Media Landscape in 2012

Navigating in the Era of Content

Walter Jennings, Partner

Pacific Conferences | Singapore & Hong Kong | July 2012

Today’s Agenda

Overview of the changing media landscape The rise and rise of social media:

Riding the social media wave for greater reach & engagement

The Era of Content:How to harness paid, free and user-generated content to gain greater attention

Do’s and Don’ts of brand preservation in the age of conversation

Where do we start?

“For my one year old daughter, a magazine is an iPad that does not work.”

It’s Not Just Baby.

“Most consumers never really warmed up to the experience of reading text on a computer screen. Tablets, however, have changed the situation; many users consider reading on a tablet just as pleasant, if not more so, than reading print materials.”

Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)

The King is Dead?

“Circulation of print newspapers continues to plummet, and we believe that the only print newspapers that will survive will be at the extremes of the medium – the largest and the smallest.”

Jeffrey I. Cole, Director of USC Annenberg Center for the Digital Future (Source: Accuracy in Media, December 2011)

Frontline Australia:Restructuring at Fairfax Media

Sydney Morning Herald, The Melbourne Age & Canberra Times

1,900 job losses – 20% from editorial Canberra Times closes Parliament House office Consolidated news rooms From broadsheet to tabloid Rumoured: And end to weekday print newspaper

"No one should be in any doubt that we are operating in very challenging times,“

- Greg Hywood, Fairfax CEO & MD

Meanwhile, News from News

Splitting broadcast and newspaper businesses Realise greater value for entertainment assets

– “News Corporation minus the publishing assets is definitely worth owning,” said Greg Fraser, Analyst at Fat Prophets share market research.

"The split comes at an already traumatic time here, with the whole Australian business being restructured and hundreds and hundreds of jobs being cut.” - Anonymous employee at The Australian

Peripheral Collateral

“Globally we see a worst-case scenario of a 25% reduction in paper demand for newspapers, magazines and fine papers by 2020.”

Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)

Contributing Factors

Demographics of aging readers Growth of tablets = better reader experience Unlimited access to information Acclimatised to “always on” culture Growth of non-traditional news sources

“Watching the Chilean miners come up on

Twitter, it never occurred to me there was a television nearby.”

Rapid Uptake of New Technologies

In Q2 2012 earnings at the end of April Apple said that it had sold 35.1 million iPhones

and 11.8 million iPads in the quarter. 

That’s 91 iPads per second

Don’t Change the Channel!

Some Magic Left?

Newspapers are Rupert Murdoch’s heritage

“News Corp Publishing shouldn't be glossed over as an investment, either. Sometimes, if you rub an antique pot, interesting things can happen.”

Greg Fraser, Analyst at Fat Prophets share market research

On this Side of the World

Increased newspaper circulation – Africa, Asia & South America

World’s largest newspaper markets– India, China & Japan

Prognosis? Many will fall; Some will rise

Winners

“Blended” print and online Added value online Glossy lifestyle magazines Quality journalism Digital news magazines Established brands

Losers

Broadsheets Separated newspapers Free content online Pay-only content online Some print news magazines New entrants

Today’s Agenda

Overview of the changing media landscape The rise and rise of social media:

Riding the social media wave for greater reach & engagement

The Era of Content:How to harness paid, free and user-generated content to gain greater attention

Do’s and Don’ts of brand preservation in the age of conversation

“the largest increase in expressive capability in human history.”

- Clay Shirky, Author

publishers formerly known as audiencemany to many

in a connected world, power shifts to those best able to connect.

Dov Seidman

“ ”

build a culture

honesty only policy

identify yourself

social media guidelines

training

constant communication

clarity about home, work

don’t start unless committed

inform

educaterepeat

how to listensocial media monitoring

outreach basicsstart small

be consistent

create a unique voice

be relevant

build a network, create allies

register everywhere

listen and respond

register

connectfind your voice

building allies

create relationships

know who is who

conversations are two way

be supportive

make it habit to be online

listen and help

ask for guidance, feedback

be really quick

to make

friendsbe a friend

milestones

link to business plan

measure engagement

trial programs

ask for feedback

understand

measureevaluate

it helps us connect

Today’s Agenda

Overview of the changing media landscape The rise and rise of social media:

Riding the social media wave for greater reach & engagement

The Era of Content:How to harness paid, free and user-generated content to gain greater attention

Do’s and Don’ts of brand preservation in the age of conversation

IT’S ALL

ABOUTCONTENT

Paid

Free

User Generated

Meet Tavi Gevinson

Born 1996 Blogger from age 11 Editor-In-Chief of

Rookie Mag Invited by Vogue to

New York Fashion Week Launched clothing line Now author, talk show guest,

columnist & celebrity

Teen Power

Blogger Relations

Do

Research your industry bloggers

Read their stories Understand their influence Provide easy-to-share content Continually update Invite them to events

Don’t

Email a press release Discount as second class Dictate stories Pay for play Make it a one night stand Ignore negative coverage

Ways to a Blogger’s Heart

Re-Tweet their stories to your followers Build a relationship – not a transaction Carry on conversations Comment on their posts! Give them lots of easy to use content

– Videos, photos, infographics, statistics

Today’s Agenda

Overview of the changing media landscape The rise and rise of social media:

Riding the social media wave for greater reach & engagement

The Era of Content:How to harness paid, free and user-generated content to gain greater attention

Do’s and Don’ts of brand preservation in the age of conversation

Don’t Change the Channel!

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it pays to have a

sense of humour

Red Cross volunteer mistook her personal and company Twitter accounts.#gettingslizzerd a worldwide trending topic.

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Ford lets

new buyersdrive the Ap

“80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”

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Higher chatter means

higher revenue

“A study done at HP Labs that showed how Twitter can predict box office revenue - not just popularity - with 97.3% accuracy.”

Where do we start?

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don’t Tweet

and drive

Chrysler’s social media agency of record had a dedicated Twitter writer. He’s no longer with the firm.

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And makes mistakes

infamous

Friday night pizza led to Saturday morning Twitter sensation. By Monday it was reported in newspapers around the world.

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Bank of America ranks

most hated

Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.

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publish

meanspublish

True confession but i'm in one of those towns where I scratch my head and say “I would die if I had to live here!”

- Ketchum executive when landing in FedEx WHQ city of Memphis, TN

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act now means

act now

Do’s and Don’ts

Do

Know what’s said about you Protect your brand Build a community Have a sense of humour Train your people about

social media Act fast Engage your network Solve the problem on the

platform it was created

Don’t

Believe it will go away Expect your employees to

know social media policy Be too afraid to engage Expect the same levels of

professional journalism Enter into petty discussions

Today’s Agenda

Overview of the changing media landscape The rise and rise of social media:

Riding the social media wave for greater reach & engagement

The Era of Content:How to harness paid, free and user-generated content to gain greater attention

Do’s and Don’ts of brand preservation in the age of conversation

“If you don’t like

change,

you’re going to like

irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army

thanks. i’m

blogging this.

www.twitter.com/FacingChina