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Mobiles and Tablets: A new interaction and revenue stream for publishers?
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Mobiles and Tablets: A new interaction and revenue stream for publishers?

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  • Telegraph Media Group World-leading newspaper brandInternational Newsmedia Marketing Association (inma.org)Sharing Ideas, Inspiring Change
  • Newspapers have come a long way from the days when…
  • NewspapersTelevisionMagazinesRadioOutdoor… we talked to the forest
  • Zoned newspapersCable TVNiche magazinesNiche radioOutdoor… we talked to the tree in the forest
  • BlogsSocial networksMagazines-on-demandPodcastsE-mailMobile services/products… we now talk to the leaves on the tree in the forest (and the leaves talk with each other)
  • Murdoch wants to take the best of the traditional journalism with the best of contemporary technology. Across print, web and mobile.
  • The average time a user is interacting with an online ad on the iPad is 30 secondsIt’s six times longer than he/she is spending on the same ad on a desktop pc.
  • Relationships to be forged in the new media playing field with Google, Apple, RIM , Facebook, Twitter etc. Steady migration of readers and advertisers from print to mobile and tablet devices over next 5 yearsWhat will drive this is a whole range of mobile services/products to drive interaction/database/content distribution…and revenue!Fewer printed newspapers and magazines (UK: +10m sold each day still!)But…industry expertise seems to indicate that…
  • Newspapers have come a long way from the days when…

Transcript

  • 1. Mobiles and Tablets:
    A new interaction and revenue stream for news publishers?
    Mark Challinor, Director of Mobile, Telegraph Media Group
  • 2. “We envision literally a billion people getting inexpensive, browser-based touch-screen devices over the next few years.”
    – Eric Schmidt, CEO, Google
  • 3.
  • 4.
  • 5. Europe
    Newspapers: 2,398
    North America
    Newspapers: 1,577
    Europe Newspapers: 2,398
    Asia
    Newspapers: 5,071
    Middle East
    Newspapers: 272
    North America Newspapers: 1,577
    Africa
    Newspapers: 400
    Middle East Newspapers: 272
    Asia Newspapers: 5,071
    Latin America
    Newspapers: 1,400
    South Pacific
    Newspapers: 89
    Africa Newspapers: 400
    Latin America Newspapers: 1,400
    South Pacific Newspapers: 89
  • 6. Age of Mass Media
  • 7. Age of Niche Media
  • 8. Age of Micro Media
  • 9. “New times call for new journalism.The iPad demands that we rethink our craft.”
  • 10. When Would You Expect Mobile Usage?
    Relevance for mobile advertisers
  • 11. TelegraphiPad App
  • 12. Downloads From the App Store
  • 13. iPad App Usage
  • 14. We’re a Morning… and an Evening App
  • 15. What that says about our iPad consumers
    RESULTS AND FEEDBACK
    August 2010 data: IAB.
  • 16. 6x Longer Ad Interactions
    Pintroll & Ad Marvel Report via BizReport.com 2010
  • 17.
  • 18. Bold Prediction
    Revenue for newspaper publishing companies could reach up to 25% of total rev via tablets and mobile devices.
  • 19. Phones or Shoes?Double the 2-5 year olds can play with a smartphone app (19%)……than could tie their shoes (9%)
    2010 AVG study