Newspaper Reinvention Presentation

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Newspaper Reinvention Presentation

  1. 1. SOURCE: TIME Magazine, Feb 09
  2. 2. Q: WHO READS THE NEWS? A: Everyone
  3. 3. Q: WHO READS THE NEWSPAPER? A: ?
  4. 4. DAILY NEWSPAPER READERSHIP BY AGE GROUPPercentage nationally who read any daily newspaper (print edition) yesterday, 1999-2008 SOURCE: Scarborough Research survey data
  5. 5. On-demand news culture Traffic up 27% on top 50 news websites in 2008NYT mobile page views up to 19 million in mid-2008 “Infotainment” = Colbert/Daily Show Bite size news SOURCE: PEJ’s analysis of comScore data
  6. 6. Q: HOW DO NEWSPAPERS MAKE MONEY? A: Newsstand sales Subscriptions Advertising
  7. 7. 75% of newspaper costs have nothing to do with the creation of editorial content. SOURCE: http://seekingalpha.com/article/124057-four-bad-ideas-for-paid-newspaper-content-online
  8. 8. FREE online contentTechnology Educationconvergence about journalism Q: WHAT’S THE PROBLEM? Lack of Decreasinginteractivity ad revenue Competing news sources
  9. 9. DELIVERY METHODS PRINT PIXEL $$$ $$$ FREENewsstand Home Phone App eReader Website TimesReader e-mail
  10. 10. NEWSPAPERS MUST EVOLVE.
  11. 11. Q: HOW DO YOU REINVENT A. Reverse positioning:Strip away traditional product attributes & add new ones.
  12. 12. USER EXPERIENCE PRINT PIXELTactile Search Rich mediaPortable One time onlyNo batteries! User chooses content Multiple Stumble upon points of access
  13. 13. OUR METHODS1. New distribution2. Diversify advertising opportunities3. Breed users from youth4. Embrace evolving technology5. [News] - [Paper]
  14. 14. #1New distribution
  15. 15. WHAT PEOPLE WANT John GriffinPresident of the National Geographic Societys magazine group online e-ink with & without video assembled & disassembled on-demand delivered economical/sustainable delivery
  16. 16. NYT’s KINDLE SUBSCRIPTION = $14.99/month SONY READER = 400,000 = $6M/MONTHAMAZON KINDLE = 500,000 = $7.5M/MONTH SOURCES: The Wall Street Journal/Citigroup
  17. 17. DAILY NEWSSTAND = $1.50 DAILY NEWSSTAND = $1.50HOME DELIVERY = $155.48/year HOME DELIVERY = $616.40/year
  18. 18. KINDLE SUBSCRIPTION PRICINGNYT for KINDLE = $167.88/yearWSJ for KINDLE = $119.88/year
  19. 19. 15% of those 3$459M/year = device owners subscribed to daily NYTimes
  20. 20. MAKE SURE THE NEWSPAPERIS PREPARED FOREVERY TYPE
  21. 21. THE (NEW) NEWSPAPER VENDOR Vending terminal Near traditional newsstands & subways Uses an internet connection and bluetooth wireless to beam paper to your handheld device Use screen to drag & drop content into your custom paperCharge per download or enter a special ID to charge back to your paper’s account
  22. 22. Q: WHAT GOES GREAT WITH A NEWSPAPER?
  23. 23. COFFEE
  24. 24. Q: WHAT ELSE GOES GREAT WITH COFFEE & A NEWSPAPER?
  25. 25. CONVERSATION
  26. 26. THE NEWS LOUNGE
  27. 27. THE NEWS LOUNGE Located in a newspaper’s local areaEmbedded tech devices in the tables displaying newsfeeds (new) news vendors on premises Laid back atmosphere Weekly talks by columnists/editors/citizen journalists Bond with community in a branded environment
  28. 28. #2Diversify advertising opportunities
  29. 29. “An online reader is worthten percent of a print reader to advertisers.” Johann Hari, Columnist, London Independent
  30. 30. ADDING DEPTHNew formats = more opportunities for rich media/more inventory Electronic delivery is trackable delivery
  31. 31. #3Breed users from youth
  32. 32. "Were it left to me to decide whether weshould have a government without newspapers or newspapers without a government, I should not hesitate to prefer the latter." Thomas Jefferson, smart red-headed writer
  33. 33. On their 18th birthday every French citizenwill be given a years free subscription to a newspaper of their choice. Thanks Pres. Sarkozy!
  34. 34. 76M children in public school (2005) Text books, summer reading, work sheets, quizzes, newspapers Provide access to advanced technology Awareness/appreciation of journalism Turn in at end of schoolThey’ll need one of their own for college...
  35. 35. #4Embrace evolving technology
  36. 36. THE PAPER TODAY Editors Admin WritersOp/Ed Investigator Non-professionals Citizen Reporting Reviewer
  37. 37. SUBMITTING AN ARTICLE TO A NEWS OUTLET Moderator Approved by moderator using Times guidelines Local Times NewsSubmits local Content added to content main content Writer
  38. 38. PAYMENT METHODS FOR CITIZEN JOURNALISM Free Pay per article via micropaymentsMain content Local content/ core articles 1/4 $ 1/4 $ 1/2 $
  39. 39. Local Times News Writer Local papers are not surviving Supplement income Local content & opportunity for published work Expand news network and increase revenuesModerator Supplement income Maintain Core Product Main content A trusted news source / core articles for local and non-local content
  40. 40. merging media
  41. 41. #5[News] - [Paper]
  42. 42. NEWSPAPER CIRCULATIONDaily newspaper (print edition), 2003-2008 SOURCE: Scarborough Research survey data
  43. 43. SOURCE: TIME Magazine, Feb 09
  44. 44. One-way communication High costNon-sustainable business model
  45. 45. [News] - [Paper]
  46. 46. OUR METHODS1. New distribution2. Diversify advertising opportunities3. Breed users from youth4. Embrace evolving technology5. [News] - [Paper]
  47. 47. FILLED QUESTIONS?

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