The Future of the Newspaper:
                                     multi-media, multi-channel, multi-platform
             ...
Overview


1.  Review daily Newspapers

2.  New Developments

3.  Consequences




                              © Styria ...
Overview


1. Review daily Newspapers

2.  New Developments

3.  Consequences




                             © Styria Me...
Newspaper

Derived from „zidunge“ (west middle German): „News“
Attributes
    Periodicity
    Up-to-dateness
    Universal...
Sold Copies and Reach Germany




 1. Review Daily Newspapers   © Styria Medien AG   Page 5
Circulation and Reach USA




 1. Review Daily Newspapers   © Styria Medien AG   Page 6
U.S. Media market




 1. Review Daily Newspapers   © Styria Medien AG   Page 7
Reach, Media Usage Time & Circulation
of Dailies in Germany and USA




 1. Review Daily Newspapers   © Styria Medien AG  ...
Media Spending Germany 1995-2007
(Net income in relative terms)
Loss of market share of
    daily newspapers in
    develo...
Media Spending Germany 1995 – 2007
(Net income in absolute terms, in Mio. €)




                                         ...
Media Spending USA 1995-2007
(In relative und absolute terms)




                              Source: Universal McCann. ...
Laws of Communication Sciences ( Riepl‘s Law)

Law of Non-replacement
    Media never fall into desuetude, but they at
  ...
Overview


1.  Review daily Newspapers

2. New Developments

3.  Consequences




                              © Styria M...
New Developments: Technique
                                                  Des-             Content           Re-
     ...
New Developments: Economy

Concentration
    Markets
    Market Participants
        Advertiser
        Advertising agenci...
Stock Price of selected Media Companies




New York Times Company   Gannett   McClatchy Johnston Press Trinity Mirror

 2...
New Developments: Society

Disintermediation
Shift of Power
Multitasking
Always on




 2. New Developments        © Styri...
New Developments: Convergence

Convergence of
Technique
    Transmission routes
    Tools
Branches
Media (Companies)
Conte...
Overview


1.  Review daily Newspapers

2.  New Developments

3. Consequences




                              © Styria M...
Consequences for Media Companies

1.  Cooperations
2.  Mergers
3.  Harvest
4.  The 3 Lives of Newspapers
5.  MMM-Strategy
...
1/6   Cooperations




                                                    Source: Vgl. Schildhauer, T. et al. (2005), S. ...
2/6    Mergers (Fusions, Joint Ventures und Take Overs)

Horizontal vs. Vertical Mergers
     Economies of scale vs.
    ...
3/6    Harvest

„A stagnant industry‘s market
position is harvested by raising
prices and lowering quality,
trusting that ...
4/6    Die 3 Lives of Newspapers: Paid

1. Paid-Newspapers




    3. Consequences                 © Styria Medien AG   Pa...
4/6   Die 3 Lives of Newspapers: Hybrid

1. Paid-Newspapers          2. Hybrid Model

                                Manc...
4/6   Die 3 Lives of Newspapers: For Free

1. Paid-Newspapers          2. Hybrid Model                       3. For free

...
5/6    MMM – Multimedia Multichannel Multiplatform



  Text                 Pictures                                  Ton...
5/6    MMM – Multimedia Multichannel Multiplatform
Physical Distribution
    Household Delivery
    Kiosk/ Retail
    Colp...
5/6   MMM – Multimedia Multichannel Multiplatform

Various platforms
    Paper
    PC
    Mobile Devices
    Public Screen...
5/6    MMM - Summary
media
Multi-




    3. Consequences      © Styria Medien AG   Page 30
5/6    MMM - Summary
media
Multi-
channel
 Multi-




     3. Consequences      © Styria Medien AG   Page 31
5/6     MMM - Summary
media
Multi-
channel
 Multi-
platform
 Multi-




      3. Consequences      © Styria Medien AG   Pa...
6/6   Newsroom: Separation-Model vs. Integration-Model
           Separation-Model :                                      ...
6/6    2 different Model - 2 possible Chances of Success
           Separation-Model :                         Integration...
6/6    The Danger of Integration

                                           Digital only                                 ...
6/6   Content Engine




2 major components
   (among others):
  1.  UGC (User
      generated content)
  2.  Automaticall...
The crucial Challenge




                        © Styria Medien AG   Page 37
Thank you!




Horst Pirker
A-8010 Graz Schönaugasse 64
Tel. +43 316 8063-1000 E-Mail: horst.pirker@styria.com
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The Future of the Newspaper: multi-media, multi-channel, multi-platform - DDr. Horst Pirker

  1. 1. The Future of the Newspaper: multi-media, multi-channel, multi-platform DDr. Horst Pirker, CEO Styria Medien AG INMA Europe Conference Vienna, 03.10.2008 Horst Pirker A-8010 Graz Schönaugasse 64 Tel. +43 316 8063-1000 E-Mail: horst.pirker@styria.com
  2. 2. Overview 1.  Review daily Newspapers 2.  New Developments 3.  Consequences © Styria Medien AG Page 2
  3. 3. Overview 1. Review daily Newspapers 2.  New Developments 3.  Consequences © Styria Medien AG Page 3
  4. 4. Newspaper Derived from „zidunge“ (west middle German): „News“ Attributes Periodicity Up-to-dateness Universality (variety in terms of content) Publicity (accessibility for everyone) ► Term „Newspaper“ does not include payment coercively. ► „Newspaper“ (News) is not bound to paper or printing. 1. Review Daily Newspapers © Styria Medien AG Page 4
  5. 5. Sold Copies and Reach Germany 1. Review Daily Newspapers © Styria Medien AG Page 5
  6. 6. Circulation and Reach USA 1. Review Daily Newspapers © Styria Medien AG Page 6
  7. 7. U.S. Media market 1. Review Daily Newspapers © Styria Medien AG Page 7
  8. 8. Reach, Media Usage Time & Circulation of Dailies in Germany and USA 1. Review Daily Newspapers © Styria Medien AG Page 8
  9. 9. Media Spending Germany 1995-2007 (Net income in relative terms) Loss of market share of daily newspapers in developed markets However, in absolute figures increase in advertising earnings of daily newspaper Risk of substitution by internet especially in the area of car and real estate- classifieds Source: ZAW 1. Review Daily Newspapers © Styria Medien AG Page 9
  10. 10. Media Spending Germany 1995 – 2007 (Net income in absolute terms, in Mio. €) Source: ZAW 1. Review Daily Newspapers © Styria Medien AG Page 10
  11. 11. Media Spending USA 1995-2007 (In relative und absolute terms) Source: Universal McCann. These U.S. advertising reports represent all expenditures by U.S. advertisers - national, local, private individuals, etc. The expenditures, by medium, include all commissions as well as the art, mechanical and production expenses that are part of the advertising budget for each medium. 1. Review Daily Newspapers © Styria Medien AG Page 11
  12. 12. Laws of Communication Sciences ( Riepl‘s Law) Law of Non-replacement Media never fall into desuetude, but they at the most change in their meaning and function in the society. Law of Need Media occur and only occur as a lasting institution only if a societal need has grown for them. Law of Acceleration New media step on the stage of societal communication in progressively shorter intervals. 1. Review Daily Newspapers © Styria Medien AG Page 12
  13. 13. Overview 1.  Review daily Newspapers 2. New Developments 3.  Consequences © Styria Medien AG Page 13
  14. 14. New Developments: Technique Des- Content Re- Content Integration* Integration** Content and Digitalisation and intermediate medium and original medium (nz≥ 1) final medium Disintegration * by media producer, e.g. User E-Paper ** by media producer or consumer Broadband Hypermedium Internet Weblogs Games Artificial Intelligence Next Generation Media 2. New Developments © Styria Medien AG Page 14
  15. 15. New Developments: Economy Concentration Markets Market Participants Advertiser Advertising agencies Concentration of media Development of Free Newspapers worldwide New Business Models Hybrid Models Reverse Publishing Free Newspapers 2. New Developments © Styria Medien AG Page 15
  16. 16. Stock Price of selected Media Companies New York Times Company Gannett McClatchy Johnston Press Trinity Mirror 2. New Developments © Styria Medien AG Page 16
  17. 17. New Developments: Society Disintermediation Shift of Power Multitasking Always on 2. New Developments © Styria Medien AG Page 17
  18. 18. New Developments: Convergence Convergence of Technique Transmission routes Tools Branches Media (Companies) Content Culture Public and Private Human and Computer Producer and Consumer 2. New Developments © Styria Medien AG Page 18
  19. 19. Overview 1.  Review daily Newspapers 2.  New Developments 3. Consequences © Styria Medien AG Page 19
  20. 20. Consequences for Media Companies 1.  Cooperations 2.  Mergers 3.  Harvest 4.  The 3 Lives of Newspapers 5.  MMM-Strategy Multimedia Multichannel Multiplattform 6.  Newsroom: Integration-Model vs. Separation-Model 3. Consequences © Styria Medien AG Page 20
  21. 21. 1/6 Cooperations Source: Vgl. Schildhauer, T. et al. (2005), S. 29 3. Consequences © Styria Medien AG Page 21
  22. 22. 2/6 Mergers (Fusions, Joint Ventures und Take Overs) Horizontal vs. Vertical Mergers  Economies of scale vs. homogenous value-added chains and strengthening of independence Substitutive vs. complementary Targets Companies after Mega-Merger very often to slow on dynamic media market (Vivendi, AOL Time Warner, etc.) 3. Consequences © Styria Medien AG Page 22
  23. 23. 3/6 Harvest „A stagnant industry‘s market position is harvested by raising prices and lowering quality, trusting that consumers will continue to be attracted by the brand name rather than the substance for which the brand name once stood.“ (M. Porter) 3. Consequences © Styria Medien AG Page 23
  24. 24. 4/6 Die 3 Lives of Newspapers: Paid 1. Paid-Newspapers 3. Consequences © Styria Medien AG Page 24
  25. 25. 4/6 Die 3 Lives of Newspapers: Hybrid 1. Paid-Newspapers 2. Hybrid Model Manchester Evening News • Established in 1868 • Price: 40 p • For free in city centre, on airports and hospitals since 2006 Le Matin Le Matin bleu • established 1984 • Established 2005 • Paid-Newspaper • Free-Newspaper for younger target group Die Welt Die Welt kompakt • Established 1946 • Established 2004 • Format: Broadsheet • Format: Tabloid • Price: € 1,50-1,80 • Price: € 0,70 • Lower-priced compact newspaper for younger TG 3. Consequences © Styria Medien AG Page 25
  26. 26. 4/6 Die 3 Lives of Newspapers: For Free 1. Paid-Newspapers 2. Hybrid Model 3. For free La Razon (Buenos Aires)  Established 1905  For free since 1999 San Francisco Examiner  Established 1865  For free since 2003 The Standard (Hongkong)  Established 1949  For free since 2007 3. Consequences © Styria Medien AG Page 26
  27. 27. 5/6 MMM – Multimedia Multichannel Multiplatform Text Pictures Tones Graphs (moved/ unmoved) 3. Consequences © Styria Medien AG Page 27
  28. 28. 5/6 MMM – Multimedia Multichannel Multiplatform Physical Distribution Household Delivery Kiosk/ Retail Colportage/ Distributors Distribution Bags Non-Physical Distribution Cabel Satellite UMTS DVB-H GPRS WiFi WiMAX, etc. 3. Consequences © Styria Medien AG Page 28
  29. 29. 5/6 MMM – Multimedia Multichannel Multiplatform Various platforms Paper PC Mobile Devices Public Screens, … 3. Consequences © Styria Medien AG Page 29
  30. 30. 5/6 MMM - Summary media Multi- 3. Consequences © Styria Medien AG Page 30
  31. 31. 5/6 MMM - Summary media Multi- channel Multi- 3. Consequences © Styria Medien AG Page 31
  32. 32. 5/6 MMM - Summary media Multi- channel Multi- platform Multi- 3. Consequences © Styria Medien AG Page 32
  33. 33. 6/6 Newsroom: Separation-Model vs. Integration-Model Separation-Model : Integration-Model : „Schibsted initially separated its print and online operations because it had no confidence in its newspapers’ ability to try simultaneously to steal competitor’s audiences while preserving market share. Since then, the managers have been impressed with the way the spirit of competition from online has bled into the print side.“ Source: Schibsted Media: Innovation In Action, p. 9 3. Consequences © Styria Medien AG Page 33
  34. 34. 6/6 2 different Model - 2 possible Chances of Success Separation-Model : Integration-Model : 3. Consequences © Styria Medien AG Page 34
  35. 35. 6/6 The Danger of Integration Digital only Digital only AUDIENCE Double AUDIENCE Double User User Print only Print only *At Schibsted the subset amounts to 5%! Probably it is usefull to build a common newsroom where digital and print sit next to each other in order to exchange ideas, etc. However the print and digital organisations and processes should not be integrated, they should act in an egoistic manner with clear seperation of responsibilities. In this sense the subset of contents is just a by-product or even a „waste-product“. 3. Consequences © Styria Medien AG Page 35
  36. 36. 6/6 Content Engine 2 major components (among others): 1.  UGC (User generated content) 2.  Automatically generated and related content (e.g. silobreaker.com): Automated integration of own, external and individual contents and services for all media and formats. 3. Consequences © Styria Medien AG Page 36
  37. 37. The crucial Challenge © Styria Medien AG Page 37
  38. 38. Thank you! Horst Pirker A-8010 Graz Schönaugasse 64 Tel. +43 316 8063-1000 E-Mail: horst.pirker@styria.com

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