Newsmedia Marketing.....<br />II Ukrainian Newspaper Congress<br />Inge Van Gaal<br />Kiev October 2010<br />
Headquarter European Union<br />2<br />
Nato headquarters<br />3<br />
....Manneken Pis....<br />Atomium<br />4<br />
Chocolate<br />The best.....<br />Forget the swiss forever<br />5<br />
No words, just taste it....<br />6<br />
7<br />
INMA<br />=<br />Sharing ideas<br />8<br />
INMA<br />=<br />Inspiring Change<br />9<br />
The environment is changing<br />The life style is changing<br />The number of media channels is increasing<br />10<br />
The customer wants<br /><ul><li> to share
 participate
 express himself</li></ul>11<br />
We need to adapt!<br />12<br />
mass media <br />to <br />specialized niche media<br />few media <br />to <br />many media<br />13<br />
one way communication <br />to <br />two way - interactive <br />communication<br />14<br />
social networks:<br />technology removes control from communicators,<br />from you…<br />…to the reader<br />15<br />
consumers play a more <br />active role <br />audiences <br />influence content<br />16<br />
Therefore<br />newspapers should<br />learn more <br />about their <br />audiences<br />17<br />
Customer Relationship Management<br />Identify Customers<br />Differentiate Customers<br />Interact with Customers<br />In...
19<br />
Before 2000<br />Branding? <br />Not for newspapers....<br />Marketing? <br />We are not soap!<br />Publicity? <br />No, w...
Segmentation of a local market, the case of <br />21<br />
22<br />
23<br />
24<br />
25<br />
26<br /><ul><li>Increased circulation
Sustained advertising revenue
Increased online readership</li></ul>			… a Swedish success story <br />
27<br />
Product changes<br />They had no problem.<br />Circulation stable to growth.<br />BUT....<br />Mentally they always want t...
29<br />This time they focused<br />Background info<br />Local strenghts<br />Format and presentation<br />Service and lif...
Format changes???<br />Old format: 470 * 305 mm<br />New format: 450 * 300 mm<br />Creates better lay out opportunities<br...
31<br />
32<br />
33<br />
34<br />
35<br />
Results<br />0.2% phone calls<br />0.1% about smaller letters...<br />       = mistake<br />Image perfect !!!<br />36<br />
Staying at the topis more difficult thangetting there....<br />
Reasons for their success?<br />Top management involved<br />Drive to be different<br />Drive to be better<br />Local focu...
39<br />
Promotions<br />Today everybody does it....<br />The old formula is “finished”<br /><ul><li>Readers are tired of them
Advertisers do not respond on promotions
Expensive...</li></ul>40<br />
The promotional idea<br />Books....<br />People can’t make a selection<br />Well known authors<br />The classics<br />41<b...
42<br />
The concept<br />Select 50 top titles<br />Start with “a big one”<br />Give the first book away<br />Sell the next 49 at 4...
44<br />
45<br />
46<br />
The financial result<br />47<br />
Final evaluation<br />Biggest bookpublisher<br />   in Italy...<br />Important increase in circulation<br />Profitable <br...
Keys to succes<br />Be different and innovative<br />Good cooperation with outside company<br />“shelving” effect: good qu...
Wake-up break …<br />
INMA<br />=<br />Sharing ideas<br />51<br />
Product development<br />52<br />
Knowledge before news?<br />Need to know versus want to know.<br />Need = news<br />Want = knowledge<br />When knowledge =...
Knowledge before news?<br />But news  = ..... Free....<br />Except for ... business press.<br />So specialisation versus g...
Knowledge before news?<br />Therefore: <br />	the real question is how to bring news and knowledge together under one bran...
Who do we need to be afraid of?<br />TELEVISION<br /><ul><li>Have all the news.
Invest in websites.
Specialists in short messages.
Trusted brands.</li></ul>56<br />
Television.....<br />Television was:<br />News at some fixed moments.<br />Short and no context.<br />Displayed at televis...
Television.....<br />Television is:<br />News at all moments of the day.<br />Short and long versions.<br />Follows the cl...
Television: The enemy.<br />If we allow them to become “needed” and “wanted”, we lose.<br />If we do not cooperate with th...
Television: The enemy<br />BUT...!<br />We can beat them if<br />We are fast(er).<br />We are easier to use.<br />60<br />
Television: The enemy.<br />We can beat them if<br />we are more trusted by the readers<br />We need to be linked to the y...
Triangleof succes<br />Newspaper<br />Mobile Services<br />Internet<br />62<br />
Modern newspapers<br />Compact. (time consumption goes down)<br />Strong in local news, good enough in national/internatio...
Modern newspapers have<br />Strong website<br />under same brand<br />64<br />
Modern newspapers have<br />Mobile services<br />    = Triangle<br />65<br />
Modern newspapers<br />Invest in branding, on all platforms if possible.<br />Most important:<br />Follow their clients.<b...
67<br />
68<br />
69<br />
70<br />
De Standaard website<br />71<br />
 View Printed newspaper online<br />72<br />
73<br />
Keys for succes<br />Think before acting<br />Editor in chief and commercial manager work closely together<br />Try to sim...
Keys for succes<br />Use one strong brand<br />See everything related to each other<br />Focus on news<br />75<br />
Keys for succes<br />Publishing model:<br />	readers and advertisers<br />Top management supports but gives freedom<br />7...
Lessons in summary<br />The best examples change....all the time<br />Be different<br />Top management is involved<br />Ed...
ChallengesSocial media<br />78<br />
The rise of social media<br />Hundreds of millions of us have turned into<br />content generators +<br />placed billions o...
The rise of social media<br />The world’s collective thinking is online<br />+<br />published<br />for the 1st  time in hi...
The rise of social media<br />A revolution in the way consumers<br />share influence + opinion<br />81<br />
Digital Friends<br />Digital channels have moved many of our social interactions into<br />the virtual space<br />+ into t...
Digital Friends<br />The web has expanded our networks to include <br />- peoplewedon'tknow<br /><ul><li>peopleweused to k...
Digital Friends<br />Digital channelsencouragemorefrequentinteraction and makeiteasier to shareinfluencethroughsending lin...
Social media<br />Make sure all your personnel <br />is on a social network<br />and <br />you too!<br />give everyone ful...
ChallengesTechnology<br />86<br />
Battle of Waterloo - 1815<br />87<br />
88<br />
Opportunities<br />89<br />
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  • it is a  weapon of prohibition :   read it in one breath
  • Pages that are read by themselves
  • Inge van Gaal

    1. 1. Newsmedia Marketing.....<br />II Ukrainian Newspaper Congress<br />Inge Van Gaal<br />Kiev October 2010<br />
    2. 2. Headquarter European Union<br />2<br />
    3. 3. Nato headquarters<br />3<br />
    4. 4. ....Manneken Pis....<br />Atomium<br />4<br />
    5. 5. Chocolate<br />The best.....<br />Forget the swiss forever<br />5<br />
    6. 6. No words, just taste it....<br />6<br />
    7. 7. 7<br />
    8. 8. INMA<br />=<br />Sharing ideas<br />8<br />
    9. 9. INMA<br />=<br />Inspiring Change<br />9<br />
    10. 10. The environment is changing<br />The life style is changing<br />The number of media channels is increasing<br />10<br />
    11. 11. The customer wants<br /><ul><li> to share
    12. 12. participate
    13. 13. express himself</li></ul>11<br />
    14. 14. We need to adapt!<br />12<br />
    15. 15. mass media <br />to <br />specialized niche media<br />few media <br />to <br />many media<br />13<br />
    16. 16. one way communication <br />to <br />two way - interactive <br />communication<br />14<br />
    17. 17. social networks:<br />technology removes control from communicators,<br />from you…<br />…to the reader<br />15<br />
    18. 18. consumers play a more <br />active role <br />audiences <br />influence content<br />16<br />
    19. 19. Therefore<br />newspapers should<br />learn more <br />about their <br />audiences<br />17<br />
    20. 20. Customer Relationship Management<br />Identify Customers<br />Differentiate Customers<br />Interact with Customers<br />Integrate Customers<br />=<br />Treating different customers differently<br />18<br />
    21. 21. 19<br />
    22. 22. Before 2000<br />Branding? <br />Not for newspapers....<br />Marketing? <br />We are not soap!<br />Publicity? <br />No, we journalists know what people want!<br />Change? <br />O dear, why? We are good enough<br />20<br />
    23. 23. Segmentation of a local market, the case of <br />21<br />
    24. 24. 22<br />
    25. 25. 23<br />
    26. 26. 24<br />
    27. 27. 25<br />
    28. 28. 26<br /><ul><li>Increased circulation
    29. 29. Sustained advertising revenue
    30. 30. Increased online readership</li></ul> … a Swedish success story <br />
    31. 31. 27<br />
    32. 32. Product changes<br />They had no problem.<br />Circulation stable to growth.<br />BUT....<br />Mentally they always want to improve<br />“Every 10 years we change!”<br />28<br />
    33. 33. 29<br />This time they focused<br />Background info<br />Local strenghts<br />Format and presentation<br />Service and life style<br />
    34. 34. Format changes???<br />Old format: 470 * 305 mm<br />New format: 450 * 300 mm<br />Creates better lay out opportunities<br />It fits better to the need of the public<br />It makes Kleine Zeitung more different<br />30<br />
    35. 35. 31<br />
    36. 36. 32<br />
    37. 37. 33<br />
    38. 38. 34<br />
    39. 39. 35<br />
    40. 40. Results<br />0.2% phone calls<br />0.1% about smaller letters...<br /> = mistake<br />Image perfect !!!<br />36<br />
    41. 41. Staying at the topis more difficult thangetting there....<br />
    42. 42. Reasons for their success?<br />Top management involved<br />Drive to be different<br />Drive to be better<br />Local focus<br />Long term planning<br />38<br />
    43. 43. 39<br />
    44. 44. Promotions<br />Today everybody does it....<br />The old formula is “finished”<br /><ul><li>Readers are tired of them
    45. 45. Advertisers do not respond on promotions
    46. 46. Expensive...</li></ul>40<br />
    47. 47. The promotional idea<br />Books....<br />People can’t make a selection<br />Well known authors<br />The classics<br />41<br />
    48. 48. 42<br />
    49. 49. The concept<br />Select 50 top titles<br />Start with “a big one”<br />Give the first book away<br />Sell the next 49 at 4,9 €<br />Big advertising campaign<br />43<br />
    50. 50. 44<br />
    51. 51. 45<br />
    52. 52. 46<br />
    53. 53. The financial result<br />47<br />
    54. 54. Final evaluation<br />Biggest bookpublisher<br /> in Italy...<br />Important increase in circulation<br />Profitable <br />48<br />
    55. 55. Keys to succes<br />Be different and innovative<br />Good cooperation with outside company<br />“shelving” effect: good quality<br />Advertising campaign<br />Own newsroom cooperated actively<br />49<br />
    56. 56. Wake-up break …<br />
    57. 57. INMA<br />=<br />Sharing ideas<br />51<br />
    58. 58. Product development<br />52<br />
    59. 59. Knowledge before news?<br />Need to know versus want to know.<br />Need = news<br />Want = knowledge<br />When knowledge = need : specialisation<br />53<br />
    60. 60. Knowledge before news?<br />But news = ..... Free....<br />Except for ... business press.<br />So specialisation versus generalisation.<br />54<br />
    61. 61. Knowledge before news?<br />Therefore: <br /> the real question is how to bring news and knowledge together under one brand!!<br />55<br />
    62. 62. Who do we need to be afraid of?<br />TELEVISION<br /><ul><li>Have all the news.
    63. 63. Invest in websites.
    64. 64. Specialists in short messages.
    65. 65. Trusted brands.</li></ul>56<br />
    66. 66. Television.....<br />Television was:<br />News at some fixed moments.<br />Short and no context.<br />Displayed at television set.<br />Attractive to youngsters.<br />57<br />
    67. 67. Television.....<br />Television is:<br />News at all moments of the day.<br />Short and long versions.<br />Follows the client.<br />Attractive to youngsters.<br />58<br />
    68. 68. Television: The enemy.<br />If we allow them to become “needed” and “wanted”, we lose.<br />If we do not cooperate with them, they will see our readers as their clients in search of news and ... context.<br />59<br />
    69. 69. Television: The enemy<br />BUT...!<br />We can beat them if<br />We are fast(er).<br />We are easier to use.<br />60<br />
    70. 70. Television: The enemy.<br />We can beat them if<br />we are more trusted by the readers<br />We need to be linked to the youngsters. (“belong to the future”)<br />We add more value.<br />61<br />
    71. 71. Triangleof succes<br />Newspaper<br />Mobile Services<br />Internet<br />62<br />
    72. 72. Modern newspapers<br />Compact. (time consumption goes down)<br />Strong in local news, good enough in national/international news.<br />News and knowledge (need and want to know)<br />63<br />
    73. 73. Modern newspapers have<br />Strong website<br />under same brand<br />64<br />
    74. 74. Modern newspapers have<br />Mobile services<br /> = Triangle<br />65<br />
    75. 75. Modern newspapers<br />Invest in branding, on all platforms if possible.<br />Most important:<br />Follow their clients.<br />66<br />
    76. 76. 67<br />
    77. 77. 68<br />
    78. 78. 69<br />
    79. 79. 70<br />
    80. 80. De Standaard website<br />71<br />
    81. 81. View Printed newspaper online<br />72<br />
    82. 82. 73<br />
    83. 83. Keys for succes<br />Think before acting<br />Editor in chief and commercial manager work closely together<br />Try to simplify paying model as much as possible<br />74<br />
    84. 84. Keys for succes<br />Use one strong brand<br />See everything related to each other<br />Focus on news<br />75<br />
    85. 85. Keys for succes<br />Publishing model:<br /> readers and advertisers<br />Top management supports but gives freedom<br />76<br />
    86. 86. Lessons in summary<br />The best examples change....all the time<br />Be different<br />Top management is involved<br />Editorial and marketing: same market orientation<br />Important marketing budgets<br />77<br />
    87. 87. ChallengesSocial media<br />78<br />
    88. 88. The rise of social media<br />Hundreds of millions of us have turned into<br />content generators +<br />placed billions of opinions online<br />79<br />
    89. 89. The rise of social media<br />The world’s collective thinking is online<br />+<br />published<br />for the 1st time in history<br />80<br />
    90. 90. The rise of social media<br />A revolution in the way consumers<br />share influence + opinion<br />81<br />
    91. 91. Digital Friends<br />Digital channels have moved many of our social interactions into<br />the virtual space<br />+ into text <br />+ the written word !<br />82<br />
    92. 92. Digital Friends<br />The web has expanded our networks to include <br />- peoplewedon'tknow<br /><ul><li>peopleweused to know and in a preweb age we lost contactwith</li></ul>83<br />
    93. 93. Digital Friends<br />Digital channelsencouragemorefrequentinteraction and makeiteasier to shareinfluencethroughsending links, videosorpictures<br />84<br />
    94. 94. Social media<br />Make sure all your personnel <br />is on a social network<br />and <br />you too!<br />give everyone full authority<br />85<br />
    95. 95. ChallengesTechnology<br />86<br />
    96. 96. Battle of Waterloo - 1815<br />87<br />
    97. 97. 88<br />
    98. 98. Opportunities<br />89<br />
    99. 99. 90<br />
    100. 100. reuters<br />91<br />
    101. 101. reuters<br />92<br />
    102. 102. reuters<br />93<br />
    103. 103. Opportunities<br />Research<br />94<br />
    104. 104. In-house Information<br />95<br />
    105. 105. Research used<br />Audience and market studies<br />Strategicmarketpositioning research<br />News and editorial research<br />Circulation research<br />Advertising research<br />Customersatisfaction research<br />96<br />
    106. 106.  WARNING !<br />“ Media Researchers are a group of people who pass as experts on the basis of their prolific ability to produce an infinite variety of incomprehensible figures calculated with micrometric precision from the vaguest assumptions based on debatable evidence from inconclusive data derived by persons of doubtful reliability for the sole purpose of confusing an already hopelessly befuddled group of people who never read the statistics anyway”<br />97<br />
    107. 107. Ideas?<br />ThankYou!<br />www.tijd.be<br />98<br />

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