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J408 Journalism Today Understanding Audiences (April 2016)

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Contextual presentation for my J408, 3 day, 2-credit, class on the business of journalism.

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J408 Journalism Today Understanding Audiences (April 2016)

  1. 1. Damian Radcliffe @damianradcliffe April 2016 Understanding Audiences and Advertising
  2. 2. Key Sources 1. Pew Annual State of News Media 2. Mary Meeker annual internet trends presentation 3. GlobalWebIndex reports/blog 4. Ofcom annual international communications market report 5. Other studies by comScore, WeAreSocial, Nielsen et al.
  3. 3. A £1,190bn p.a. industry
  4. 4. Nearly 40% of the global population is online
  5. 5. Mobile internet increasingly important
  6. 6. 16-24s love mobile
  7. 7. Ad markets don’t reflect consumer realities
  8. 8. Who would be a publisher?
  9. 9. Disruption of traditional business models
  10. 10. Audiences not paying for online news Q7a. Have you paid for ONLINE news content, or accessed a paid for ONLINE news service in the last year ? (This could be digital subscription, combined digital/print subscription or one off payment for an article or app). Base: All markets 2015 – UK: 2149; Germany: 1969; Spain: 2026; Italy: 2006; France: 1991; Denmark: 2019; Finland: 1509; USA: 2295; Urban Brazil: 2033; Japan: 2017: Ireland: 1501; Australia: 2042.
  11. 11. Growth of ad blocking
  12. 12. Potential Impact
  13. 13. But some markets are growing
  14. 14. Reflects out increasingly connected world
  15. 15. And the resilience of some mediums
  16. 16. Increasingly similar experience?
  17. 17. Millenials Consume news and content differently.
  18. 18. Age variances
  19. 19. Key US data (Pew)

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