Keynotes by Dominique Delport President HM France & UK Global Managing Director Havas Media Group

1. NEWSPAPERS :
THE END…
SERIOUSLY ?
Dominique DELPORT
Chairman Havas Media France & Havas Media UK
Global Managing Director Havas Media Group

2. STOP THINKING NEWSPAPERS ARE DEAD

3. … ESPECIALLY THE JOURNALISTS!
Source : Ross Dawson, futureexploitation.net

4. NEWSPAPER INDUSTRY FACING PROFOUND CHANGES
DIGITALIZATION AND
MONETIZATION
CONTENT
DIVERSIFICATION OF
FUNDING SOURCES
LOWER STRUCTURE
COSTS
FOCUS ON OFFER AND
QUALITY CONTENT
AUDIENCE
& GLOBAL BRAND
REBUILD
SHAREHOLDING

5. 1BN+ PEOPLE INTERCONNECTED THROUGH
SOCIAL & MOBILE PLATFORMS
AUDIENCES NOW THE MEDIA
YOUR READERS NOW THE MEDIA
WE LIVE IN AN ORGANIC WORLD

6. WE ARE ALL IDENTIFIED BY OUR
IP ADDRESS, GEOLOCATION
AND REACHABLE 24/7 PER MILI-SEC
GEOGRAPHY AND TIME ABOLISHED
WE LIVE IN AN ORGANIC WORLD

7. VILLAGES ARE GLOBAL
WE LIVE IN AN ORGANIC WORLD

8. CONTENT IS FLUID & CIRCULATES FREELY
WE LIVE IN AN ORGANIC WORLD

9. 5 REASONS TO EXPECT A BETTER FUTURE

10. 01
THE RISE OF THE
GLOBAL MIDDLE CLASS

11. MIDDLE CLASS PROJECTED GROWTH01
Source : OECD, Jana, 2013

12. EMERGING MARKETS HAVE IMPORTANT
SPENDING BUDGET
Source : OECD, Jana, 2013
01

13. RISE OF MIDDLE CLASS IN CONSUMPTION01
Source : OECD, 2013

14. CHINA UPPER MIDDLE CLASS CONSUMERS
WILL TRANSFORM THE NATION
๏ China’s new middle class is divided into different generations, the most striking of which we call Generation 2 (G2)
๏ It comprised nearly 200 million consumers in 2012 and accounted for 15 percent of urban consumption and in ten years’ time,
their share of urban consumer demand should more than double, to 35 percent
01
Source : The magnitude of China’s middle-class, McKinsey & Company, 2013

15. AFRICA’S GROWING MIDDLE CLASS
๏355 million (34% of the African population) in 2010 to 1.1 billion (42% of the African population) in 2060
๏Today, Africa is the most dynamic continent with a mobile penetration rate of 100%
01
Source : Canback Global Income Distribution Database, Mckinsey Global Institute

16. AFRICA : MOBILE-FIRST CONTINENT IN 2020
Source : Courrier International, October 2013
๏ According to World Bank, between 2000 and 2012,
number of mobile phone subscriptions spent in Africa -
137 to nearly 650 million, as in USA and Europe
๏ Used mobile banking terminals or Internet access,
promoting economic and agricultural development
๏ Orange Finance : 8m subscriptions
๏ Kenya : M-Pesa telecoms 14.6m active users in March
2012 (3 out of 5 Kenyans) with more than 650m
transactions per month
01

17. 02
MOBILE
FIRST

18. MOBILE
1ST
SCREEN
TV
2ND
SCREEN
02
Source : Millward Brown, 2014

19. freemium model : 10 free articles per month
unlimited content : 7 for $99 per month
Morning Briefing & Our Picks apps
A handpicked feed of stories
02
NY TIMES NOW : 2 APRIL 2014
BECOME MOBILE FIRST
NY TIMES OPINION : 4 JUNE 2014
Unlimited access to the NYT Opinion App +
NYTO section on NYTimes.com
99¢ for the first 12 weeks
& $1.50/week thereafter

20. ALL SOCIAL PLATFORMS
BECOME MOBILE FIRST
02
Source : Comscore, * December 2013, Age 18+

21. ONLINE NEWSPAPER READERS
GROWING RAPIDLY
Differences in digital reach across the newspaper titles.
Half of The Guardian’s and The DailyTelegraph readers are now based purely online whereas The Times has just 3% digital only
reach thanks to its pay wall.
DIGITAL
02
% who read print only
% who read digital only
Source : NRS PADD period July 2011 to June 2012
43% 54% 54%
81% 91% 91%

22. PRESS ONLINE :
THE END OF GOOGLE DEPENDENCE 02
Source : Buzzfeed 2013

23. The Atlantic (U.S. magazine) doubles the size of its writing since 2009 and making money since 2010.
In five years, through social, its online traffic jumped 80% with more than 25 million unique visitors
per month without compromise quality of content.
The reasons for successes :
02 PRESS ONLINE :
THE END OF GOOGLE DEPENDENCE
๏ recruit new talents
๏ work like a start-up, lean production
๏ know your audience
๏ mobile first
๏ use data and social media
๏ organize events and training
๏ develop brands
๏ create video content
Source : The Atlantic president M. Scott Havens, SXSW 2013

24. 02 PRESS ONLINE :
THE END OF GOOGLE DEPENDENCE
“It’s become very, very clear to me that digital trumps print, and that pure digital, without any
legacy costs, massively trumps print.” David G. Bradley, the owner of the Atlantic Media Company
Source : The Atlantic president M. Scott Havens, SXSW 2013

25. MAGAZINES :
INCREASING POTENTIAL FOR REVENUE02
Source : Veronis Suhler Stevenson Communication Industry Forecast 25th Edition, 2011-2015
Digital and mobile revenues include spending on the title-related online and mobile extensions of print publications.
It includes advertising and content spending, such as subscriptions, apps and online reviews.

26. SERVICE DELIVERED - BEYOND PAPER02
TV GUIDE MOVED TO DIGITAL PROGRAM SCHEDULE
TVGuide.com attracts some 16.5 million monthly visitors and the smartphone and tablet apps reach about 2.5 million users
Source : CBS 2013

27. 02 SERVICE DELIVERED - BEYOND PAPER
VIRTUAL TV ZAPPER
Source : TV GUIDE 2013

28. 02 INCOME SOURCES EVOLVING
FREEMIUM
A combination of free and premium contents. The most popular
business model on Internet. Several varieties with a similar
base : a limited part and a full access part, fees for access to
both.
SUBSCRIPTION
Provides access to an offer or benefit (yearly/monthly) with
regular payment period. This system has been used by press
and mobiles but today is increasingly digital.
MICROTRANSACTION
The principle : payments are small sums to promote repetition
and impulse buying. Very common in
image/ringtone sales and many apps/mobile games.
CLOUD COMPUTING
The principle : the customer pays for time spent or number of
logins, the amount of downloads, e.g pay per minute with
Skype credit or Paypal fee for each transaction.
AFFILIATION
A type of performance-based fidelity marketing where a
business rewards one or more affiliates for each visitor or
customer that participates.
ONLINE ADVERTISING
First source of income for websites.
But increasingly difficult to make it a single source of income,
because it requires very high traffic.

29. 02 TRANSITION FROM A NEWSPAPER
TO A DIGITAL PUBLICATION
Source : NYT report, March 2014

30. 02 NYT PAYWALL SUCCESS
Total revenues increased 2.6 percent in the first quarter of 2014, with advertising revenues up 3.4 percent and circulation
revenues up 2.1 percent. The Company added more net digital subscribers in the first quarter of 2014 than in any quarter in
2013. The total number of paid digital-only subscribers at the end of the first quarter was approximately 799,000, an increase
of 39,000 compared with the end of the fourth quarter of 2013.
Source : NYT investors, April 2014

31. TRUST IN DIGITAL : PRESS ONLINE INCREASE
La Presse newspaper (Canada) launched La Presse+, a free iPad app $40-million bet on
a new tablet platform that it hopes will replace its newspaper over three years.
02

32. 03
MOST
POPULAR WRITING

33. NEW SUPPORT, NEW CONTENT :
ADJUSTING THE EDITORIAL PURPOSE
LONG KNOW-HOW
POLLSTER & EDITOR
THINK VIDEO
YOUR REPORTERS ARE YOUR MEDIA
YOUR READERS HAVE TALENT
EVENT YOUR PROGRAMS
03

34. DEVELOPING STRONG AND SINGULAR EDITORIALS :
DIFFERENT KNOW-HOW03
CREATE NOVELIZATION WITH SOLID AND CONSISTENT CONTENT

35. CONFIRMING EDITORIAL AMBITIONS :
POLLSTER & LAYOUT PERSON03

36. THINK VIDEO03

37. YOUR REPORTERS ARE YOUR MEDIA03
READER SUBSCRIPTIONS TO SPECIFIC JOURNALISTSJOURNALIST AS THE BRAND

38. 03 YOUR REPORTERS ARE YOUR MEDIA

39. A NEW GENERATION OF EXPERTS TO EXPAND YOUR ECOSYSTEM
03 YOUR READERS HAVE TALENT

40. 03
400 bloggers - correspondents are paid by click
YOUR READERS HAVE TALENT
Source : Forbes, 2014

41. 03 YOUR READERS HAVE TALENT
Source : Forbes, 2014

42. EVENT YOUR PROGRAMS03
CULTURE SECTION IN THE UK'S SUNDAY TIMES PROMOTED BY PULLING TOGETHER SIX ICONIC
MOMENTS CAPTURED IN SINGLE SHOT MOMENTS IN 50 SECONDS

43. 04
DATA EXPLOITATION
DRIVING BUSINESS

44. WE LIVE IN A BIG DATA WORLD04

45. 04 WE LIVE IN A BIG DATA WORLD

46. WE LIVE IN AN ALGORITHMS WORLD04
MARKETING

47. THE GUARDIAN, 1ST worldwide media who
have launched data-journalism in 2009
04 NEW WRITING FORMS :
THE DATA-JOURNALISM
MAKING SENSE OF DATA - ENGAGE READERS (CROWDSOURCING)

48. STAGING INFORMATION TO HIGHLIGHT KEY UNDERSTANDING
04 NEW WRITING FORMS :
THE DATA-VISUALIZATION

49. 04 NEW WRITING FORMS :
THE DATA-VISUALIZATION
#MH360

50. 14 segments
25% with ratio > 140%
04 NEW MARKETING OPPORTUNITY :
KNOWLEDGE OF FINE-GRAINED TARGET
Selected Internet user profile characteristics reveal a very strong correlation with the sales conversion rate.
This able marketers to build highly differentiated Web user segments, with best performance.
Source : Mckinsey, 2013

51. 05
INNOVATION &
AGILITY

52. 05
A MAGAZINE BECOMES AN ECOSYSTEM MEDIA
THINK MILLENNIALS

53. 05
YOUTH UNEMPLOYMENT IN SEVERAL EUROPEAN ECONOMIES IS DISTURBINGLY HIGH,
WITH RATES OF UP TO 40% : WHOSE NEWSPAPER IS HELPING THEM ?
Source : Eurostat 2013
THINK MILLENNIALS
EUROPEAN YOUTH UNEMPLOYMENT

54. INNOVATE TO SIMPLIFY THEIR READING
APPLICATION FOR CONVERTING AN ARTICLE
INTO AUDIO
APPLICATION FOR CONVERTING AN ARTICLE
INTO VIDEO IN 5 SECONDS
05

55. USE HIGH TECHNOLOGIES
TO SHARE INSTANT INFORMATION05

56. PERSONALIZE & SOCIALIZE05

57. PERSONALIZE THE PAPER VERSION
Meganews, a newspaper vending machine with Internet access, prints in real-time a copy of the magazine you have selected.
You purchase your magazine through screens on the kiosk and pay by credit card. It only takes two minutes from making your
purchase until a freshly printed magazine drops down the hatch.
Consumers can choose from over 200 magazines and newspapers - reduces publishing and distribution costs. (Sweden)
05
SELECT, SET, PRINT

58. PERSONALIZE YOUR OWN NEWSPAPER05
FROM WEB TO PAPER
PaperLater lets you save the good stuff from around the web and enjoy it in a newspaper made just for you. When you find
yourself on something you’d prefer to read in print, just press the ‘Save for PaperLater’ button in your browser. When you’ve
got enough articles, hit print and we’ll automatically layout, print and ship you a newspaper. It’ll be on your doorstep in a few
days. It’s quick and easy and only £4.99. (UK)

59. NEWSPAPERS ARE USEFUL05
UMBRELLA NEWSPAPER
It rains a lot in Ecuador and that could be a problem even for
EXTRA newspaper, during rainy season we printed a special
edition that comes with a plastic film on its cover making it
waterproof. Compared to last year, same season, circulation
increased 12%.
MOSQUITO REPELLENT NEWSPAPER
Mawbima is one of Sri Lanka’s most popular newspapers has created
the Mawbima Mosquito Repellent Paper to fight against Dengue,
printed using an ink containing a bug-repelling ingredient. Even with a
bigger print run, the paper sold out by 10am - a sales increase of 30%
and the newspaper's readership increased by 300,000.

60. FOR ALL : UPGRADING WHAT WORKS05
!
DIGITAL NEWSPAPER HOLDER PIMPING A LO-FI SUPPORT WITH TECHNOLOGY -
SHOWING PEOPLE THE VALUE OF REAL-TIME NEWS SERVICES WHILE READING THE PRINTED EDITION
(GERMANY)

61. 05 FOR ALL : UPGRADING WHAT WORKS

62. Source : Ross Dawson, futureexploitation.net

63. ENDING OF THE DECLINIST