
communication," the
euphemism for advertising,
public relations and spin
that exploits the confusion
of information overload.Readers need and want to
be equipped with truth-
based defenses.
Philip Meyer, author of The
Vanishing Newspaper: Saving
Journalism in the Information
Age
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Those papers that wake upin time will become a
journalistic hybridcombining the best aspects
of traditional printnewspapers with the best ofwhat the Web brings to the
table.(Arianna Huffington)
A hybrid future
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Every journalist is a now a
potential blogger
"This isn't just a kind of fad from someone who's an enthusiast of technology. I'm afraid you'renot doing your job if you can't do those things. It's not discretionary..."...if you don't like it, if you think that level of change or that different way of working isn't
right for me, then go and do something else, because it's going to happen."Peter Horrocks, Director of BBC Global News
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And they feed off blogs
A study by George Washington
University and Cision found that 89%of journalists turn to blogs for
research, 65% to social media siteslike Facebook, 52% to Twitter.
And Wikipedia? Over 6/10 (61%)consult it.
Overall 55% of journalists thoughtthat social media was either
somewhat or very important
However, at the same time 84% said
it was slightly less or much less
reliable than traditional media.
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We now have media brands
The media pillars of the future will
be trusted brands. There will still bea role for news brands and premium
content.
Lets be clear about this. Whilesocial networking and user-
generated content are important,the consumer still values brands and
content.
We need to stop talking about the
demise of newspapers and start
talking about the rise of newsbrands. (Marcel Fenez, PWC)
PWC - Forget
newspapers or TV
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Whats the difference between these two?
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They both are the online versions of traditional media properties...and arebecoming increasingly important to both organisations
They have both acquired a life of their own outside their traditional mediaparent
They both give journalists an outlet for news and views beyond thetraditional media (staff blogs, wider range of content)
They both use images and text based stories
....and they both use audio and video
Spot the difference?
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Is she a writer, a
broadcaster or blogger?
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The job of the journalist / blogger
(From Editor and Publisher)
1.Long-form stories and features....but less of those
2.Regular updates during the day - essentially short updates and articles
3.Instant updates - basically tweets
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So in summary....
Print media is in a long cycle of decline, and that wont end with therecession
The print demographic is getting older, especially for the under 30s, printmedia simply isnt on their radar or is part of their lives
Printed newspapers and magazines wont die out, but they will become morespecialised, and focus less on news and more on features and investigations
New and traditional media is converging - traditional media outlets online
adopting new media practices. Journalists acting more like bloggers
In future it will be less about newspapers, television etc but more aboutgeneric, trusted media brands
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What does this mean for brand communicators?
Stop thinking in terms of print / broadcast / online outlets - think of where contentcan go across news brands
Personalise your information to the journalist / blogger concerned - they arebrands in their own right. What outlets does s/he have other than the normalpublication. Is s/he active on Twitter, does s/he have a blog - both an official andunofficial
Be aware of a reduced news cycle - the press release loop where you go through 12people to get it approved doesnt work anymore
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What does this mean for brand communicators?
Stop thinking of the big number. Journalists read blogs. Blogs affect search.Even a blog with 100 daily readers can have an impact of what people think aboutyou
Without engaging in brand spam, think about how you can integrate your news
operation into social media as a whole
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Thank you!Any questions, [email protected]