1 / 64

Digital production in the newspaper industry.

Digital production in the newspaper industry. CELEBRATION!. 400 th anniversary of the newspaper. CONGRATULATIONS?. What’s going on?. Renaissance. New things. Targeting. Tabloid. Editions. PDF. “Compact”. Formats. Context. Versioning. Renaissance. Products. Sections.

chung
Télécharger la présentation

Digital production in the newspaper industry.

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Digital production in the newspaper industry.

  2. CELEBRATION! 400th anniversary of the newspaper

  3. CONGRATULATIONS?

  4. What’s going on? Renaissance.

  5. New things Targeting Tabloid Editions PDF “Compact” Formats Context Versioning Renaissance. Products Sections “KOMPACT” Miniaturisation Segmentation Content

  6. Renaissance Size matters ?

  7. Renaissance Size matters • The Independent launched tabloid version September 2003: • The Times launched tabloid version in November 2003 • Both titles now fully tabloid. • Dual format strategy – easier to get into than out of. • Success has inspired over 50 other newspapers to become smaller.

  8. Renaissance Growth in tabloid share of titles continuing 100% 90% 80% 57.0 70% 61.6 64.4 66.1 66.6 67.2 60% 50% 40% 4.4 4.4 2.5 2.5 2.4 2.3 30% 20% 38.6 34.0 33.1 31.4 30.5 31.0 10% 0% 1999 2000 2001 2002 2003 2004 est* % tabloid % other % Broadsheet * includes Swedish titles scheduled to change in first half of 2005

  9. THE BROADSHEET

  10. Renaissance The Metro phenomenon Over 130 titles worldwide 15 million copies Encouraging next generation of readership Evidence emerging of spin-off benefit for paid-for newspapers Reader per copy levels of 2.1 (in Europe)

  11. Renaissance Media Free Time Ad revenue per copy Cost to market Audience quality

  12. Renaissance The Metro phenomenon 16000 14000 Others 12000 Metro 10000 8000 6000 4000 2000 0 <94 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

  13. Renaissance Metro International Metro International 37 Editions are published 16 countries, 15 languages in 50 cities worldwide. 5.2 million copies “The world’s third largest newspaper Could be the “biggest title in USA” during 2005. $1Billion market capitalisation Now selling international advertising packages: Mitsubishi – 7 countries British Airways - 4 countries

  14. Renaissance Alternative distribution upper mean lower Retained revenues after costs to market 100 80 87 60 40 32 20 0 Circulation Advertising %

  15. Renaissance Alternative distribution Many papers fail to retain contribution from their cover price: Costs to market far exceed revenue; High levels of churn require remarketing New newspapers are finding better value audiences at lower cost; Free access in line with other news services.

  16. Renaissance Alternative formats

  17. Renaissance New content models emerging

  18. RenaissanceThe drivers Time and place Small is beautiful

  19. Renaissance Internationalisation Companies looking overseas for corporate growth Local editionising of international brands Newspapers seeking expats and travellers International partnerships of national titles • AOL Time Warner • Bertlesman • Bauer • CanWest • Gannett • G&J • Hachette • MTV • News Corp • Vivendi. • Alma • Shibsted • Bonnier • Burda • Forbes • Australian Consolidated • Independent News and Media • Modern Times Group • Mondadori (Fininvest) • Sanoma

  20. Renaissance Internationalisation Source: Boeing market outlook 2004

  21. Renaissance Internationalisation • Today around 4% of national newspaper sales are “foreign” • If sales grow in line with internationalisation, this will rise to 10%

  22. Renaissance Internationalisation Growth in air travel 2004 - 2023 (PKR's) 300 Erpe–N Amrca 250 200 150 No's variance N Amrca–NE Asia 100 S Amrca–S Amrca Africa–Erpe Erpe–SE Asia C. Amrca–N Amrca Erpe–S Amrca Erpe–NE Asia C. Amrca–Erpe N Amrca–S Amrca CIS –International Erpe–ME NE Asia–SE Asia 50 China–Erpe Erpe–SW Asia China–SE Asia ME–SW Asia China–N Amrca Oceania–SE Asia N Amrca–SE Asia China–NE Asia ME–SE Asia NE Asia–Oceania N Amrca–Oceania SE Asia–SW Asia Africa–ME ME–N Amrca C. Amrca–S Amrca China–Oceania Africa–N Amrca 0 4 4.5 5 5.5 6 6.5 7 7.5 8 8.5 9 % variance Source: Boeing market outlook 2004

  23. RenaissanceNewspapers – the mass medium • In 1994 there were 40 tradable TV stations in the UK. • Today there are 250+. • In 2014 this is expected to be in the region of 400. Will newspapers become the new mass medium?

  24. RenaissanceNewspapers – the sustainable medium • In 1994 the UK’s “News at 10” enjoyed an audience of 6.6m. Today it is 3.3m. • In 1994 ITV enjoyed a share of TV audience of 39.5%. Today that figure is 23.6%. • All this content is free of charge.

  25. RenaissancePortfolio management Cash use Market Performance High Low Cash Cow Rising Star Relative market share Low High Optimum cash-flow Cash Generation Problem Child Dog Boston Consulting Group

  26. Renaissance Portfolio management Cash use Optimum cash-flow Cash Generation Market Performance Relative market share

  27. Optimise your product offer Newspapers at a crossroads Direct Digital ?

  28. Digital publishingThe publishing model Gather content Package Distribution

  29. Digital publishingTraditional publishing model Consumer control Gather content Publisher control Package Distribution Advertiser control = 0

  30. Digital publishingMixed media publishing model Gather content Publisher control Print Consumer control Distribute Package Advertiser control = 30%?

  31. Digital publishingUbiquitous publishing model • Customer relationships: • Knowledge • Service • Innovation • Partnership agreements: • Printing • Trunking • Retail management Competition Aggregate Publisher control Consumer control Distribute Print Package Co-operation

  32. Digital publishingUbiquitous publishing model Competition Publisher control Consumer control Distribute • Customer relationships: • Knowledge • Service • Innovation • Partnership agreements: • Printing • Trunking • Retail management Co-operation Aggregate Print Package

  33. Digital publishingUbiquitous publishing model Participation Feedback Format Multi-Edition Channel Market Context Tailored-Edition Content Definition Purpose Advertiser Definition Mobile Device Device Fixed Device Kiosk PC/TV News Third Party Dynamic archive Aggregation Automated serving Print Digital PDF

  34. Digital publishingUbiquitous publishing model Participation Feedback Format Personal-Edition Multi-Edition Channel Market Home Printing Context Tailored-Edition Self selection Content Definition Purpose Advertiser Definition Mobile Device Device Fixed Device Kiosk PC/TV News Third Party Private content Aggregation Automated presentation Print Digital Multiple PDF

  35. Over 2000 PDF newspapers worldwide

  36. Contextual publishing Media in time and place

  37. Time and placeThe digital arena WORLD Traditional print Digital printing space Océ My interests Home printer ME My location

  38. Time and placeThe value of a reader Revenue mix Circulation and advertising offtake per copy USA 800 700 Ireland 600 500 400 Australia Norway Canada 300 Greece Denmark Belgium Spain Germany Finland 200 UK Italy Sweden France Netherlands Turkey Czech Republic 100 Japan Estonia Latvia 0 0 50 100 150 200 250 300 350 400 450 Advertising off-take Circulation off-take

  39. Time and placeCirculation & advertising contribution Advertising profitability Value of the reader Circulation profitability

  40. Time and placeThe value of a read copy

  41. Time and placeSectioning Supplements we publish Motors Property Jobs Business Travel Supplements we don’t publish High Fashion Kitchen Sailing Skiing Cruise holidays Supplements we won’t publish • Motors • Property • Jobs • Business • Travel

  42. Time and placeYields diminish as circulations grow Relationship between rate, yield and circulation 450 400 350 300 250 200 150 100 50 0 900 700 800 500 600 100 200 300 400 2100 1000 1200 1600 1700 1100 2000 2200 1300 1400 1800 1900 1500 Rate / 000 Page yield

  43. Time and placeYields increase as value grows Advertising revenue Volume Price Size of audience Worth of audience Need to advertise Worth of audience Need to advertise

  44. Time and placeThe value of the non-reader Population Newspaper readership Advertiser’s target audience Targeted non-readers

  45. Time and placeReaching the non-reader via digital • Tailored and targeted sections. • Exploit specific interests • Exploit low costs of postal distribution • Identify alternative points of concentration

  46. Time and placeDeurbanisation project 4 4 4 4 4 4 4 4 4 4

  47. Time and placeBusiness opportunity • Distribution time saved • Copy sales opportunity • Distribution cost saving • Local advertising premium • Local content benefit • Distribution cost benefit > 10% • Copy opportunity > 20% • Revenue benefit ?

  48. About costs…..

  49. Digital publishingPerspectives

  50. Digital publishingSay digital can increase response by 50% • Better targeting of advertisers • Printing closer to the consumer • Better context - time and place • Opportunity to link message to market and medium

More Related