Media and online trends

Some media trends November 2009

Media trends • Print is not dead • But it’s changing beyond recognition • TV still rules supreme • After several false dawns - the age of the mobile web • Online, all news is global • Brands now spend more on than offline

Print is not dead

"It's sometimes easy to forget that most people don't live like we do. They don't use RSS. They don't Twitter. They don't read twenty blogs a day. They still actually pick up the newspaper and read it." (Ryan Chittum, CJR) 88% of reading time in print (Columbia Journalism Review)

Print and online reading very different • Outside of a core audience of news junkies, people read online newspapers very differently to print • Online they read an article of interest and leave again to go onto Facebook etc, often guided by search and social media • For example, the Mail website saw a spike due to people looking for Michael Jackson-death coverage - and not for any brand loyalty reasons • Though the ‘mean’ for UK newspapers is 2.5 pages per user, at the same time only 62.8% of users look at one page (Malcolm Coles)

''We think of newspapers in the old-fashioned way, printed on crushed wood so to speak, [but] it's going to be digital.'' ''Within 10 years I believe nearly all newspapers will be delivered digitally [either on computers or electronic reading devices].” Rupert Murdoch, 10 June 2009 ...but it is changing beyond recognition

The changing print landscape • According to TNS, in the UK newspapers have a lower ‘high trust’ score than Wikipedia (24% vs 23%) • Last year, the UK nationals lost the equivalent in Birmingham in readers (and US papers the equivalent of Wisconsin) • Regional newspapers particularly badly hit due to a) Classifieds going online, b) Readers going online and C) The recession • Not seen as essential anymore - only 4% of 16-35 year olds listed it as their ‘can’t live without’ medium (Ofcom)

Newspapers should concentrate on “evidence- based journalism, something that bloggers are not good at originating." "Not all readers demand such quality, but the educated, opinion-leading, news-junkie core of the audience always will. “They will insist on it as a defense against "persuasive communication," the euphemism for advertising, public relations and spin that exploits the confusion of information overload.” Philip Meyer, The Vanishing Newspaper: Saving Journalism in the Information Age The elite newspaper of the future?

TV still rules supreme

TV still the dominant medium • Target Cast study, 42% say • TV has made the leap to online newspapers less influential / 30% media easier, programmes and web disagree. But for TV the figures spin-offs integrated are 17% agree to 52% disagree • 74% of people “media stack” (go • The Internet Advertising Bureau online and watch TV at the same (iab) looked at media time: TV time), something it’s more difficult 35%, Online 29%, Radio 25%, Print to do with newspapers 11% (Weekdays) • Ofcom - most essential media for UK adults is TV (51%)

From the IAB

From Ofcom

After several false dawns - the age of the mobile web

The mobile Internet • ‘Most essential media’ for 16-24 year olds: TV (39%), Mobiles (24%), Internet (20%) • For all adults: TV (51%), Internet (15%), Mobiles (9%) • The UK has a higher rate of mobile Internet use (31%) than the US (26%) or worldwide average (17%) • More and more phones now have the ability to watch video - this is generally the tipping point when people surf the Internet on their phones more than on their PCs

All online news is global

UK newspapers, audience from abroad Most visitors to the websites of the UK nationals are from abroad

The four hour news cycle when things go viral (for background article click here)

If things broke virally, would a lot of organisations even notice? Twitter’s core user base is actually relatively small (especially compared to Facebook et al), but journalists and bloggers - people who can make things happen - are disproportionately represented. Twitter acts as a bridge to other media and does so within hours

“The UK has become the first major economy where advertisers spend more on internet advertising than on television advertising, with a record £1.75bn online spend in the first six months of the year. “The milestone marks a watershed for the embattled TV industry, the leading ad medium in the UK for almost half a century. It has taken the internet little more than a decade to become the biggest advertising sector in the UK.” (Guardian 30/9/09) Brands now spend more online than on TV

Yet how effective is it? Click-through rates are as low as 0.83% (for iPhones it is as low as 0.3%)

Yet social media conversations (ie PR) + ads do work People are more than 2x as likely to look at search ads if they’ve been influenced on social media beforehand (Source - Comscore)

Creative commons credits Krista76 Pedrosimoes7 tantrum_dan eneas metro library and archive Trois Tetes Brandon King Seb Chan aresauburn

Thank you! Any more info Cow Digital - Twitter @dirkthecow / @louisedoherty just ask?

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Media and online trends

by Rabbit on Dec 06, 2009

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Media and online trends — Presentation Transcript