new business models and value propositions. why “newspapers” new ways of seeing value paid to...
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New business models New business models and value propositionsand value propositions
Why “newspapers”
New ways of New ways of seeing valueseeing valuePaid to free Paid to free Evening StandardEvening Standard
Young eats old Young eats old The IndependentThe Independent
Impact advertising pricing Impact advertising pricing De PersgroepDe Persgroep
Game market, sports bars Game market, sports bars EB, SPHEB, SPH
Why “newspapers”
PaywallsPaywallsChanged debate: right vs. wrongChanged debate: right vs. wrong
Perceived Perceived scarcityscarcity, building , building cross-media valuecross-media value
Thousands paying Thousands paying vs. millions viewingvs. millions viewing
What fitsWhat fits business model, culture business model, culture GuardianGuardian
Metered model Metered model = wide adoption = wide adoption FT, New York TimesFT, New York Times
Leverage eyeballs to Leverage eyeballs to transactionaltransactional model model Ringier, APNRingier, APN
English Premier League siteEnglish Premier League site
Doubled Doubled engagement engagement in nichein niche
2,000,0002,000,000 uniques monthlyuniques monthly
RevenueRevenue: memorabilia, t-shirts, : memorabilia, t-shirts, fantasy football, booksfantasy football, books
Football communityFootball communityDAILY MIRROR | U.K.DAILY MIRROR | U.K.
Weight: 200,000+ members @ €10 per month
Results: Profit margins of 50%
Key: No. 1, 1st-to-market, best
AFTONBLADET | SWEDEN
Weight loss club
Paid to freeBeloved, local, London
Long circulation decline
2 free P.M. dailies close
Convert: 200K to 700K
Profitability in 2012
EVENING STANDARD | U.K.
Young eats oldClever, creative, declining
“i” at 20% of cover price
Packaged, miniaturized content
“i” soars: 271,648
Cannibalizes by 3,000-5,000
THE INDEPENDENT | U.K.
Newspaper-branded Newspaper-branded sports barsports barPartnersPartners with bar owner, no-cost with bar owner, no-cost
Football-crazed Football-crazed young readersyoung readers
Bait for Bait for subscription subscription campaignscampaigns
Advertisers Advertisers jump on boardjump on board
THE NEW PAPER | SINGAPORETHE NEW PAPER | SINGAPORE
News audiences as News audiences as lead generatorslead generators
SCHIBSTED | SWEDENSCHIBSTED | SWEDEN
Owns Owns 16 assets 16 assets nationallynationally
2 newspapers 2 newspapers “good enough”“good enough”
Traffic aggregation, e-commerceTraffic aggregation, e-commerce
Blocket Blocket classifiedsclassifieds, Hitta , Hitta searchsearch
Digital company Digital company owns newspapersowns newspapers
Why “newspapers”
This presentationThis presentation1.1. Breaking through newspaper cultureBreaking through newspaper culture
2.2. Re-thinking what we are marketingRe-thinking what we are marketing
3.3. New business models and valueNew business models and value
4.4. What’s next for news industry?What’s next for news industry?
What’s next?What’s next?
What’s next?What’s next?Opportunities in printOpportunities in print
New product development strategyNew product development strategy
Core competenciesCore competencies
Learning rulebook for digital advertisingLearning rulebook for digital advertising
Preparing for smartphone boomPreparing for smartphone boom
Future of printFuture of printWill decline as mass-market vehicleWill decline as mass-market vehicle
Gradual reduction in frequencyGradual reduction in frequency
Gradual reduction in pages + formatGradual reduction in pages + format
How to preserve print for mass market?How to preserve print for mass market?
How much to find new opportunities?How much to find new opportunities?
WHAT’S NEXT?WHAT’S NEXT?
What’s next?What’s next?Opportunities in printOpportunities in print
New product development strategyNew product development strategy
Core competenciesCore competencies
Learning rulebook for digital advertisingLearning rulebook for digital advertising
Preparing for smartphone boomPreparing for smartphone boom
New product New product developmentdevelopmentHow many in pipeline at once?How many in pipeline at once?
1 big initiative or many small ones?1 big initiative or many small ones?
Time frame for success (print vs. digital)?Time frame for success (print vs. digital)?
Role of editorial?Role of editorial?
Loud vs. soft launches?Loud vs. soft launches?
WHAT’S NEXT?WHAT’S NEXT?
What’s next?What’s next?Opportunities in printOpportunities in print
New product development strategyNew product development strategy
Core competenciesCore competencies
Learning rulebook for digital advertisingLearning rulebook for digital advertising
Preparing for smartphone boomPreparing for smartphone boom
Core competenciesCore competenciesCompanies that Companies that invent new marketsinvent new markets, , shift consumer choiceshift consumer choice
Competencies engine for Competencies engine for new business new business developmentdevelopment
Competencies spawn Competencies spawn unanticipated unanticipated productsproducts
WHAT’S NEXT?WHAT’S NEXT?
Competencies Competencies determine productsdetermine productsJournalismJournalism
Story generationStory generation
StorytellingStorytelling
CommunicationCommunication
WHAT’S NEXT?WHAT’S NEXT?