WAN-IFRA 2009 INNOVATION MEDIA CONSULTING
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WAN-IFRA 2009 INNOVATION MEDIA CONSULTING WAN-IFRA 2009 INNOVATION MEDIA CONSULTING Presentation Transcript

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  • YOU MAY GET A COPY BY VISITING : INNOVATION-MEDIACONSULTING.COM WAN-IFRA.ORG
    • 1. What do people want from a newspaper in the 21st Century? 2. Where is the money? 3. How do we get there?
    INNOVATION
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  • INNOVATION
  • FROM MEDIA COMPANIES TO INFORMATION ENGINES , FROM READERS TO AUDIENCES , FROM AUDIENCES TO COMMUNITIES
  • ‘ BEST NEWSPAPER CONCEPT AND DESIGN IN EUROPE AND WORLD’ 2004 2006 2007 2008 2009
  • NEWSPAPERS AT A STRATEGIC INFLECTION POINT WHERE DO WE GO FROM HERE?
  • 1. Exit 2. Sold or Be Taken Over 3. Cut, cut, cut until the Cash Cow bleeds to death 4. Re-Invent the Business by focusing on ‘profit audiences’
  • Paper will stay. It will NEVER die, but the Business Model and Content Proposition has CHANGED
  • I AM NOT WORRIED ABOUT THE FUTURE 1
  • I AM WORRIED ABOUT THE PRESENT 2
  • I AM NOT WORRIED ABOUT THE FUTURE OF NEWSPAPERS 3
  • I AM WORRIED ABOUT THE FUTURE OF JOURNALISM 4
  • WHAT WORRIES ME IS FRONT PAGES LIKE THIS ONE
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  • 'He died a while ago. He remained for so long a walking human shell.' Michael Jackson Died Twenty Years Ago                                                                                                                                                                                                              
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  • INNOVATION
  • WHAT WORRIES ME IS NEWSROOMS LIKE THESE
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  • What do people want from a newspapers in the 21st Century? INNOVATION
  • LIPSTICK ON A PIG
  • IN AN AGE OF SCRAPPY MESSAGES AND INFORMATION SATURATION – THEY WANT EDITORIAL CRITERIA IT’S ABOUT EDITORS INNOVATION
  • FROM JOURNALIST TO JOURN ANALYST INNOVATION
  • SHOULD NEWSPAPER BE IN THE BREAKING NEWS BUSINESS? INNOVATION
  • NO MORE PAPER OF RECORD OF DAY BEFORE OR 'ALL NEWS THAT'S FIT TO PRINT' INNOVATION
  • WE HAVE TO KILL THE MULTI-SECTION AMERICAN NEWSPAPER MODEL INNOVATION
  • FROM 100 % FORMULA TO 80/ 20 – 20/ 80 Innovation Formula INNOVATION
  • FROM NEWSPAPERS TO NEWS ZINES DAILY NEWS MAGAZINES INNOVATION
  • LESS YESTERDAY, MORE TODAY & TOMORROW INNOVATION
  • THE BIGGEST CHALLENGE TO OUR INDUSTRY IS CREATING THE NEW NARRATIVES OF THE DIGITAL WORLD COMPELLING NEW GRAMMARS AND UNIQUE JOURNALISM ALWAYS SELLS INNOVATION
  • 3 CASE STUDIES 1 FROM A DEVELOPING NATION 2 FROM MATURE HIGHLY COMPETITIVE MARKETS INNOVATION
  • CORREIO*
    • FOCUS ON WHAT ABC1 AUDIENCES NEED
    • BERLINER, 32 PAGES, FULL COLOUR, ACCORDION
    • 4 SECTIONS:
    • 24 HORAS (QUICK READ)
    • MAIS (IN DEPTH REPORTS)
    • VIDA (LIFESTYLE)
    • ESPORTE (SPORTS)
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    • RESULTS:
    • Correio de Bahia y-o-y TRIPLED
  • TURNAROUND RESULTS IN 1 YEAR. CIRCULATION TRIPLED CIRCULATION CORREIO vs COMPETITOR
  • TURNAROUND RESULTS IN 1 YEAR. ADVERTISING GREW 9% % CHANGE 2008-2009
  • 2007 2008 2009 TURNAROUND RESULTS IN 1 YEAR. LOSSES CUT IN HALF EARNINGS (R$)
  • LIBERATION
    • RELAUNCHED SEPTEMBER 2009
    • GRAPHIC REDESIGN THAT LEAD TO CONTENT CHANGES
    • LAUNCHED A PAID PREVIEW PDF VERSION ON WEB
    • WORKING CURRENTLY ON NEW NEWSROOM WORKFLOW
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  • THE “HANDS ISSUE” INNOVATION
  • BBC THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
  • THE “HANDS ISSUE”
    • RESULTS:
    • Liberation m-o-m UP 12%
  • TURNAROUND RESULTS IN 3 MONTHS
    • CIRCULATION UP OVER 12% (INITIAL OBJECTIVE: 5% INCREASE)
    • DESPITE FINANCIAL CRISIS
    • EXPECT BREAK-EVEN IN 2010,
    • FROM A 7 MILLION € LOSS IN 2007
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    • “ JOURNALISM CAVIAR”
    • POST INTERNET NEWSPAPER
    • MICRO-TABLOID
    • 56 FULL COLOR PAGE, STAPLED
    • STORIES, STORIES, STORIES
    • THE i-POD NEWSPAPER
    BEST EUROPEAN NEWSPAPER 2009
  • INNOVATION
  • INNOVATION
  • INNOVATION
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  • NEW GOVERNMENT PROGRAMME ANNOUNCED AT 7 PM A 9-PAGE COVER STORY DONE ON DEADLINE BY 7 JOUR ANALYSTS WITH THE HARD NEWS AND FACTS THE OPINION OF THE EXPERTS ALL THE NUMBERS AND CHARTS GRAPHICALY RATED (LEFT TO RIGHT) AND EXPLAINING HOW THIS WILL AFFECT YOU
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  • www.m.ionline.pt
  • NEW INTEGRATED NEWSROOM
  • NEW INTEGRATED NEWSROOM
  • 57 NEW INTEGRATED NEWSROOM
  • 58 NEW INTEGRATED NEWSROOM
    • RESULTS:
    • 'i' 6-month run UP 16%
  • LAUNCH RESULTS IN 3 MONTHS. CIRCULATION HALF OF ESTABLISHED COMPETITORS 22% OF i READERS DID NOT READ NEWSPAPERS BEFORE CIRCULATION i DN PÚBLICO
    • Martim Figuereido Publisher + Editor ‘i’
    • Andrew Jaspan Director, Innovation
    • Former Editor at
    • The Scotsman
    • The Observer
    • The Age
  • Where is the Money? INNOVATION
  • We need to take the word “ Paper ” out of NewsPaper INNOVATION
  • Frequency Will Change Saturday is the new Sunday The money is from Thursday to Sunday INNOVATION
  • Paper as PREMIUM Online and Mobile as MASS MEDIUM Haute Couture vs Pret a Porter INNOVATION
  • Less Circulation + Revenue CHARGE MORE 1X5 2,50 euros vs 50c Starbucks Grande Latte Benchmark
  • LET’S BE HONEST: OUR NEWS WEBSITES DO NOT WORK. DESIGNED WITH A PRINT MINDSET. THEY DO NOT MAKE MONEY. READERS ARE FICKLE AND ALL OF US DO THE SAME INNOVATION
  • THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”
  • THE QUESTION IS “HOW TO CHARGE?”
  • OPEN NEED NOT MEAN FREE
  • RUPERT MURDOCH, ALMOST 20 YEARS AGO
  • RUPERT MURDOCH, ALMOST 20 YEARS AGO
  • RUPERT MURDOCH, ALMOST 20 YEARS AGO
  • We agree that the biggest blunder the Newspaper has made in the past 50 years was to give it all for free online; but … INNOVATION
  • You cannot close doors that are open INNOVATION
  • INNOVATION VALUE EQUATION
  • WHO, WHAT, WHERE, WHEN – COMMODITY – FREE --------------- HOW, WHY AND WHAT’S NEXT – PREMIUM - PAID
  • PEOPLE WILL PAY FOR WHAT THEY VALUE
  • BACK TO BASICS
  • DEBATE MUST MOVE ON TO WHAT WILL MY READERS PAY FOR?
  • WHAT MADE US GREAT IN THE PAST WILL MAKE US GREAT IN THE FUTURE
  • PEOPLE WILL PAY FOR ORIGINAL STORYTELLING INFORMED COMMENT ANALYTICAL OPINION
  • PEOPLE WILL PAY FOR THEIR PASSIONS SCHOOL REPORTING CRIME REPORTING MEDICAL REPORTING MONEY REPORTING RELATIONSHIP REPORTING
            • NO MORE PORTALS
            • GO TO THEM , DON´T WAIT FOR THEM TO COME TO YOU
            • 'If news is important, it will find me '
            • FROM FREE TO FEE THREE MODELS FOR CHARGING:
        • Meter system
        • Membership
        • FreeMium
  • REGARDLESS OF THE MODEL YOU ADOPT, MAKE IT A HYBRID
  • LET’S RE-INVENT OUR NEWS WEBSITES AND NOT JUST CHANGE, IMPROVE, REDESIGN OR UPDATE THEM INNOVATION
  • FREEMIUM NEWS MATRIX PROTOTYPE A PROTOTYPE ON HOW TO RE-INVENT THE NEWS WEBSITE SO READERS WILL PAY
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  • How do we get there? INNOVATION
  • 5 PENDING RE VOLUTIONS IN NEWSPAPER COMPANIES 1. RE -invent content 2. RE -organise newsrooms & management 3. RE -design formats 4. RE -discover revenue streams online 5. RE -think advertising and distribution models
  • PAPER VERSUS ONLINE A FALSE DICHOTOMY
  • A MONO-MEDIA NEVER GENERATES A MULTIMEDIA
  • NEWSPAPERS & MAGAZINES RADIOS & TELEVISIONS ARE MONO-MEDIA
  • INTERNET IS THE ONLY MULTIMEDIA
  • THEREFORE, ONLY FROM AN INTERNET BASE CAN ONE BUILD A TRUE MULTIMEDIA NEWS ORGANIZATION
  • ON LINE TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION PRINT PHOTOS TEXTS GRAPHS
  • THE NEW ONLINE-CENTRIC NEWS ORGANIZATION ON LINE ONLINE AUDIO VIDEO GRAPHS TEXTS PHOTOS
  • ONLINE JOURNALISTS: FROM OUTSIDERS TO INSIDERS INNOVATION THE NEW “ONLINE-CENTRIC” NEWS ORGANIZATIONS
  • BBC INNOVATION
  • BBC INNOVATION
  • NO MUSIC DISTRIBUTION COMPANY EVER THOUGHT OF THE iPOD
  • INNOVATION’S MODEL TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES +CONTENT AND WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND BOARDROOM
  • NEWSROOM INTEGRATION NOT FROM BRANDS, MEDIA OR PLATTFORMS BUT FROM CONTENT AND AUDIENCES INNOVATION
  • SORRY BUT COOPERATION IS NOT INTEGRATION INNOVATION
  • INTEGRATION OF NEWSROOMS AND BOARDROOMS ARE EITHER RADICAL OR IT WILL NEVER HAPPEN
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  • AUDIO VIDEO ASSIGNMENTS PLANNING TEXT ONLINE MOBILE LOGISTICS SUPERDESK MACROEDITORS INFOGRAFIA PHOTO INFOGRAPHICS VIDEO POOL AUDIO POOL GRAPHIC POOL DESIGN POOL PHOTO POOL PROGRAMING POOL WIRES BLOGS-ONLINE COMMENTS PR-SOURCES REPORTERS INFORMATION INTAKE CREATION ONLINE MOBILE TEXT AUDIO/VIDEO ELABORATION PRODUCTION OUTPUT PRINT ONLINE MOBILE PASSIVE AUDIENCE ACTIVE AUDIENCE BREAKING NEWS WORLD NATIONAL OPINION & COMMENT ANALYSIS INVESTIGATIVE UNIT ARTS LIFESTYLE POLITICS BUSINESS SPORT
  • ONE DIGITAL KITCHEN SEVERAL MEDIA RESTAURANTS
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  • Sojormedia (Portugal)
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  • What do Readers Say? HARRIS-INNOVATION READERSHIP SURVEY
    • Douglas Griffen
    • HARRIS-INNOVATION
    • DIRECTOR OF ADVANCED STRATEGY LAB
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media
    • 8,081 adults
      • US: 2,848 responses (aged 21 and older)
      • Great Britain: 1,071 responses (aged 16 and older)
      • Spain: 1,007 responses (aged 16 and older)
      • Germany: 1,107 responses (aged 16 and older)
      • France: 1,021 responses (aged 16 and older)
      • Italy: 1,027 responses (aged 18 and older)
    • Significant demographic breakdown available
    A special Harris Poll on Newspaper Readership was conducted in January 2009 for INNOVATION MEDIA and the 2009 WAN Conference:
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media
    • Sources of news and information TODAY as well as your sources of news and information in FIVE YEARS
    • Assessing the CREDIBILITY of newspapers today
    • The most important ROLES for newspapers/sites today
    • Why people NOT READING on a regular basis
    • What newspapers/sites can do IN THE FUTURE
    A series of key questions about news and information sources, trends And the changing role of newspaper readership were posed: A summary of the Harris Poll tables will be provided at end of session
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media What are your sources for news and information today? Table note: 2009 poll/2007 poll     United States Great Britain France Italy Spain Germany Europe % % % % % % % TV Network News 26/25 32/36 30/29 30/30 31/22 26/28 30/29 Online news and information 22/18 18/14 17/17 21/22 17/18 18/16 18/17 Cable network news 14/14 2/2 2/9 7/5 3/7 9/7 5/6 Radio 10/12 17/16 21/20 11/11 14/16 1618 16/16 Major Daily Newspapers 10/12 6/6 9/7 7/6 11/13 12/13 9/10 Local community newspapers 7/8 5/6 5/3 6/7 3/3 5/4 5/5 National Daily Newspapers 4/3 11/11 6/6 10/8 12/12 5/5 9/9 Magazines 4/4 4/3 7/5 5/5 4/4 5/5 5/4 School & work newsletters 1/1 1/1 2/1 1/1 2/1 1/1 1/1
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media What will be your sources for news and information in FIVE YEARS? Table note: source five years from now/source today (2009)     United States Great Britain France Italy Spain Germany Europe % % % % % % % TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30 Online news and information 33/22 27/18 25/17 30/21 27/17 25/18 26/18 Cable network news 14/14 5/2 3/2 9/7 3/7 6/9 6/5 Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16 Major Daily Newspapers 7/10 5/6 7/9 6/7 9/11 11/12 7/9 Local Community Newspapers 5/7 4/5 4/5 5/6 3/3 5/5 4/5 National Daily Newspapers 3/4 9/11 6/6 9/10 10/12 5/5 8/9 Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4 School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media What will be your sources for news and information in FIVE YEARS? Table note: source five years from now/source today (2009)     United States Great Britain France Italy Spain Germany Europe % % % % % % % Online news and information sites: via computer (A) 26/19 Online news and information sites: via computer (B) 7/3 Combined Online (A+B) 33/22 27/18 25/17 30/21 27/17 25/18 26/18 TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30 National/Daily/Local Newspapers 14/21 17/22 17/19 20/23 21/26 20/22 19/22 Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16 Cable network news 14/14 5/2 3/2 9/7 3/7 6/9 6/5 Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4 School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media How would you assess the credibility of newspapers today (those that you are familiar with) on an index of 0 to 100 (no credibility to complete credibility): … so the question is: are we still relevant, and why aren’t you reading? Table note: 2009 poll/2007 poll   United States Great Britain France Italy Spain Germany Europe % % % % % % % Mean Credibility 59/57 48/50 64/58 48/52 57/59 66/67 57/58
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media Indicate how important, in your life and community, each of the following roles are for a newspaper and its associated online news sites (2009/2007):   TOPLINE:Very Important/Somewhat Important United States Great Britain France Italy Spain Germany Europe % % % % % % % Provide news and information about events in your local region and community 90/88 88/79 95/85 90/93 93/83 90/84 91/85 Provide news and information about events in your country 90/87 89/84 97/95 93/95 93/92 92/90 93/91 Provide news and information about events in the world 89/86 89/84 96/92 93/94 94/90 91/87 92/92 Hold public officials accountable for what they do 89/84 85/82 92/81 83/79 89/74 87/80 87/79 Report the news as quickly as possible 86/84 88/82 93/83 90/82 93/92 89/79 91/83 Provide news and information you can use in your daily life 87/83 87/80 92/77 88/81 94/87 90/82 90/81 Provide news and information that’s interesting to know 83/81 88/79 92/87 88/89 94/91 90/80 91/85 Provide news and information you need to decide how to vote 83/79 78/61 72/69 76/60 78/63 81/72 78/65 Point out problems that need to be solved 83/79 85/80 94/84 91/91 93/92 88/83 90/86 Protect the public from abuses of power 84/78 85/82 92/83 89/85 90/90 89/83 89/85 Help society to solve its problems 60/56 73/61 82/69 85/71 91/86 80/66 82/70
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media
    • We are increasingly affected by national and world events, newspapers have an opportunity to help us better understand the global issues and impacts;
    • Newspapers as ‘watch-dogs’…create a context for what matters, see the issues, hold others accountable
    • Relevancy matters: provide news and information that is interesting to know and that you can use in daily life
    • We don’t necessarily expect newspapers to ‘change the world’, but certainly to help us better ‘see the world’
    The POLL suggests that newspapers and their associated sites are viewed as extremely important in our lives and communities:
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media What causes some people NOT to want to read a newspaper on a regular basis? Table note: 2009 poll/2007 poll   United States Great Britain France Italy Spain Germany Europe % % % % % % % Lack of time to read the newspaper 55/58 53/52 48/57 66/50 47/44 45/56 57/52 Easier to go online for news and information 58/55 50/40 61/55 61/52 55/45 51/38 55/46 Biased or too narrow of a viewpoint in its reporting 49/50 52/54 31/43 4749 33/54 30/30 39/45 Not viewed as a credible or trustworthy source of news and information 37/38 50/52 13/22 49/39 31/35 26/29 34/35 Poor quality of reporting and writing 33/32 33/32 9/11 19/20 15/17 21/22 20/20 Cost of the newspaper 42/30 34/30 61/53 32/31 38/28 55/55 44/40 Not writing or reporting on topics that are personally relevant 26/27 23/29 14/31 14/13 26/23 22/21 20/23 Not providing enough information about local news, people and events 23/21 16/21 13/12 18/18 14/15 18/16 16/16 Not visual enough, not interesting or compelling from a design and formal standpoint 17/17 10/15 27/27 16/22 20/19 27/29 20/23 Something else 10/10 11/10 9/9 9/9 17/23 16/16 12/13
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media
    • No one has time for anything…put that issue aside
    • For many, going online is easier…but you are also in that business
    • There are tangible areas to address:
      • Removing bias/narrowness (what you stand for)
      • Raise the quality of writing (tell a good story)
      • Write on issues of relevance (simplify my life)
      • The balance of words/design (visual matters)
      • I care globally, I live locally (connect me with my community)
    There are far more positives about readership in the future
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media What can newspapers and their associated sites do to better represent the issues in their communities in the future?   United States Great Britain France Italy Spain Germany Europe 2007 % % % % % 2009 Ensure that all points of view are fairly represented in key issues occurring in the community 65 59/58 57/64 69/68 61/65 55/57 60/62 Provide more research and findings on key issues occurring in the community 44 35/39 36/37 39/39 49/50 27/34 37/39 Raise the quality of writing and analysis on the key issues occurring in the community 43 40/40 30/35 35/43 35/41 54/52 39/42 Better integration of the newspaper and its associated online sites for more in-depth coverage and links on key issues in the community 36 31/33 38/32 39/47 33/39 37/37 35/38 Allow for more ‘citizen journalism’ that publishes citizen stories and opinion 30 27/31 36/37 45/40 35/40 30/31 30/36 Provide more interactive reader and audience forums for debate on key community issues 26 23/24 26/29 27/33 30/42 23/25 26/31 Take stronger stands on key issues occurring in the community and say what the newspaper feels is the right outcome or direction 20 25/30 19/19 42/33 37/41 34/38 31/32
  • 2009 Harris Poll on Newspaper Readership for INNOVATION Media
    • The truth, the whole truth and nothing but the truth. Never has credibility, objectivity and clarity mattered more;
    • Deeper investigative reporting. We need to go below the surface to understand and communicate the issues of our time;
    • Improve the quality of your writing, reporting and storytelling. Readers want to be engaged. Connect them with your quality;
    • In a crisis of confidence, good news matters. You can provide a spark of optimism, of good will, of balance. Help us see the hope;
    • Put some boundaries around sensationalism. The need for information and guidance is high. Don’t let get distracted by the side-shows;
    • Differentiate and engage me. Life is colorful and accessible. You should be too. Be clear about what you stand for and what makes you different;
    • Find out what’s relevant to me and my community. We relate globally but we live locally. Ask me, interact with me. You can be my social and community media of choice. You be the content I rely on.
    A few final observations from the editor’s corner…4000+open comments
  • SO INSTEAD OF INNOVATION
  • INNOVATE! INNOVATION
  • THE ALTERNATIVE IS NOT A BUSINESS THAT VALUES PROFITS AND GOOD JOURNALISM, BUT A BUSINESS WHERE GOOD JOURNALISM IS THE BUSINESS
  • innovate or die
  • YOU MAY GET A COPY BY VISITING : INNOVATION-MEDIACONSULTING.COM WAN-IFRA.ORG