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Print Media RIP?

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A presentation that accompanies a longer report we've published on the changing media landscape and what it means for brands.

The full report is available as a download from:

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Print Media RIP?

  1. 1. Print media RIP? Dirk Singer, Twitter - @dirkthecow ! A Cow report on the future of print, what it means for brands Tuesday 24 March 2009
  2. 2. “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
  3. 3. “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
  4. 4. In summary we think: • We agree with Arianna • Print media in the future will be Huffington: Talking about the leaner in circulations, more death of newspapers is highly specialised as to who each title premature appeals to • But the fact remains that the • TV is holding its own and has newspaper landscape is shifting managed to compliment the web beyond recognition, fueled by a drop in ad revenues and online • The future of media: Interactive making print less relevant / media that’s there to engage, essential over static media that’s there to inform Tuesday 24 March 2009
  5. 5. Wading through the A look at some trends 100s of statistics Tuesday 24 March 2009
  6. 6. Newspapers are more popular than ever... Tuesday 24 March 2009
  7. 7. ...because of the Internet • 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 Tuesday 24 March 2009
  8. 8. The reach of UK nationals (ABCe, January 2009 - in thousands) 40,000 Print Web 30,000 20,000 10,000 0 Guardian Telegraph Mail Sun Times Independent Mirror Tuesday 24 March 2009
  9. 9. 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
  10. 10. The Internet might not According to Enders In 2000 classifieds necessarily save Analysis, UK accounted for 40% of US newspapers - The New newspaper revenues newsaper profits. Now York Times would only are projected to drop thanks to services like fund a fifth of its news by 21%, compared to Craigslist and Gumtree budget via its Web ads a 10% drop for TV it accounts for 23% Consider that Tuesday 24 March 2009
  11. 11. “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 The morning paper just isn’t as much of an ‘essential’ anymore Tuesday 24 March 2009
  12. 12. “High Trust” (world) - “High Trust” (UK) - Friends (41%), TV (40%), Friends (45%), Online Online news (39%), news (40%), TV (35%), Newspapers (38%) Newspapers (23%) Source - TNS Tuesday 24 March 2009
  13. 13. Regional papers have particular difficulties • 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) Tuesday 24 March 2009
  14. 14. The word of mouth world changes everything Tuesday 24 March 2009
  15. 15. quot;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?quot; (Online journalism pundit Vin Crosbie) Tuesday 24 March 2009
  16. 16. Facebook is now a bigger source of traffic for some sites than Google (AdAge) Twitter now has more views than UK newspapers online (Hitwise) Tuesday 24 March 2009
  17. 17. What’s the future? quot;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 quot;persuasive communication,quot; 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
  18. 18. People still want quality reporting • Though trust in online news is • Rather than being all things to all high, that doesn’t include blogs people, publications that appeal to a more specialised audience have a better chance of survival • In the UK 6% ‘highly trust’ blogs, 10% worldwide (TNS) • For example, a Deloitte study showed that 75% of UK • Delivery mechanisms, consumers enjoy reading interactivity, personalisation is magazines, despite the fact that different - the need for quality they could find that info online isn’t Tuesday 24 March 2009
  19. 19. “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) A hybrid future? Tuesday 24 March 2009
  20. 20. The road ahead for brands Tuesday 24 March 2009
  21. 21. 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
  22. 22. TV is holding its own • “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 simultaneouslyquot; (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 Tuesday 24 March 2009
  23. 23. Make online an integrated part of your media campaign, not something handled in isolation Tuesday 24 March 2009
  24. 24. Look at interactive over static media Tuesday 24 March 2009
  25. 25. Finally - If every person can now be a media publisher online, so can every brand What are you doing to produce and disseminate content that people want to hear and talk about? Tuesday 24 March 2009
  26. 26. Thank you for your time! Any questions - dirk@thisiscow.com Tuesday 24 March 2009
  27. 27. Further details on some of the With thanks for the images (taken research: from Flickr via a creative ★Google reader subscribers and commons / attribution / regional newspapers, from commercial license) Currybet.net - see ★JasonMchuff http://bit.ly/pWBOM ★DRB62 ★KYZ ★Ohglory ★We’ve published a series of articles ★Jojakeman on this subject on our blog - http:// ★Cliff1066 ★Joshuafavis www.thisisherd.com ★Mattymatt ★Canpac ★A lot of the stats from the ★norrmairiz ★irargerich presentation have additionally been ★Johnlegear taken from TNS ‘Digital World / ★Tonythemisfit Digital Life’, download from ★ehnmark ★liberalmind http://bit.ly/M3wGp ★avlxyz ★Svadilfari ★John2205 ★Michaelheileman ★Vidiot ★Philromans Tuesday 24 March 2009