SlideShare a Scribd company logo
1 of 18
It’s no longer the same business
Contemporary media trends and strategic decision making
Robert G. Picard
Reuters Institute, University of Oxford
Screens are now the primary technologies
for media content and communication
Copyright © 2015 Robert G. Picard
All rights reserved.
Mobile is now the dominant means for
interpersonal and media communication
Copyright © 2015 Robert G. Picard
All rights reserved.
Social networking is changing some media
activities into interpersonal communication
Copyright © 2015 Robert G. Picard
All rights reserved.
Media consumption and use has
become more individualized and active
Copyright © 2015 Robert G. Picard
All rights reserved.
Established media platforms are being
supplanted by Internet-based connections
Copyright © 2015 Robert G. Picard
All rights reserved.
Supply of media content far exceeds ability
of the public to consume what is offered
Copyright © 2015 Robert G. Picard
All rights reserved.
Ability of firms to profitably connect
audiences with content is diminishing
Copyright © 2015 Robert G. Picard
All rights reserved.
News organizations
headed for stormy
digital times
digital news
consumption is up, but
PAID consumption is
slowing in most
countries
70-80% of people never
intend to pay for news
paid revenue is primarily
growing through
increased product
offerings to existing
customers
digital/mobile advertising
is growing, but news
organizations are not
benefiting much
Media firms are struggling to find strategies
for operating in VUCA environments
• volatileV
• uncertainU
• complexC
• ambiguousA
Copyright © 2015 Robert G. Picard
All rights reserved.
Characteristics of VUCA environments
Indistinct industry boundaries
• Unclear who the competitors are
• Overlapping products/services
• Challenges in defining the industry
Corporate structures in flux
• Organizational boundaries changing
• New work arrangements increasing flexibility
• Increasing cooperation with competitors, suppliers, and distributors
Rapid changes in sources of competitive advantage
• Evolving technologies
• Shift to service orientation; assets becoming liabilities
• Much imitation and adaptation by competitors
Copyright © 2015 Robert G. Picard
All rights reserved.
Traditional strategy methods are less useful today
The market maze changes constantly and rapidly
Copyright © 2015 Robert G. Picard
All rights reserved.
You can’t plan your route, only how you will try to find it
Continual innovation, learning, and
adaptation
How does a media company get to a
sustainable competitive position?
Copyright © 2015 Robert G. Picard
All rights reserved.
The value creation perspective of media
firms has to change to be successful
Traditional media product and
advertising activities
• Goods logic
• Company-centric approach
• Sell products and audiences
• Sales- and exposure-based performance
Business-to-consumer and business-
to-business media activities
• Service logic
• Customer-centric approach
• Co-production of service
• Sales, customer interaction orientation
Copyright © 2015 Robert G. Picard
All rights reserved.
Stabilizing consumption and revenues
are the primary strategic objectives
Strategic tipping points for print media
enterprises in the digital era
1
Copyright © 2015 Robert G. Picard
All rights reserved.
already the case for
many news orgs
some magazines
and papers nearing
a few magazines
have reached this
poiht
already the case for
some papers and
magazines
Strategic tipping points in the digital era for
broadcast/cable media enterprises
1
already the case
for cable
channels
some networks
are close to this
Copyright © 2015 Robert G. Picard
All rights reserved.
robert.picard@robertpicard.net
themediabusiness.blogspot.com
picard_robert

More Related Content

Viewers also liked (20)

Daniela Gerson
Daniela GersonDaniela Gerson
Daniela Gerson
 
Wilkinson
WilkinsonWilkinson
Wilkinson
 
Mensing
MensingMensing
Mensing
 
Kinsey Wilson
Kinsey WilsonKinsey Wilson
Kinsey Wilson
 
Trevor Snapp
Trevor SnappTrevor Snapp
Trevor Snapp
 
Emma Daly
Emma DalyEmma Daly
Emma Daly
 
Cantrell. 2005.
Cantrell. 2005.Cantrell. 2005.
Cantrell. 2005.
 
Lee
LeeLee
Lee
 
Zhao
ZhaoZhao
Zhao
 
Lee2011
Lee2011Lee2011
Lee2011
 
Benz
BenzBenz
Benz
 
Avila
AvilaAvila
Avila
 
Peter Bale
Peter BalePeter Bale
Peter Bale
 
Jennifer2011
Jennifer2011Jennifer2011
Jennifer2011
 
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
 
Outing
OutingOuting
Outing
 
Astrid
AstridAstrid
Astrid
 
Ting tingchia
Ting tingchiaTing tingchia
Ting tingchia
 
Batsell2011
Batsell2011Batsell2011
Batsell2011
 
Brady jim
Brady jimBrady jim
Brady jim
 

Similar to Robert

Customer strategist webinar dec 14
Customer strategist webinar dec 14Customer strategist webinar dec 14
Customer strategist webinar dec 14
Gerry Brown
 
Marketing planning process final
Marketing planning process finalMarketing planning process final
Marketing planning process final
shannette2028
 
Planning and managing a digital strategy
Planning and managing a digital strategyPlanning and managing a digital strategy
Planning and managing a digital strategy
Dr Lendy Spires
 
Planning and managing a digital strategy
Planning and managing a digital strategyPlanning and managing a digital strategy
Planning and managing a digital strategy
Dr Lendy Spires
 
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
MetaPack
 

Similar to Robert (20)

Customer strategist webinar dec 14
Customer strategist webinar dec 14Customer strategist webinar dec 14
Customer strategist webinar dec 14
 
Picard
PicardPicard
Picard
 
Every Customer Conversation is a Moment of Truth: Leveraging Customer Centric...
Every Customer Conversation is a Moment of Truth: Leveraging Customer Centric...Every Customer Conversation is a Moment of Truth: Leveraging Customer Centric...
Every Customer Conversation is a Moment of Truth: Leveraging Customer Centric...
 
PRINCIPLES AND MODELS OF INTERNET AND DIGITAL ECONOMICS
PRINCIPLES AND MODELS OF INTERNET AND DIGITAL ECONOMICSPRINCIPLES AND MODELS OF INTERNET AND DIGITAL ECONOMICS
PRINCIPLES AND MODELS OF INTERNET AND DIGITAL ECONOMICS
 
BSAD 372 - CH 1
BSAD 372 -  CH 1BSAD 372 -  CH 1
BSAD 372 - CH 1
 
eFolder Expert Series Webinar — Effective PR and Social Media Marketing on a ...
eFolder Expert Series Webinar — Effective PR and Social Media Marketing on a ...eFolder Expert Series Webinar — Effective PR and Social Media Marketing on a ...
eFolder Expert Series Webinar — Effective PR and Social Media Marketing on a ...
 
Terrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing SummitTerrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing Summit
 
Marketing planning process final
Marketing planning process finalMarketing planning process final
Marketing planning process final
 
Customer Post Purchase Journey
Customer Post Purchase JourneyCustomer Post Purchase Journey
Customer Post Purchase Journey
 
2015 Minneapolis, Mn - Fall AMA Workshops
2015 Minneapolis, Mn - Fall AMA Workshops2015 Minneapolis, Mn - Fall AMA Workshops
2015 Minneapolis, Mn - Fall AMA Workshops
 
Minneapolis, Mn - AMA Fall Workshops 2015
Minneapolis, Mn - AMA Fall Workshops 2015Minneapolis, Mn - AMA Fall Workshops 2015
Minneapolis, Mn - AMA Fall Workshops 2015
 
Social Media for the MSP
Social Media for the MSPSocial Media for the MSP
Social Media for the MSP
 
The Rapid Convergence of IT and Engineering
The Rapid Convergence of IT and EngineeringThe Rapid Convergence of IT and Engineering
The Rapid Convergence of IT and Engineering
 
Customer as a Digital Strategy
Customer as a Digital StrategyCustomer as a Digital Strategy
Customer as a Digital Strategy
 
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...
 
Planning and managing a digital strategy
Planning and managing a digital strategyPlanning and managing a digital strategy
Planning and managing a digital strategy
 
Planning and managing a digital strategy
Planning and managing a digital strategyPlanning and managing a digital strategy
Planning and managing a digital strategy
 
Integrating Marketing Session - Charlotte AMA Spring Workshop
Integrating Marketing Session - Charlotte AMA Spring WorkshopIntegrating Marketing Session - Charlotte AMA Spring Workshop
Integrating Marketing Session - Charlotte AMA Spring Workshop
 
Selling to Corporates: You Say Days, They Think Months.
Selling to Corporates: You Say Days, They Think Months.Selling to Corporates: You Say Days, They Think Months.
Selling to Corporates: You Say Days, They Think Months.
 
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
#TDCGlobal 2019, Retail Technology Innovators Validify; Harper Concierge; Han...
 

More from Knight Center (20)

Martin
MartinMartin
Martin
 
Britt
BrittBritt
Britt
 
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
 
Singer
SingerSinger
Singer
 
Ramirez
RamirezRamirez
Ramirez
 
Symson
SymsonSymson
Symson
 
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
 
J moroney
J moroneyJ moroney
J moroney
 
Collins
CollinsCollins
Collins
 
Ray
RayRay
Ray
 
Owen
OwenOwen
Owen
 
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
 
Scacco
ScaccoScacco
Scacco
 
Havlak
HavlakHavlak
Havlak
 
Hernandez
HernandezHernandez
Hernandez
 
Robins
RobinsRobins
Robins
 
Witt el al
Witt el alWitt el al
Witt el al
 
Bodoky
BodokyBodoky
Bodoky
 
Guargain
GuargainGuargain
Guargain
 

Recently uploaded

CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
CaseThe legal victory in the turmeric patent case safeguarded traditional kno...CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
alpha012343210
 
Forbes Senior Contributor Billy Bambrough Master of Tech Journalism.pdf
Forbes Senior Contributor Billy Bambrough  Master of Tech Journalism.pdfForbes Senior Contributor Billy Bambrough  Master of Tech Journalism.pdf
Forbes Senior Contributor Billy Bambrough Master of Tech Journalism.pdf
UK Journal
 
#become occult member for money ritual +2349028448088
#become occult member for money ritual +2349028448088#become occult member for money ritual +2349028448088
#become occult member for money ritual +2349028448088
HOW TO JOIN SECRET OCCULT FOR MONEY RITUAL +2349028448088
 

Recently uploaded (7)

Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Musina
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In MusinaTop^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Musina
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Musina
 
Press-Information-Bureau-14-given-citizenship.pdf
Press-Information-Bureau-14-given-citizenship.pdfPress-Information-Bureau-14-given-citizenship.pdf
Press-Information-Bureau-14-given-citizenship.pdf
 
CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
CaseThe legal victory in the turmeric patent case safeguarded traditional kno...CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
CaseThe legal victory in the turmeric patent case safeguarded traditional kno...
 
Forbes Senior Contributor Billy Bambrough Master of Tech Journalism.pdf
Forbes Senior Contributor Billy Bambrough  Master of Tech Journalism.pdfForbes Senior Contributor Billy Bambrough  Master of Tech Journalism.pdf
Forbes Senior Contributor Billy Bambrough Master of Tech Journalism.pdf
 
israeil_bnetaniahou_panel_report_eng.pdf
israeil_bnetaniahou_panel_report_eng.pdfisraeil_bnetaniahou_panel_report_eng.pdf
israeil_bnetaniahou_panel_report_eng.pdf
 
#become occult member for money ritual +2349028448088
#become occult member for money ritual +2349028448088#become occult member for money ritual +2349028448088
#become occult member for money ritual +2349028448088
 
19052024_First India Newspaper Jaipur.pdf
19052024_First India Newspaper Jaipur.pdf19052024_First India Newspaper Jaipur.pdf
19052024_First India Newspaper Jaipur.pdf
 

Robert

  • 1. It’s no longer the same business Contemporary media trends and strategic decision making Robert G. Picard Reuters Institute, University of Oxford
  • 2. Screens are now the primary technologies for media content and communication Copyright © 2015 Robert G. Picard All rights reserved.
  • 3. Mobile is now the dominant means for interpersonal and media communication Copyright © 2015 Robert G. Picard All rights reserved.
  • 4. Social networking is changing some media activities into interpersonal communication Copyright © 2015 Robert G. Picard All rights reserved.
  • 5. Media consumption and use has become more individualized and active Copyright © 2015 Robert G. Picard All rights reserved.
  • 6. Established media platforms are being supplanted by Internet-based connections Copyright © 2015 Robert G. Picard All rights reserved.
  • 7. Supply of media content far exceeds ability of the public to consume what is offered Copyright © 2015 Robert G. Picard All rights reserved.
  • 8. Ability of firms to profitably connect audiences with content is diminishing Copyright © 2015 Robert G. Picard All rights reserved.
  • 9. News organizations headed for stormy digital times digital news consumption is up, but PAID consumption is slowing in most countries 70-80% of people never intend to pay for news paid revenue is primarily growing through increased product offerings to existing customers digital/mobile advertising is growing, but news organizations are not benefiting much
  • 10. Media firms are struggling to find strategies for operating in VUCA environments • volatileV • uncertainU • complexC • ambiguousA Copyright © 2015 Robert G. Picard All rights reserved.
  • 11. Characteristics of VUCA environments Indistinct industry boundaries • Unclear who the competitors are • Overlapping products/services • Challenges in defining the industry Corporate structures in flux • Organizational boundaries changing • New work arrangements increasing flexibility • Increasing cooperation with competitors, suppliers, and distributors Rapid changes in sources of competitive advantage • Evolving technologies • Shift to service orientation; assets becoming liabilities • Much imitation and adaptation by competitors Copyright © 2015 Robert G. Picard All rights reserved.
  • 12. Traditional strategy methods are less useful today The market maze changes constantly and rapidly Copyright © 2015 Robert G. Picard All rights reserved. You can’t plan your route, only how you will try to find it
  • 13. Continual innovation, learning, and adaptation How does a media company get to a sustainable competitive position? Copyright © 2015 Robert G. Picard All rights reserved.
  • 14. The value creation perspective of media firms has to change to be successful Traditional media product and advertising activities • Goods logic • Company-centric approach • Sell products and audiences • Sales- and exposure-based performance Business-to-consumer and business- to-business media activities • Service logic • Customer-centric approach • Co-production of service • Sales, customer interaction orientation Copyright © 2015 Robert G. Picard All rights reserved.
  • 15. Stabilizing consumption and revenues are the primary strategic objectives
  • 16. Strategic tipping points for print media enterprises in the digital era 1 Copyright © 2015 Robert G. Picard All rights reserved. already the case for many news orgs some magazines and papers nearing a few magazines have reached this poiht already the case for some papers and magazines
  • 17. Strategic tipping points in the digital era for broadcast/cable media enterprises 1 already the case for cable channels some networks are close to this Copyright © 2015 Robert G. Picard All rights reserved.

Editor's Notes

  1. Talk, text, read, listen, view
  2. The schism is caused by competition Local and national intermediary firms used to be necessary—newspapers, magazines, broadcasters
  3. Primary reason for the change is that media firms no longer control the means of production and distribution of content and many more firms and individuals are producing and distributing because of the Internet and mobile platforms