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Jeff Moriarty, Johnston Press


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    200 regional newspaper brands, associated websites, digital marketing services and e-commerce platforms. A business that’s beleaguered, in decline, debt-ridden? That would be fair assumption if the headlines of late are to be taken at face value.
  • Back to the very beginning. The Stamford Mercury, first published in 1715. Local media was then - and still is today - the fabric that binds local communities together with local businesses.
  • Now, we will review locations and circumstances of reading. There is quite a range of occasions. Respondents noted their usual behavior from the choices listed, and print usage is highest in the morning at breakfast at 31%, but with large nodes at home during the day, at work or school, and after dinner at around 20% to 25%.
    For newspaper websites via computers, usage peaks a bit later in the day and also surges after dinner and just before bed.
    Users of both platforms average just under two occasions daily.
    Newspaper mobile device usage also shows up more often at certain times of the day.
    Tablet usage is highest after dinner and just before bed, but is high at several other day parts. Smartphone usage is high at work or school, lunch and breaks, but also late in the evening, when waking up and while commuting.
    Besides particular content interests, we found in the focus groups that other motivations can influence usage at different times of the day, including a greater sense of control over the day’s activities, getting into the flow of things at work, killing time, staying in the loop in case some big news event happens, and others.
  • Growing circulation on some titles,
    Every title in profit,
    Digital revenues exceeding expectation (45%)
    Our biggest critic Roy Greenslade supporting our ‘sensible’ decision over photographers –
    Digital audience up 45%
    Digital revenue up 25%
    Local digital display up 33% (See additional stats page)
  • 10 and 2 year perspective slides
  • The second project on UGC is the Pocklington Post – run by Ed Asquith and his team.
    That, too, was an ailing title. Its sale performance was around minus 20 per cent and it was losing staff through VR.
    Ed decided to pick the bones out of the Bourne Local and put his own varation on it.
    He has set up a readers panel – a Community Board – recrutied from the community who have a large say in the content of each edition. They meet monthly and Ed chairs that meeting. The board was recruited through radio interviews and through the paper
    He wanted even more UGC content but wanted to ensure that there was far more news being provided by readers as well as columnists. His board comprises, doctors, headteahcers, shopkeepers etc.
    As a result, the paper is no less than 80 per cent UGC. The design is less clearly defined than Bourn – it is not colour co-ordinated but still clearly labelled.
    He now has around 20 contributors – over and above the village correspondents, supported by 3-4 journalists. He has been able to divert staff tow ork on other titles as a result, using that flexibility of staff because the UGC quality is so high.
  • Transcript

    • 1. Jeff Moriarty Chief Digital & Product Officer Johnston Press
    • 2. Re-inventing Local Media Jeff Moriarty, Chief Digital Officer, Johnston Press @jeffmoriarty 2
    • 3. 33
    • 4. 8-10 billion devices are internet connected today Forty billion devices by 2020 23% of US adults get their news on at least two devices
    • 5. Weekday Patterns by Newspaper Platform 5 Question: Thinking of your typical weekday, when do you usually read or use a local daily newspaper in the following format? (N=1,896) Multiple mentions allowed. © 2012 Newspaper Association of America
    • 6. 16% Total audience growth across print & online 4 million more digital users in December, YoY (from 9m to 13m) Over 500,000 newspapers sold every day 24 million readers in print and digital 6 33% Local digital display advertising growth 25% digital revenue growth, YoY 2013H2
    • 7. 7
    • 8. 8
    • 9. Rateofchange Digital Kitbag Rich Media Ads Smart List Daily Deals e-commerce Social Deals Dating Advertising Classifieds Stamford Mercury StageCoach Times Jobs Johnston Falkirk Cattle Auctions Tides Chemist Opening Weather MobileWeb Planning apps Video Ads Web Ads BMD Traffic Travel Video Offers Events Rental yields Ofsted reports Classf’d 300+ titles 50+ newspapers A 300 YEAR PERSPECTIVE 9
    • 10. Readers show a willingness to pay for differentiated content in a premium environment
    • 11. Source: Forrester Research Willingness to pay for content is there, or not•Print-engaged favor a format and editorial approach that resembles a newspaper, even though they are eager users of new technology, more willing to pay for Globe content. (18%)
    • 12. $14.99/mo Digital only Free with print subscription
    • 13. One brand does not fit all….
    • 14. 16
    • 15. Content is not what it used to be.
    • 16. Curating reader contributions offers new opportunities.
    • 17. 22
    • 18. The Bourne experiment  High profile launch in Bourne – wrap/leaflet drop  Alternative 'soft launch' and cumulative approach in Rutland Times  Differentiation – colour coded page furniture  Recruitment phase is critical  Social media endorsement (Bourne 700 to 1,500 Twitter followers)  66% UGC rising to 75%
    • 19. 24 Community board runs the paper 18-20 contributors: 3-4 journalists Community of columnists and growing