The Business of News Barry Adams Pierce Communications @badams
News as a business Journalists make up a small % of a news organisation Other big departments: Marketing & Advertising Print & Distribution Classifieds What is a newspaper’s business model?
A newspaper’s business model is… Informing the public? X Selling papers? X Selling advertising? √ Selling classifieds? √
Measurement of success Circulation Not because the sale of papers makes a lot of money (it doesn’t) But because circulation = audience And a bigger audience means: more advertising money a stronger classifieds market position
In the online world, circulation is replaced by unique visitors But this is not an equal measurement because… The classifieds market has been taken over by specialised sites And advertising alone doesn’t cover the costs
Newspapers in the 21st century Newspapers don’t have a replacement business model (yet) Paywalls don’t work Paid apps are barely off the ground Circulation is dropping steadily Advertising revenue is plummeting
What will happen In 10-15 years half of all print newspapers will have disappeared News will be the purview of a select few organisations who have successfully monetised it Basic news will be free, but ‘advanced’ news will have a price tag
In the meantime… Papers will cling to old business models and desperately hang on to their fading glory Costs will be cut, newsfloors will become emptier, papers will publish more fluff Online, Unique visitors and Pageviews will be the currency of choice
How can you profit? Give a newspaper what it wants: Content you pay them for to get published Traffic to their websites Partnerships for content that is too dear for them to produce themselves Monetisation opportunities Buy content Buy links Buy/sponsor news sections
Ideas Build an app for a newspaper Sell your SEO services cheap in return for links Become their online marketing partner …?