J408 Journalism Today Understanding Audiences (April 2016)
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This document summarizes key trends in global audiences and advertising from various reports. It notes that the global ad market is worth $1.19 trillion annually, nearly 40% of the global population is online, and mobile internet is increasingly important, especially for 16-24 year olds. However, ad markets do not fully reflect consumer behaviors, and audiences are generally not paying for online news. It also discusses the growth of ad blocking and disruption of traditional business models for publishers.
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J408 Journalism Today Understanding Audiences (April 2016)
- 1. Damian Radcliffe @damianradcliffe April 2016 Understanding Audiences and Advertising
- 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. A £1,190bn p.a. industry
- 4. Nearly 40% of the global population is online
- 5. Mobile internet increasingly important
- 7. Ad markets don’t reflect consumer realities
- 8. Who would be a publisher?
- 9. Disruption of traditional business models
- 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. Growth of ad blocking
- 12. Potential Impact
- 13. But some markets are growing
- 17. Reflects out increasingly connected world
- 18. And the resilience of some mediums
- 21. Millenials Consume news and content differently.
- 22. Age variances
- 23. Key US data (Pew)
Editor's Notes
- Image: http://1boidr1j8wt01itylm7cszo5r8.wpengine.netdna-cdn.com/wp-content/uploads/2008/12/death-of-print-12-12.png
- It's pretty tough keeping up to date And second guessing On going challenges/impacts
- How is journalism paid for? Used to be print revenues. Falling thru floor. https://thehigherlearning.files.wordpress.com/2014/06/1f440-newspaper.jpg
- Digital not making up the gaps
- How long will print last? http://pressclubdallas.com/wp-content/uploads/2015/09/newspapers-are-dead.gif
- With growth of social on mobile http://static1.1.sqspcdn.com/static/f/1348613/25817213/1420224969150/MEW+slide+1.jpg?token=KXnBq8ufr2fTVVUJSD%2FETZFIYDo%3D
- On average, people are consuming traditional TV content – either live or via a timeshifted device – for 223 minutes (3 hours and 43 minutes) every day.
- http://www.niemanlab.org/2014/10/the-newsonomics-of-the-millennial-moment/ http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/ Vox attracts those drawn to the populist wonkiness of explainer journalism. BuzzFeed entertains those attracted by its mix of addictive animal videos and a growing news report. Vice entrances with adventurous, less-filtered news video, while Fusion provides both irreverence and context on the news of the day. What they have in common is more important that what differentiates them: They all aim to get significant shares of the millennial market. It’s a market — similarly sized to the baby boomers who reshaped selling and buying — that has come of marketing age. They run in age somewhere between 14 and 34 (there’s little agreement on its age boundaries; have someone in the range take this Pew quiz) and number about 78 million in the United States.
- http://www.journalism.org/2015/04/29/state-of-the-news-media-2015/