"Newspapers: change of course"
Upcoming SlideShare
Loading in...5
×
 

"Newspapers: change of course"

on

  • 769 views

For World Publising Expo by Ulbe Jelluma, Marketing Director PrintPower (www.printpower.eu)

For World Publising Expo by Ulbe Jelluma, Marketing Director PrintPower (www.printpower.eu)

Statistics

Views

Total Views
769
Views on SlideShare
443
Embed Views
326

Actions

Likes
0
Downloads
14
Comments
0

3 Embeds 326

http://www.macromedia-elearning.de 293
http://www.printpower.eu 21
http://printpower.eu 12

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

"Newspapers: change of course" "Newspapers: change of course" Presentation Transcript

  • “NEWSPAPERS:CHANGEOF COURSEUlbe Jellumawww.printpower.eu/worldpublishingexpoulbe.jelluma@printpower.eu#printpower
  • Revenue streams newspapers worldwide Source: PwC Global Entertainment Media Outlook 2012-2016 World Newsmedia Network 2012
  • WHICH WAYFOR THE FUTURE
  • “EMERGENTSTRATEGY:NEWSPAPERS INITIATIVE
  • COMMUNITIES
  • Beware of Buffett’s bet on newspaper “ In towns and cities where there is a strong sense of community, there is no more important institution than the local paper. ” Warren Buffet, May 29 2012, CNN Money
  • US newspaper US newspaper puts print first and hires 50 editorial staff The Orange County Register, published in southern California, has recently employed about 50 editorial staffers to add to the 180 it already had.“ When we consider the alternative — the continued expense controls and diminishment of staff and that effect on the community — this is a wonderful ” opportunity for us to be able to serve the community better. Sources: Nieman Lab/OC Register
  • SUBSIDISE
  • HouseOnline Broadband HoldNews Printed Newspaper £2.00/month levy £ Support quality news providers Telegraph group Associated newspapers Guardian Independent Sun ...
  • PAYWALL
  • From bricks to clicks €1 lost in print gained in digital €7 Base: US Newspapers Source: Pew Research
  • “The increase in circulation revenues from the company’s digital paywall isnow meaningful enough to offset the decline in print advertising,” KannanVenkateshwar, a New York-based analyst for Barclays, wrote in a notetoday, where he upgraded the shares to the equivalent of buy, from ”equalweight, or neutral. “It is also adding to its Sunday home deliverysubscriber base now after many years of decline. Bloomberg October 11, 2012
  • FREE
  • London Evening Standard goes into profit Andrew Mullins, the papers managing director, says that in the year up to 30 September, the Standard managed to return a profit of just over £1m. After one year as a free, the loss was £16.9m. In the second year, from October 2010 to September 2011, the loss had been reduced to £7m.
  • Newspapers share of advertising expenditures 0-10% 10-20% 20-30% 30-40% 40-50% Source: ZenithOptimedia, June 2012
  • Advertising expenditures newspapers(change 1H2012 vs. 1H2011) FRANCE GERMANY Food 85 Telecoms 25,3 Drink 31,3 Business Services 17,4 Furnishings & Decoration 17,6 Drink 15,9 Clothing & Accessories 16,8 Automotive 11,7 ITALY NL SPAIN Housekeeping Products 53 Drink 17,8 Leisure Products 9,4 Distribution Channels 48 Healthcare 9,5 Distribution Channels 6,4 Food 46,2 Clothing & Accessories 8,7 Drink 2,9 Clothing & Accessories 38 Distribution Channels 5,3 Source: Nielsen
  • Advertising expenditures newspapers Germany(change 1H2012 vs. 1H2011) Source: Nielsen
  • Advertisers spending only on newspapers(change 1H2012 vs. 1H2011) -16.4less +10.1 more average spend advertisers per advertiser Source: Nielsen
  • CREATIVITY
  • “EMERGENTSTRATEGY:NEWSPAPERS INTEGRATION
  • Interactivititis Why consumers use social media from brands Source: Ehrenberg-Bass, 2012
  • 90-9-1 2 way 1 way “Lurking”
  • Increase ad awareness by integrating print 200 x2INDEX TV= 100 150 100 50 0 TV TV/outdoor TV/online/outdoor TV/online/outdoor/print Source: Dies Consulting 2010
  • Comparative Response Rates 4,55,9 - 5,9 6 4,4 % RESPONSE RATE 4,5 3 1,5 0,1 0,2 0 Email Paid Search Direct Mail Magazine DIRECT MARKETING METHOD
  • “EMERGENTSTRATEGY:NEWSPAPERS INTER ACTIVITY
  • QR codes Newspaper
  • QR codes Newspaper
  • Newspaper with audio (via printed electronics)
  • Newspaper with Augmented Reality
  • Newspaper with Augmented Reality
  • “NEWSPAPERS:CHANGEOF COURSEUlbe Jellumawww.printpower.eu/worldpublishingexpoulbe.jelluma@printpower.eu#printpower