Presentation at APSE Southeast Region meeting, April 16, 2012

1. *Why we must stop swimming
in the tar pits of print think
*Or
end up
Tim Stephens like
Florida Sports Topics Mgr. these
Orlando Sentinel guys
South Florida Sun Sentinel here

2. Let’s start with an important fact …
April 2012 National
Newspaper Association
survey found that 72 percent
of survey responders had
read printed newspaper in
past week.
Print advertising still
accounts for about 90
percent of newspaper
advertising revenue
nationally
However, online advertising
will surpass overall print
advertising in the U.S. in
2012 for the first time
* For now

3. THIS…

6. We have more competition and more
challenges than ever

7. 60*
Average age of
newspaper reader

8. 65-over 35-64 Under 40
• Clearly defined expectations for • Represents the dawn of digital age • The majority of news consumers in
news products based on their life and has spent much of adult life on this group cannot fathom a world in
experiences. computer. which immediate answers are not
• Generally distrustful of technology • Now primarily digital news immediately at their fingertips.
but growing more comfortable using consumers. • Print newspapers, as produced
it. Grandma is on Facebook but • Uses multiple platforms for news now, hold no relevance to them at
she’s not really sure why. consumption but print needs are all – and likely never will.
changing. • This group expects to
• Very likely to use digital means for PARTICIPATE. If they don’t find
purchases what they want, they’ll make it
themselves.
One size does not fit all.

9. Think User Experience!
Three questions to ask:
1. Who is viewing this?
2. When are they view it?
3. What tool are they using
to access it?
The answers to these three
questions influence
presentation.

10. Mobile! Mobile! Mobile!
*Mobile traffic doubled in 2011 over 2010 usage.
*It is expected to double again in 2012.
*it will grow by 18 times between now and 2016.
*Mobile traffic is growing at a rate comparable to overall
internet usage in the late 1990s.
*Mobile smartphones in use will surpass human
population in 2012.
*There will be 10 billion mobile connections by 2016
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast

11. Mobile users = prolific users
*Smartphones make up only 12
percent of total mobile phones at this
point but make up almost 82 percent of
mobile traffic.
*0.5 percent of mobile users consume
1 GB of data monthly in 2011. But by
2016, 60 percent of mobile users will
consume that much.
*By 2016, 25 percent of mobile users
will operate at least two personal
devices.
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast

12. More change coming … fast
*Mobile cloud traffic will increase 28 times by
2016.
*Speed. More complex data now can be
consumed. The more complex the device, the
more traffic it generates. Mobile download speed
is expected to improve 9 times by 2016.
*Mobile video is projected to make up 71
percent of mobile traffic by 2016.
More than 600 billion tablets are expected to
have been sold by 2016.
Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast

13. What’s the secret to digital
success?
These game changers share some common threads

15. SEE THE NEED.
BE THE NEED.

16. We have advantages

18. We have a chance
to start over with …
NEW

19. … with an
audience that
is looking for
a gatekeeper
On their
terms, not
ours