2. Global – Canada, France, Germany, the
Netherlands, Switzerland, UK, USA,
Australia, India, Italy and Spain
4,900 online survey respondents
30 leading newspaper publisher
10 leading advertisers and media buyers
3. Global newspaper market forecast to decline
by 10% in 2009, with further 2% each year until
2013
Print advertising revenue had grown until 2007
but was also forecast to decline – 4.5% each
year until 2013
2007 - newspaper publishers still gaining most
revenue from (declining) print sales and
advertising
Print costs can include many digital costs
4. Search advertising: advertisements appear
on web pages in response to key words
Paywall: prevents Internet users accessing
all or some of a website’s content without a
paid subscription (also known as premium
content)
2D barcodes: smartphones (Android, iOS
operating systems) have barcode scanners
to decode the symbol and link to
specific information
5. TV, free internet and bought newspapers
most favoured
People like the videos, quick overview and
personalisation offered online
Newspapers bought mostly for general news,
then entertainment, sports and finance
People more willing to pay for print media
than online content
6. Advertisers are moving to online formats,
especially multi-platform advertising
Search marketing most
profitable
Reluctant to invest in user-generated content
and social media sites
2D barcodes connect print, online and mobile
– business model potential
Newspapers need to be innovative – not
currently seen to be!
7. Video: The New York Times' Tough Transition
Beyond Print Media
Number and sophistication of multimedia
packages is increasing
Mainstream news is not using all story-telling
opportunities available
Began with video, audio, slideshow (also with
audio).
Now audio, video, graphics, text and animation,
menu-driven presentations of multiple audio and
video segments, interactive timelines
8. They have the readers – they need to
make money from them! (Simon Pristel, Media
Watch, 9 April 2012)
Premium content, paywalls, subscriptions
Using print stories online
People are slowly realising they need to
pay for quality content - must be
updated and in all formats (Steve Allan, CE of
Fusion Strategy, interviewed on Radio National, 2 June 2012)
9. “Seat swap outcry moves Virgin to think
again”, SMH, Friday 10 August 2012
The Australian’s interactive Your School
website
10. In groups analyse the article I’ve given you in print
and online via link below, considering:
1. Depth – which article has more depth?
2. Content – same or different?
3. Style – tell you what to think or let you decide
what it means?
4. Use of multimedia – photo, video, audio etc
Individually tweet which article you prefer and
why to #mdia5003
Article 1: Writedowns in publishing push News to $1.5bn loss
Article 2: Audit calls for cuts to public sector blowout
Article 3: Asylum demands breaking navy fleet
11. Davidson, D and Bennet, M 2012, ' Writedowns in publishing push News to $1.5bn loss',
The Australian, 10 August 2012, p21.
Jacobson, S 2012, 'Transcoding the news: An investigation into multimedia journalism
published on nytimes.com 2000-2008', New Media and Society, 0(0): 1-19.
Newspapers and media of the future, Saturday Extra Radio National 2012, radio
program, 2 June 2012.
Nichols, S and Wade, M 2012, 'Audit calls for cuts to public sector blowout', The Sydney
Morning Herald, 10 August 2012, p1.
Paying for news: Media Watch 2012, television program, Australian Broadcasting
Corporation, Sydney, 9 April.
PricewaterhouseCoopers, 2009, 'Moving into multiple business models. Outlook for
newspaper publishing in the digital age', accessed July 2, 2012,
<http://www.pwc.com/gx/en/ entertainment-media/publications/outlook-newspaper-
publishing-in-digital.jhtml>.
Stewart, C 2012, 'Asylum demands breaking navy fleet', The Australian, 10 August 2012,
p1.
The New York Times' Tough Transition Beyond Print Media, July 2012, online video,
accessed 10 August 2012, <http://www.youtube.com/watch?v=5c2z0X0AsAU>.
