A short presentation running through some media / online trends for 2010

1. Some media trends November 2009

2. Media trends
• Print is not dead
• But it’s changing beyond recognition
• TV still rules supreme
• After several false dawns - the age of the mobile web
• Online, all news is global
• Brands now spend more on than offline

3. Print is not dead

4. "It's sometimes easy to forget that most people
don't live like we do. They don't use RSS. They
don't Twitter. They don't read twenty blogs a
day. They still actually pick up the newspaper
and read it." (Ryan Chittum, CJR)
88% of reading time in print (Columbia Journalism Review)

5. Print and online reading
very different
• Outside of a core audience of news
junkies, people read online newspapers
very differently to print
• Online they read an article of interest
and leave again to go onto Facebook etc,
often guided by search and social media
• For example, the Mail website saw a
spike due to people looking for Michael
Jackson-death coverage - and not for
any brand loyalty reasons
• Though the ‘mean’ for UK newspapers is
2.5 pages per user, at the same time
only 62.8% of users look at one page
(Malcolm Coles)

6. ''We think of newspapers in the old-fashioned way,
printed on crushed wood so to speak, [but] it's going to
be digital.''
''Within 10 years I believe nearly all newspapers will be
delivered digitally [either on computers or electronic
reading devices].”
Rupert Murdoch, 10 June 2009
...but it is changing beyond recognition

7. The changing print landscape
• According to TNS, in the UK newspapers have a lower ‘high trust’ score than
Wikipedia (24% vs 23%)
• Last year, the UK nationals lost the equivalent in Birmingham in readers (and
US papers the equivalent of Wisconsin)
• Regional newspapers particularly badly hit due to a) Classifieds going online,
b) Readers going online and C) The recession
• Not seen as essential anymore - only 4% of 16-35 year olds listed it as their
‘can’t live without’ medium (Ofcom)

8. Newspapers should concentrate on “evidence-
based journalism, something that bloggers are
not good at originating."
"Not all readers demand such quality, but the
educated, opinion-leading, news-junkie core of
the audience always will.
“They will insist on it as a defense against
"persuasive communication," the euphemism for
advertising, public relations and spin that
exploits the confusion of information overload.”
Philip Meyer, The Vanishing Newspaper: Saving
Journalism in the Information Age
The elite newspaper of
the future?

9. TV still rules supreme

10. TV still the dominant medium
• Target Cast study, 42% say • TV has made the leap to online
newspapers less influential / 30% media easier, programmes and web
disagree. But for TV the figures spin-offs integrated
are 17% agree to 52% disagree
• 74% of people “media stack” (go
• The Internet Advertising Bureau online and watch TV at the same
(iab) looked at media time: TV time), something it’s more difficult
35%, Online 29%, Radio 25%, Print to do with newspapers
11% (Weekdays)
• Ofcom - most essential media for
UK adults is TV (51%)

11. From the IAB

12. From Ofcom

13. After several false dawns - the age of the mobile web

14. The mobile Internet
• ‘Most essential media’ for 16-24
year olds: TV (39%), Mobiles (24%),
Internet (20%)
• For all adults: TV (51%), Internet
(15%), Mobiles (9%)
• The UK has a higher rate of mobile
Internet use (31%) than the US (26%)
or worldwide average (17%)
• More and more phones now have the
ability to watch video - this is
generally the tipping point when
people surf the Internet on their
phones more than on their PCs

15. All online news is global

16. UK newspapers, audience from abroad
Most visitors to the websites of
the UK nationals are from
abroad

17. The four hour news cycle when things
go viral (for background article click here)

18. If things broke virally, would a lot of organisations
even notice?
Twitter’s core user base is actually relatively small (especially compared
to Facebook et al), but journalists and bloggers - people who can make
things happen - are disproportionately represented. Twitter acts as a
bridge to other media and does so within hours

19. “The UK has become the first major economy where
advertisers spend more on internet advertising than on
television advertising, with a record £1.75bn online spend
in the first six months of the year.
“The milestone marks a watershed for the embattled TV
industry, the leading ad medium in the UK for almost half a
century. It has taken the internet little more than a decade
to become the biggest advertising sector in the UK.”
(Guardian 30/9/09)
Brands now spend more online than on TV

20. Yet how effective is it?
Click-through rates are as low as 0.83% (for
iPhones it is as low as 0.3%)

21. Yet social media conversations (ie PR) + ads do work
People are more than 2x as likely
to look at search ads if they’ve
been influenced on social media
beforehand
(Source - Comscore)

22. Creative commons credits
Krista76
Pedrosimoes7
tantrum_dan
eneas
metro library and archive
Trois Tetes
Brandon King
Seb Chan
aresauburn

23. Thank you! Any more info Cow Digital - Twitter @dirkthecow /
@louisedoherty
just ask?