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Global Newspaper
Revenue Generation 2014](https://image.slidesharecdn.com/newsmediatrendsnorwegianassociationvistingwan-ifraparisapril2016-160403121031/75/News-media-trends-norwegian-association-visting-wan-ifra-paris-april-2016-19-2048.jpg)
Uploaded byVincent Peyrègne
News media trends ( norwegian association visting wan ifra, paris april 2016)
The document discusses trends in online news media, including the growth of native advertising, paid content strategies to build subscriber loyalty, the rise of online video consumption especially on mobile devices, and the increasing role of programmatic advertising. It also provides data on changes in newspaper revenues and audiences as print declines and digital formats increase. WAN-IFRA is introduced as an organization that supports the news media industry through advocacy, insights, networking and innovation support.
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News media trends ( norwegian association visting wan ifra, paris april 2016)
- 1. Cooperate, do businesswith, 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
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- 3. leads the globalconversation thatmatters for the future of an independent free press WAN-IFRA knowledge hub
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- 7. WHAT WE DO WAN-IFRAbringstheindustry a uniqueblendof experienwceandingenuity; visionandresearch; challengesandopportunities. Fewof our membersare giantsof theindustry, but WAN-IFRAprovidesthem with a platform - it isthe shouldersof our industry.
- 8. 4 main service offerings Support and coordinationto innovationand 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 ADVOCACYINSIGHTS 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 Strategyand 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 AREASOF EXPERTISE WAN-IFRA CONSOLIDATED OFFERING3/3
- 13. online learning platformdesigned exclusivelyfor the internationalnews media community Media Management Accelerator mma.wan-ifra.org
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- 15. Source : EYCultural Times 2015 Global Powers
- 16. Global Challenges Source :EY Cultural Times 2015
- 17. The Newspaper Industry PRINT CIRCULATION $89.9 billion up0.4% 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
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- 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% GlobalNewspaper newspaper regional revenue share in 2014
- 22. 2.7bn 45% of alladults read print newspapers 0.8bn 42% of all desktop internet users read newspapers in digital formats Global Newspaper Reach
- 23. A,%140^*I7:*#(#$6.'. Global Newspaper daily printnewspaper circulation changeby region
- 24. 11% paid for onlinenews in 2014
- 25. A,%140^ 80%&01.*=(.&'&%&0* ?')'&#$*>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 advertisingrevenue 2012-2014 ($ billions) Source: IAB/PWC <"$# <"$+ <"$, <#$) <#$, <&$" "=(#'"#( #=(#'"# "=(#'"- #=(#'"- "=(#'"& #=(#'"& $%&'( ))# Social Media
- 28. Source: ZenithOptimedia Asia Latin America North America Europe Middle East &N Africa newspaper print advertising by region 2010 – 2014
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- 31. TRENDS WHAT DO WESEE Native Advertising Paid Content Online Video Programmatic Ad Blocking
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- 33. Social-native,including Facebook NewsFeedads and promoted tweetson Twitter,will draw a majorityof native ad revenue between 2013 and 2018. Native ads performbetter than traditionaldisplay. This is particularlytrue on mobile and small screens Desktopnative click-throughrates(CTRs) averaged a respectable 0.15%, while native-mobileads had CTRs over 1%, accordingto recent data from Polar Media Group and Celtra, respectively. Exclusive, premium valuenot a commodity Native Advertising
- 34. It fits betterwith news If most people comea news site to learn and be entertained,then brands can better reach them with sponsored content that also educates and entertains,rather than a display ad trying to sell a product. It solves the modern problems of brands Brand publishing 1.0 was about companieslearning to createtheir own websites and publish content there.They got good at it, but also realized that no one finds it. Brand publishing 2.0 is now about workingwith mainstream publishers to craft and distribute the brand messages wherethe people are. Native Advertising
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- 36. Native Advertising THEMOST POPUMAR WAY TOBADGE NATIVE AD K(,%.$*5()&%
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- 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 isto 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 tobe 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 ofsubscription is not enough in the long run Paid Content
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- 43. 5&'2*.("#$"#*+#%&#$AL*R9H$*!%'+H*9'C$+****************** Z&))$ M,"AI0'+# R<%$"$C'$+ .("+,)#&"#7*4=DR!<@= Paid Content set daily goals for every index
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- 45. Online Video TRENDS2015 K(,%.$+*F%&'"+H&%IW.(C ['2$(1%$E$%L
- 46. Online Video TOPCATEGORIES ON YOUTUBE
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- 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 ofProduction 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
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- 51. Programmatic:Process of buyingand 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 $21bn in 2014 Source: Magna Global 2015
- 53. programmatic transactions reached 20%of all online display in 2014 http://www.iab.net/programmatic
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- 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 resultprogrammatic 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
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- 60. The more aggressiveadvertising 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 1LM47H0N(OL465JP7HJ I1Q(MIHR7S7HJ JPIH7 SP7(T57U SPIS SP7(NLSLH7(0N(SP7(51QLJSHV JP0L6Q 47 Q7S7HM517Q 4V(7T5Q71G7 4IJ7Q Q7G5J501 MIR51K. ?P7H7(5J 51S7H7JS 51(51T7JS5KIS51K SP7(N0660U51KW
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- 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 tohit 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 regardto 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
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- 74. #1 Rethink ouralliances in an ecosystem governed by platforms
- 75. We have arenewed 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 Userexperience first
- 78. #3 do nounderestimate the need for engineering Embed tech suppliers, clusters
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- 80. #4 Embed experience innovationinto your culture and organisation
- 81. Thomson Reuters «activator» medialab Communitech WaterlooUniversity Ontario, Canada
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- 83. Source: General Electric– international survey of 1000 top business executives in 12 countries – 2012
- 84. #6 Focus onimpact, not solution Move beyond the comfort zone
- 85. New Frontiers New Products NewMarkets Existing (Core) incubation
- 86. or want toknowmore 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 VincentPeyrègne vincent.peyregne@wan-ifra.org Paris, 31. March 2016