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Print media RIP?A Cow report on the future of
print, what it means for brands
Dirk Singer, Twitter - @dirkthecow
Tuesday 24 March 2009
“There will be no media
consumption left in 10 years
that is not delivered over an
IP network. There will be no
newspapers, no magazines
that are delivered in paper
form. Everything gets
delivered in an electronic
form.“ Microsoft CEO Steve Ballmer
Tuesday 24 March 2009
!
“All the endless obituaries I've
read about the death of
newspapers struck me as
rather ludicrous - or, at the
least, extremely premature.
Until those of us who came of
age before the Internet all die
off, there will be a market for
print versions of newspapers.”Political blogger, online publisher -
Arianna Huffington
Tuesday 24 March 2009
In summary we think:
• We agree with Arianna Huffington: Talking about the death of newspapers is highly premature
• But the fact remains that the newspaper landscape is shifting beyond recognition, fueled by a drop in ad revenues and online making print less relevant / essential
• Print media in the future will be leaner in circulations, more specialised as to who each title appeals to
• TV is holding its own and has managed to compliment the web
• The future of media: Interactive media that’s there to engage, over static media that’s there to inform
Tuesday 24 March 2009
Wading through the 100s of statistics
A look at some trends
Tuesday 24 March 2009
Newspapers are more popular than ever...
Tuesday 24 March 2009
• US newspaper websites up +12% (Nielsen) even as Time Magazine produces a list of the top ten endangered US city papers
• The Guardian is on the way to becoming the first 30 million user newspaper - with 19 of those 11 million users being non UK...it’s print circulation barely touches 350k
• The New York Times, The Guardian - made their entire archive open to developers
...because of the Internet
Tuesday 24 March 2009
The reach of UK nationals (ABCe, January 2009 - in thousands)
0
10,000
20,000
30,000
40,000
Guardian Telegraph Mail Sun Times Independent Mirror
Print Web
Tuesday 24 March 2009
Despite this - the industry is in trouble
“Publishers could make the
product insanely cheap
(remember the penny press),
and the advertising would
cover the expenses, plus
generate fantastic profits.
“However, this is clearly over. It’s
done. It worked for a long time,
but now, like trans-Atlantic
leisure travel in big passenger
ships, it will never work again.” (Online journalism lecturer, Mindy McAdams)
Tuesday 24 March 2009
Consider that
The Internet might not necessarily save
newspapers - The New York Times would only fund a fifth of its news budget via its Web ads
According to Enders Analysis, UK
newspaper revenues are projected to drop by 21%, compared to
a 10% drop for TV
In 2000 classifieds accounted for 40% of US newsaper profits. Now thanks to services like Craigslist and Gumtree
it accounts for 23%
Tuesday 24 March 2009
The morning paper just isn’t as much of an ‘essential’ anymore
“The thing that worries me most
at the moment about the
condition of journalism is,
frankly, who’s going to pay for the
journalists and the journalism in
10 years’ time? My kids wouldn’t
dream of buying a newspaper —
and we are a newspaper
household.”
BBC Presenter and former newspaper editor, Andrew Marr
Tuesday 24 March 2009
“High Trust” (UK) - Friends (45%), Online
news (40%), TV (35%), Newspapers (23%)
Source - TNS
“High Trust” (world) - Friends (41%), TV (40%),
Online news (39%), Newspapers (38%)
Tuesday 24 March 2009
• According to one report, no UK regional paper has over 127 Google reader subscribers (The Guardian has 118,000)
• According to Northwestern Uni in the US, 62% of consumers have never visited their local paper website
• According to Pew Research in the US, only 33% say they’d really miss their local paper if it went
• Enders Analysis says regional papers in the UK will see a 48% ad drop 2007-2012 (FT 12/3/09)
Regional papers have particular difficulties
Tuesday 24 March 2009
The word of mouth world changes everything
Tuesday 24 March 2009
"Imagine that you walked into a 400-year old market where the clerks hand you and every other customer an identical bag containing
exactly the same mix of some 50 items and they tell you it contains what
the supermarket's manager thought you and
everyone else should or would like to eat.
“Despite its venerable history, would you shop at this market
again?" (Online journalism pundit Vin
Crosbie)
Tuesday 24 March 2009
Twitter now has more views than UK
newspapers online (Hitwise)
Facebook is now a bigger source of
traffic for some sites than Google
(AdAge)
Tuesday 24 March 2009
What’s the future?"Not all readers demand such quality,
but the educated, opinion-leading,
news-junkie core of the audience
always will. They will insist on it as a
defense against "persuasive
communication," the euphemism for
advertising, public relations and spin
that exploits the confusion of
information overload.
“Readers need and want to be
equipped with truth-based defenses.”Philip Meyer, author of The Vanishing Newspaper: Saving
Journalism in the Information Age
Tuesday 24 March 2009
People still want quality reporting
• Though trust in online news is high, that doesn’t include blogs
• In the UK 6% ‘highly trust’ blogs, 10% worldwide (TNS)
• Delivery mechanisms, interactivity, personalisation is different - the need for quality isn’t
• Rather than being all things to all people, publications that appeal to a more specialised audience have a better chance of survival
• For example, a Deloitte study showed that 75% of UK consumers enjoy reading magazines, despite the fact that they could find that info online
Tuesday 24 March 2009
A hybrid future?
“Those papers that wake up in time will become a
journalistic hybrid combining the best aspects
of traditional print newspapers with the best of what the Web brings to
the table.”(Arianna Huffington)
Tuesday 24 March 2009
The road ahead for brandsTuesday 24 March 2009
Online exposure isn’t second best Online news outperforms print on reach AND credibility. Also, think about all the times you forwarded on an online article vs kept and handed on a print article.
Tuesday 24 March 2009
• “TV usage is at an all-time high, and yet there's a lot more people using the Internet. Part of the answer is that it's happening simultaneously" (Nielsen)
• TV is successfully bleeding into the Web - 70% of Brits watch TV and surf the Internet at the same time (Blinxx)
• Broadcasters and programme makers realise - The Internet is a brand extension, it doesn’t canabilise viewers
• We may not want our news in print. But we still want our telly on the box
TV is holding its own
Tuesday 24 March 2009
Make online an integrated part of your media campaign, not something handled in isolation
Tuesday 24 March 2009
Look at interactive over static media
Tuesday 24 March 2009
What are you doing to produce and disseminate content that people want to hear and talk about?
Finally - If every person can now be a media publisher online, so can every brand
Tuesday 24 March 2009
Thank you for your time!Any questions - [email protected]
Tuesday 24 March 2009
With thanks for the images (taken from Flickr via a creative commons / attribution / commercial license)★JasonMchuff★DRB62★KYZ★Ohglory★Jojakeman★Cliff1066★Joshuafavis★Mattymatt★Canpac★norrmairiz★irargerich★Johnlegear★Tonythemisfit★ehnmark★liberalmind★avlxyz★Svadilfari★John2205★Michaelheileman★Vidiot★Philromans
Further details on some of the research:★Google reader subscribers and regional newspapers, from Currybet.net - see http://bit.ly/pWBOM
★We’ve published a series of articles on this subject on our blog - http://www.thisisherd.com
★A lot of the stats from the presentation have additionally been taken from TNS ‘Digital World / Digital Life’, download from http://bit.ly/M3wGp
Tuesday 24 March 2009
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