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2012 newspapers and the digital dilemma


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  • 1. MA – Digital Content LandscapeNEWSPAPERS AND THE DIGITALDILEMMA @_johnmills
  • 2. The ‘Plan’ Outline newspaper heritage How newspaper income streams functioned in later 20th century The emergence of the ‘digital dilemma’ How newspapers have responded The Future????
  • 3.  Newspapers published in some form sinceHistory 17th Century  19th Century sees current format: standardised content and revenue directed from advertising model  20th Century sees development and demise of editorial ‘truth’ and expansion of newspaper publishers.  Audience is ‘captive’ and editorial agendas increasingly follow political line Recent History  Emergence of internet at ‘platform’ and ‘writing for the web’  Publication of ‘free-sheets’ to combat changing environment with analogue form
  • 4. Why do we need newspapers, the media and the fourth estate?  Inform (and entertain) the public  Hold to hold powerful to account on behalf of the public  To reflect the public’s mood and views and foster debate  Separation of the press from government
  • 5. Traditional income streams: how to fund a newspaper? • cover price • advertising • subscriptions 70 to 80 per cent of Newspaper income is generated through advertising DonicaMensing, Newspaper Research Journal
  • 6. …and then, in 1981, digital arrives (kind of) Problems highlighted:  How do we access news online?  How is the process paid for?  What do the consumers expect/require from the ‘product’? The industry is still wrestling with much of this
  • 7. Digital emergence and economic challenges
  • 8. The Digital Dilemma(s) beyond the worldof 1981 “2009 saw newspaper advertising revenue fall by 38.1%” Newspaper Association of America Advertising pounds/dollars depart Readers shift to online and ‘free’ model: fundamental change in behaviour Niche publications become increasingly popular Newspaper publishers move beyond communities Multi-media output challenges traditional assumptionsUltimately, consumers wanted more content, for less money – or for even no money at all.
  • 9. Some diagrammatical illustrations UK newspaper circulation falling Advertising revenue moving away from newspapers Driven by multiple advertising options – a factor fuelled by multi-platform age
  • 10. DIGITAL = THREAT…?!?Why is add revenue and readership falling….?
  • 11. Platforms: Digital first… Guardian announces ‘digital first’ strategy. Hopes to double digital revenue (currently £37 million) in five years The primary platform no longer made from trees Convergence: video, audio, live streaming, live collaboration, crowdsourcing. Newspaper groups become multimedia publishers
  • 12. Diversificationof onlinerevenue streams A bit of a boring table
  • 13. The Device, Apps and Apple New revenue streams  Content subscriptions  Apps  HTML 5 web apps Users engage with content in new ways, at different times and in different locations Content can be produced that is dedicated to the device Users can generate content and access peer networks of publication
  • 14. Another graph!
  • 15. Analytics… Why is online so appealing to advertisers? It’s not just about numbers, it’s about data. A nice example: FT’sreader DNA concept
  • 16. Recap:Readingtrends (Almost ) infinite choice High speed access Paywallsvs ‘free ‘ Peer to peer publishing
  • 17. Rethinking assets: Show me the value
  • 18. A publishers asset-base: a short diagram by Ross Dawson
  • 19. The device – multimediain your pocket A technological and consumption paradigm shift in what users can consume and generate. Content goes out as well as in Communication and publication options expand Ability to connect and converse on a local, national and global level
  • 20. Thedevice
  • 21. Mark Deuze and the ‘device’  Suggests media forms part of individual and sociological make-up to the extent we live in media rather than with it.  Viewed ontologically, the media around us shapes our understanding the world, ourselves and our perception of what is ‘real’. Replicates some of Baudrillard thinking - The Gulf War Did Not Take Place  The device is the portal through which we consume this media, and we’re increasingly forming multi-level relationships with the devices we own. This creates opportunities and difficulties for publishers of all kinds
  • 22. Device design: the skeuomorph
  • 23. Skeuomorphism
  • 24. The Future…• Multi-platform and convergence•Paywalls, premium content and the free model• Tablets and smartphones offer new media opportunities andapp-based transactions• Tailored content to specific audiences• Disruptive technologies will impact on established publicationpractice• Digital platforms and hardware (tablets/smartphones) offer adifferent user experience and methods of streaming news andinformation. New consumption methods will continue toemerge• Analytic data will help publishers meet future demands• Diversification of non-traditional income streams• Developing mobile networks: 4G currently being rolled out• Less invasive landscapes: Ambient and incidental publication
  • 25. Flickr credits… campra Peagreengirl zarkodrincic wokka @superamit Pauli Antero Jesslee Cuizon Don Solo vermin inc B Tal Canis Major GF Peck ...-Wink-... Leondel Jivedanson Mbiebusch Wooly Matt Lori Greig