an update on WAN-IFRA activities and service offerings and what drives our objectives, media trends.

1. Cooperate, do business with, get together,
hook up, interface, join forces, boost projects,
co-create, team up, work with partners, co-
produce, generate economy of scale, attract
new talents, create synergies, reduce risk…
NEWS MEDIA
TRENDS
STAY AHEAD

2. WHO
WE ARE

3. leads the globalconversation
that matters for the future of
an independent free press
WAN-IFRA
knowledge hub

4. ABOUT
BUSINESS
MODELS

5. TECHNOLOGY
INNOVATIONS

6. AND
REGULATION

7. WHAT
WE DO
WAN-IFRAbringstheindustry
a uniqueblendof
experienwceandingenuity;
visionandresearch;
challengesandopportunities.
Few of our membersare
giantsof theindustry, but
WAN-IFRAprovidesthem
with a platform - it isthe
shouldersof our industry.

8. 4 main
service
offerings
Support and
coordinationto
innovation and
business
development
Filter and deliver
critical
business news
strategic market
insights
Manage
networking
knowledge sharing
platforms
Campaignand
advocate for
press freedom, fair
Global Internet
Governance

9. WAN-IFRA CONSOLIDATEDOFFERING 1/3
KEY
MISSIONS
ADVOCACY INSIGHTS NETWORKING
COMMERCIAL
ACTIVITIES
OFFERED TO
MEMBERS
Media Freedom
campaigns
Media Policy
Forum
Lobby
Youth LIteracy
Blogs,
newsletters
Special reports
Market
intelligence
MarketData,
industry surveys
Technical forums
Boards,
technical and
regional
Individual
service to
members
INNOVATION
BUSINESS DEV
Support and
Coordinatiion to
Research and
Innovation
Media
Development
NOT FOR PROFIT
MISSION DRIVEN
ACTIVITIES
Global, Regional
and topical
events
Awards,Best
practices,
benchmarking
World News
Media Congress
World Publidhing
Expo
Regional and
topical events
Consulting
Training
Marketplace-
Expo
Consulting
Training
Marketplace-
Expo

10. Evaluating and
opposing measures
which restrict
publishing activity
PROTECT THE
INDUSTRY
• International support to
national associations
• Consultative status in
international bodies
(WIPO, IGT, EuroDIG,
FIFA,…)
INVEST IN SOLUTIONS
• Regional and global
forums
• Newsletter and Blog
• World Press Trends
resource center
Media Policy
Public Affairs
Strengthening Media
In post-conflict and
emerging democracies
ADVOCACY WITH
HUMAN RIGHTS
MANDATE (Golden Pen, 3
May, Safety,
Defamation,...)
PROTEST and FACT
CHECKING CAMPAIGNS
REPORTS
MEDIA DEVELOPMENT
PROGRAMMES
Media Freedom
Managing coordination
Membership services central desk (coordination, acquisition, retention, administration)
Finance controlling
Media Freedom Fund financial controlling and reporting
Management Finances and Members Community Management
Promoting next level
of quality journalism
NETWORKING
• World Forum at
Congress
• International
Newsroom Summit
INSIGHTS AND BEST
PRACTICES SHARING
• Trends in Newsroom
annual report
• Daily Blogs
• Newsletters
ADVOCACY
• Joint initiatives with Media
Freedom Dept
World Editors Forum
Incubating and
Advancing innovations
and future talents to
the market
NETWORKING
• Workshops, seminars, kick
off sessions
• Connecting labs around the
world
SUPPORT AND
COORDINATION TO R&I
PROGRAMMES
• Horizon 2020 and other
public programmes
• Collaboration among media
companies
Global Alliance for
Media Innovation
NOT FOR PROFIT MISSION DRIVEN FOCUS AREAS
WAN-IFRA CONSOLIDATED OFFERING2/3
Create a literate,
civic-minded new
generation of readers
INTERNATIONAL
SUMMIT & IDEATHON
SUPPORT TO TEACHERS
USING THE NEWS
CELEBRATE EXCELLENCE
• Awards and Festivals
News Literacy and
Youth Engagement

11. VIVIAN SCHILLER
Digital Strategy and
Transformation
KALLE JUNGKVIST
Digital Transformation
BEN SHAW
Digital Strategy
GREGOR WALLER
Digital and Paid Content
JOHNNY RYAN
Design Thinking and
Digital Transformation
FRÉDÉRIQUE LANCIEN
New Business Strategies
JONATHAN HALLS
Video and Digital Strategy
HÅKAN HELANDER
Newsroom Organisation
and Production
FERGUS BELL
Social Media and
Digital Newsgathering
GRIG DAVIDOVITZ
Online Journalism and
Digital Strategy
ANAND SRINIVASAN
Pre-Press and Production
RANDY COVINGTON
Visual Storytelling and Video
DAVID SALLINEN
Deputy Director – European Training
MORITZ SCHWARZ
Newspaper Production
consulting.wan-ifra.org

12. BUSINESS DEVELOPMENT AREAS OF EXPERTISE
WAN-IFRA CONSOLIDATED OFFERING3/3

13. online learning platform designed exclusivelyfor the
internationalnews media community
Media Management Accelerator
mma.wan-ifra.org

14. MEDIA
TRENDS

15. Source : EY Cultural Times 2015
Global Powers

16. Global Challenges
Source : EY Cultural Times 2015

17. The Newspaper Industry
PRINT
CIRCULATION
$89.9
billion
up 0.4%
in 2014
PRINT
ADVERTISING
$77
billion
down
5.2% in
2014
DIGITAL
CIRCULATION
$2.5
billion
up
45.3% in
2014
DIGITAL
ADVERTISING
$9.5
billion
up 8.3%
in 2014

18. $179 bn
globalnewspaperrevenuesin 2014

19. YZ[*5(
;=8;@DF:=9>*8!C!>@!
Y]*5(
F?C!8:=A=>J*8!C!>@!
Global Newspaper
Revenue Generation 2014

20. A,%140^*I7:*F(#$6.'.L* _0('&39-&'/0+'# #(+*72;* J$,5#$* !(&01&#'(/0(&* W*E0+'#* 9%&$,,V
@AY*/'$$',(* #&*4%110(&*-1'40.
Global Newspaper
Revenue Generation 2010-2014

21. AsiaPacific
36%
EU/Africa/ME
34%
Latin America
9%
North America
21%
Global Newspaper
newspaper regional revenue share in 2014

22. 2.7bn
45% of all adults
read print newspapers
0.8bn
42% of all desktop internet
users read newspapers
in digital formats
Global Newspaper Reach

23. A,%140^*I7:*#(#$6.'.
Global Newspaper
daily print newspaper circulation changeby region

24. 11% paid
for online news
in 2014

25. A,%140^ 80%&01.*=(.&'&%&0* ?')'&#$* >02.*80-,1&
Paying for online news
2014

26. Mobile advertising increases76% in FY 2014
Source: IAB/PWC
12,5420
16,8790
21,2060
23,4480 22,6610
25,400
30,1390
33,2003
35,6967 36,9980
1,5960
3,3697
7,0843
12,4530
12,5420
16,8790
21,2060
23,4480 22,6610
26,0410
31,7350
36,5700
42,7810
49.5
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Non-Mobile
Mobile
110%
Mobile
CAGR
10%
Non-mobile
CAGR
Source: IAB/PwC Internet Ad Revenue Report, 2013
Rise of Mobile

27. Social media advertising revenue 2012-2014 ($ billions)
Source: IAB/PWC
<"$#
<"$+
<"$,
<#$)
<#$,
<&$"
"=(#'"#( #=(#'"# "=(#'"- #=(#'"- "=(#'"& #=(#'"&
$%&'(
))#
Social Media

28. Source: ZenithOptimedia
Asia
Latin
America
North
America
Europe
Middle East
& N Africa
newspaper print advertising
by region 2010 – 2014

30. WPT
database
WPT
customreports
WPT
annualreport
WPTData is Availablethrough

31. TRENDS
WHAT DO WE SEE
Native Advertising
Paid Content
Online Video
Programmatic
Ad Blocking

32. Native Advertising

33. Social-native,including Facebook NewsFeed ads and promoted
tweetson Twitter,will draw a majorityof native ad revenue between
2013 and 2018.
Native ads performbetter than traditionaldisplay. This is
particularlytrue on mobile and small screens
Desktopnative click-throughrates(CTRs) averaged a respectable
0.15%, while native-mobileads had CTRs over 1%, accordingto recent
data from Polar Media Group and Celtra, respectively.
Exclusive, premium valuenot a commodity
Native Advertising

34. It fits better with news
If most people comea news site to learn and be entertained,then brands
can better reach them with sponsored content that also educates and
entertains,rather than a display ad trying to sell a product.
It solves the modern problems of brands
Brand publishing 1.0 was about companieslearning to createtheir own
websites and publish content there.They got good at it, but also realized
that no one finds it.
Brand publishing 2.0 is now about workingwith mainstream publishers to
craft and distribute the brand messages wherethe people are.
Native Advertising

35. Native Advertising

36. Native Advertising THE MOST POPUMAR WAY TOBADGE NATIVE AD
K(,%.$*5()&%

37. Paid Content

38. 1. Build loyalty – make users come back and back and
back many times a week or even a day
2. Convert the most loyal ones to digital subscribers –
identify journalism and content that increases the
need to subscribe
3. Make them stay – identify content that keeps the
loyal ones as subscribers
Source: Cassandra
Paid Content

39. Our job is to get our readers to
come back so often and read so
much that they have to pay. Out
of convenience the cost is too
high to search for the same
content on other sites
Paid Content

40. ü Aim to be No1 in your market – first choice if something happens
ü Breaking news- local and important national news.
ü Always answering the two questions: Hasanything of importance happenedin my
community?What is the talk of the town today?
ü Fast and quick – often live reporting
ü Starting earlyin the morning especiallyfor mobile site
ü Always tell why the users have to come back – “We will report this at XX pm
ü “Passion topics”– areas where the news site is dominating the market and attract
readers
ü Video reporting– often live
ü Dominating socialmedia on local news
ü Push mobile notifications
ü Mobile personalisation - help your readersfollowcontent of special interest
ü Special stickyfeatures
ü Columnistsand profiled reportersthat stand out on importantlocal issues
ü To find ways of helping your readersin their dailylife
Paid Content

41. One level of subscription is
not enough in the long run
Paid Content

42. *'++
,-./01023-./
45&&+6078
-9:;<0 =>,?:3@,<A3:B
>?9/@( 9AB/C(
>C;DE8C>
F9E@(8B/?C/?
Paid Content

43. 5&'2*.("#$"#*+#%&#$AL*R9H$*!%'+H*9'C$+******************
Z&))$ M,"AI0'+# R <%$"$C'$+ .("+,)#&"#7*4=DR!<@=
Paid Content set daily goals for every index

44. Online Video

45. Online Video TRENDS 2015
K(,%.$+*F%&'"+H&%IW.(C ['2$(1%$E$%L

46. Online Video TOP CATEGORIES ON YOUTUBE

47. • Online video is the fastest-growing advertising
category due to the explosion of mobile video
consumption and the spread of internet-connected
devices
• Global online video grew 34% to $10.9 Billion US in
2014, and forecasted in the US to grow at an average
of 29% a year to reach $23.3 Billion US in US 2017
Source: Zenith OptiMedia
Online Video

48. What Really Works
• Breaking news
• Celebrities
• Tech News
• Pivot & Matrix
• Emotional and shareable content is huge
Questions to Ask
• What’s your focus?
• What is the user experience?
• How shareable is your content?
• What should you stop doing?
Online Video

49. 3 Levels of Production at USA Today
• Level 1: Basic training around teaching journalists how
to edit, upload and get the video out.
• Level 2: A reporter who can use a good camera but
needs support to edit and upload. So two people
involved.
• Level 3: A fully functional video journalist who can do
everything on their own.
Source: Steve Elfers
Online Video

50. Programmatic

51. Programmatic:Process of buying and selling ads in an
automated fashion.
68% of local publishers participatein someform of programmatic
selling
76% of brand marketersconsider programmatic buying an important
development in the mobile ad space
Localmedia programmaticCPMs are less than half of local advertising
that is sold directly from traditionalsales executives -- but long-term
programmatic has a bright future.
The main upside: Increasing overall revenueand greater accessto
quality advertisersstreamlinead operations,better value for
customers,and cost savings
Source: Borrell
Programmatic

52. programmatic transactions reached
$21 bn in 2014
Source: Magna Global 2015

53. programmatic transactions reached
20% of all online
display in 2014
http://www.iab.net/programmatic

54. programmaticadvertising2014
%shareofprogrammaticindigitaldisplayadvertising
Source: G&A"&8)(1&)

55. Strategy
• Establish programmatic as a complimentary channel to direct sales
• Build internal programmatic knowledge and capabilities
• Leverage the unique insight that The Economisthas on its readers
Structure
• Programmatic to be sales inclusive process, aided by programmatic specialists
• Eliminate sales friction and adoption barriers – double commission sales teams
• Pricing: parity across channels; continue to sell on quality & scarcity
Execution
• Education & training – can’t sell what you aren’t comfortable talking about
• Open exchange strategy – lead gen channel
• Initial focus PMP (necessary evil)
• Encourage automated guaranteed
• Leverage data and insights: Content amplification & Targeted advertising
Source: Aswin Sridhar, The Economist
Programmatic The Economist

56. As a result programmatic is now part of institutional DNA
• Sales bring RFPs to programmatic team!
• Sold programmatic (guaranteed) deals at better than
direct rates
• Doing business with non-endemic clients
• Programmatic opening doors to new endemic clients
• Embraced by other parts of the business
- Ashwin Sridhar, Global Head of Economist Digital Products Revenue
Programmatic The Economist

57. • Attribution
• Google has announced tools that allow marketers to track conversions
when an ad on one Web site leads to the purchase of a product on
another, even when ads serve on different devices
• Premium Guaranteed
• Programmatic Guaranteed, guaranteed inventory sold programmatically at
pre-negotiated rates, and a way to discover those deals in Marketplace,
available soon in DoubleClick Bid Manager.
• Native Serving
• Native Ads for DoubleClick will let publishers create their own custom
native format and decide what ads on their apps should look like.
DoubleClick then automatically generates the ads, serves them, and
provides metrics to fine-tune the ad campaigns.
Source: Mediapost
Programmatic New Devs from Google

58. Ad Blocking

59. Ad Blocking

60. The more aggressive advertising and ad tech
companies became, the lower readers’ tolerance
became
If ads continue to obscure content, slow websites,
pry into data and break the audience’s trust with
publishers, then a big tech like Facebook or Apple
will have the opportunity to step in and set the rules
Ad Blocking

61. Ad Blocking
91(51GH7IJ51K 1LM47H 0N(OL465JP7HJ I1Q(MIHR7S7HJ JPIH7 SP7(T57U SPIS
SP7(NLSLH7(0N(SP7(51QLJSHV JP0L6Q 47 Q7S7HM517Q 4V(7T5Q71G7 4IJ7Q
Q7G5J501 MIR51K.
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62. WHAT’S
NEXT

66. Esports AudienceGrowth(Mio)
For 2012, 2014, and 2017
Esports RevenueGrowth ($Mio)
For 2012, 2014, and 2017
CAGR
2012-2017
+20%
Game publisher investment,
sponsorships,online
advertising,merchandising,
licensing, tickets
CAGR
2012-2017
+29%
Source NewsZoo

68. Blockchains are
going to hit the
media industry
hard, just like the
Internet
creativeswill undercut the
lock on distribution and
payments that media
companies have on content
distribution and payment,can be
taken away from centralized
intermediaries.
news producerscan make the
processof obtaining and paying
for content,seamless

70. « In regard to the newspaper press, it will experience to a
degree, that must in a vast number of cases be fatal, the
effects of the new mode of circulating intelligence »
- James GordonBennett, New York Herald, 1845

71. INNOVATION

72. REGULATION
9(Q5NN7H71S O7HJO7GS5T7(01(
:604I6(E1S7H17S(:0T7H1I1G7

73. 6 innovation
TAKE
AWAYS

74. #1 Rethink our alliances
in an ecosystem governed
by platforms

75. We have a renewed
opportunity to redefine how
advertisingworks, and save
the mechanism of
advertisingthat supports
content on the open Web.
#+*5$,4V'()
Publishers must
take the lead, not
platforms
!"

76. #2 Think beyond
products
User experience first

78. #3 do no underestimate
the need for engineering
Embed tech suppliers, clusters

79. FaK!D:KK
:!;<>9D9JB;@A:9E!8
9H'+'+
EH$%$
L(, "$$2
#(*1$

80. #4 Embed experience
innovation into your
culture and organisation

81. Thomson Reuters
«activator» medialab
Communitech
Waterloo University
Ontario, Canada

82. #5 Think convergence
innovation

83. Source: General Electric –
international survey of 1000 top business executives in 12 countries – 2012

84. #6 Focus on impact,
not solution
Move beyond the comfort zone

85. New Frontiers
New Products
New Markets
Existing
(Core)
incubation

86. or want to knowmore about our programmes
NEED
ASSISTANCE
wan-ifra.org/membership
MEMBER SERVICE DESK
For more information, or to join,
go to wan-ifra.org/membership,
or contactMargaretBostanianon
membership@wan-ifra.org
or +49 69 2400 63 288
If you are an associationor a trade body,
contactElena Perotti, Executive Director
Public Affairs and Media Policy,
Paris, France
on elena.perotti@wan-ifra.org
or +33 1 47 42 85 38
Vincent Peyrègne, CEO
Paris, France
vincent.peyregne@wan-ifra.org
GLOBAL SERVICES DESK
Thomas Jacob, COO
Frankfurt, Germany
thomas.jacob@wan-ifra.org
Dir +49 69 24 00 63 221
EUROPE AND AFRICA
Ralf Ressmann, Director
Frankfurt, Germany
ralf.ressmann@wan-ifra.org
Dir +49 69 24 00 63 251
MIDDLE EAST
Mechthild Schimpf, Director
Frankfurt, Germany
mechthild.schimpf@wan-ifra.org
Dir +49 69 24 00 63 252
USA & CANADA
RandyCovington, NewsOps
Columbia, SC, USA
rrandy.covington@wan-ifra.org
Dir +1 803 777 5998
LATIN AMERICA
Rodrigo Bonilla, Director
Mexico City, Mexico
rodrigo.bonilla@wan-ifra.org
Dir +52 1 55 5275 82 12
ASIA PACIFIC
Gilles Demptos, Director
Singapore
gilles.demptos@wan-ifra.org
Dir : +65 6562 8443
SOUTH ASIA
Magdoom Mohamed, Director
Chennai, India
magdoom.mohamed@wan-ifra.org
Dir +91 44 421 12 893
`

87. News Media Trends
Vincent Peyrègne
vincent.peyregne@wan-ifra.org
Paris, 31. March 2016