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Lost in transition
- 1. LOST IN TRANSITION? Martin Schwarz Head of Digital Media / Digital Products industriemedien.at #GETJO19 Berlin, April, 8th, 2019
- 2. THAT`S US. 14 magazines 3 business divisions: Print, Events, Digital 16 online portals 25 events/year 60 employees
- 3. THE MEDIA MARKET IS DECOMPOSING INTO MORE TOPIC/AUDIENCE DRIVEN MARKETS. 5.504 5.627 5000 5175 5350 5525 5700 2016 2017 Number of specialized magazines in Germany Martin Schwarz Head of Digital Media / Digital Products
- 4. SPECIALIZED MEDIA SHOULD STAY AWAY FROM THE CROWD AND CAPITALIZE ON NICHE MARKETS. Martin Schwarz Head of Digital Media / Digital Products 66 34 0 17,5 35 52,5 70 Yes No Percentage of readers thinking, that news organizations are more concernced with attracting large digital audiences than reporting
- 5. MAINSTREAM MEDIA IS MAINLY DOING “YO YO COVERAGE“ ON CLIMATE CHANGE: A NEW STUDY, A NEW ARTICLE, NOT SO MUCH CONTEXT.Martin Schwarz Head of Digital Media / Digital Products 43 % of Americans think, that it is a problem, that news media is too quick to report findings, that may not hold up. 30 % of Americans think, that news media tends to oversimplify scientific research findings.
- 6. ENERGY TRANSITION IS COMPLICATED. MAINSTREAM MEDIA IS MAINLY COVERING THE EFFECTS OF CLIMATE CHANGE.Martin Schwarz Head of Digital Media / Digital Products
- 7. THIS IS A GREAT OPPORTUNITY FOR SPECIALIZED MEDIA TO FILL THE INFORMATION GAP AND SELL VALUE. Martin Schwarz Head of Digital Media / Digital Products
- 8. NICHE ALSO MEANS: IF YOU ARE HOPING FOR DOLLARS EXCLUSIVELY FROM DISPLAY ADS, YOU`RE LOST.Martin Schwarz Head of Digital Media / Digital Products 0 25 50 75 100 125 2017 2019 THE GLOBAL DIGITAL AD MARKET IS DOMINATED BY GOOGLE, FACEBOOK, AMAZON AND OTHERS. AND THE SHARE OF „OTHERS“ IS PLUMMETING.
- 9. IN 2019 WE HAVE TO CHARGE FOR CONTENT (DATA OR DOLLARS). ESPECIALLY IN OUR NICHE MARKETS.Martin Schwarz Head of Digital Media / Digital Products
- 10. MOBILE MAY BE THE MAIN TRIGGER FOR PEOPLE TO PAY FOR NEWS. (AS LONG AS THEY DON`T HAVE TO SEE ADS). Martin Schwarz Head of Digital Media / Digital Products 0 8 15 23 30 38 Allows me to access news from my smartphone Like to consume news from a range of sources I was offered a good deal
- 11. WE TRY TO MONETIZE THE NICHE TOPIC OF ENERGY EFFICIENCY WITH A PAID NEWSLETTER FOR DECISION MAKERS.Martin Schwarz Head of Digital Media / Digital Products
- 12. Martin Schwarz Head of Digital Media / Digital Products THE MORE NICHE THE MORE VALUE FOR READERS THE MORE READER LOYALTY. THANK YOU! @4cmagazin