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Newspaper Reinvention Presentation
 

Newspaper Reinvention Presentation

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    Newspaper Reinvention Presentation Newspaper Reinvention Presentation Presentation Transcript

    • SOURCE: TIME Magazine, Feb 09
    • Q: WHO READS THE NEWS? A: Everyone
    • Q: WHO READS THE NEWSPAPER? A: ?
    • DAILY NEWSPAPER READERSHIP BY AGE GROUPPercentage nationally who read any daily newspaper (print edition) yesterday, 1999-2008 SOURCE: Scarborough Research survey data
    • On-demand news culture Traffic up 27% on top 50 news websites in 2008NYT mobile page views up to 19 million in mid-2008 “Infotainment” = Colbert/Daily Show Bite size news SOURCE: PEJ’s analysis of comScore data
    • Q: HOW DO NEWSPAPERS MAKE MONEY? A: Newsstand sales Subscriptions Advertising
    • 75% of newspaper costs have nothing to do with the creation of editorial content. SOURCE: http://seekingalpha.com/article/124057-four-bad-ideas-for-paid-newspaper-content-online
    • FREE online contentTechnology Educationconvergence about journalism Q: WHAT’S THE PROBLEM? Lack of Decreasinginteractivity ad revenue Competing news sources
    • DELIVERY METHODS PRINT PIXEL $$$ $$$ FREENewsstand Home Phone App eReader Website TimesReader e-mail
    • NEWSPAPERS MUST EVOLVE.
    • Q: HOW DO YOU REINVENT A. Reverse positioning:Strip away traditional product attributes & add new ones.
    • USER EXPERIENCE PRINT PIXELTactile Search Rich mediaPortable One time onlyNo batteries! User chooses content Multiple Stumble upon points of access
    • OUR METHODS1. New distribution2. Diversify advertising opportunities3. Breed users from youth4. Embrace evolving technology5. [News] - [Paper]
    • #1New distribution
    • WHAT PEOPLE WANT John GriffinPresident of the National Geographic Societys magazine group online e-ink with & without video assembled & disassembled on-demand delivered economical/sustainable delivery
    • NYT’s KINDLE SUBSCRIPTION = $14.99/month SONY READER = 400,000 = $6M/MONTHAMAZON KINDLE = 500,000 = $7.5M/MONTH SOURCES: The Wall Street Journal/Citigroup
    • DAILY NEWSSTAND = $1.50 DAILY NEWSSTAND = $1.50HOME DELIVERY = $155.48/year HOME DELIVERY = $616.40/year
    • KINDLE SUBSCRIPTION PRICINGNYT for KINDLE = $167.88/yearWSJ for KINDLE = $119.88/year
    • 15% of those 3$459M/year = device owners subscribed to daily NYTimes
    • MAKE SURE THE NEWSPAPERIS PREPARED FOREVERY TYPE
    • THE (NEW) NEWSPAPER VENDOR Vending terminal Near traditional newsstands & subways Uses an internet connection and bluetooth wireless to beam paper to your handheld device Use screen to drag & drop content into your custom paperCharge per download or enter a special ID to charge back to your paper’s account
    • Q: WHAT GOES GREAT WITH A NEWSPAPER?
    • COFFEE
    • Q: WHAT ELSE GOES GREAT WITH COFFEE & A NEWSPAPER?
    • CONVERSATION
    • THE NEWS LOUNGE
    • THE NEWS LOUNGE Located in a newspaper’s local areaEmbedded tech devices in the tables displaying newsfeeds (new) news vendors on premises Laid back atmosphere Weekly talks by columnists/editors/citizen journalists Bond with community in a branded environment
    • #2Diversify advertising opportunities
    • “An online reader is worthten percent of a print reader to advertisers.” Johann Hari, Columnist, London Independent
    • ADDING DEPTHNew formats = more opportunities for rich media/more inventory Electronic delivery is trackable delivery
    • #3Breed users from youth
    • "Were it left to me to decide whether weshould have a government without newspapers or newspapers without a government, I should not hesitate to prefer the latter." Thomas Jefferson, smart red-headed writer
    • On their 18th birthday every French citizenwill be given a years free subscription to a newspaper of their choice. Thanks Pres. Sarkozy!
    • 76M children in public school (2005) Text books, summer reading, work sheets, quizzes, newspapers Provide access to advanced technology Awareness/appreciation of journalism Turn in at end of schoolThey’ll need one of their own for college...
    • #4Embrace evolving technology
    • THE PAPER TODAY Editors Admin WritersOp/Ed Investigator Non-professionals Citizen Reporting Reviewer
    • SUBMITTING AN ARTICLE TO A NEWS OUTLET Moderator Approved by moderator using Times guidelines Local Times NewsSubmits local Content added to content main content Writer
    • PAYMENT METHODS FOR CITIZEN JOURNALISM Free Pay per article via micropaymentsMain content Local content/ core articles 1/4 $ 1/4 $ 1/2 $
    • Local Times News Writer Local papers are not surviving Supplement income Local content & opportunity for published work Expand news network and increase revenuesModerator Supplement income Maintain Core Product Main content A trusted news source / core articles for local and non-local content
    • merging media
    • #5[News] - [Paper]
    • NEWSPAPER CIRCULATIONDaily newspaper (print edition), 2003-2008 SOURCE: Scarborough Research survey data
    • SOURCE: TIME Magazine, Feb 09
    • One-way communication High costNon-sustainable business model
    • [News] - [Paper]
    • OUR METHODS1. New distribution2. Diversify advertising opportunities3. Breed users from youth4. Embrace evolving technology5. [News] - [Paper]
    • FILLED QUESTIONS?