Download to read offline
More Related Content
Similar to Why Print Can Help Create Better Digital Media
Why Print Can Help Create Better Digital Media
- 1. Why Print canhelp create better Digital Media Martin Schwarz Okay, not that way! 1
- 2. What Print means… Distinction Serendipity Nodistractions Surprise Contemplation Orientation Emphasis Immersion Absorption Mobile 2
- 3. Digital could turninto a „lean back“ medium like Print. Between 2011 and 2018 only time spent with digital drives media consumption. Digital could embrace some learnings from Print. Source:Zenith,2018 3
- 4. But changes arenecessary. 4Print has proven to stay relevant. Since 500 years.
- 5. Digital Media shouldAvoid The Crap Trap In the longterm producing clickbait and viral-only storys could harm the business. 5
- 6. How to findthe right topics. 6
- 7. Which Comforting FallFood MatchesYour Personality? 14Times Lady Gaga`s Fashion Promoting „A Star is Born“ Nearly Sent MeToThe Grave“ 17 WaysTo MakeYour BedThe Coziest Place On Earth 5 Myths About Sex - debunked 15 People RevealTheir Wildest Misconceptions About Sex This WholesomeTwitter Account Compares Chris Evans to Soft, Fluffy Golden Retrievers Guess: Mashable or Buzzfeed? 7
- 8. Virality may notbe a sustainable idea for the online news industry.Virality is randomness. Unique visitors on US news sites US elections Trump Bump Trump Slump Source:comScore 8
- 9. Print is aBrand. Digital can benefit. 9
- 10.
- 11. Digital-only news outletsare not as trusted as brands with roots in Print orTV. Online news Americans trust. Source:Gallup,2018 11
- 12. Be authentic. Don`ttry to scale for scale`s sake. There`s still a difference between readers and visitors. Sustainable business can only be built on the loyalty of the former. Print success is built on that loyalty. 12
- 13. Major headlines inAugust 2015. 13
- 14. Murdered refugees ina lorry are not a topic for a trade magazine.You may get clicks for a short time, but not readers. What? 14 Maintaining audience commitment will be more important than clicks.
- 15. Readers think, thatnews organizations are more concerned with attracting larger audiences than reporting. 15 The downside of digital: News organizations are overly focused on.. 34 % 66 % …attracting large audiences Source:EdelmanTrustBarometer,2018
- 16. 16 Let John Oliverexplain the problem… Source:Youtube/HBO,2016
- 17. More than 50% of the global online ad market is dominated by Google, Facebook and other big networks.The share of the nameless „others“ is plummeting. You! 17 There has to be paid content or there will be no content.
- 18. Mobile will destroythe desktop world. This could be a great opportunity for news publishers. 18
- 19. As mobile newsconsumption is increasing, there`s need for less intrusive ads. (Or mobile will be an ad-free zone with more paid and therefore more relevant content.) Sounds like Print. Which type of ads do you most dislike (1=most disliked, 13=least disliked) Source:MarketingSherpa,2016 19
- 20. According to ReutersDigital News Report the possibility to get news on smartphones/tablets is the main trigger, why people pay for online news. Mobile could help establish a paid content culture. 20
- 21. But Print andDigital may not be that different, because… 21
- 22. …Print readers anddigital readers value similar aspects of their news source. Source:AmericanPressInstitute,2018 22
- 23.
- 24. Value your readers. Thankyou! dakommtnochmehr/@medienmixer 24 "There still is nothing like the laid-back, Saturday morning on the couch, with the NewYorkTimes and theWall Street Journal newspapers on hand, coffee nearby,WNYC playing NPR on Amazon Alexa, and iPhone6 ready to tweet out interesting print stories, for me.“ Raju Narisetti, Columbia Journalism School, former CEO of Gizmodo