Digital Urgency
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DIGITAL URGENCY *Why we must stop swimming in the tar pits of print think Tim Stephens Florida Sports Topics Mgr. Orlando Sentinel South Florida Sun *Or end up like these guys here
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Presentation at APSE Southeast Region meeting, April 16, 2012
Transcript of Digital Urgency
DIGITAL URGENCY
*Why we must stop swimming in the tar pits of print think
Tim StephensFlorida Sports Topics Mgr.Orlando SentinelSouth Florida Sun Sentinel
*Or end up like these guys here
DIGITAL URGENCY
Let’s start with an important fact …
PRINT IS STILL KING*April 2012 National Newspaper Association survey found that 72 percent of survey responders had read printed newspaper in past week.
* For now
Print advertising still accounts for about 90 percent of newspaper advertising revenue nationally
However, online advertising will surpass overall print advertising in the U.S. in 2012 for the first time
DIGITAL URGENCY
THIS…
HAS NEVERBEEN OUR COMMODITY.
EVER
We sell ….
DIGITAL URGENCY
Media companies sell the ability to connect information consumer with
information source.
From editorial to advertising, from print to broadcast to digital, this is what we do.
Don’t make it more complicated than it is.
CONNECTIONS
WHO are we trying to
connect with?
DIGITAL URGENCY
And WHAT do they want from us?
DIGITAL URGENCY
We have more competition and more challenges than ever
We’re slow to adapt.We expect users to adapt to us.
THIS WILL NOT WORK
Newspaper circulation
Average age of
newspaper reader
DIGITAL URGENCY
60*
DIGITAL URGENCY
65-over• Clearly defined
expectations for news products based on their life experiences.
• Generally distrustful of technology but growing more comfortable using it. Grandma is on Facebook but she’s not really sure why.
35-64• Represents the dawn of
digital age and has spent much of adult life on computer.
• Now primarily digital news consumers.
• Uses multiple platforms for news consumption but print needs are changing.
• Very likely to use digital means for purchases
Under 40• The majority of news
consumers in this group cannot fathom a world in which immediate answers are not immediately at their fingertips.
• Print newspapers, as produced now, hold no relevance to them at all – and likely never will.
• This group expects to PARTICIPATE. If they don’t find what they want, they’ll make it themselves.
One size does not fit all.
Think User Experience!
DIGITAL URGENCY
Three questions to ask:
1. Who is viewing this?
2. When are they view it?
3. What tool are they using to access it?
The answers to these three questions influence presentation.
Mobile! Mobile! Mobile!
DIGITAL URGENCY
*Mobile traffic doubled in 2011 over 2010 usage.
*It is expected to double again in 2012.
*it will grow by 18 times between now and 2016.
*Mobile traffic is growing at a rate comparable to overall internet usage in the late 1990s.
*Mobile smartphones in use will surpass human population in 2012.
*There will be 10 billion mobile connections by 2016
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
Mobile users = prolific users
DIGITAL URGENCY
*Smartphones make up only 12 percent of total mobile phones at this point but make up almost 82 percent of mobile traffic.
*0.5 percent of mobile users consume 1 GB of data monthly in 2011. But by 2016, 60 percent of mobile users will consume that much.
*By 2016, 25 percent of mobile users will operate at least two personal devices.
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
More change coming … fast
DIGITAL URGENCY
*Mobile cloud traffic will increase 28 times by 2016.
*Speed. More complex data now can be consumed. The more complex the device, the more traffic it generates. Mobile download speed is expected to improve 9 times by 2016.
*Mobile video is projected to make up 71 percent of mobile traffic by 2016.
More than 600 billion tablets are expected to have been sold by 2016.
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
DIGITAL URGENCY
What’s the secret to digital success?
These game changers share some common threads
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THEY WERE BORN OUTSIDE TRADITIONAL MEDIA
COMPANIES
THEY PUT THE USER IN CONTROL
Different needs.
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Different audiences.
Different expectations.
SEE THE NEED.BE THE NEED.
We have advantages
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History.
Credibility.Access.
Reach.
We can be …
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More immediate.
More essential.
More intimate.
We have a chanceto start over with …
DIGITAL URGENCY
NEW PRODUCTS
NEW OPPORTUNITIES
… with an audience that is looking for a gatekeeper
DIGITAL URGENCY
On their terms, not
ours
