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World Press Trends
 

World Press Trends

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Dean Roper ...

Dean Roper
Director of Publications, WAN-IFRA
dean.roper@wan-ifra.org

CMPF Summer School 2013 for Journalists and Media Practitioners
http://cmpf.eui.eu/training/summer-school-2013.aspx

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    World Press Trends World Press Trends Presentation Transcript

    • World Press Trends CMPF Summer School 2013, Florence, 14 May 2013 Dean Roper Director of Publications, WAN-IFRA dean.roper@wan-ifra.org © 2013 WAN-IFRAwww.wan-ifra.org
    •  Over 2.5 million in print  More than 600 million in digital form Sources: World Press Trends, ITU, Comscore © 2013 WAN-IFRA Over half the world’s population read a daily newspaper
    • This presentation  Latest trends and developments Golden Age of Experimentation  World Press Trends 2012 Facts & figures © 2013 WAN-IFRA
    • About WAN-IFRA  WAN-IFRA = World Association of Newspapers and News Publishers  Non-profit association  Mission: ”to defend and promote press freedom, quality journalism and editorial integrity and the development of prosperous businesses and technology.” © 2013 WAN-IFRA
    • WAN-IFRA members  + 18,000 publications  + 15,000 online sites  + 3000 media companies  In more than 120 countries © 2013 WAN-IFRA
    •  Business/Organising models  Paid Content Strategies  Mobile and Tablet Explosion  New Age Journalism?  Advertising Advances? © 2013 WAN-IFRA Golden Age of Experimentation
    •  Business/Organising models - Print +: Print still reigns, digital is an add-on - Print-Digital: Investing in print, investing in digital - Digital Transformation: Managing print for profit, digital for growth - Digital First: Aggressive, fearless, acquisition, cutting print cost to the bone © 2013 WAN-IFRA Golden Age of Experimentation
    •  One other strategy increasingly emerging… - CONSUMER FIRST: Learn as much about your customer base before launching any new strategy, product or service. © 2013 WAN-IFRA Golden Age of Experimentation
    •  What does print mean today? - High-quality printing an absolute must for both daily and niche products - more niche products, semicommercial, magazine like - frequency in question: daily? mid week plus weekend? just weekend? - reading experience will be more analytical, opinion, feature, contextual  The bottomline: Publishers will increasingly manage print for profit © 2013 WAN-IFRA Golden Age of Experimentation
    •  What does digital mean today? - The culture: fearless, experimental, not afraid to fail. - Products quick to market (speed), innovative, perhaps have short lifespans - Costs: variable The bottomline: Manage digital for GROWTH! © 2013 WAN-IFRA Golden Age of Experimentation
    •  The CONUNDRUM: 75% of all publishers still reap 90% of their revenues from the print side of the business.  The digital pioneers who saw it all coming: Schibsted in Norway, Springer in Germany, Ringier in Switzerland, Sanoma in Finland, etc. - They are reaching that envious position of 50-50 digital-print revenues. Sources: World Press Trends, ITU, Comscore © 2013 WAN-IFRA Golden Age of Experimentation
    •  PAID CONTENT Surge - About 600 newspapers have launched some sort of paywall in the US - About 100 newspapers in Europe have or are about to launch paywalls - Publishers in Asia also are getting in on the game, as well as in Latin America Sources: PaidContent.Org © 2013 WAN-IFRA Golden Age of Experimentation
    •  PAID CONTENT Models Two leaders so far Metered: Visitors to the site must subscribe after accessing, typically, 10-20 articles. - Bundle subscriptions with print readers, all-access offers - NYT, 80 Gannett newspapers, others in US Freemium: Editors select what content will be free and what premium content they will charge for. - Dallas Morning News, Wall Street Journal, Springer titles in Germany © 2013 WAN-IFRA Golden Age of Experimentation
    •  PAID CONTENT Models - Upside: In the US, circulation revenue grew 5 percent in 2012. It is the first gain in this category since 2003, thanks to digital-only subscriptions and the higher prices being charged for print-only and print-plus-digital bundles. - Downside: Critics say paywalls, particularly metered models, may be strong at converting print loyalists to digital offers, but it falls short in truly targeting new customers. Sources: NAA © 2013 WAN-IFRA Golden Age of Experimentation
    •  PAID CONTENT Models Lessons learned: - Make payment systems easy, single sign in - Customer service centre in place just for this - Complex, long process to integrate various systems (legacy) to deal with bundled subscriptions (CRM). - Content must be unique - Invest in analytics to gauge what readers like, to match content with marketing campaigns, i.e. maximise monetisation. © 2013 WAN-IFRA Golden Age of Experimentation
    •  PAID CONTENT Models Reality check: Like tablets, paywalls should be considered as one part of an overall digital strategy. It is NOT a panacea for news publishers. © 2013 WAN-IFRA Golden Age of Experimentation
    •  Mobile and tablets Mobile explosion - Mobile subscribers worldwide will reach 6.9 billion by the end of 2013, about 90% of the world’s population - In the developed world, there is one mobile per person. - China is the largest mobile market in the world, but with only about 18% of the population owning one. - 84% of the population in Africa will have a mobile by 2015 and most will be accessing the Internet for the first time via a mobile. © 2013 WAN-IFRA Golden Age of Experimentation Sources: ComScore, Portio Research
    •  Mobile and tablets “In the not so distant future, more people in Africa will be connected via mobile phone than have electricity at home.” -Trevor Ncube, Deputy Executive Chairman, the Mail & Guardian, South Africa © 2013 WAN-IFRA Golden Age of Experimentation
    •  Mobile and tablets Tablets building mass - Research firm NPD DisplaySearch says new tablet shipments will outnumber laptops for the first time in 2013. - Tablet shipments will jump to 256.5 million globally in 2013, then more than double to 579.4 million by 2017. © 2013 WAN-IFRA Golden Age of Experimentation Sources: NPD DisplaySearch
    • Tablet trending  Amazon reports that over half their book sales are for the tablet  Le Monde reports that reading times of eReader applications are as high as those of printed newspapers  American publishers have found that subscription conversion and retention levels for eReaders are higher than for print products  A German study found that older people read faster on the iPad than in print  Willingness to pay for content, through mobile pricing systems  Potentially and exciting environment for advertisers (including branding) Sources: Internet cuttings © 2013 WAN-IFRA
    • © 2013 WAN-IFRA Golden Age of Experimentation  Tablets La Presse + - US$ 40m investment - 3 years development - 100 journalists hired - Free subscriptions - Dedicated edition - Video, audio, infographics - 26 ad templates
    • New Age Journalism? Maintaining quality journalism in the face of: - Shrinking newsrooms staffs - Ethics, trust, regulation issues - A largely print-centric staff are being asked to do largely digital tasks. - 1-2 daily deadlines being replaced with 1500. © 2013 WAN-IFRA Golden Age of Experimentation
    • New Age Journalism? Embracing new forms of story-telling - While the array of digital tools can be daunting, they can still help and improve the life of a carefully constructed story. - Data journalism opens new doors. - Visual/video/audio offer incredible new ways of story-telling. - Engaging on social media platforms only brings us closer to our audience… a path to growth. - And long form journalism is getting new legs thanks to e- books. © 2013 WAN-IFRA Golden Age of Experimentation Sources: ComScore, Portio Research
    • Advertising Advances? - Sponsored content/native advertising - Pulling video content/advertising from behind walls to reap larger profit margins - Datawalls: combining real-time bidding to increase CPMs - Dynamic, interactive ad formats for tablets. - Incorporating analytics and metrics to “chase” the audience © 2013 WAN-IFRA Golden Age of Experimentation Sources: ComScore, Portio Research
    • World Press Trends: A changing industry requires a more dynamic and usable reference guide. WPT collects:  Circulation from more than 150 countries  Advertising revenues from more than 90 countries  Data on more than 90% of global newspaper industry turnover A moving target:  Rapidly changing industry  Changes in data collection and definition  Dependent on local resources and international data suppliers. © 2013 WAN-IFRA
    • Audience © 2013 WAN-IFRA
    • Global circulations continue to rise….  Circulations showed growth in 2011, following a period of slight decline in 2010  Circulation in 2011 was 4.2% higher than in 2007 Sources: World Press Trends © 2013 WAN-IFRA
    • Global circulations continue to rise… …driven by Asia while decline continues elsewhere.  Asia continues to see fastest growth in circulation driven by China and India  Circulations in Western Europe and North America have declined by 17% in the last five years, but rates of decline are slowing down © 2013 WAN-IFRASources: World Press Trends
    • Newspaper penetrations remain high… ...with potential for growth in emerging markets  Western Europe and North America continue to have the highest levels of readership per capita by region  Asia continues to see growth, way beyond the growth in population, wealth and education © 2013 WAN-IFRASources: World Press Trends
    • Newspapers remain popular in traditional markets… with Asian increasing in dominance.  Scandinavian and Alpine countries, are traditionally the world’s most popular newspaper markets  Hong Kong and South Korea have risen to world leadership positions © 2013 WAN-IFRASources: World Press Trends
    • Newspaper circulation The unsung foundation of our business  Over 2.5 billion people worldwide read a printed newspaper  This figure rises significantly if Sunday and weekly newspapers are included  Circulation declines are more due to decline in purchase frequency, than in declines in overall total readership  Circulation still accounts for nearly 50% of newspaper revenues and remains the barometer of the industry’s health  It is vital that as publishers focus on their digital ambitions they continue to invest in the content and marketing of their print products © 2013 WAN-IFRASources: World Press Trends
    • Over 40% of the world’s digital audience read a newspaper online (up from 34% year ago)… …but © 2013 WAN-IFRASources: Comscore
    • Digital newspaper audiences still generate interest rather than intensity  High occasional visitor numbers do not translate into high levels of regular traffic  Desktop computer relatively poor environment for newspaper content (though better on mobile and tablets) USA Brazil Germany Russia France India % of web users who ever visit a paper site 66.9 39.1 43.2 33.0 43.5 35.4 % of daily users who visit a paper site daily 17.1 8.5 11.7 7.4 11.6 9.9 % of pages viewed per visitor 1.1 0.6 1.9 0.5 1.6 2.1 © 2013 WAN-IFRASources: Comscore
    • © 2013 WAN-IFRA Advertising
    • Newspapers’ falling global share of advertising reflects declines in mature markets  Newspapers attract nearly $100 billion of advertising  North America accounts for 72% of the decline in the value of newspaper advertising  TV continues to be the dominant medium © 2013 WAN-IFRASources: Zenith Optimedia
    • Search still dominates  Search still accounts for 58% of online advertising, as display advertising stalls in the digital environment  Below-the-line marketing increasing share of overall expenditure Search accounts for 58% of digital and 13% of all advertising expenditure. © 2013 WAN-IFRASources: DMA, IAB, World Press Trends
    • Digital is having only a small impact on newspaper revenues and share of media spend Newspapers $42B 2007 $76B 2011 $96B 2011 $128B 2007 Digital  Combined value $2.1 billion  2.2% of all press advertising  2.8% of digital total  6.6% of non-search digital © 2013 WAN-IFRASources: Advertising Association, Zenith Optimedia
    • Digital platforms as a source of revenue Advanced Economies (2012) Three-quarters of publishers report less than 10 per cent of total revenues from digital © 2013 WAN-IFRA
    • Digital platforms as a source of revenue Emerging and Developing Economies (2012) Two-thirds of publishers report less than 10 per cent of total ad revenues from digital © 2013 WAN-IFRA
    • Fact: Newspapers’ share of digital revenues reflects their share of audience intensity. © 2013 WAN-IFRA
    • Conclusions: The model needs to change  The growth in digital audiences, in the current model, may replace the overall numbers lost in print, but current advertising growth levels are not replacing lost revenues.  The focus must be on engagement and audience intensity.  This will drive advertising revenues and a case for access pricing  New devices are overcoming the barriers to consumption:  Improved interface  Better navigation and user environment  Publishers must continue to innovate in all aspects of their business as they build their new digital world © 2013 WAN-IFRA
    • Thank you! Dean Roper Director of Publications, WAN-IFRA dean.roper@wan-ifra.org © 2013 WAN-IFRAwww.wan-ifra.org