“In an age of scrappy messages and information saturation - people want editorial criteria. We need to go from journalist to journANALYST,” said Juan Senor, vice president of the International Media Consulting Group. He discussed the 2009 Global Report on Innovations in Newspapers. He then answered three main questions: What do people want from a newspaper in the 21st century, where is the money, and how do we get there?

Senor predicted that paper will always be around. Although it will never die, the business models and the content propositions have changed. “Complacency is the biggest threat to newspapers,” said Senor. “What we’re putting in these front pages is not relevant.” Publications are repeating the same headlines on front pages and it is redundant. We need to have different ideas, he said.In order to present these ideas, Senor has organized his thoughts into three questions in which he proceeds to offer suggestions on how to make a successful transition to the media world.

What do people want from a newspaper in the 21st-century?People don’t want subtle redesigns, they want a radical transformation. The Americanized, multi-section newspapers are dead. Recently

launched newspapers have all started the 20/80 trend - stories were given more detail and more pages, though there weren’t as many stories in the publication. Many stories were covered on their websites but less detail was there. Newspapers need to pick up on this trend and become ‘newzines.’ A study was conducted to gauge these practices in Brazil, Paris, and in Portugal; all of which have successfully begun the transformation. All have switched to four main sections with more area for storytelling. “Let’s show, don’t tell,” he said.

Where is the money?In order to find it, newspapers should have already begun the transformation. Paper should be premium while online and mobile news should be mass medium. “No one medium has ever killed another medium. The internet will not kill newspapers,” Senor said. The circulation of print would lower, but publishers would need to charge more for it.

“Websites aren’t working: they aren’t making money, they are designed with a print mindset, and they attract fickle readers,” he said. The biggest challenge newspapers have faced is they were giving them away and now readers are expected to pay. Doors can’t be closed on those that were already opened, he explained.

A study found that people would pay for original storytelling, informed comment, analytical opinions, and topics they are interested in. A hybrid model, combining interesting news but that is paid for, has been tested and showed promising results. “It’s news you can use, but for a fee,” said Senor.

When asked to comment on the best business plan in order to generate revenue, Martim Figueireido, publisher and editor of ‘i’, said, “The business plan isn’t based just on the newspaper, but on all the possibilities

and audience targeting we need to find revenues. Because if it’s just print-based revenues, you can’t sustain it.”

How do we get there?An integrated newsroom has been a key part of successful change for those newspapers who have already begun the transformation. Content needs to be provided on all relevant platforms, where stories are decided on by the platform they would represent.

“I think the critical thing is to

understand your medium, and at the heart of everything is the quality and integrity of your content. Our content is different from competitors, because it’s credible - with integrity, and it’s authenticated,” said Andrew Jaspan, director of innovation.

The industry has recieved wake up calls but they have hit the snooze button every time, said Senor. The newspapers are left with few options. A new model needs to be found for newspapers to recover.

Douglas Griffin, Harris Innovation

Readership Survey, which was included in Senor’s report, stated that, “People value the truth, the whole truth and nothing but the truth.” We are increasingly affected by national and world events, and want newspapers to help to better understand. They also want newspapers as watch dogs, to create context, see issues and hold others accountable.

“The solution is not technology, it will come and go, it’s not media,” said Senor, “No music distribution company ever thought of the iPod.”

The Internet will not kill newspapers

Juan Senor discusses his criteria in order for future newspapers to succeed.