Media future 2013 keynote - The Economist: The New Way

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Keynote presentation from the Media Future event in Dublin on May 14th 2013.

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Media future 2013 keynote - The Economist: The New Way

  1. 1. Nick  Blunden  |  Global  Digital  Publisher  |  @nickblunden The  Economist:  The  New  Way
  2. 2. Over  the  last  ten  years  The  Economist   has  enjoyed  a  period  of  unprecedented   success
  3. 3. Luck  or  more  precisely  being  in  the   right  place  at  the  right  Fme  has  played   a  significant  part  in  this  success
  4. 4. As  the  world  has  got  flaJer  the   benefits  of  publishing  an  internaFonal   current  affairs  Ftle  in  English  have   increased
  5. 5. Mass  intelligence  has  emerged  as  a   global  mega-­‐trend  and  as  a  result   people  are  smartening  up  rather  than   dumbing  down
  6. 6. And  paradoxically  the  rise  of  social   media  has  made  intelligent  analysis   from  trusted  sources  more  not  less   valuable
  7. 7. And  paradoxically  the  rise  of  social   media  has  made  intelligent  analysis   from  trusted  sources  more  not  less   valuable Source:  Pew  Research  Center’s  Project  for  Excellence  in  Journalism  in  collabora<on  with  The  Economist  Group
  8. 8. But  to  maximise  the  benefits  of  our   good  fortune  we  have  had  to   constantly  adapt  our  business  to  the   changing  needs  of  our  readers
  9. 9. The  Internet  hasn’t  changed  the  fact   that  people  pay  for  what  they  value   and  value  what  they  pay  for
  10. 10. However,  in  an  increasingly  digital   world  people  value,  and  therefore   pay  for,  the  consumpFon  experience   not  just  the  content
  11. 11. There  isn’t  just  one  single  homogenous   digital  content  experience  but  a  series   of  them
  12. 12. There  isn’t  just  one  single  homogenous   digital  content  experience  but  a  series   of  them
  13. 13. Digital  distribuFon  creates  new   sources  of  value  by  offering  customers   greater  choice  between  these   experiences
  14. 14. We  are  experiencing  a  shiS  from  single   channel  to  mulFchannel  not  the  death   of  print
  15. 15. We  are  experiencing  a  shiS  from  single   channel  to  mulFchannel  not  the  death   of  print
  16. 16. Nevertheless  new  digital  plaTorms   provide  the  opportunity  to  establish   valuable  new  media  consumpFon   habits  
  17. 17. These  new  media  consumpFon  habits   are  changing  the  symbioFc  relaFonship   between  media  and  markeFng  creaFng   different  adverFsing  opportuniFes
  18. 18. To  harness  these  new  adverFsing   opportuniFes  we  need  to  think  less   like  media  owners  and  more  like   plaTorm  owners
  19. 19. In  fact  the  biggest  opportuniFes  going   forward  are  likely  to  come  when  we   stop  thinking  like  newspapers  or   magazines
  20. 20. In  fact  the  biggest  opportuniFes  going   forward  are  likely  to  come  when  we   stop  thinking  like  newspapers  or   magazines
  21. 21. Nick  Blunden  |  Global  Digital  Publisher  |  @nickblunden The  Economist:  The  New  Way

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