2016 ukraine strategies

Innovative Strategies in
Print and Online Media
MASTER CLASSES IN MEDIA MANAGEMENT
6 - 7 DECEMBER 2016, KYIV

Let me introduce myself
Привiт!

SUPPLEMENTS
EDUCATION
NEWSPAPER
EVENTS
WEB 24/7
2016

Who are you?
1. Medium?
2. Ownership
3. Bottom line?
4. Audience?
5. Sources of revenue?
6. Brand distinctions?
7. Editorial team(s) and roles?
8. Workflow?
9. Visuals (photos, videos, design)?
10.Objectives?

Main Topics
1. Overview of World Media and Tech Trends
2. Diversified Media Brands
3. Print Strategies: Education and Events
4. Print Strategies: Supplements, Specials,
Books, Newsletters, Client Publishing
5. Paid Content on the Internet
6. Online trends and strategies: video, mobile,
newsletters, social media, ad blocking, fake
news, etc.
7. Integrated Newsrooms

Business First
 Only economically healthy media with clear
business goals can be free and trustworthy.
 Do not build institutions, build enterprises.
 Even if you depend on sponsors, behave like
entrepreneurs.
 Fight for new revenue, but be tough on costs.
Do not spend a single hryvnia without a reason.
Careless investment kills media.
 There are too many visionaries in the media. In
crisis, don’t be afraid of short-term thinking.

1. World Media and Tech Trends
 World Press Trends 2016 by WAN-IFRA
 Reuters Institute Digital News Report 2016
 There are no universal recipes. What works in
one market, doesn't necessarily work in another.

1. Summary
 Publishers across the world are facing
unprecedented levels of disruption to business
models from a combination of the rise of social
platforms, the move to mobile and growing
consumer rejection of online advertising.
 Journalists are facing unprecedented level of
economic uncertainty and decrease of trust.

1. Summary
 Social Media
 51% say they use social media as a source of
news each week. Around one in ten (12%) say
it is their main source. Facebook is by far the
most important network for news.
 More than a quarter of 18–24s say social media
(28%) are their main source of news – more
than television (24%) for the first time.

1. Summary
 Ad Blocking
 Business problems for many publishers have
worsened with the rise of ad-blocking, which is
running at between 10% (Japan) and 38%
(Poland) but higher amongst under-35s and
people who use news the most.
 Only around 8% of smartphone users currently
use an ad-blocker but around a third say they
plan to install one on their mobile.

1. Summary
 Paying for news
 Most consumers are reluctant to pay for
general news online, particularly in the highly
competitive English-speaking world (9%
average), but in some smaller countries
(Norway, Poland), protected by language,
people are twice as likely to pay.
 Average payments tend to be highest in the UK,
the US, Australia, and in the Nordic countries –
where ongoing subscriptions are common.

1. Summary
 Trust in the news
 Trust in news is highest in Finland (65%) and
lowest in Greece (20%). Almost everywhere,
editors and journalists are trusted less than
news organizations.
 Consumers want automatically personalized
news and more algorithmic selection, even if
they worry this will mean missing out on
important information or challenging viewpoints.

2. Print Strategies
 Michael Crichton wrote in Wired in 1993 that
printed newspapers will die out by 2003.
 Prof. Philip Meyer Forecasted that the last
newspaper will be closed by 2043.

2. Print Strategies
How to reinvent print for profit?
 Product and Organizational Adjustment 
review of all costs, costs allocation in favor of
more profitable activities
 Synergies natural to the brand and the
consumer expectations
 Brand Diversification  New Revenues

2. Print Strategies
 Do Your Homework: Product and
Organizational Adjustment
 Do not start with firing staff, esp. journalist
 List detailed questions about the physical qualities of
the product (e. g. number of pages, quality of paper,
etc.), price, distribution channels, marketing
 List detailed questions about the content (editions,
sections, authors, time spent, etc.)
 Ask the readers (surveys, polls, focus groups)
 Ask the advertisers
 Check the adequacy of the editorial and sales teams
 Apply merciless procurement

2. Print Strategies
 Use the revenue Potential: Brand
Diversification
 Consider activities that match your brand
 Consider activities that bring synergies
 Consider in-house projects and acquisitions

2. Print Strategies
 Educational Projects: daily language courses,
legal courses, medical courses, preparatory
courses for high schools and universities,
historical series
 EPs bring added value,
 target groups across age and social strata,
 originally drive newsstand and subscriptions sales,
 later become source of new revenue through digital
sales, books and real life courses

Foreign Languages School TestsCzech Language
Law SeriesAnniversary SeriesHistory Series

 TV Spot English Language Course
https://drive.google.com/file/d/0B_D2CmAHA4bkSXNrR
UZTVXJHZjQ/view?usp=sharing
 TV Spot Monarchy Series
https://drive.google.com/file/d/0B57OtsF-
mcEIbGQ5a3VoMlZGd3M/view
Educational Projects

Subscription:
http://www.lidovenoviny.
cz/monarchie
cz/anglictina
cz/dedictvi
Educational Projects

 Events
 Conferences, congresses, breakfasts, brunches,
dinners, talks, expos, video webchats
 Topics that match your brand
 Sources of revenue: sponsors and guests
 Packages with adverts and other services
 Media coverage
2. Print Strategies

 Events
 Next level: Become supplier offering tailored events to
clients: either brand-led or consumer facing ones
2. Print Strategies

2. Print Strategies
 Events: Examples
 FINANCIAL TIMES LIVE https://live.ft.com
 MAFRA EVENTS http://www.mafraevents.cz/
 КОММЕРСАНТ БИЗНЕС-ФОРУМ http://kommersant.ru/doc/2525255
 BAUER MEDIA EVENTS UK https://www.bauermedia.co.uk/more-from-
bauer/events

 Supplements, magazines, bookmags, books
 Specials are one of the main tools how to work with
advertising clients in times of distress
 Be careful with of topics, costs, “cannibalization”
2. Print Strategies

 Supplements, magazines, bookmags
 Multitude of topics:
- Regulars: Education, Medicine, Women, TV, Business
Sector, Regions, Leisure, Sports, etc.
- Specials: Important Event, Anniversary
- Newsletters via e-mail
http://www.forbes.cz/espresso/
http://us9.campaign-archive2.com/?u=5b8c945a2a8bd4124bbe2c1cc&id=c7cf8b2682
 Look for synergies: distribution, sales, content
2. Print Strategies

 Lidové noviny: structure
2. Print Strategies
Mo - Friday
1 book, 20 pages
Sat
4 books, 36 pages

 Lidové noviny: newspaper supplements
2. Print Strategies

 Lidové noviny: magazines
2. Print Strategies

 Books: classics, detective, cooking
2. Print Strategies

 Client Publishing
 Branded content is booming. Companies create their
own B2C or B2E magazines, websites, FB pages, etc.
 Special unit dedicated to production of both commercial
specials (supplements, advertorials, ads) and separate
client publications.
 Supports sales department. Improves customer
relations and closes 360 degree service circle
 Brings new revenue
2. Print Strategies

 Client Publishing: Examples
 Rheinland Presse Service, Dusserldorf
 Boomerang Publishing http://en.bpublishing.cz/
2. Print Strategies

3. Paid Content
 Readers are increasingly reluctant to pay for
general news online.
 In the US the percentage paying for online
news has fallen from 11% to 9% as some paid
experiments reverted to free (NYT app) and
some paywalls have been abandoned. In the
UK, paywall strategies have been reversed
(e.g. The Sun), others started focusing on
membership/premium content (The Guardian).
 Readers are more willing to pay for specialized
content with added value.

3. Paid Content: Examples
 Paywalls and freemium
Q: How to charge readers without lowering traffic
and ads revenue.
A: Freemium. a pricing strategy coming from
gaming and software business by which a product
or service is provided free of charge, but
money (premium) is charged for special features,
functionality, or sections.

 Paywalls and freemium
FT
https://next.ft.com/
THE TIMES
http://www.thetimes.co.uk/

 Coexistence of strong free web and paid site
under one brand
GAZETA WBORCZA
http://www.gazeta.pl/
http://wyborcza.pl/
LIDOVE NOVINY
http://www.lidovky.cz/
http://www.lidovenoviny.cz/

 Digital subscription and packages
FT
https://next.ft.com/products
HOSPODARSKE NOVINY
https://predplatne.ihned.cz/
MF DNES
http://www.mfdnes.cz/

 Memberships and clubs
THE TIMES
http://www.mytimesplus.co.uk/
THE GUARDIAN
https://membership.theguardian.com/
iDNES.cz
http://icka.idnes.cz/

3. Paid Content
 Marketing
 The key: readers’ database, collect date,
especially e-mails, whenever possible
 Registration
 “Bombarding” with offers
 Engagement: polls, games, sharing information

4. Online Strategies
 Think mobile
 When redesigning,
design your mobile
page first
 When preparing
content, think of mobile
users first
 Offline verison for
metro, etc.

 Video, video, video

But what kind of video?
 Exclusive https://www.facebook.com/Channel4News/videos/10153587782856939/?pnref=story
 Emotional https://www.facebook.com/ajplusenglish/videos/681614471980063/
 Engaging http://www.nytimes.com/video/dining/100000004469317/banana-
pudding.html?playlistId=1194820411913
 Useful http://www.playtvak.cz/dcera-politicky-v-pornu-mama-to-dela-taky-ff7-
/telebrity.aspx?c=A161202_163132_telebrity_kuko
 Expensive? Not necessarily.
https://www.facebook.com/NowThisNews/videos/1700393340174045/
https://www.facebook.com/Lidov%C3%A9-noviny-231702800367893/videos
https://www.theguardian.com/football/video/2016/jun/16/euro-2016-match-preview-ukraine-northern-ireland-video

But what kind of video?
 Short: http://expresso.sapo.pt/multimedia/259
 But also slow: http://slowtv.playtvak.cz/

Create a media hub that concentrates all your
production. You can brand it a web TV and it
actually is the first step in this direction:
http://video.aktualne.cz/
https://charlierose.com/
https://www.stream.cz/porady

 Newsletters
Big driver of direct traffic, but also big data
collector and advertising tool. Moves your thinking
from “clicks to clocks”.
http://www.nytimes.com/newsletters
 Podcasts
Much cheaper, used mostly in cars,

 Social Media

 Social Media “The stories that come
through are usually the
breaking stories that I
would otherwise have to go
to NewYorkTimes.com.
Now I don’t.”
(35–54 year old, US Focus Group)
“A lot of the breaking news I
find through Facebook or
Twitter now. It’s really crazy.
Like when David Bowie
died.”
(35–54 year old, US Focus Group)

 Social Media
 Social Media Editor
- Manages your SM accounts, the worst account
is the dead one
- Selects social media content, not all content
you produce is suit for SM
- Creates SM engaging content
- Monitors SM and comes up with news
suggestions
- Monitors competitors
- Trains the rest of the editorial team

 Social Media: Tips and Hints
- Do not push, but pull (engage)
- Measure engagement, e.g. Likealyzer.com
- Best Timing: In the Czech Republic it is Thursday
between 12:30 and 13:00
- Mobilize/Create SM personalities from your team
- Pix and of course videos
- Accounts for sub-brands (magazines, webs)
- Use the archive
- Repost

 Social Media: Pix and of course videos

5. Integrated Newsroom
 Newsrooms are and will be different.
 There is nothing like “one model fits all” even in
one country
 My own experience with print-online integration:
- Universal reporters
- Platform specialized news producers (domestic,
foreign, business, sports)
- Universal supplements producers (lifestyle)
- New positions (social media editor, visual
editor)

 Do not scare people: Instead of “Look, you
have to go this way, otherwise you lose your
job” - ‘You are our best assets, this is a chance
for us.”
- Explain
- Train all the staff
- Measure their involvement

 Organizational Models (several variables)
 Nordiyske Medier
 The Daily Telegraph
 Lidove noviny

Job descriptions for Gannet “Newsroom of the Future”
 Community Content Editor
 Content Coach
 Engagement Editor
 News Assistant
 Photographer/Videographer
 Planning Editor (print or digital)
 Reporter
 Producer

 Lidove noviny (integrated newsroom since 2009)

 Lidove noviny (integrated newsroom since 2009)
- Universal reporters
- Platform specialized news producers (domestic,
foreign, business, sports)
- Universal supplements producers (lifestyle)
- Centralized visual photo/video/graphics desk
- New positions (social media editor, visual editor)

Super Summary
1. Reinvent Print for Profit
2. Diversify Your Brand
3. Go Freemium
4. Embrace Mobile First
5. Video, Video and More Video

2016 ukraine strategies

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2016 ukraine strategies