Revolution in the media is a massive opportunity to your company

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@Eskedal #NorthernGlow

THE PROLIFERATION OF MEDIAThe media landscape has become insanely cluttered. There’s a

magazine, TV channel, radio station, and a gajillion websites for every conceivable interest.


THE PROLIFERATION OF MEDIA

RADIO: 1933 - 1 STATION - 2015: 275

TV CHANNELS: 1960 - 1 - 2015 39 (NORWEGIAN)

NEWSPAPERS: 1763 - 1 - 2015 230CIRCULATION: 1999 - 3,146,000 -2015 2,150,000

MARKETING MESSAGES: 1998: 3000 PR DAY - TODAY 1500 STORIES ON FACEBOOK ALONE

PAPER NEWS

ONLINE NEWS

SHARE OF READERS


LESS THAN

50%OF NORWEGIANS READS PAPER NEWS


ONLINE IS THE SOURCE FOR NEWS

Edelman Trust Barometer 2015@Eskedal

CHANGE IN TRAFFIC SOURCES

• Frontpage incline

• Google and Facebook more and more important

• Write for Google

• Write for sharing@Eskedal #NorthernGlow

BUZZ

IS NOT THE SOLUTION

«…YOU WONT BELIVE WHAT HAPPENED NEXT»


EST

25%USE ADBLOCKS


WHAT I CHOOSE TO SEE

WHAT I WANT TO SEE WHEN I WANT TO SEE IT

WHAT I WANT TO HEAR WHEN I WANT TO HEAR

WHAT THE BRODCASTER WANT ME TO SEE

WHAT THE NEWS OUTLET WANT ME TO SEE

HELPS ME FIND WHAT MOST PEOPLE FINDS BEST


WHY WE DON’T WANT TO PAY FOR NEWS TODAY:

THE TECHNOLOGY FOR PERSONALIZED CONTET IS HER, USE IT.

LACK OF EXCLUSIVE CONTENT INTERUPTIONS WITH ADS LACK OF PERSONALISATION


WE WANT SHORTER FORMATS (VISUAL) OR LONG READS

NO MORE: REPLACE OLD AD INCOME

WITH NEW DIGITAL AD INCOME


KEY TO SUCCESS FOR MEDIA: TECHNOLOGY AND RELEVANCE

CONTENT MARKETING


Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content Marketing Institute 2015" "@Eskedal #NorthernGlow

THREAT?


WHAT'S THE DIFFERENCE?

• It’s still an ad

• Only produced and made with the insight of media itself.

IT'S ABOUT DISTRIBUTION

Distribution: 138 000 Cost pr «hit»: € 0,13

€18 400

950 000 - 2 200 000

Message to ALL Message to targeted group


DATA IS THE NEW CURRENCY

• What's my interests

• What have I read

• What engages

• Give me ads that is of interest to me


OPPORTUNITIES FOR CORP COM

• Be your own media house

• Make the journalist want to come to you

• But: Stop «selling» yourself, help the journalist tell stories to HER readers


SUMMARY

• THE CUSTOMER HAS CHANGED

• MEDIA MUST CHANGE NOW

• COMPANIES MUST CHANGE NOW

• DATA IS THE NEW CURRENCY

• USE IT@Eskedal #NorthernGlow

KIITOS

CONTENT POINTS5 key point you will focus on your presentation:Less than half of the Norwegians read printed news Online newspapers has now past printed news - Færre og færre journalisterPeople spend more and more time online Adblocking is more and more common Buzz is not the solution

5 Questions you will answer raised from your presentation:Content Marketing is nothing new, but why do journalist feel so threaten by it? And should they fear it? Is the media dying? And is this good or bad for us as companies. Why the media is not the answer, but the distribution. Why mass marketing is only noise and data is the new currency

Revolution in the media is a massive opportunity to your company

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