1. Media Landscape in 2012
Navigating in the Era of Content
Walter Jennings, Partner
Pacific Conferences | Singapore & Hong Kong | July 2012

2. Today’s Agenda
 Overview of the changing media landscape
 The rise and rise of social media:
Riding the social media wave
for greater reach & engagement
 The Era of Content:
How to harness paid, free and user-
generated content to gain greater attention
 Do‟s and Don‟ts of brand preservation
in the age of conversation

3. Where do we start?

4. “For my one year old daughter, a magazine
is an iPad that does not work.”

5. It’s Not Just Baby.
“Most consumers never really warmed up to the
experience of reading text on a computer screen.
Tablets, however, have changed the situation; many
users consider reading on a tablet just as pleasant,
if not more so, than reading print materials.”
Alex Bhak, Partner, Bain & Company
(Source: Rethink 2011, Volume 2, by Stora Enso)

6. The King is Dead?
“Circulation of print newspapers continues to
plummet, and we believe that the only print
newspapers that will survive will be at the extremes
of the medium – the largest and the smallest.”
Jeffrey I. Cole, Director of USC Annenberg Center for the Digital Future
(Source: Accuracy in Media, December 2011)

7. Frontline Australia:
Restructuring at Fairfax Media
 Sydney Morning Herald,
The Melbourne Age & Canberra Times
 1,900 job losses – 20% from editorial
 Canberra Times closes Parliament House office
 Consolidated news rooms
 From broadsheet to tabloid
 Rumoured: And end to weekday print newspaper
"No one should be in any doubt that we are
operating in very challenging times,“
- Greg Hywood, Fairfax CEO & MD

8. Meanwhile, News from News
 Splitting broadcast and newspaper businesses
 Realise greater value for entertainment assets
– “News Corporation minus the publishing assets
is definitely worth owning,” said Greg Fraser, Analyst at Fat
Prophets share market research.
"The split comes at an already traumatic time here,
with the whole Australian business being
restructured and hundreds and hundreds of jobs
being cut.” - Anonymous employee at The Australian

9. Peripheral Collateral
“Globally we see a worst-case scenario of a 25%
reduction in paper demand for newspapers,
magazines and fine papers by 2020.”
Alex Bhak, Partner, Bain & Company
(Source: Rethink 2011, Volume 2, by Stora Enso)

10. Contributing Factors
 Demographics of aging readers
 Growth of tablets = better reader experience
 Unlimited access to information
 Acclimatised to “always on” culture
 Growth of non-traditional news sources
“Watching the Chilean
miners come up on
Twitter, it never occurred
to me there was a
television nearby.”

11. Rapid Uptake of New Technologies
That‟s 91 iPads
In Q2 2012 earnings at the end of April per second
Apple said that it had sold 35.1 million
iPhones and 11.8 million iPads in the quarter.

12. Don’t Change the Channel!

13. Some Magic Left?
 Newspapers are Rupert Murdoch‟s heritage
“News Corp Publishing shouldn't be glossed over
as an investment, either. Sometimes, if you rub an
antique pot, interesting things can happen.”
Greg Fraser, Analyst at Fat Prophets share market research

14. On this Side of the World
 Increased newspaper circulation
– Africa, Asia & South America
 World‟s largest newspaper markets
– India, China & Japan

15. Prognosis?
Many will fall; Some will rise
Winners Losers
 “Blended” print and online  Broadsheets
 Added value online  Separated newspapers
 Glossy lifestyle magazines  Free content online
 Quality journalism  Pay-only content online
 Digital news magazines  Some print news magazines
 Established brands  New entrants

16. Today’s Agenda
 Overview of the changing media landscape
 The rise and rise of social media:
Riding the social media wave
for greater reach & engagement
 The Era of Content:
How to harness paid, free and user-
generated content to gain greater attention
 Do‟s and Don‟ts of brand preservation
in the age of conversation

17. “the largest increase in expressive
capability in human history.”
- Clay Shirky, Author

18. publishers formerly known as audience
many to many

19. “ in a connected world, power shifts
to those best able to connect.
Dov Seidman ”

20. inform
build a culture
educate
honesty only policy
repeat
identify yourself
social media guidelines
training
constant communication
clarity about home, work
don‟t start unless committed

21. how to listen
social media monitoring

22. register
outreach basics
start small connect
be consistent find your voice
create a unique voice
be relevant
build a network, create allies
register everywhere
listen and respond

23. to make
building allies
create relationships
friends
know who is who be a friend
conversations are two
way
be supportive
make it habit to be online
listen and help
ask for guidance,
feedback
be really quick

24. understand
milestones
link to business plan
measure
evaluate
measure engagement
trial programs
ask for feedback

26. it helps us connect

27. Today’s Agenda
 Overview of the changing media landscape
 The rise and rise of social media:
Riding the social media wave
for greater reach & engagement
 The Era of Content:
How to harness paid, free and user-
generated content to gain greater attention
 Do‟s and Don‟ts of brand preservation
in the age of conversation

28. IT’S
ALL
ABOUT
CONTENT

29. Paid
Free

30. User
Generated

31. Meet Tavi Gevinson
 Born 1996
 Blogger from age 11
 Editor-In-Chief of
Rookie Mag
 Invited by Vogue to
New York Fashion Week
 Launched clothing line
 Now author, talk show guest,
columnist & celebrity
Teen
Power

32. Blogger Relations
Do Don’t
 Research your industry  Email a press release
bloggers  Discount as second class
 Read their stories  Dictate stories
 Understand their influence  Pay for play
 Provide easy-to-share content  Make it a one night stand
 Continually update  Ignore negative coverage
 Invite them to events

33. Ways to a Blogger’s Heart
 Re-Tweet their stories to your followers
 Build a relationship – not a transaction
 Carry on conversations
 Comment on their posts!
 Give them lots of easy to use content
– Videos, photos, infographics, statistics

34. Today’s Agenda
 Overview of the changing media landscape
 The rise and rise of social media:
Riding the social media wave
for greater reach & engagement
 The Era of Content:
How to harness paid, free and user-
generated content to gain greater attention
 Do‟s and Don‟ts of brand preservation
in the age of conversation

35. Don’t Change the Channel!

36. Red Cross volunteer mistook her personal
and company Twitter accounts.
#gettingslizzerd a worldwide trending topic.
it pays to have a
sense of
humour image in this space
Insert
36

37. “80,000 „hand raisers‟ asked to be kept up to date
on the U.S. launch of the Ford Fiesta. Of those,
97 percent did not own a Ford vehicle.”
Ford lets
new
buyers Insert image in this space
drive the Ap
37

38. “A study done at HP Labs that showed how
Twitter can predict box office revenue - not just
popularity - with 97.3% accuracy.”
Higher
chatter
means Insert image in this space
higher
revenue
38

39. Where do we start?

40. Chrysler’s social media agency of record had a
dedicated Twitter writer.
He’s no longer with the firm.
don’t Tweet
and drive
Insert image in this space
40

41. Friday night pizza led to Saturday morning Twitter
sensation. By Monday it was reported in newspapers
around the world.
And makes
mistakes
infamous
Insert image in this space
41

42. Molly Katchpole is a 22 year old unemployed college graduate.
Her petition against a $5 monthly charge for an ATM card
gathered 300,000 signatures, and led to a change in bank policy.
Bank of
America
ranks
most Insert image in this space
hated
42

43. True confession but i'm in one of those towns
where I scratch my head and say “I would die if I
had to live here!”
- Ketchum executive when landing in FedEx WHQ city of Memphis, TN
publish
means
publish image in this space
Insert
43

44. act now means
act now
Insert image in this space
44

45. Do’s and Don’ts
Do Don’t
 Know what‟s said about you  Believe it will go away
 Protect your brand  Expect your employees to
 Build a community know social media policy
 Have a sense of humour  Be too afraid to engage
 Train your people about  Expect the same levels of
social media professional journalism
 Act fast  Enter into petty discussions
 Engage your network
 Solve the problem on the
platform it was created

46. Today’s Agenda
 Overview of the changing media landscape
 The rise and rise of social media:
Riding the social media wave
for greater reach & engagement
 The Era of Content:
How to harness paid, free and user-
generated content to gain greater attention
 Do‟s and Don‟ts of brand preservation
in the age of conversation

47. “If you don‟t like
change,
you‟re going to like
irrelevance
even less.”
General Eric Shineski,
Retired Chief of Staff, U.S. Army

49. thanks.
i‟m
blogging
this.
www.twitter.com/FacingChina