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Inma2009

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10 ideas - some lousy, some pretty good - to save newspapers (who are in fact worth saving as no other news service even close to their offerings).

Published in: News & Politics, Business
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Inma2009

  1. 1. saving newspapers 360° innovation Piet Bakker Hogeschool Utrecht / Universiteit van Amsterdam
  2. 3. Main issues <ul><li>Structural decline of circulation </li></ul><ul><li>Dropping advertising revenues ( cyclical ?) </li></ul><ul><li>Financing & debt problems ( incidental ?) </li></ul>
  3. 4. Bright spots? <ul><li>Online readership increasing </li></ul><ul><li>Free newspapers (decline 2008) </li></ul>(source: cebuco) Europe
  4. 5. Are newspapers worth saving? <ul><li>online </li></ul><ul><ul><li>citizen journalism/blogs (real alternative?) </li></ul></ul><ul><ul><li>online news services (wire services) </li></ul></ul><ul><ul><li>online newspapers (copy/paste model) </li></ul></ul><ul><li>broadcast </li></ul><ul><ul><li>public tv/radio </li></ul></ul><ul><ul><li>private tv/radio </li></ul></ul><ul><li>free dailies </li></ul>
  5. 6. Options <ul><li>cut costs </li></ul><ul><li>diversify / divest </li></ul><ul><li>tweak / innovate processes </li></ul><ul><li>tweak / innovate products </li></ul><ul><li>new products (innovation) </li></ul>
  6. 7. Plans distribution ad-sales printing marketing editorial ownership business model government policy cons. sales newsprint on demand outsourcing format magazines new print products outsourcing online partnerships intregrated newsroom increasing cpm‘s nonpersonal sales crossmedia sales multimedia journalism non-corporate trusts readers management/staff eReaders non-daily mobile flex/subscription bulk services non-news products charging for online design 18 years communities customer relations zero VAT distribution subsidies journalism subsidies local news support ban on public TV-ads protect online content
  7. 8. 1. breaking the law <ul><li>subsidies </li></ul><ul><ul><li>distribution </li></ul></ul><ul><ul><li>journalism / jobs </li></ul></ul><ul><ul><li>local news </li></ul></ul><ul><li>working conditions </li></ul><ul><ul><li>distribution </li></ul></ul><ul><ul><li>journalism </li></ul></ul><ul><li>low or no VAT </li></ul><ul><li>public TV ad ban </li></ul><ul><li>protect online content </li></ul>Denmark (Defensive & ineffective?)
  8. 9. 2. ownership <ul><li>The end of corporate ownership? </li></ul><ul><ul><li>state won‘t subsidize current publishers </li></ul></ul><ul><ul><li>role of private equity </li></ul></ul><ul><li>Non-shareholders ownership </li></ul><ul><li>Trusts </li></ul><ul><li>Readers </li></ul><ul><li>Journalists / management </li></ul>
  9. 10. 3. Business model <ul><li>Outsourcing </li></ul><ul><ul><li>Lay-out </li></ul></ul><ul><ul><li>Editorial </li></ul></ul><ul><ul><li>Printing </li></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><li>Partners </li></ul><ul><ul><li>Broadcasters </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Communities </li></ul></ul><ul><ul><li>Online </li></ul></ul>
  10. 11. 4. Ad sales <ul><li>google model </li></ul><ul><li>non-personal sales & billing </li></ul><ul><li>auctions </li></ul><ul><li>cross-platform advertising </li></ul><ul><li>increasing CPM </li></ul><ul><ul><li>geotagging / local portal </li></ul></ul><ul><ul><li>topical tagging/portals </li></ul></ul><ul><ul><li>results instead of hits </li></ul></ul>
  11. 12. 5. integrated newsrooms <ul><li>transferring the off-line business model means changing €$£ for cents </li></ul><ul><li>cost saving not demonstrated </li></ul><ul><li>organizational challenging </li></ul>
  12. 13. 6. new journalism 2.0 <ul><li>civic journalism </li></ul><ul><li>UGC / comments </li></ul><ul><li>blogs </li></ul><ul><li>rss </li></ul><ul><li>twitter </li></ul><ul><li>coveritlive </li></ul><ul><li>video / photo </li></ul><ul><li>maps </li></ul><ul><li>hyperlocal </li></ul><ul><li>Flash </li></ul><ul><li>mobile reporting </li></ul>
  13. 14. 7. New print products
  14. 15. 8. non-news
  15. 16. 9. free papers for 18 years olds <ul><li>free yearly subscription 18 years </li></ul><ul><ul><li>cannibalization </li></ul></ul><ul><ul><li>costs (copies / delivery) </li></ul></ul><ul><ul><li>is 18 years the right target </li></ul></ul><ul><ul><li>no insight in mechanism </li></ul></ul><ul><li>sample of 18-24 years old </li></ul><ul><ul><li>pre-, during & post online test </li></ul></ul><ul><ul><li>3 months </li></ul></ul>
  16. 17. 10. distribution & flexible subscription
  17. 18. [email_address] www.newspaperinnovation.com

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