2012 newspapers and the digital dilemma


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2012 newspapers and the digital dilemma

  1. 1. MA – Digital Content LandscapeNEWSPAPERS AND THE DIGITALDILEMMA @_johnmills
  2. 2. The ‘Plan’ Outline newspaper heritage How newspaper income streams functioned in later 20th century The emergence of the ‘digital dilemma’ How newspapers have responded The Future????
  3. 3.  Newspapers published in some form sinceHistory 17th Century  19th Century sees current format: standardised content and revenue directed from advertising model  20th Century sees development and demise of editorial ‘truth’ and expansion of newspaper publishers.  Audience is ‘captive’ and editorial agendas increasingly follow political line Recent History  Emergence of internet at ‘platform’ and ‘writing for the web’  Publication of ‘free-sheets’ to combat changing environment with analogue form
  4. 4. Why do we need newspapers, the media and the fourth estate?  Inform (and entertain) the public  Hold to hold powerful to account on behalf of the public  To reflect the public’s mood and views and foster debate  Separation of the press from government
  5. 5. Traditional income streams: how to fund a newspaper? • cover price • advertising • subscriptions 70 to 80 per cent of Newspaper income is generated through advertising DonicaMensing, Newspaper Research Journal
  6. 6. …and then, in 1981, digital arrives (kind of) Problems highlighted:  How do we access news online?  How is the process paid for?  What do the consumers expect/require from the ‘product’? The industry is still wrestling with much of this
  7. 7. Digital emergence and economic challenges
  8. 8. The Digital Dilemma(s) beyond the worldof 1981 “2009 saw newspaper advertising revenue fall by 38.1%” Newspaper Association of America Advertising pounds/dollars depart Readers shift to online and ‘free’ model: fundamental change in behaviour Niche publications become increasingly popular Newspaper publishers move beyond communities Multi-media output challenges traditional assumptionsUltimately, consumers wanted more content, for less money – or for even no money at all.
  9. 9. Some diagrammatical illustrations UK newspaper circulation falling Advertising revenue moving away from newspapers Driven by multiple advertising options – a factor fuelled by multi-platform age
  10. 10. DIGITAL = THREAT…?!?Why is add revenue and readership falling….?
  11. 11. Platforms: Digital first… Guardian announces ‘digital first’ strategy. Hopes to double digital revenue (currently £37 million) in five years The primary platform no longer made from trees Convergence: video, audio, live streaming, live collaboration, crowdsourcing. Newspaper groups become multimedia publishers
  12. 12. Diversificationof onlinerevenue streams A bit of a boring table
  13. 13. The Device, Apps and Apple New revenue streams  Content subscriptions  Apps  HTML 5 web apps Users engage with content in new ways, at different times and in different locations Content can be produced that is dedicated to the device Users can generate content and access peer networks of publication
  14. 14. Another graph!
  15. 15. Analytics… Why is online so appealing to advertisers? It’s not just about numbers, it’s about data. A nice example: FT’sreader DNA concept
  16. 16. Recap:Readingtrends (Almost ) infinite choice High speed access Paywallsvs ‘free ‘ Peer to peer publishing
  17. 17. Rethinking assets: Show me the value
  18. 18. A publishers asset-base: a short diagram by Ross Dawson
  19. 19. The device – multimediain your pocket A technological and consumption paradigm shift in what users can consume and generate. Content goes out as well as in Communication and publication options expand Ability to connect and converse on a local, national and global level
  20. 20. Thedevice
  21. 21. Mark Deuze and the ‘device’  Suggests media forms part of individual and sociological make-up to the extent we live in media rather than with it.  Viewed ontologically, the media around us shapes our understanding the world, ourselves and our perception of what is ‘real’. Replicates some of Baudrillard thinking - The Gulf War Did Not Take Place  The device is the portal through which we consume this media, and we’re increasingly forming multi-level relationships with the devices we own. This creates opportunities and difficulties for publishers of all kinds
  22. 22. Device design: the skeuomorph
  23. 23. Skeuomorphism
  24. 24. The Future…• Multi-platform and convergence•Paywalls, premium content and the free model• Tablets and smartphones offer new media opportunities andapp-based transactions• Tailored content to specific audiences• Disruptive technologies will impact on established publicationpractice• Digital platforms and hardware (tablets/smartphones) offer adifferent user experience and methods of streaming news andinformation. New consumption methods will continue toemerge• Analytic data will help publishers meet future demands• Diversification of non-traditional income streams• Developing mobile networks: 4G currently being rolled out• Less invasive landscapes: Ambient and incidental publication
  25. 25. Flickr credits… campra Peagreengirl zarkodrincic wokka @superamit Pauli Antero Jesslee Cuizon Don Solo vermin inc B Tal Canis Major GF Peck ...-Wink-... Leondel Jivedanson Mbiebusch Wooly Matt Lori Greig