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The business of online news

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It's notoriously difficult for established news organizations to make money on online news.
In this presentation, I explain why publishers have to stop worrying about lost print revenue and start focusing on regaining profitability. I outline a number of technologies in publishing and advertising that help publishers create engaging user experiences and profitable businesses.

Published in: News & Politics, Business
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The business of online news

  1. 1. The new business of newsSanoma Media Parade, 18 April 2012Christian Toksvig@ctoksvig
  2. 2. Agenda• What has happened to the business of news and publishing?• Where are the consumers of news going?• What are the forces threatening traditional publishers?• Ways publishers can save their bottom (line) by applying technology• Why you should care (even if you don’t work in publishing)2
  3. 3. Over 140 newspapers closed in the US in 2009 alone Over 30 free dailies have closed worldwide since 2009 Over 40,000 newspaper editorial jobs gone in the US since 20073
  4. 4. US 1 print reader is worth the same as 25 online readers Publishers lost $27 in print for every $1 gained onlineNY Times print circulation revenue: $650m. Online subscriptions: $80m4
  5. 5. 5
  6. 6. That’s weird…because we’re actually using the web for news - a lot!6
  7. 7. Top 15 news websites in the world, April 2012 Million unique visitors/month120100 80 60 40 20 0 7
  8. 8. Videogrowth of the onlinegrowth The and social media video universe Number of People Streaming (000) Streams (MM) 180,000 40,000 160,000 35,000 140,000 30,000 120,000 25,000 100,000 20,000 80,000 15,000 60,000 10,000 40,000 20,000 20 000 5,000 0 0 May May May May May Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 Mar 06 Jul 06 Sep 06 Nov 06 Mar 07 Jul 07 Sep 07 Nov 07 Mar 08 Jul 08 Sep 08 Nov 08 Mar 09 Jul 09 Sep 09 Nov 09 Mar 10 Jul 10 Sep 10 Nov 10 http://www.personalizemedia.com/garys- Link to social media counter: social-media-count/ © comScore, Inc. Proprietary. 14 Source: comScore Video Metrix8
  9. 9. creator creator9
  10. 10. The web has unlimited inventory10
  11. 11. Everything is news11
  12. 12. NOW WHAT?12
  13. 13. Time to get real. Time to get smart! • The top line has gone forever – time to save the bottom line • Smart about publishing • Smart about advertising • Smart about charging for access13
  14. 14. Technology applied to publishing• Publishing is multi platform and 24/7• Publishers must create rich and engaging sites• Attract people onto your site, and encourage them to stay• Much more content per website is needed, with fewer resources to compile it• Solutions: – Dynamic content aggregation – Content APIs – Recommendations and related content become more important • Examples: Kalooga, Outbrain14
  15. 15. ways to gain web audience 1. Unique web content 2. Celebrity news 3. Big pictures 4. Long homepage (link to aftonbladet.se) 5. Long, long headlines (link to DailyMail.co.uk) 6. Several clicks per story (link to BusinessInsider.com) 7. Involving the readers15
  16. 16. Publishing made easy with technology• Daylife video• Link to video: :http://vimeo.com/4031701116
  17. 17. Dynamic content• Link to Forbes Billionaires List• http://www.forbes.com/profile/bill-gates/• Example of auto-created page17
  18. 18. Advertising technology• Real-time bidding• Personal data• Retargeting18
  19. 19. To pay or not to pay?• Paywalls are a divisive issue with no easy answer• Free – go bankrupt• Paid – lose users – then go bankrupt• Freemium – make the keenest users pay• National paywall – the case of Slovenia19
  20. 20. YOU ARE HERE Thank you! @ctoksvig20

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