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Leo Mores Newspaper Leadership Institute   Understanding the Business of News
The changing landscape of news
<ul><li>“ The Internet is poised to overtake newspapers as the 2nd largest US advertising medium by revenue behind TV” </l...
 
<ul><li>“ The future is here, it’s just not evenly distributed yet.” </li></ul><ul><li>--William Gibson </li></ul>
new technologies...
 
 
 
 
Stantum
 
Flexible Display Center at Arizona State
<ul><li>84.4% of users use the tablet to follow breaking news. </li></ul><ul><li>predominantly affluent, well-educated men...
<ul><li>70% of the New York Times’ registered online users are print subscribers. </li></ul><ul><li>Avid online readers ar...
“ The only thing dead is the either/or nature of the musty print vs. online debate...  The hybrid future is kicking down t...
Where does the revenue come from?
US Ad Spend By Medium
Revenue By Advertising Verticals
Media Share of US Advertising 1959-2009
Newspaper Ad Revenue and GDP (constant dollars)
Ad Revenue By Type (constant dollars)
Ad Revenue By Type (proportions)
Trends in News Access
Daily Newspaper Circulation (000)
Revenue and Circulation
Classified revenues moved from 18% in 1950 to 40% in 2000
 
Between 2000-2008, Craigslist had $100M in sales and evaporated $10B in classified ad revenue. They did so with 30 employe...
 
The impact of the internet
Mobile advertising will quadruple from  $414M in ’09  to $1.6B in ’14
Now has nearly half as many readers in America as it does at home.
 
 
 
<ul><li>moves information with zero variable cost, meaning no barriers to growth </li></ul><ul><li>Entry costs are low.  A...
25-34 year olds are the most active online readers
Experimentation With New Business Models
 
<ul><li>cut size </li></ul><ul><li>cut news hole </li></ul><ul><li>now covering the “meaning” of news </li></ul>
 
 
<ul><li>“In the future, high quality journalism will be funded and sponsored by non-profit organizations.” </li></ul>
New Newspaper Business Model: Create Compelling Graphic, Wait For Others To Use It... And Then Sue
Weathering The Storm
<ul><li>Maintain Community </li></ul>Weathering The Storm
Community Influence
<ul><li>“ Newspapers that survive will do so with some kind of hybrid content: analysis, interpretation and investigative ...
Monetizing The Web
<ul><li>Ann Arbor news closed and reopened as  www.annarbor.com  and revolves entirely around deals. </li></ul><ul><li>www...
Sponsor Posts <ul><li>Use advertising slots within the flow of posts.  They look like regular posts on the site, but aren’...
Video <ul><li>A number of organizations are experimenting with pre-roll ads and advertising bugs that appear on news video...
Paid Content <ul><li>pairing subscriptions with micropayments (like iTunes - paying a nominal price for individual stories...
Lists & Databases <ul><li>Selling data. </li></ul><ul><li>A book of lists (top businesses by sector, fastest growing neigh...
Mobile <ul><li>a fee for the mobile application carrying the latest news or a subscription for daily news alerts. </li></ul>
Print Editions <ul><li>www.myheimat.de  -- uses a reverse publishing model to produce a weekly freesheet. </li></ul>
Specialized Advertising Services <ul><li>The idea is to provide advertising consulting services.  For a premium on top of ...
Gift Cards <ul><li>The media company sells advertising in exchange for gift certificates.  The reader then buys the gift c...
<ul><li>AdBright </li></ul><ul><li>BlogAds </li></ul><ul><li>BlogHer </li></ul><ul><li>Complex Media </li></ul><ul><li>Fed...
Content <ul><li>http://www.time.com/time/magazine/article/0,9171,1877402,00.html </li></ul><ul><li>http://denispombriant.w...
Content <ul><li>http://inma.org/modules/article/index.cfm?action=articleView&articleId=48629 </li></ul><ul><li>http://www....
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Leo moresinstprogram

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This slide show was put together for the Iowa Newspaper Association's Leo Mores Leadership Institute.

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Transcript of "Leo moresinstprogram"

  1. 1. Leo Mores Newspaper Leadership Institute   Understanding the Business of News
  2. 2. The changing landscape of news
  3. 3. <ul><li>“ The Internet is poised to overtake newspapers as the 2nd largest US advertising medium by revenue behind TV” </li></ul><ul><li>PWC Global Entertainment and Media Outlook 2010-2014 </li></ul>
  4. 5. <ul><li>“ The future is here, it’s just not evenly distributed yet.” </li></ul><ul><li>--William Gibson </li></ul>
  5. 6. new technologies...
  6. 11. Stantum
  7. 13. Flexible Display Center at Arizona State
  8. 14. <ul><li>84.4% of users use the tablet to follow breaking news. </li></ul><ul><li>predominantly affluent, well-educated men between 35-64 who tend to be early adopters </li></ul><ul><li>31% said they wouldn’t subscript to a print newspaper </li></ul><ul><li>approx. 28 million sold to date </li></ul>
  9. 15. <ul><li>70% of the New York Times’ registered online users are print subscribers. </li></ul><ul><li>Avid online readers are likely to be professionals and also readers of printed news. </li></ul>
  10. 16. “ The only thing dead is the either/or nature of the musty print vs. online debate... The hybrid future is kicking down the door.”
  11. 17. Where does the revenue come from?
  12. 18. US Ad Spend By Medium
  13. 19. Revenue By Advertising Verticals
  14. 20. Media Share of US Advertising 1959-2009
  15. 21. Newspaper Ad Revenue and GDP (constant dollars)
  16. 22. Ad Revenue By Type (constant dollars)
  17. 23. Ad Revenue By Type (proportions)
  18. 24. Trends in News Access
  19. 25. Daily Newspaper Circulation (000)
  20. 26. Revenue and Circulation
  21. 27. Classified revenues moved from 18% in 1950 to 40% in 2000
  22. 29. Between 2000-2008, Craigslist had $100M in sales and evaporated $10B in classified ad revenue. They did so with 30 employees.
  23. 31. The impact of the internet
  24. 32. Mobile advertising will quadruple from $414M in ’09 to $1.6B in ’14
  25. 33. Now has nearly half as many readers in America as it does at home.
  26. 37. <ul><li>moves information with zero variable cost, meaning no barriers to growth </li></ul><ul><li>Entry costs are low. Anyone with a computer can become a publisher. </li></ul>
  27. 38. 25-34 year olds are the most active online readers
  28. 39. Experimentation With New Business Models
  29. 41. <ul><li>cut size </li></ul><ul><li>cut news hole </li></ul><ul><li>now covering the “meaning” of news </li></ul>
  30. 44. <ul><li>“In the future, high quality journalism will be funded and sponsored by non-profit organizations.” </li></ul>
  31. 45. New Newspaper Business Model: Create Compelling Graphic, Wait For Others To Use It... And Then Sue
  32. 46. Weathering The Storm
  33. 47. <ul><li>Maintain Community </li></ul>Weathering The Storm
  34. 48. Community Influence
  35. 49. <ul><li>“ Newspapers that survive will do so with some kind of hybrid content: analysis, interpretation and investigative reporting in a print product that appears less than daily, combined with constant updating and reader interaction on the web.” </li></ul><ul><li>The Vanishing Newspaper, Philip Meyer </li></ul>
  36. 50. Monetizing The Web
  37. 51. <ul><li>Ann Arbor news closed and reopened as www.annarbor.com and revolves entirely around deals. </li></ul><ul><li>www.MinnPost.com is largely supported by donors and launches a real-time ads feature </li></ul>Coupons & Deals of the Day Deals of the Day
  38. 52. Sponsor Posts <ul><li>Use advertising slots within the flow of posts. They look like regular posts on the site, but aren’t bylined and are written by the advertiser. </li></ul>
  39. 53. Video <ul><li>A number of organizations are experimenting with pre-roll ads and advertising bugs that appear on news videos. </li></ul>
  40. 54. Paid Content <ul><li>pairing subscriptions with micropayments (like iTunes - paying a nominal price for individual stories online). </li></ul><ul><li>allowing 10 free stories and then reader hits the paywall. </li></ul>
  41. 55. Lists & Databases <ul><li>Selling data. </li></ul><ul><li>A book of lists (top businesses by sector, fastest growing neighborhoods, etc.) makes a great annual print edition to grab premium advertising and boost brand awareness. </li></ul>
  42. 56. Mobile <ul><li>a fee for the mobile application carrying the latest news or a subscription for daily news alerts. </li></ul>
  43. 57. Print Editions <ul><li>www.myheimat.de -- uses a reverse publishing model to produce a weekly freesheet. </li></ul>
  44. 58. Specialized Advertising Services <ul><li>The idea is to provide advertising consulting services. For a premium on top of an ad buy, the hyperlocal coordinates the business’ entire web presence. </li></ul>
  45. 59. Gift Cards <ul><li>The media company sells advertising in exchange for gift certificates. The reader then buys the gift card at just less than retail from the media company. Everyone gets a deal. </li></ul>
  46. 60. <ul><li>AdBright </li></ul><ul><li>BlogAds </li></ul><ul><li>BlogHer </li></ul><ul><li>Complex Media </li></ul><ul><li>Federated Media </li></ul><ul><li>Glam Media </li></ul>Ad Networks <ul><li>Lycos </li></ul><ul><li>MOG Music Network </li></ul><ul><li>ReachLocal </li></ul><ul><li>ShortTail Media </li></ul><ul><li>Yardbarker </li></ul><ul><li>Glam Media </li></ul>
  47. 61. Content <ul><li>http://www.time.com/time/magazine/article/0,9171,1877402,00.html </li></ul><ul><li>http://denispombriant.wordpress.com/2009/03/03/reinventing-the-newspaper-business-model-with-zuora/ </li></ul><ul><li>http://www.washingtonpost.com/wp-dyn/content/article/2005/05/02/AR2005050201457.html </li></ul><ul><li>http://www.economist.com/node/7830218/print?story_id=7830218 </li></ul><ul><li>http://businessjournalism.org/2010/03/21/new-models-for-delivering-the-news/ </li></ul><ul><li>http://itstrategyblog.com/wall-street-journal%E2%80%99s-emerging-strategy/ </li></ul><ul><li>http://www.ajr.org/article.asp?id=4605 </li></ul>
  48. 62. Content <ul><li>http://inma.org/modules/article/index.cfm?action=articleView&articleId=48629 </li></ul><ul><li>http://www.forbes.com/2009/06/02/knight-foundation-alberto-ibarguen-business-media-alberto.html </li></ul><ul><li>http://www.techdirt.com/articles/20070129/082445.shtml </li></ul><ul><li>http://newsinnovation.com / </li></ul><ul><li>http://pewresearch.org / </li></ul><ul><li>http://www.naa.org/ </li></ul>
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