A Silent Revolution
    Embedded publishing and it’s
consequences for the newspaper sector


        Sander Spek, Jan Bier...
Flemish E-publishing Trends
• Strategic research
• Multi-disciplinairy
• Focus on production, content,
  and user
• Valida...
Agenda

•   Embedded publishing
•   Embedded publishers: cases studies
•   Motives
•   Characteristics
•   Implications an...
Embedded publishers?

• Organisations and professionals that
  publish on a regular basis and a
  significant scale…
Embedded publishers?

• Organisations and professionals that
  publish on a regular basis and a
  significant scale…

• …b...
Embedded Publishing


Source-generated Content
Business goals
Political goals
Public safety
Science
Or higher goals
What is happening here?

• Why are these organisations and
  persons doing this?

• What does it mean for traditional
  in...
Motives
Motives


First of all:


        Because now they can
Motives


Secondly:


       Discontent about the
          current media
Discontent

• Unfair business model

• Media coverage of themselves

• Media coverage in general

• But also happy custome...
Characteristics

Control-driven
Characteristics

            Stake-driven
Characteristics

       Instrumental
Characteristics

Freedom of format
Characteristics

  Refuge for
  talent
Characteristics


  Incremental
  (incidental?)
  growth
Five strategy options
1 – Counter

 •   Focus on own strength,
     and the flaws of EP

 •   Be the independent and
     qualitative alternativ...
2 – Allow-in

 •   Open up

 •   Yet separate
3 – Collaborate

 •   Joint venture

 •   Selected partners

 •   Blending of editorial
     and commercial content
4 – Facilitate

 •   The brand as a platform

 •   Portal function

 •   Focus on skills of packaging content
     and rea...
5 – Service

 •   Provide journalistic services to
     embedded publishers

 •   Focus on skills of content creation
Conclusions

 •   EP is a silent revolution
 •   EP is growing and becoming
     more of a threat to incumbent
     media
...
Thank you

 •   Sander Spek
     a.spek@hszuyd.nl

 •   Jan Bierhoff
     jan.bierhoff@hszuyd.nl
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A Silent Revolution. Embedded publishing and its consequences for the newspaper sector.

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Presentation given at the European Media Management Association (EMMA) conference. Paris, February 13th and 14th, 2009.

Paper abstract:
Embedded publishing refers to the rising phenomenon of organisations and individuals who have started publications in support of their primary goal. This ranges from blogging politicians to professional football clubs offering web television to their fans. Their products, which are often offered to the audience free of charge, might pose a serious threat to incumbent media. Because these new publishers now are their own media outlet, they become less dependent of the traditional media
for getting their messages across. This paper presents an analysis of eight Flemish and Dutch
embedded publishers and conceptualises the results of this case study. Subsequently, it offers five strategies for especially the newspaper industry to deal with this new development.

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A Silent Revolution. Embedded publishing and its consequences for the newspaper sector.

  1. 1. A Silent Revolution Embedded publishing and it’s consequences for the newspaper sector Sander Spek, Jan Bierhoff INM-EC/DC Zuyd University The Netherlands
  2. 2. Flemish E-publishing Trends • Strategic research • Multi-disciplinairy • Focus on production, content, and user • Validation tracks – www.fleet-research.be (en) – www.fleet-project.be (nl)
  3. 3. Agenda • Embedded publishing • Embedded publishers: cases studies • Motives • Characteristics • Implications and strategies
  4. 4. Embedded publishers? • Organisations and professionals that publish on a regular basis and a significant scale…
  5. 5. Embedded publishers? • Organisations and professionals that publish on a regular basis and a significant scale… • …but that don’t do so for the publishing itself. It’s just a mean, in support of a main goal.
  6. 6. Embedded Publishing Source-generated Content
  7. 7. Business goals
  8. 8. Political goals
  9. 9. Public safety
  10. 10. Science
  11. 11. Or higher goals
  12. 12. What is happening here? • Why are these organisations and persons doing this? • What does it mean for traditional independent media?
  13. 13. Motives
  14. 14. Motives First of all: Because now they can
  15. 15. Motives Secondly: Discontent about the current media
  16. 16. Discontent • Unfair business model • Media coverage of themselves • Media coverage in general • But also happy customers
  17. 17. Characteristics Control-driven
  18. 18. Characteristics Stake-driven
  19. 19. Characteristics Instrumental
  20. 20. Characteristics Freedom of format
  21. 21. Characteristics Refuge for talent
  22. 22. Characteristics Incremental (incidental?) growth
  23. 23. Five strategy options
  24. 24. 1 – Counter • Focus on own strength, and the flaws of EP • Be the independent and qualitative alternative • Innovate content and form
  25. 25. 2 – Allow-in • Open up • Yet separate
  26. 26. 3 – Collaborate • Joint venture • Selected partners • Blending of editorial and commercial content
  27. 27. 4 – Facilitate • The brand as a platform • Portal function • Focus on skills of packaging content and reaching large audiences
  28. 28. 5 – Service • Provide journalistic services to embedded publishers • Focus on skills of content creation
  29. 29. Conclusions • EP is a silent revolution • EP is growing and becoming more of a threat to incumbent media • Newspapers need to come up with strategies. We’ve presented five models.
  30. 30. Thank you • Sander Spek a.spek@hszuyd.nl • Jan Bierhoff jan.bierhoff@hszuyd.nl

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