Creating new business models for journalism – the American experience
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Transcript of Creating new business models for journalism – the American experience
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Crossover Newsonomics
Ken Doctor
New Industry Analyst & Author,
NewsonomicsBusiness Journalism Day
March 13, 20131Thursday, March 14, 13
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Crossover Newsonomics
2Thursday, March 14, 13
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Copyright, Content Bridges/Newsonomics, 2013
Today
Our Cast of CharactersThe Age of Crossover
4 Major RealitiesSneak Previews!
The 1, 2, 3, 4 Strategy
3Thursday, March 14, 13
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Copyright, Content Bridges/Newsonomics, 20134Thursday, March 14, 13
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Mark ThompsonAcross Oceans, Media
4Thursday, March 14, 13
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5Thursday, March 14, 13
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Robert Thomson
“New”NewsCorp
5Thursday, March 14, 13
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6Thursday, March 14, 13
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Warren Buffett BH Media
6Thursday, March 14, 13
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7Thursday, March 14, 13
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Aaron Kushner
Orange County Register
7Thursday, March 14, 13
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Jim Moroney
Legs of
Revenue
8Thursday, March 14, 13
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Jim Moroney
Legs of
Revenue
5
8Thursday, March 14, 13
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9Thursday, March 14, 13
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Gary Farrugia
The Day
9Thursday, March 14, 13
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10Thursday, March 14, 13
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Peter Liguori Tribune
Company
10Thursday, March 14, 13
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11Thursday, March 14, 13
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Laura Lang
Time Inc.
11Thursday, March 14, 13
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Rob Grimshaw
The FT
12Thursday, March 14, 13
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13Thursday, March 14, 13
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Alisa Bowen
News Corp
13Thursday, March 14, 13
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Rolv Ryssdal
Schibsted
14Thursday, March 14, 13
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Mathias Dopfner
Axel Springer
15Thursday, March 14, 13
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Al Jazeera:A Growing
News Company
16Thursday, March 14, 13
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Arianna is Everywhere
17Thursday, March 14, 13
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Arianna is Everywhere
17Thursday, March 14, 13
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Mark Zuckerberg
Life is GOOD
18Thursday, March 14, 13
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Larry Page’s Google
Dominates Digital
Advertising
19Thursday, March 14, 13
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The Voice of God
20Thursday, March 14, 13
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The Voice of God
20Thursday, March 14, 13
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Jon Stewartis the New
Authority
21Thursday, March 14, 13
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Jon Stewartis the New
Authority
21Thursday, March 14, 13
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Seeking A New Growth Formula
22Thursday, March 14, 13
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Seeking A New Growth Formula
22Thursday, March 14, 13
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Are you keeping up with the changes?
23Thursday, March 14, 13
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In Play
24Thursday, March 14, 13
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The Great Metro Sell-Off
25Thursday, March 14, 13
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26Thursday, March 14, 13
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Boston Globe
26Thursday, March 14, 13
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Boston Globe
Los Angeles Times
26Thursday, March 14, 13
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Boston Globe
Los Angeles Times
Chicago Tribune
26Thursday, March 14, 13
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Boston Globe
Hartford Courant
Los Angeles Times
Chicago Tribune
26Thursday, March 14, 13
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Boston Globe
Hartford Courant
Orlando Sentinel
Los Angeles Times
Chicago Tribune
26Thursday, March 14, 13
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Boston Globe
Hartford Courant
Orlando Sentinel
South Florida Sun-Sentinel
Los Angeles Times
Chicago Tribune
26Thursday, March 14, 13
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Boston Globe
Hartford Courant
Orlando Sentinel
South Florida Sun-Sentinel
Baltimore Sun
Los Angeles Times
Chicago Tribune
26Thursday, March 14, 13
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27Thursday, March 14, 13
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Orange County Register
27Thursday, March 14, 13
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Orange County Register
San Diego Union-Tribune
27Thursday, March 14, 13
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Orange County Register
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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Orange County Register
Philadelphia Daily News
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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Orange County Register
Philadelphia Daily News
Tampa Tribune
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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Orange County Register
Philadelphia Daily News
Tampa Tribune
Chicago Sun-Times
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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Orange County Register
Philadelphia Daily News
Tampa Tribune
Chicago Sun-Times
Rocky Mountain News, Seattle P-I
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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Orange County Register
Philadelphia Daily News
Tampa Tribune
Chicago Sun-Times
San Diego Union-Tribune
Philadelphia Inquirer
27Thursday, March 14, 13
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BoGlobe$100M, Mid-2013
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BoGlobe$100M, Mid-2013
28Thursday, March 14, 13
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Tribune Papers$750M, Mid-2013
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Tribune Papers$750M, Mid-2013
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In the Age of
Crossover
30Thursday, March 14, 13
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Print Digital (‘90s)
Print Digital (‘00s)
Print Digital (‘10s)
31Thursday, March 14, 13
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From Mostly Print/A Little
Digital to Mostly Digital/
Some Print
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Crossover
From Analog to DigitalFrom Physical to Virtual
34Thursday, March 14, 13
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CLOSED!Video Stores
35Thursday, March 14, 13
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CLOSED!Video Stores
35Thursday, March 14, 13
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CLOSED!Music Stores
36Thursday, March 14, 13
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CLOSED!Music Stores
36Thursday, March 14, 13
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CLOSED!Bookstores
37Thursday, March 14, 13
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CLOSED!Bookstores
37Thursday, March 14, 13
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CLOSING?“Electronics” Stores
38Thursday, March 14, 13
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CLOSING?“Electronics” Stores
38Thursday, March 14, 13
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CLOSING?“Electronics” Stores
38Thursday, March 14, 13
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CLOSED!Newspapers
39Thursday, March 14, 13
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CLOSED!Newspapers
39Thursday, March 14, 13
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Remember...40Thursday, March 14, 13
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Kodak-49%
Newspapers-45%
Sears-31%
41
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Crossover
From Analog to DigitalFrom Physical to Virtual
42Thursday, March 14, 13
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@54% Worldwide
43
Smartphones Surpass Dumb Phones in 2013
43Thursday, March 14, 13
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Ebooks Surpass Print
44Thursday, March 14, 13
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Kindle owners buy 4X print-only buyers
44
Ebooks Surpass Print
44Thursday, March 14, 13
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Digital Music Sales Surpass Physical
45Thursday, March 14, 13
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Up from Nothing46Thursday, March 14, 13
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Digital Ad Spending Surpasses PrintGlobal * U.S.* Brasil *
Australia * Russia
47
47Thursday, March 14, 13
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48Thursday, March 14, 13
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4Major Realities
of 2013
48Thursday, March 14, 13
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#1Print is Ending:
(Or is It?)
49Thursday, March 14, 13
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NewsCrossoverStrategies
50Thursday, March 14, 13
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50Thursday, March 14, 13
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Advance’s Digital-First,
Print-Last Revolution
51Thursday, March 14, 13
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Now 3 Days a Week,
Reinforcing Sunday
52Thursday, March 14, 13
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Now 3 Days a Week,
Reinforcing Sunday
52Thursday, March 14, 13
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53Thursday, March 14, 13
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Concerned Reader
New Orleans
53Thursday, March 14, 13
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MichiganNew Orleans
AlabamaSyracuse
Harrisburg54Thursday, March 14, 13
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Next Up?55Thursday, March 14, 13
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88%New Orleans’ Print Revenue Retention
56Thursday, March 14, 13
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1%New Orleans’
Print Sales
57Thursday, March 14, 13
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Rapid, Digital-First: Three days of print, intended to capture 85% of current print revenue
Rapid Cost Reduction: About 27%
reduction in costs
Profit Improvement: About 11%
Big Question: How Sustainable?
Advance’s Arithmetic
58Thursday, March 14, 13
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Digital First Media Goes 3 Days a Week
59Thursday, March 14, 13
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Digital First -- or Only
60Thursday, March 14, 13
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OC Register Print-First, Reader-First Revolution
61Thursday, March 14, 13
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62Thursday, March 14, 13
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Major Content Expansion
Register’s 25 community newspapers now carry 3X more content, and are wholly redesigned into broadsheets
62Thursday, March 14, 13
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63Thursday, March 14, 13
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100 NewEditorial
Hires+25 Interns300 Total
63Thursday, March 14, 13
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64Thursday, March 14, 13
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+5%Circulation
Up
64Thursday, March 14, 13
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#2Reader Revenue
Revolution (& Truth About Paywalls)
65Thursday, March 14, 13
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Digital Circulationis
Biggest Game-Changer
66Thursday, March 14, 13
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More than 500 Dailies
Worldwide Will Have Paywalls by Mid-2013
67Thursday, March 14, 13
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Circulation Revenues2005-2011Slipping
Downward68Thursday, March 14, 13
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Circulation Revenues
2012-?Upward Slope, if Paywalls in Place
69Thursday, March 14, 13
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U.S. DailiesCirculation Revenue
$10 Billion
70Thursday, March 14, 13
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For Top Models
Circulation Revenue Increase Now Matching
+ the Ad Decrease
71Thursday, March 14, 13
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Charleston Post & Courier
(Last 5 mos, 2012)
Ad revenue down = @2-4%Circ revenue up = 10%
72Thursday, March 14, 13
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New York Times(2012)
Ad revenue down = 7.5.%Circ revenue up = 8.5%
73Thursday, March 14, 13
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The Game: Getting to Zero
74Thursday, March 14, 13
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NYT’s Uniques: 30MNYT’s Print Readers:
1M
The 3% Solution
75Thursday, March 14, 13
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3% Solution
A small percentage of web uniques form a new business
76Thursday, March 14, 13
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The Sunday Paper is the New Play
77Thursday, March 14, 13
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Digital Only: $260Digital + Sunday= $210
78Thursday, March 14, 13
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Sunday30-40% of total ad
revenue50% of total ad profit
79Thursday, March 14, 13
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Paywalls2012
WhichReaders?
80Thursday, March 14, 13
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You Know Them81Thursday, March 14, 13
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They Are Loyal
82Thursday, March 14, 13
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Digital: 83% of Print Price
83Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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All Access is the Business Model
84Thursday, March 14, 13
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...& Uniqueness85Thursday, March 14, 13
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“Membership”Replaces
Subscriptions
86Thursday, March 14, 13
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Membership Arrives
L.A. Times, Boston Globe, The Day, a small daily in Connecticut
The idea: Deepen the relationship to subscribers, especially All-Access
subscribers
87Thursday, March 14, 13
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Social Group: Country Squires
Born in 1954
Lifestage Group: Accumulated Wealth
HH Income: $100,000+
Zillow Home Value: $455,000
Registered for Sun WinefestDream Giveaway
$780.16 in total ConsumerRevenue since 2008
PRIZM Demographic Pro!le
Reads Grace magazineand Sound & Country
Active Mon-Sun Subscriberon EZ Pay since 2001
Downloaded tickets toEastern CT Symphony throughThe Day Passport rewards programRegistered user on theday.com
Signed up for daily deals
Registered user on theday.comSigned up for breaking news
Born in 1956
Homeownersin Old Lyme, CT
custom Town Page: Old Lyme custom Town Page: Waterford
Two-week vacationeach July since 2003
The Day Member Archetypes“Carol and Michael”
Likely empty nesters
Indexes high forinternational travel 1x per year
Indexes high forhaving an annuity
Membership=Targeting
88Thursday, March 14, 13
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The Pricing Revolution
89Thursday, March 14, 13
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$99: Print + Digital$69: Digital Only
$39: 2010 Print Price
90Thursday, March 14, 13
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91Thursday, March 14, 13
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The Economist A Pricing
Leader
91Thursday, March 14, 13
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$160from
$127
92Thursday, March 14, 13
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93Thursday, March 14, 13
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Big Upward Trend
93Thursday, March 14, 13
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The New Dispatch
94Thursday, March 14, 13
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The New Dispatch
$360 from
$180
94Thursday, March 14, 13
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Paywall Trends:Pricing Up
95Thursday, March 14, 13
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Paywall Trends:Fewer Articles
96Thursday, March 14, 13
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...And Yet
Paywalls 1.0
97Thursday, March 14, 13
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Multiplying Pay Middlemen
98Thursday, March 14, 13
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New Ways to Pay99Thursday, March 14, 13
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New Ways to Pay99Thursday, March 14, 13
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Bundles PPV
Time Passes
100Thursday, March 14, 13
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E-Book PushGlobe: At least monthly
101Thursday, March 14, 13
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E-Book PushGlobe: At least monthly
101Thursday, March 14, 13
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Bite-Sized Paid Content
102Thursday, March 14, 13
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#3It’s a
5- Screen World
& The Tablet is Key
103Thursday, March 14, 13
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Desktop/LaptopSmartphone
TabletConnected TVConnected Car
104Thursday, March 14, 13
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Screens in Motion(Multi-Screen World Report)
105Thursday, March 14, 13
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106Thursday, March 14, 13
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The Mobile Money
Gap33% - Traffic5% - Revenue
107Thursday, March 14, 13
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#4Advertising
isMorphing
108Thursday, March 14, 13
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109Thursday, March 14, 13
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U.S. Newspaper Ad Revenues
1/2-Sized(in 5+ years)
109Thursday, March 14, 13
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The Big PictureNewspapers: Down in high single digits
Magazines: DownBroadcast: A little up
Cable: UpDigital: Up most dramatically
110
110Thursday, March 14, 13
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It’s AboutTime
& Money
111Thursday, March 14, 13
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Time Spent / Ad Revenue Mismatch
112Thursday, March 14, 13
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Digital Global Adspend 2012:
$100Billion
113
113Thursday, March 14, 13
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67%: Big 5 Take
80%: Google in Paid Search, 1/2 of all digital ads
Advanced Targeting:Key to success
114Thursday, March 14, 13
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At $4B+, Facebook Digital Ad Revenue
Exceeds of Daily Newspapers’
115Thursday, March 14, 13
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Newspapers Are in the Wrong End
of the Market
116Thursday, March 14, 13
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It’s About Performance
117Thursday, March 14, 13
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Movement to Sponsorship,
“Share of Voice”
118Thursday, March 14, 13
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Movement to Video
119Thursday, March 14, 13
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Movement to Video
119Thursday, March 14, 13
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Movement to Events
120Thursday, March 14, 13
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Movement to Events
120Thursday, March 14, 13
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Content Marketing
Arrives
121Thursday, March 14, 13
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Linking Top News Brands
122Thursday, March 14, 13
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“Brand Connect”Washington Post
123Thursday, March 14, 13
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Brand ConnectWashington Post
124Thursday, March 14, 13
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Speakeasy: Connecting Social to Content
125Thursday, March 14, 13
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Newspapers Find 3rd Leg of Revenue:
Digital Agencies
126Thursday, March 14, 13
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Media Become
Re-SellersSEMSEO
Site BuildingFacebook
MobileYahoo
Content MarketingGroupon!
127Thursday, March 14, 13
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The Big Market
27 millionsmall/medium
businesses
128Thursday, March 14, 13
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Emerging Business Model
Reader RevenueAd Revenue
Marketing ServicesEvents
In-Sourcing Work
129Thursday, March 14, 13
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130Thursday, March 14, 13
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Sneak Previews!
130Thursday, March 14, 13
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Sneak Previews!
131Thursday, March 14, 13
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And....
Sneak Previews!
131Thursday, March 14, 13
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And....
Google Glass
Sneak Previews!
131Thursday, March 14, 13
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Connected Cars
Ford Sync
Sneak Previews!
132Thursday, March 14, 13
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Connected Cars
Ford Sync
Sneak Previews!
132Thursday, March 14, 13
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Amazon Same-Day Reshapes
Retail
Sneak Previews!
133Thursday, March 14, 13
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Amazon Same-Day Reshapes
Retail
Sneak Previews!
133Thursday, March 14, 13
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Comp-Gen
Sneak Previews!
134Thursday, March 14, 13
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Comp-Gen
Sneak Previews!
134Thursday, March 14, 13
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Top 10 Lists
Resume TipsBest Parks
Toddler TipsMayors
+++135Thursday, March 14, 13
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Skift: New Travel Site
Sneak Preview
136Thursday, March 14, 13
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Skift: New Travel Site
Sneak Preview
136Thursday, March 14, 13
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California’sNew Site
137Thursday, March 14, 13
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What Does Your Pyramid Look Like?
138Thursday, March 14, 13
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What Does Your Pyramid Look Like?
138Thursday, March 14, 13
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Professional ContentExpert Content
Community Content Computer-Generated
Content
139Thursday, March 14, 13
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141Thursday, March 14, 13
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#12
1, 2, 3, 4is the Emerging
Media Model141Thursday, March 14, 13
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The 1, 2, 3, 4Strategy
142Thursday, March 14, 13
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1 Brand
Unified Brand Message
143Thursday, March 14, 13
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Media AnywhereMultiplies Potential
Audience
144Thursday, March 14, 13
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All-Access is
The Media Model
145Thursday, March 14, 13
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2 Strong Legs of Revenue
146Thursday, March 14, 13
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Re-Connection
Print Ads & CircDigital Ads & Circ
147Thursday, March 14, 13
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3 Products
Print Online Mobile
148Thursday, March 14, 13
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4GVideo is ascendant
149Thursday, March 14, 13
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1 Brand 2 Legs of Revenue
3 Products 4G
150Thursday, March 14, 13
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The New Virtuous Circle
Data Asset Management is the
New Base of the Business,
Reconnecting Readers & Commerce
151Thursday, March 14, 13
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2020: Telling Stories About Daily Newspapers
152Thursday, March 14, 13
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Twitter: @kdoctor
www.newsonomics.com
153Thursday, March 14, 13