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NEWSPAPER INDUSTRY FACING PROFOUND CHANGES
DIGITALIZATION AND MONETIZATION CONTENT DIVERSIFICATION OF FUNDING SOURCES LOWER STRUCTURE COSTS FOCUS ON OFFER AND QUALITY CONTENT AUDIENCE & GLOBAL BRAND REBUILD SHAREHOLDING
CHINA UPPER MIDDLE CLASS CONSUMERS
WILL TRANSFORM THE NATION ๏ China’s new middle class is divided into different generations, the most striking of which we call Generation 2 (G2) ๏ It comprised nearly 200 million consumers in 2012 and accounted for 15 percent of urban consumption and in ten years’ time, their share of urban consumer demand should more than double, to 35 percent 01 Source : The magnitude of China’s middle-class, McKinsey & Company, 2013
AFRICA’S GROWING MIDDLE CLASS ๏355
million (34% of the African population) in 2010 to 1.1 billion (42% of the African population) in 2060 ๏Today, Africa is the most dynamic continent with a mobile penetration rate of 100% 01 Source : Canback Global Income Distribution Database, Mckinsey Global Institute
AFRICA : MOBILE-FIRST CONTINENT IN
2020 Source : Courrier International, October 2013 ๏ According to World Bank, between 2000 and 2012, number of mobile phone subscriptions spent in Africa - 137 to nearly 650 million, as in USA and Europe ๏ Used mobile banking terminals or Internet access, promoting economic and agricultural development ๏ Orange Finance : 8m subscriptions ๏ Kenya : M-Pesa telecoms 14.6m active users in March 2012 (3 out of 5 Kenyans) with more than 650m transactions per month 01
freemium model : 10 free
articles per month unlimited content : 7 for $99 per month Morning Brieﬁng & Our Picks apps A handpicked feed of stories 02 NY TIMES NOW : 2 APRIL 2014 BECOME MOBILE FIRST NY TIMES OPINION : 4 JUNE 2014 Unlimited access to the NYT Opinion App + NYTO section on NYTimes.com 99¢ for the ﬁrst 12 weeks & $1.50/week thereafter
ONLINE NEWSPAPER READERS GROWING RAPIDLY
Differences in digital reach across the newspaper titles. Half of The Guardian’s and The DailyTelegraph readers are now based purely online whereas The Times has just 3% digital only reach thanks to its pay wall. DIGITAL 02 % who read print only % who read digital only Source : NRS PADD period July 2011 to June 2012 43% 54% 54% 81% 91% 91%
The Atlantic (U.S. magazine) doubles
the size of its writing since 2009 and making money since 2010. In ﬁve years, through social, its online trafﬁc jumped 80% with more than 25 million unique visitors per month without compromise quality of content. The reasons for successes : 02 PRESS ONLINE : THE END OF GOOGLE DEPENDENCE ๏ recruit new talents ๏ work like a start-up, lean production ๏ know your audience ๏ mobile ﬁrst ๏ use data and social media ๏ organize events and training ๏ develop brands ๏ create video content Source : The Atlantic president M. Scott Havens, SXSW 2013
02 PRESS ONLINE : THE
END OF GOOGLE DEPENDENCE “It’s become very, very clear to me that digital trumps print, and that pure digital, without any legacy costs, massively trumps print.” David G. Bradley, the owner of the Atlantic Media Company Source : The Atlantic president M. Scott Havens, SXSW 2013
MAGAZINES : INCREASING POTENTIAL FOR
REVENUE02 Source : Veronis Suhler Stevenson Communication Industry Forecast 25th Edition, 2011-2015 Digital and mobile revenues include spending on the title-related online and mobile extensions of print publications. It includes advertising and content spending, such as subscriptions, apps and online reviews.
SERVICE DELIVERED - BEYOND PAPER02
TV GUIDE MOVED TO DIGITAL PROGRAM SCHEDULE TVGuide.com attracts some 16.5 million monthly visitors and the smartphone and tablet apps reach about 2.5 million users Source : CBS 2013
02 INCOME SOURCES EVOLVING FREEMIUM
A combination of free and premium contents. The most popular business model on Internet. Several varieties with a similar base : a limited part and a full access part, fees for access to both. SUBSCRIPTION Provides access to an offer or beneﬁt (yearly/monthly) with regular payment period. This system has been used by press and mobiles but today is increasingly digital. MICROTRANSACTION The principle : payments are small sums to promote repetition and impulse buying. Very common in image/ringtone sales and many apps/mobile games. CLOUD COMPUTING The principle : the customer pays for time spent or number of logins, the amount of downloads, e.g pay per minute with Skype credit or Paypal fee for each transaction. AFFILIATION A type of performance-based ﬁdelity marketing where a business rewards one or more afﬁliates for each visitor or customer that participates. ONLINE ADVERTISING First source of income for websites. But increasingly difﬁcult to make it a single source of income, because it requires very high trafﬁc.
02 NYT PAYWALL SUCCESS Total
revenues increased 2.6 percent in the ﬁrst quarter of 2014, with advertising revenues up 3.4 percent and circulation revenues up 2.1 percent. The Company added more net digital subscribers in the ﬁrst quarter of 2014 than in any quarter in 2013. The total number of paid digital-only subscribers at the end of the ﬁrst quarter was approximately 799,000, an increase of 39,000 compared with the end of the fourth quarter of 2013. Source : NYT investors, April 2014
TRUST IN DIGITAL : PRESS
ONLINE INCREASE La Presse newspaper (Canada) launched La Presse+, a free iPad app $40-million bet on a new tablet platform that it hopes will replace its newspaper over three years. 02
14 segments 25% with ratio
> 140% 04 NEW MARKETING OPPORTUNITY : KNOWLEDGE OF FINE-GRAINED TARGET Selected Internet user proﬁle characteristics reveal a very strong correlation with the sales conversion rate. This able marketers to build highly differentiated Web user segments, with best performance. Source : Mckinsey, 2013
05 YOUTH UNEMPLOYMENT IN SEVERAL
EUROPEAN ECONOMIES IS DISTURBINGLY HIGH, WITH RATES OF UP TO 40% : WHOSE NEWSPAPER IS HELPING THEM ? Source : Eurostat 2013 THINK MILLENNIALS EUROPEAN YOUTH UNEMPLOYMENT
PERSONALIZE THE PAPER VERSION Meganews,
a newspaper vending machine with Internet access, prints in real-time a copy of the magazine you have selected. You purchase your magazine through screens on the kiosk and pay by credit card. It only takes two minutes from making your purchase until a freshly printed magazine drops down the hatch. Consumers can choose from over 200 magazines and newspapers - reduces publishing and distribution costs. (Sweden) 05 SELECT, SET, PRINT
PERSONALIZE YOUR OWN NEWSPAPER05 FROM
WEB TO PAPER PaperLater lets you save the good stuff from around the web and enjoy it in a newspaper made just for you. When you ﬁnd yourself on something you’d prefer to read in print, just press the ‘Save for PaperLater’ button in your browser. When you’ve got enough articles, hit print and we’ll automatically layout, print and ship you a newspaper. It’ll be on your doorstep in a few days. It’s quick and easy and only £4.99. (UK)
NEWSPAPERS ARE USEFUL05 UMBRELLA NEWSPAPER
It rains a lot in Ecuador and that could be a problem even for EXTRA newspaper, during rainy season we printed a special edition that comes with a plastic ﬁlm on its cover making it waterproof. Compared to last year, same season, circulation increased 12%. MOSQUITO REPELLENT NEWSPAPER Mawbima is one of Sri Lanka’s most popular newspapers has created the Mawbima Mosquito Repellent Paper to ﬁght against Dengue, printed using an ink containing a bug-repelling ingredient. Even with a bigger print run, the paper sold out by 10am - a sales increase of 30% and the newspaper's readership increased by 300,000.
FOR ALL : UPGRADING WHAT
WORKS05 ! DIGITAL NEWSPAPER HOLDER PIMPING A LO-FI SUPPORT WITH TECHNOLOGY - SHOWING PEOPLE THE VALUE OF REAL-TIME NEWS SERVICES WHILE READING THE PRINTED EDITION (GERMANY)