1. Chris ThomasMedia Measurement How smart communicators can use traditional and social media analytics to drive competitive advantage The Slow Death of Newspapers? (…and other media trends)

2. A Press Communicator Perspective on Media Trends This talk uses hard data to investigate the scale and speed of what is widely understood to be a decline in size and importance of traditional media (and a corresponding rise of social media). There will be a 25 minute tour around trends in media consumption, composition and reach, capped with our view of 5 rising – possibly unexpected - media trends that communicators should have on their radars. Introduction

3. INTRODUCTION 3 Key Questions How has the media landscape (for newspapers in particular) changed? What has been the effect of web-based social technologies on the traditional media landscape? What are the implications of these changes for communicators?

4. Demographic Trends Tracking quantitative trend data around the consumption of various media types by age and socioeconomic class and an insight into the purposes - eg recommendation, validation, research - for which different channels are used

6. As well as online news delivered via websites, contributing factors to falls in newspaper print sales include digital and audio / video media delivered via web apps, available via smartphones, netbooks / tablets and MP3 players, and the rise of freesheets like Metro

8. For ABC1s, the inverse is true of televisionAgreement with newspaper lifestyle statements, by demographic sub-group, 2008 SOURCE: GB TGI, BMRB Q4 (July-June), 2008

9. DEMOGRAPHIC TRENDS 7 The Relevance of Rising Internet Use -1 +3 +2 -2 Types of websites browsed for information purposes in the last three months, October 2008 and January 2009 SOURCE: Ipsos MORI/Mintel

12. New newspaper markets are opening up in the form of free sheets and online editionsRegular newspaper readership, by gender, December 2008 SOURCE: BMRB/Mintel

14. And there is a surprisingly similar profile of readership between socio-economic classes…

15. …though consumption of online newspaper editions is very much a AB / C1 phenomenonRegular newspaper readership, by age and socioeconomic class, December 2008 SOURCE: BMRB/Mintel

17. Saturday editions have increased their popularity, and this has contributed to the significant decline in readership of Sunday titles

20. Around eight in ten under-55s and ABC1s now have access.

21. Over-65s and DEs are least likely to be online, implying a mix of lack of interest and lack of means.

22. That said, their access is likely to continue to rise.Internet penetration at home/work/place of study or elsewhere, by demographic sub-group, 2003-09 SOURCE: Ipsos MORI/Mintel

24. This is because, while per-issue readership levels are declining, the number of readers over a year is rising

26. However, as well as new challenges, technology has brought new opportunities for publishers to extend their brands into other formats

29. NEWSPAPER TRENDS 20 Newspapers: The Future DECLINE, BUT NOT DEATH Sales are likely to continue to fall, but demographic trends should arrest the speed of decline WEAKER PLAYERS SHAKEN OUT Continued pressure on both circulation and advertising sales may shake one or more of the weaker players out of the market – popular tabloid press seems most vulnerable INNOVATION WILL PAY Innovative publishers, with owners willing and able to invest will perform best in the long term. The internet has already enabled print newspapers to do many things better (eg share price or event listings), and more innovations along similar lines will follow – watch in particular for visual journalism and initiatives leveraging open data

30. 5 Trends to Watch 5 media industry trends that RBS communicators should have on their radar

31. TRENDS TO WATCH 22 Shortening News Cycles WHAT? Social media in general, as well as the various trends around content-on-demand, mobile and social search contribute to a huge disruption to the concept of the traditional ‘news cycle’ WHY? Minimal barriers to entry for web publishing, weakened legal and ethical norms in social media dramatically shorten news cycles. Persistent content on the internet can mean assets or liabilities exist for years – “good days to bury bad news” no longer exist WHEN? Has been happening for some time, but few organisations are truly prepared for the new demands of a 24 / 7 / 365 news media

32. TRENDS TO WATCH 23 The Death of Press Clippings "I think that when it comes to press cuttings, I personally am strongly with you, that I cannot see a reason why you couldn't use electronic methods of doing this.” – Sir Gus O’Donnell, Cabinet Secretary WHAT? Decline of traditional clipping / scanned PDF model of press monitoring WHY? Partly monetary, driven by disruption of traditional clipping services by automated monitoring and scraping tools, and partly functional, driven by increasing utility of text analytic technology WHEN? Already happening – many companies have already successfully “gone electronic”. Organisational inertia is the main barrier

33. TRENDS TO WATCH 24 Media Multi-tasking WHAT? Media multitasking involves using TV, the web, radio, telephone, print, or any other media in conjunction with another. This behavior has emerged as increasingly common, especially among younger consumers WHY? Twitter has been a key driver of media multi-tasking – particularly as a ‘backchannel’ for discussion about TV or other real time events. The marketing opportunity is for cross-media advertising; the communications threat is to manage reputation in real-time in multiple channels WHEN? Already happening for TV programmes such as Newsnight, and professional conferences / events

34. TRENDS TO WATCH 25 Rise of the “Influencer” WHAT? Implementation of social dimension in web services – meaning that consumers are primarily served content that is recommended, linked or otherwise curated by their personal network. Some individuals embrace the role of curator – and hence influencer – more readily (and successfully) than others WHY? Partly as a reaction to attempts to “game” web search, and partly as a genuine attempt to improve relevance, and hence value of web services WHEN? Happening right now – some companies are faster to adjust than others

35. TRENDS TO WATCH 26 Social Search, Mobile Media and Geolocation WHAT? Implementation of social or location elements to web services – meaning that consumers are primarily served content that is relevant to their network, their physical location, or geographic areas of interest WHY? Again, primarily to improve the relevance and value of web services. Particularly interesting in the context of the dramatically rising use of web-enabled mobile devices WHEN? Geolocation applications like Foursquare have been in existence for some time, and geolocation is starting to find its way into deal, discount and recommendation sites online

36. Questions? Chris Thomas chris.thomas@mediameasurement.com +44 7970 665497 Copyright Media Measurement Ltd 2011 27