Earl J. Wilkinson Executive Director and CEO INMA @ earljwilkinson
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Transcript of Earl J. Wilkinson Executive Director and CEO INMA @ earljwilkinson
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Earl J. WilkinsonEarl J. WilkinsonExecutive Director and CEO Executive Director and CEO INMAINMA@earljwilkinson@earljwilkinson
New OxygenNew OxygenNew GrowthNew GrowthNew OxygenNew OxygenNew GrowthNew Growth
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Platform valuesDAILY TELEGRAPH | UNITED KINGDOM
Newspaper: deep read for older demos
Web: search-driven multi-media
Smartphone: breaking news, useful, fun
Tablet: curated experience
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Ethnographic Ethnographic researchresearch
Why do people Why do people read lessread less??
Print less relevant in Print less relevant in routinesroutines
Shift in Shift in platformplatform preference preference
No decline in No decline in news demandnews demand
Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA
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ReaderReader feedback feedback
NotNot just print just print productproduct
Instead, Instead, multi-platform servicemulti-platform service
Newspaper a Newspaper a brand promisebrand promise
Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA
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EntertainEntertain
InformInform
InspireInspire
ChangeChange
GuideGuide
InterpretInterpret
Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA
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While reading While reading WebWeb or or appapp
Question: Question: What are you doing? What are you doing?
Answer: Answer: I’m reading the newspaperI’m reading the newspaper
Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA
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Why “newspapers”
Trouble with Trouble with word: word: “newspaper”“newspaper”Can’t change Can’t change marketmarket perceptions (“ perceptions (“Big TobaccoBig Tobacco”?)”?)
Can’t attract enough major Can’t attract enough major advertisersadvertisers
Can’t enthuse Can’t enthuse shareholdersshareholders
Can’t attract Can’t attract young readersyoung readers
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How to find new valueHow to find new value
Newspaper to newsmediaNewspaper to newsmedia
Leverage breadthLeverage breadth
Help guide transitionHelp guide transition
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About INMAAbout INMANon-profitNon-profit association association
Sharing Sharing ideasideas
Inspiring Inspiring changechange
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5,865 5,865 executivesexecutives
588 588 news companiesnews companies
81 81 countriescountries
Our membersOur members
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North America Newspapers: 1,577
Latin America Newspapers: 1,400
Europe Newspapers: 2,398
Africa Newspapers: 400
Middle East Newspapers: 272 Asia
Newspapers: 5,071
South Pacific Newspapers: 89
Global news industry
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Why “newspapers”
This presentationThis presentation1.1. Breaking through newspaper cultureBreaking through newspaper culture
2.2. Re-thinking what we are marketingRe-thinking what we are marketing
3.3. New business models and innovationNew business models and innovation
4.4. What’s next for news industry?What’s next for news industry?
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Why “newspapers”
This presentationThis presentation1.1. Breaking through newspaper cultureBreaking through newspaper culture
2.2. Re-thinking what we are marketingRe-thinking what we are marketing
3.3. New business models and innovationNew business models and innovation
4.4. What’s next for news industry?What’s next for news industry?
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Breaking through Breaking through newspaper culturenewspaper culture
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Precipice of being Precipice of being multi-mediamulti-mediaWrong Wrong people people oror skill sets skill sets
Data Data analyticsanalytics, , integrationintegration, , cross-sellingcross-selling, fast , fast product developmentproduct development, , consumer obsessionconsumer obsession
Can’t fully implement Can’t fully implement multi-mediamulti-media without without confronting newspaper cultureconfronting newspaper culture
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Overriding issues Overriding issues facing publishersfacing publishersIdentifying Identifying growthgrowth
Being more Being more relevantrelevant
Managing Managing complexitycomplexity
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Why “newspapers”
Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency
Superior competitive strategySuperior competitive strategy
Best practicesBest practices
Sales excellenceSales excellence
MotivationMotivation
Culture changeCulture change
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Why “newspapers”
Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency
Superior competitive strategySuperior competitive strategy
Best practicesBest practices
Sales excellenceSales excellence
Culture changeCulture change
MotivationMotivation
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Why “newspapers”
Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency
Superior competitive strategySuperior competitive strategy
Best practicesBest practices
Culture changeCulture change
Sales excellenceSales excellence
MotivationMotivation