"Newspapers: change of course"
41
” “ NEWSPAPERS: CHANGE OF COURSE Ulbe Jelluma www.printpower.eu/worldpublishingexpo [email protected] #printpower
-
Upload
print-power -
Category
Business
-
view
810 -
download
2
description
For World Publising Expo by Ulbe Jelluma, Marketing Director PrintPower (www.printpower.eu)
Transcript of "Newspapers: change of course"
”“NEWSPAPERS:
CHANGE OF COURSE
Ulbe Jelluma
www.printpower.eu/worldpublishingexpo
#printpower
Revenue streams newspapers worldwide
Source: PwC Global Entertainment Media Outlook 2012-2016 World Newsmedia Network 2012
WHICH WAY FOR THE FUTURE
“EMERGENTSTRATEGY: NEWSPAPERS
INITIATIVE#1
CommunitiesTribes
COMMUNITIES
“In towns and cities where there is a strong sense of community, there is no more important institution than the local paper. ”Warren Buffet, May 29 2012, CNN Money
Beware of Buffett’s bet on newspaper
US newspaper puts 'print first' and hires 50 editorial staffThe Orange County Register, published in southern California, has recently employed about 50 editorial staffers to add to the 180 it already had.
When we consider the alternative — the continued expense controls and diminishment of staff and that effect on the community — this is a wonderful opportunity for us to be able to serve the community better.“ ”
US newspaper
Sources: Nieman Lab/OC Register
SUBSIDISE
Online News
Support quality news providers
£2.00/month levy
BroadbandHouseHold
Telegraph groupAssociated newspapersGuardianIndependentSun...
Printed Newspaper
£
PAYWALL
From bricks to clicks
gained in digital
lost in print
Base: US Newspapers Source: Pew Research
€1
€7
The increase in circulation revenues from the company’s digital paywall is now meaningful enough to offset the decline in print advertising,” Kannan Venkateshwar, a New York-based analyst for Barclays, wrote in a note today, where he upgraded the shares to the equivalent of buy, from equalweight, or neutral. “It is also adding to its Sunday home delivery subscriber base now after many years of decline.
“”Bloomberg October 11, 2012
FREE
Andrew Mullins, the paper's managing director, says that in the year up to 30 September, the Standard managed to return a profit of just over £1m.
After one year as a free, the loss was £16.9m. In the second year, from October 2010 to September 2011, the loss had been reduced to £7m.
London Evening Standard goes into profit
0-10%
10-20%
20-30%
30-40%
40-50%
Newspapers' share of advertising expenditures
Source: ZenithOptimedia, June 2012
Advertising expenditures newspapers (change 1H2012 vs. 1H2011)
Food
Drink
Furnishings & Decoration
Clothing & Accessories 16,8
17,6
31,3
85 Telecoms
Business Services
Drink
Automotive 11,7
15,9
17,4
25,3
Leisure Products
Distribution Channels
Drink 2,9
6,4
9,4
Source: Nielsen
FRANCE GERMANY
ITALYHousekeeping Products
Distribution Channels
Food
Clothing & Accessories 38
46,2
48
53
NLDrink
Healthcare
Clothing & Accessories
Distribution Channels 5,3
8,7
9,5
17,8
SPAIN
Advertising expenditures newspapers Germany (change 1H2012 vs. 1H2011)
Source: Nielsen
lessadvertisers
more average spend per advertiser
-16.4 +10.1
Advertisers spending only on newspapers (change 1H2012 vs. 1H2011)
Source: Nielsen
CREATIVITY
“EMERGENTSTRATEGY: NEWSPAPERS
INTEGRATION#2
Why consumers use social media from brands
Source: Ehrenberg-Bass, 2012
Interactivititis
2 way90-9-1
1 way
“Lurking”
Increase ad awareness by integrating print
0
50
100
150
200
TV TV/outdoor TV/online/outdoor TV/online/outdoor/print
Source: Dies Consulting 2010
IND
EX T
V=
100
x2
0
1,5
3
4,5
6
Email Paid Search Direct Mail Magazine
5,9
4,4
0,20,1
% R
ESPO
NSE
RA
TE
DIRECT MARKETING METHOD
Comparative Response Rates
4,5 - 5,9
“EMERGENTSTRATEGY: NEWSPAPERS
#3 INTERACTIVITY
QR codes Newspaper
QR codes Newspaper
Newspaper with audio (via printed electronics)
Newspaper with Augmented Reality
Newspaper with Augmented Reality
”“NEWSPAPERS:
CHANGE OF COURSE
Ulbe Jelluma
www.printpower.eu/worldpublishingexpo
#printpower
