lessons learned inma european conference 2011
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8 slides summarizing the INMA European Conference 2011.TRANSCRIPT
European Conference 2011 | Stay Ahead of Your Audience
LESSONS LEARNEDINMA European Conference 2011October 19-21, Cascais, Portugal
8 LESSONS
“6-7% OF THE REVENUE IS INVESTED IN MARKETING THE PRINT EVERY YEAR. BECAUSE PRINT STILL MATTERS.”Even as the website’s reach is 24,6 million. They also have 1,2 million news application downloads. Times of India online is the no.1 channel in India. Ravi Dhariwal
CEO of Times of India
1 Transforming your Company. Lessons from world leaders
Gunilla Herlitz CEO & Chief-Editor, Dagens Nyheter, SE
“CHANGING THE CULTURE IN MY COMPANY WAS HARDER THAN TURNING PROFITABLE AGAIN”.DN went from -109 million SEK in 2009 to +143 million SEK in 2011!
Erling OmvikChief-Editor, Fredrikstad Blad, Norway
from print to multimedia
1. MENTAL REVOLUTION! -> all employees re-applied for new functions
2. Create joint projects across departments
3. Focussed and intensive management: demanding for the staff
4. Define ambitious targets: simple and visible.
Transforming your Company. Lessons from Edda Media.
Jim BradyEditor-in-Chief JRC
2010: from bankruptcy to US$41M profit, audience grew twice.
2011 digital revenue to pay for newsrooms
DFS = basis for turnaround of Journal Register Company
Hire leading Digital Journalists. Promote Digital savvy employees. Hire content creators.
Journalists need to understand business side is not their enemy
Understand that good content comes from places other than your newsroom.
2 Lessons from Journal Register Company
DFS = Digital First Strategy
Robert WhiteheadDirector of Marketing & Sales
Create across platforms -> monetise every platform: make every channel sale profitable
Product portfolio that follows the audience throughout the day.
one ad specialist for each platform + one single coordination point
Advertisers - called sponsors - pay transaction based
Make single-purpose apps. There is no limit to the number of apps you can develop!
3 Lessons from Fairfax Media
“Transactions Are The New Classifieds”
4Data is the new oil! How well do you really know your audience to sell to your advertisers?
Publishers do Groupon-like deals better than Groupon! Learn from Sweetdeals, Tickles, ...
Never ever offer €0 deals on your classified sites.
Train your advertising team and agencies. Continuously. Create the “Newspaper Academy”.
Move from environment to audience.
FOLLOW INMA.ORG ADVERTISING BLOG
Lessons for your advertising executives!
5 It’s The Fast That Eat The Slow!
Axel Springer : only 25% of journalists are qualified to create multimedia content.
Don't trust consultants to change your newsroom. It has to come from yourself, your mindset, your culture!
Online paid content network Piano in Slovakia: one login, one flat fee, many newspapers. 1st month: 40’000EUR in revenues, enough to pay 25 journalists.
De Standaard in Belgium: 88% of readers happy with PDF replica, still invested in a tablet optimized version.
6 Things To Know When Developing Apps
Use capabilities of the device.
Find a USP and Make sure your marketing stresses that USP.
Use social media. People love to share and comment.
Consider cross pollination linking app to web/mobile site.
HTML5 can reduce costs and increase efficiency (platform agnostic!). An HTML5 cross-platform, one-click credit card payment system is possible!
Use a hybrid model of internal development & outsourcing and make damn sure you have the rights to all the code!
FOLLOW INMA.ORG MOBILE BLOG
7Hyperlocal with a heart Het Belang van Limburg:48 communities w/ own websites. Saturdays10 community editions in print with UGC.
Your local readers are your also local advertisers.
To make hyperlocal work, commercial manager sits in the newsroom
Don’t think “social media”, think “social campaigns”. Inspire the community. Lead.
Growing Your Audience and Growing Loyalty
8 New Oxygen, New Growth.
Too many print-people touching digital, not enough digital-people touching print.
Learn from Google's unique company culture.Stop meetings to plan meetings. Meet standing up.
We do not sell content. We sell convenience.
Everyday we are in the business of recreating demand of our products.
FOLLOW INMA.ORG
European Conference 2011 | Stay Ahead of Your Audience
October 19-21Cascais, Portugal
LESSONS LEARNED
by Tom Corbett
INMA European Conference 2011October 19-21, Cascais, Portugal