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Folha de São Paulo : 21 de junho 2013Digital journalism – the future?Mark Hillary
Mark Hillary• Written 10 books on technology and globalisation• 2013 books will include a guide to social media forcompanies in developing countries – published by the UnitedNations• Shortlisted UK blogger of the year - twice• One of 100 official London 2012 Olympic bloggers• Regular Huffington Post and Reuters blogger, with articlespublished in The BBC, Guardian, Observer, Financial Times…• Advised the UN, UK govt, Indian govt on technology policieswww.markhillary.com
This talk…• What does society think ofa newspaper?• What is changing in printmedia?• What can we expect fromthe future?
What are we asking?The question we all want to answer is if thenewspaper can survive in the digital age…
Media MattersDigital or not – the media mattersIt is still an important force for questioninggovernment… bonding society…strengthening democracy
Reality of newsBut what is the newspaper business – really?Cover price has never made any publisher aprofit. News is reported so adverts can be soldand the business can make a profit…
Vanishing advertsWhy advertise in a newspaper now?Local ads work better on craigslist or tools likeMercado Livre…National campaigns work better on Facebook orGoogle or YouTube
Nineties generationNews has been onlinesince 1994… an entiregeneration has grown upexpecting it to be online– and to be free
CollaborationIt is not just the cult of the new – theiPad – news is a very differentexperience today:• People expect news online for free• They expect to be able to shareinteresting stories with friends• They expect to be able to add theirown comments or to interact withthe journal or journalistNews is not just consumption – it iscollaborative and social, you are notjust telling them how it is today
CurationYou don’t even need to bother going to ajournal or news site…• Subscribe to news podcasts on iTunes• Your Facebook timeline features friendupdates and also news stories from journals• You follow journalists and people you truston Twitter – so one look at your newsfeedgives you the latest news
Is it the same all over?Newspapers are losing money on the cover, needadverts, but adverts are vanishing• But in countries like India – where Internet penetrationremains low, there is still a print advertising market – forhow long?• In developed markets, Google and Facebook offer muchbetter options for advertisers – imagine selling new carsusing a newspaper, the idea even sounds archaic
Usual ApproachPaywall - block content unless the reader subscribesThe paywall works well for unique or time-sensitivecontent that cannot be found elsewhere… FinancialTimes, Wall Street Journal for exampleBut what about general news? What will thenewspaper of the future be like?
Paywall does not workPaywalls don’t work for general news – why?• The news is no longer social• The news is no longer collaborative• The news is ignoredI never read or share The Times and nobody Iknow reads it – it is becoming irrelevant
The GuardianA newspaper is no longer areflection of the truth todayThe original print newspaper isnow multimedia based onvideo, audio, blogs – totallyfree and globalThe digital approach is social,collaborative, shared… you donot just TELL readersinformation, it is more like aconversation
The GuardianNewspapers need to KNOW your readers – blanketbanner ads are uselessYou are actually creating a community of people whoshare similar values and are drawn to the way you reportthe news – what can you sell to a like-mindedcommunity?• Courses, classes in anything• Singles, dating services• Reader offers - shopping
The GuardianThis may not sound likenews, but advertising is notnews and has been used tosupport newspapers since theystarted…You know everything about thereaders in yourcommunity, what theylike, dislike, where they live…you can sell like Facebook
SummaryJournalism has always sold something to us… it hasa future, just it is a different future to thenewspaper filled with adverts• Big publishers – cannot just be good at one thing…you need to move beyond news intoservices, retail, education• News must be interactive – you will receive newsand comment from the audience• A global approach can help create the scale fornew services