1. INTRODUCTION Difficulty of global publishing industry: broadband penetration rises + new devices for delivering digital content Consumers: switching from traditional print media to digital media Two issues from the readings: * Change of consumer behavior in consumption of news content * Response of newspaper publishers, advertisers, advertisingagencies and media buyers Key concept: Newspaper and Online newspaper in the new digital century, from the perception of Customer and Advertiser
2. ANALYSIS 2.1. Customers’ view Main media for consuming news and background information: TV and free Internet Online device: difficulty of reading the information on screen unwilling to pay for online content Consumers place high value on the deep insight and analysis
2.2. Advertiser’s viewOld time: access to mass marketsremains key spending plan formajor newspaper brands with largeloyal customerNew trend: Increasing of mediaplatforms + trend towards multi-platform advertising and decliningnewspaper readership continuouslyshifting expenditure away fromnewspapers for the last five years
Searching for an integrated approach to achieve thebest ROI + looking for a constant dialogue withcustomers = choosing a selection of multipleplatformsTo some advertisers: newspaper publishers neitheradapted to nor invested enough in new technologiesInternet and mobile devices: more innovative forreaching niche audiences, thus driving a higher ROI
3. CURRENT CHALLENGES Still in a push mode instead of a pull mode Not perceived as being innovative. Budget cuts, bureau closings, buyouts, layoffs, and reductions in page size and column inches. Since 1990, a quarter of all American newspaper jobs have disappeared. “The final copy of the final newspaper will appear on somebody’sdoorstep one day in 2043” Philip Meyer, in his book “The Vanishing Newspaper” (2004)
Example: The Seattle Post-Intelligencer produced its last print edition in March 2009, transforming itself into an Internet-only news source. http://www.nytimes.com/2009/03/17/bus iness/media/17paper.html?_r=1 http://www.youtube.com/watch?v=ZxqK md5wvzI Reason: shifting decision of consumers Lost $14 million in 2008, failed to find a buyer for the venerable daily. The move enabled the paper toreduce its staff from 165 to 20.
4. ACTIVITY 2 groups - #mdia5003 Group 1: What does print newspaper have as their advantage Group 2: What does Online newspaper have as their advantage http://www.youtube.com/watch?v=LRlKol4Usxw &feature=fvwrel
5. CONCLUSION NEWPAPERS: - Long-term future and will coexist with othermedia - Must continue to develop innovative advertisingpackages combining both print and online - More flexible and innovative in their productofferings
ONLINE NEWSPAPERS: - Major newspaper brands with large loyal customerbases will be high on the spending plans of advertisers - Newspapers have been able to earn their readerstrust and loyalty, giving them the opportunity to bothlead and follow audiences Need to improve everyday because market andcustomers always in the moving state.http://www.youtube.com/watch?v=Y40We1cgj20
REFERENCES:Alterman, E. (2008). Out of print: The death and life of the Americannewspaper. The New Yorker.AssociatedPress (Producer). (2009). Last P-I Printed, Seatle goes web only.Retrieved from http://www.youtube.com/watch?v=ZxqKmd5wvzIMarkfiore (Producer). (2009). Old vs New. Retrieved fromhttp://www.youtube.com/watch?v=LRlKol4Usxw&feature=fvwrelMeyer, P. (2009). The vanishing newspaper: Saving journalism in theInformative age (2 ed.).NewsLimited (Producer). The impact of traditional news mastheads in thedigital world. Retrieved from http://www.youtube.com/watch?v=Y40We1cgj20Yardley, W., & PÉREZ-PEÑA, R. (2009, March 16). Seatle Paper shits entirely tothe web. Retrieved fromhttp://www.nytimes.com/2009/03/17/business/media/17paper.htmlFenez, M., & Donk, M. v. d. (2009). Moving into multiple business models:Outlook for Newspaper Publishing in the Digital Age. 56.