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Scmp case study

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In question 1, we talked about the differences between the value chains of a traditional newspaper publisher and
an on-line news publisher. The (dis)advantages of providing news on-line was covered also.
For question 2, we evaluate the “worries about cannibalization” by comparing and contrasting the core products and target customers.
And lastly, we discussed the trends and developments that represent opportunities and/or threats to the news publishing industry. We summarized the prospects for hard-copy and digital news providers.

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Scmp case study

  1. 1. Case Study
  2. 2. Question 1 Highlight the differences between the value chains of a traditional newspaper publisher and an on-line news publisher. Specify the (dis)advantages of providing news on-line.
  3. 3. Outbound Logistic Printed News • Retailer stores • Individual sellers Online news: • Website • Mobile application • PDF
  4. 4. Operation Writing Editorial selection PrintingDesign Distribution Writing Editorial selection Design Distribution
  5. 5. Services User Engagement Reader are free to voice their opinion Connecting & Sharing Reader can share articles to different social media platform Retrieving & Storing Reader can easily find archived news
  6. 6. Advantages • Cost-effective • New advertising revenue • Better accessibility • Manage customer loyalty • Timely & informative • Environmental-friendly Disadvantages • Dependent on network connection • Need laptop or smart device to open • Less advertising revenue
  7. 7. Question 2 Evaluate the “worries about cannibalization” by comparing and contrasting the core products and target customers in the market “place” for newspapers and for on-line news. Comment on the relationships between editorial integrity and profits, specifically at SCMP and more generally (across different strategic groups) in the newspaper industry.
  8. 8. • SCMP (2014): Print Circulation 3% Digital Subscription 54% Core Product Target Customers Newspaper Newspaper (free or subscription) Age: 30 ++ Occupation: Business elite,working professional,general public Characteristic: Digital immigrant Online News Online news (free or subscription) Age: 30 –- Occupation: Students Characteristic: Digital Natives I. II. Overall circulation revenue 5% !!! • Cannibalization effect is small
  9. 9. Editorial Integrity VS. Profit • In general, reader choose newspaper with editorial integrity. • Small scale boycotts on some newspaper in the past, hundred to thousand people joined. • The impact is minimal unless the scale becomes bigger. • Continuous income from advertising, therefore reduction of circulation in short time will not affect company’s profit seriously. • SCMP won “most trusted newspaper” 5 times locally. • SCMP use action to prove its editorial integrity and ethical journalism.
  10. 10. Question 3 Discuss the major trends and/or developments that represent opportunities and/or threats to the news publishing industry. Based on your environmental analysis, comment on the sustainability of the “traditional” newspaper business model and summarize the prospects for hard-copy and digital news providers.
  11. 11. 1. Internet is major information source for “after 80s” and “after 90s” Threat/Opportunity Major Trend & Opportunities/Threats 3. More targeted content Threat/Opportunity 2. Future battlefield – “Mobile First” Threat/Opportunity 4. “Multi-homing” habits of readers Threat/Opportunity
  12. 12. Conclusion Traditional newspaper is declining Company must embrace digitalization Initiate the change in parallel Changing from print to digital doesn’t mean a whole new world, just changing of battlefield Not just competition between peers, but also competition between every kind of content providers – Twitter, we media, podcast, YouTuber, etc.

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