Opening Speech to Future of Media in Scotland conference 2013

WHAT IS THE MEDIA IN 2013?

April 2013

#SCOTMEDIA

©WEBER SHANDWICK 2012 All rights reserved

#scotmedia

ONLINE THE FUTURE BUT TV FAR FROM DEAD

Mainstream Western Print in (terminal?) decline (but £2.5bn forecast spend for 2013)

TV stable (£3.5bn forecast spend for 2013)

Online in strong growth (£6bn forecast spend for 2013)

SOURCE: MediaEdgeCIA 2012 media report


#scotmedia

BUT ALTERNATIVE VIEWING IS THE FUTURE

Shows reaching 10% or more of audience a rarity

60% of UK adults watch on-demand video monthly(4hpm)

12-17yo watch least traditional & 18-24s watch most online

50% of 3h US viewing time lost was accounted for by time-shifted TV

In Chinese homes with WiFi, PC video viewing leads TV by 12 hours to 9


Shows like Game of Thrones downloaded 1million times per week


#scotmedia

2012 WAS A TIPPING POINT YEAR FOR DIGITAL

100,000,000,000 apps downloaded

1,000,000,000 facebook users

1,000,000,000 smartphones sold

1,000,000,000 mobile broadband subs

Mobile search > desktop search


LEARNINGS FROM THE US

PRODUCTION IS HIGHLY DIMENSIONALISED• Stand-alone, text-based article is

dying. • Digital content played a role in

two-thirds of Pulitzer winners in 2012.

• Media companies delivering multi-platform, multi-format storytelling

• Media today is social by design.

Trend #1

THE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTION

The New York Times is digitally-minded, with interactive elements, video, and photo slideshows embedded across its wide range of topics. Beyond innovating formats, Facebook integration allows readers to sign into nytimes.com via their accounts to see what articles their friends are “recommending” and sharing.


#scotmedia

A PAYWALL WALLS BUT DOES IT PAY?

US audience dropped 10-15%

International audience dropped 5-10%

Now has 668,000 digital subscribers – 13% rise

Circulation revenue larger than ad revenue

40million global unique visitors


EDITORIAL IS NOW DEMOCRATISED

• Need to deliver a wealth of content in a non-stop news cycle

• Need to drive page views for ad revenue

• Media companies have opened up their ranks to guest expert authors

• Increase depth and breadth of coverage.

Trend #2


#scotmedia

Forbes features expert contributors to broaden and deepen content across a range of topics. Contributor points-of-view run side-by-side with journalist-written pieces. Forbes benefits from networks of industry leaders and celebrity authors—and has seen its page views rise and coverage spread dramatically through social network distribution.

FORBES: A LEADER IN EXPERT-DRIVEN BUSINESS EDITORIAL

“BEATS” HAVE BECOME HIGHLY SPECIALISED (AGAIN)

• Media are not only broadening coverage, they’re going deeper.

• While traditional media carries finite space that demands professional editing, online media knows no boundaries, beyond the editorial agenda brought to readers.

Trend #3

EXPERIENCE IS HIGHLY PERSONALISED• The front page is no longer the

same for everyone. • Or any page for that matter. • Publications have infused their

online properties with intelligence that delivers highly unique content based on past behaviors.

• Consumers now expect that each time they return, they’ll be served up content tailored to their specific needs.

Trend #4

SOURCING IS MORE SOCIALISED

• Media companies now utilise social media monitoring to listen in on real-time conversations

• Take advantage of up-to-the-minute trends—and provide content that matters to their readership.

• Nine in ten journalists claim to have investigated an issue further due to information sourced from social media.

Trend #5


#scotmedia

ASSOCIATED PRESS: REORGANIZING THE NEWSROOM AROUND SOCIALThe AP has set the precedent for sourcing content from social media – encouraging reporters to research stories, source content, and incorporate socially generated commentary and sentiment in the news. In addition, the AP uses social media monitoring tools to track trends in online discussions to better understand how to deliver the most salient, relevant and in-demand content.

“Social media allows us to go to the public for news tips, eyewitness accounts, amateur videos. It’s a tool that makes journalism better if you know how to use it.”

Eric CarvinSocial Media EditorThe Associated Press

FURTHER INTO THE FUTURE – 6 CERTAINTIES

SOURCE: Media Guardian Changing Media Summit 2012


#scotmedia

1. The Age of the Digital Gatekeeper

Online paid-for video services predicted to quadruple by 2020

64% of industry experts see this as biggest threat to traditional model

Traditional broadcasters increasingly threatened by online pretenders


#scotmedia

2. Brands as Broadcasters

60% of media industry experts predict that a

major tech company will acquire package of live rights to premiership

football

…and 39% of UK consumers think that some brands could do a better job at content than existing TV channels.


#scotmedia

3. Content – the new Precious Metal


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4. Brands own, publish and share their content


#scotmedia

5. We’re all the Daily Mail now

Ad clicking model still highly simplistic in UK/Scottish press

Content increasingly geared towards being easy to share/tweet and in small chunksThe return of bullet points as a way of getting information across

Last out the digital door to become world’s biggest online newspaper

Has achieved profit through one simple mechanism: content

Everyone is chasing traffic and SEO

Content more geared towards pushing emotional buttons - linkbait


#scotmedia

6. Targeting the Second Screen

Rising trend in concurrent use of devices whilst watching television

86% of smart device owners are dual-screening – a viewer-driven phenomenon

Rise of app-based companion experiences directly controlled by the broadcaster

CONTENT INTERACTION

APPS

REMOTE CONTROL

APPS

REMOTE CONSUMPTION

APPS

REMOTE MANAGEMENT

APPS

APP-BASED VALUE-

ADD


#scotmedia

And the third screens

The rise of Google Glass

Windscreen HUDs on the rise as cars take apps

Opening Speech to Future of Media in Scotland conference 2013

News & Politics

Transcript of Opening Speech to Future of Media in Scotland conference 2013