Susan GentleOnline and Mobile MediaThursday 16 August 2012
Global – Canada, France, Germany, the Netherlands, Switzerland, UK, USA, Australia, India, Italy and Spain 4,900 online survey respondents 30 leading newspaper publisher 10 leading advertisers and media buyers
Global newspaper market forecast to decline by 10% in 2009, with further 2% each year until 2013 Print advertising revenue had grown until 2007 but was also forecast to decline – 4.5% each year until 2013 2007 - newspaper publishers still gaining most revenue from (declining) print sales and advertising Print costs can include many digital costs
Search advertising: advertisements appear on web pages in response to key words Paywall: prevents Internet users accessing all or some of a website’s content without a paid subscription (also known as premium content) 2D barcodes: smartphones (Android, iOS operating systems) have barcode scanners to decode the symbol and link to specific information
TV, free internet and bought newspapers most favoured People like the videos, quick overview and personalisation offered online Newspapers bought mostly for general news, then entertainment, sports and finance People more willing to pay for print media than online content
Advertisers are moving to online formats, especially multi-platform advertising Search marketing most profitable Reluctant to invest in user-generated content and social media sites 2D barcodes connect print, online and mobile – business model potential Newspapers need to be innovative – not currently seen to be!
Video: The New York Times Tough Transition Beyond Print Media Number and sophistication of multimedia packages is increasing Mainstream news is not using all story-telling opportunities available Began with video, audio, slideshow (also with audio). Now audio, video, graphics, text and animation, menu-driven presentations of multiple audio and video segments, interactive timelines
They have the readers – they need to make money from them! (Simon Pristel, Media Watch, 9 April 2012) Premium content, paywalls, subscriptions Using print stories online People are slowly realising they need to pay for quality content - must be updated and in all formats (Steve Allan, CE of Fusion Strategy, interviewed on Radio National, 2 June 2012)
“Seat swap outcry moves Virgin to think again”, SMH, Friday 10 August 2012 The Australian’s interactive Your School website
In groups analyse the article I’ve given you in printand online via link below, considering: 1. Depth – which article has more depth? 2. Content – same or different? 3. Style – tell you what to think or let you decide what it means? 4. Use of multimedia – photo, video, audio etcIndividually tweet which article you prefer andwhy to #mdia5003Article 1: Writedowns in publishing push News to $1.5bn lossArticle 2: Audit calls for cuts to public sector blowoutArticle 3: Asylum demands breaking navy fleet
Davidson, D and Bennet, M 2012, Writedowns in publishing push News to $1.5bn loss,The Australian, 10 August 2012, p21.Jacobson, S 2012, Transcoding the news: An investigation into multimedia journalismpublished on nytimes.com 2000-2008, New Media and Society, 0(0): 1-19.Newspapers and media of the future, Saturday Extra Radio National 2012, radioprogram, 2 June 2012.Nichols, S and Wade, M 2012, Audit calls for cuts to public sector blowout, The SydneyMorning Herald, 10 August 2012, p1.Paying for news: Media Watch 2012, television program, Australian BroadcastingCorporation, Sydney, 9 April.PricewaterhouseCoopers, 2009, Moving into multiple business models. Outlook fornewspaper publishing in the digital age, accessed July 2, 2012,<http://www.pwc.com/gx/en/ entertainment-media/publications/outlook-newspaper-publishing-in-digital.jhtml>.Stewart, C 2012, Asylum demands breaking navy fleet, The Australian, 10 August 2012,p1.The New York Times Tough Transition Beyond Print Media, July 2012, online video,accessed 10 August 2012, <http://www.youtube.com/watch?v=5c2z0X0AsAU>.