Media transformation 4

© HotHouse Interactive 2013 | www.hothouse.com.au

Time waits for no man…particularly media proprietors and their audience



That was then!

Australian magazine sales record of 1.4 million copies



“The plan now is for BRW to exist online... we are smashing our digital advertising revenue.”Amanda Gome Publisher, BRW, SmartInvestor, Asset at Fairfax Media

1988: 80,000 copies per week

2013: 33,900 copies per week


It’s no secret to anyone in the media business that magazines have been an increasingly challenged platform.” Allen Williams, Managing Director - Australian Publishing Media at Fairfax Media


“The decision to close a title is never easy … Madison to continue was no longer a commercially viable option. Matthew Stanton, CEO, Bauer Media


"It is a natural part of our evolution" Richard Meade, editor

Digital only from December


Only about a third (34%) of those younger than 30 say they watched TV news. In 2006, nearly half of young people (49%) said they watched TV news.


Australians are consuming significantly less traditional media and replacing it with their own personally curated news and content.

SMH receives only 5% of the traffic that Facebook garners



It’s also a matter of time…


Advertising crisis on the Internet too

1994: 78% CTR

2011(FB) 0.05% CTR


Generational gap in receptiveness to advertising online


Source: PageFair Ltd 2013


All built on advertising dollars. Are facing higher traffic but lower revenues


Adtech Fraud• Publishers buy traffic from dubious sources so their numbers look

better. • Ad networks offer inventory from publishers that no one has ever

heard of. • Botnets click on everything, juicing the numbers. • And ads are served in places where even legit consumers can’t

see them — “below the fold” of the screen they’re looking at, or in “pop-unders” that appear behind their screens.

• Ad agency trading desks fail to report to their clients how much bogus inventory they’re buying.

• And clients don’t seem to care that their money is being wasted because the campaigns appear to be performing well — look at all those clicks! As much as $7 million/month

wasted on adtech fraud


Brands are setting up their own private trading desks so they can retain the data and plough it back into their CRM systems.


An Internet Hour

In Australia Internet users spend 14 minutes on social sites, 9 minutes on entertainment and 4 minutes each shopping online and checking out news.


Source: Reuters Institute






People pay for entertainment - not news

29 million digital subscribers

700,000 digital subscribers


If you own a TV station, you are in the same position as a newspaper. There will be other ways to watch content and you’re going to be very challenged.



“The gap between what consumers want and the way the industry is delivering it has grown so big that the industry now has to start to make some moves.” Jim Nail, Forrester Research analyst


More digital media than TV in 2013




There is a lot more to do before television companies meet consumer demand and create the new business model they need to profit from Internet-driven change.


What’s next?


Marc Andreessen advice for old media companies: BURN THE BOATS!


In one of the first instances of a commercial network providing Australians with a streaming option worthy of use – Ten is offering Homeland for streaming 15 minutes after it begins on America's west coast.


“We don’t pretend that we can make people eat their vegetables when there’s potato chips on the table but we want to provide an alternative for those who want some diversity in their diet.”


Brands are seeing success with Flipboard’s custom magazines: The company says that between 10% - 20% of users who click on a brand’s magazine actually end up subscribing to it.


Can Prismatic fill the role of a digital newspaper — filtering and highlighting interesting content?


Pinterest is a company whose product has really hit a core consumer use case




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SIMON VAN [email protected] 9436 36000417 482 548

Technology

Media transformation 4