newswpapers strategy "how newspapers can get what they deserve, the best"
DESCRIPTION
my scope on how newspapers can face 2012TRANSCRIPT
...newspaperswhat is going on, how to get what they deserve,
the best
George P. Achilliasmedia strategist
... situation
• people NOT in mood to pay as they did
• people in MOOD to pay for content
• internet makes newspapers look slow and unresponsive
• print loses share in advertising pie
...audience
• people aged 15-24 just ignore newspapers
• 15-26 spent more than 2h online every day
• people below 40ties, buy less than 5 times a year a newspaper
... media and press
• people don’t use media, they consume
• people live with content
• content fully customized on personal expectations
... media and press
• people familiar with content payments
• fast news are for free, but best news are under subscription
• content management apps arise
... the internet
• we live in internet
• we don’t get online, we are online
• media get interactive
• real life’s actions cycle web life and vice versa
... the outcome
• advert funds move from old to new media, or to media covering people’s needs
... what hurtspeople stop
buying newspapers
for the content they have,
but for the offers they made
... audiencecreative
audience turns its back to
newspapers
newspapers can’t build
communities
press, look and feel the two “o”
OLD AND ODD
... but, some good news
people buy newspapers... still
mature/ old audience
search for good
newspaper
a good newspaper, a
newspaper with opinion is always
desired
... but, at the end of the day
revenues go to other pockets, not to
newspapers
... how to fix it
the truth,... NOBODY knows for sure
the reality, ... EVERYONE wants to find out the truth
... how
• in UK, more than 85% of newspapers belong to less than 10 groups
• in Germany, Alex Springer Group owns more than 40% of published titles
• in Italy, 4 large press groups
• in Poland, two major press players ( more than 12 titles)
... cut costs
... get closer
• create content pools
• have things to share
• decrease costs
• not that much overlapping
people read what we say... we
have made the path to drive them
to do so
... or create content people wait to read
in CA, USA more and more titles are
offered, focused on really specific
content communities demand
building a community worths ten times more than having an audience
... because you can buy an audience,
you can’t buy a community
create something worth forwarding
and then start a discussion about it
you become reference point,
an influencer
make the difference
offer content
do it with passion
... how
... share
• content
• comments
• real time news
... create
• audience
• communities
• small specialized groups
... explore
• invest on new technologies
• reconfigure the content production
• adjust flows to web, not to publish
• web has to feed print version, NOT vice versa
... expect
• NOT revenues only from channel
• get tabled, the right way ( not just an app)
• to make mistakes, try to avoid costly ones!
... allow
• people to create stuff, content for you and then reward them
• make people demand to pay for the content only you can create
• teach them how to be peaky
blogs and social networks are NOT journalistsare content contributors
... get social
• feed twitter, put your headlines there
• be the pool of content, social media needs to share
• create online events, readers love them
... use
• all things allow you to share content, ALL
• be front line runner, offer content in special forms
• tools
• CREATE content
make readers, be your editors
turn on the volume on what they have to say
let the community to drive content demands
make your community
BRANDED
make it easier to post it/ faster to be readied
set up mechanism to sell content faster/ easier for community to get access to it
... offer niche things
• like content
• be specific
• address teams
• focused on ready made communities
... the way to do so
make thingspeople creatives editorsphotographerswork parallel
collaborative workflowavoid oxymoron situations
never be LINEAR, everything can be driven both ways, from editors to readers
no sealed stages
no holy procedures
being open to listen and react 24/7
use and find out solutions, use experience and not that much technology
... inside a newspaper
• systems/ methods to release writers and editors from technical complexities
• focus on creating, not implementing
• three clicks process to post, to publish
... at the end of the day
media can’t exist without newspapers, newspapers have to find out how to prove or to do it even stronger that they are more necessary to people and have many things to offer than only the ability to “kill a fly” or to “wrap fish”
thank you
all photos are from flickr and tumblrthank you
for more get in contact with
George P. [email protected]/gachilliasfacebook.com/[email protected]