NEWS CONSUMPTION 06/02/09 AMIT G TEKALE>>SAKAAL>>PUNE

GLOBAL SCENARIO Over one billion readers in the world read a newspaper everyday Newspapers will continue to be the largest advertising vehicle after Online and TV for years to come, says the WAN report Last year, newspaper circulation has gone up in India and China though it has gone down in USA, Japan etc. Free dailies: 6% worldwide market share; 15% share in European market Internet consumption rose by 9% last year; it grew by 200% over the last 5 years > > > ?

Over one billion readers in the world read a newspaper everyday

Newspapers will continue to be the largest advertising vehicle after Online and TV for years to come, says the WAN report

Last year, newspaper circulation has gone up in India and China though it has gone down in USA, Japan etc.

Free dailies: 6% worldwide market share; 15% share in European market

Internet consumption rose by 9% last year; it grew by 200% over the last 5 years

> > > ?

CHALLENGE WHO IS THE NEW NEWS CONSUMER?

WHO IS THE

NEW NEWS CONSUMER?

CHALLENGE HOW HE / SHE CONSUMES THE NEWS?

HOW HE / SHE

CONSUMES THE NEWS?

EXERCISE

EXERCISE Define a profile of the selected person regarding: Profession Interests Typical day Media preferences and media consumption habits How is this specific person served by media houses at the moment? How can he / she be served in future?

Define a profile of the selected person regarding:

Profession

Interests

Typical day

Media preferences and media consumption habits

How is this specific person served by media houses at the moment?

How can he / she be served in future?

EXERCISE Mr. Sahastrabuddhe, 68 Mr. Anand, 31 Mrs. Vaidya, 38 and Rahul, 8 Sandy, 22 Rani, 10 Dr. Kedari, 45

MEDIA CONSUMPTION (TIMEWISE) Source : IFRA TV Radio New paper Outdoor Internet Mobile 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM

MEDIA CONSUMPTION (AGEWISE) Source : IFRA 0% 20% 40% 60% 80% 100% Mobile Internet Newspaper under19 20-29 30-39 40-49 50-59 over 60

ONLINE IS THE KEY Online

WHY ONLINE? 1822 1927 1959 1994 1995 Entry Year Source : Industry Sources No of years taken to reach 50Mn base 162 38 28 11 10 Fastest growth rate

FOUR PILLARS OF ONLINE Urgency Breaking news Cricket score Utility Traffic updates Online search Event information Interactivity Blogs Citizen Forums Visuals Videos Slideshows

Urgency

Breaking news

Cricket score

Utility

Traffic updates

Online search

Event information

Interactivity

Blogs

Citizen Forums

Visuals

Videos

Slideshows

ONLINE CAN INTEGRATE Print TV Mobile and Radio Print Television Radio Mobile Online

Print

TV

Mobile and

Radio

ALL ELEMENTS PACKED IN ONE What is this?

GLOBAL SCENARIO http://en.wikipedia.org/wiki/RSS

COMPLEMENTARY PLATFORMS Web Radio VidCast RSS Feeds PodCast Mobile TV SMS/MMS Blogs eReader

NEW FORMS OF DELIVERY

INNOVATION IN NEW MEDIA www.mytoday.com A website developed by Mumbai-based ex-IITian and blogger Rajesh Jain Ideal example of integration of online and mobile One-stop source for personalized daily news and views Free to use

www.mytoday.com

A website developed by Mumbai-based ex-IITian and blogger Rajesh Jain

Ideal example of integration of online and mobile

One-stop source for personalized daily news and views

Free to use

THE FUTURE OF OL JOURNALISM More resources, more efficient use of resources Better multimedia creation tools Better content management systems Closer integration with marketing and advertising New business models and service providers More enthusiasm from journalists, better training

More resources, more efficient use of resources

Better multimedia creation tools

Better content management systems

Closer integration with marketing and advertising

New business models and service providers

More enthusiasm from journalists, better training

RADICAL CHANGE “ Look outside the window and you can see people using media in a new way”

“ Look outside the window and you can see people using media in a new way”

Thank You Suggested Reading: Digitizing the news, Innovations in online newspapers. By: Pablo Boczkowski Get it from: www.amazon.com [email_address]