The results of WAN-IFRA’s annual survey depict an industry that is increasingly building loyal audiences, as the shift to reader-based revenue continues. In its 2017 World Press Trends study, WAN-IFRA estimates that 56 percent of newspapers’ overall revenue came from circulation sales (print and digital) in 2016.

1. !"#$

2. custom
reports
annual
report
WORLD PRESS TRENDS
is available through
database
www.wptdatabase.org

3. WORLD PRESS TRENDS
data partners

5. OUR
CONVERSATION
TODAY
Trust is
the New
Currency
Push-back
against ad
tech & the
Duopoly
newspaperworld
Shift to
Loyalty
Community
vincentpeyregnevincentpeyregne

6. !"#$%&'()*+(,-./01213(4563(7&-2893(*:;(</"=./(4-8&$8.2->&-8(.-?(@&?2.(A#8/""B'(CDEFGCDCD
Global newspaper revenue
2012 - 2016
Advertising
revenues
Audience
revenues
$ 86 bn
$ 68 bn

7. Digital Journalism – Waves of Disruption
Portals
1990–1997
1
Search
1997–2006
2
Social
2006–2015
3

8. STORIES AS A
SERVICE
4

9. 1 TrustOUR
CONVERSATION
TODAY
ATTENTION is the OLD currency
TRUST is the NEW ONE

10. Total Facebook Engagements in the US
for Top 20 Election Stories
*Engagement refers to the total number of shares, reactions and comments for a piece of content on Facebook.
Source: Facebook data via BuzzSumo
MAIN STREAM NEWS
FAKE NEWS

13. Traditional media shows steepest decline in trust
Percent trust in each source for general news and information
Source : Edelman Trust Barometer 2017. 33,000 respondents total, 28 countries
2012 2013 2014 2015 2016 2017
Search
engines
Traditional
media
Online-only
media
Social
media
64
57
51
41
62
61
46
44

14. 2016
The inversion of influence
Authority
+
Influence
> 2015
Source : Edelman Trust Barometer 2017
85%
48 Trust index
of
population
15%
60 Trust index
of
population
Influence
Authority
12pt Gap
Informed
public
Mass
population

15. Authority
+
Influence
2017
Trust gap widens
Mass population rejects “established authority”
Mass population has now
influence and authority
Source : Edelman Trust Barometer 2017
Establishment left empty
handed
15pt Gap

16. MAKE OUR
NEWS
GREAT
AGAIN

17. Scale = control of
customer relationships
Collaborations = scale

18. Global newspaper digital circulation revenues
2012/2016
%&'(
%)*(
%*#(
%!+(
!"#$%&'(*:;(</"=./(4-8&$8.2->&-8(5(@&?2.(A#8/""B'(CDEFGCDCD

19. Snapshot of Digital Subscription success stories
!"#$%&'(),HGIJK,(</"=./(,?L21"$0

20. COMMUNITY
“NEWS NEEDS TO BE A BUSINESS THAT BUILDS
VALUE FOR THE COMMUNITIES IT SERVES AND
SUSTAINS ITSELF AS A RESULT OF THAT VALUE.”
– Jeff Jarvis
2
OUR
CONVERSATION
TODAY

21. US$ million
at current prices
!"#$%&'()*+(,-./01213(7&-289AM82>&?2. .-?(*:;(</"=./(4-8&$8.2->&-8(.-?(@&?2.(A#8/""B'(CDEFGCDCD
Global newspaper traditional revenue sources
2012/2017
US$ million
at current prices
154 191157 552160 754164 091167 326
CAGR - 2%

22. !"#$%&'()*+(,-./01213(7&-289AM82>&?2. .-?(*:;(</"=./(4-8&$8.2->&-8(.-?(@&?2.(A#8/""B'(CDEFGCDCD
Global newspaper digital revenues
2012/2017
15 374
13 806
12 313
10 973
9 715
CAGR + 16,5 %
8 229
16 89016 890

23. Who pays for news, and why do people subscribe?
Source: American Press Institute

24. Younger generation is willing to pay
Age distribution for new subscription sales per project
Schibsted Norwegian subscription papers
!"#$%&'(!%92=18&? H"$:.0
Digital-only Week-end All-week

25. Loyalty vs. pageviews
!"#$%&('(),HGIJK,()"$/?(*$&11(+$&-?13(;9.$8=&.8

26. ADVERTISING
PUSH-BACK AGAINST AD TECH
& THE DUOPOLY
ILLUSTRATION HANNE BERKAAK, BYHANDS FOR TINIUS TRUST
3
OUR
CONVERSATION
TODAY

27. Source: DCN Distributed Content Revenue Benchmark Report, January 2017
Facebook
Twitter
Snapchat
Other
Total Average Revenue by Platform
H1 2016, $, N=17 Publishers

28. Winners of the attention economy
aggregate largest audiences & capture
most of ad revenue
64%
combined share
89%
their share in
new ad spend
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29. Who else captures $ in digital ad ecosystem?
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30. +30%
GLOBAL
INCREASE
62%
ON MOBILE
!"#$%&('(*.U&J.2$ CDEQ(,?(O/"%B(K&M"$8

31. Ad sales based
on search
Ad Collaboration
Selling National Content at Scale
Ad sales based
on audience

32. Publishers are looking at new revenue sources
Source: World News Media Outlook 2017 – Innovation Research Group, & WAN-IFRA
Next 12 months Next 5 years

33. US Programmatic Digital Display Ad Spending
2015-2019
!"#$%&'(&@.$B&8&$3(,M$2/(CDEQ
O2//2"-(
W!N

34. Share of Native Ads
In US Display Digital Ad Revenue
2015-2021
H"8&'(N21M/.0(2-%/#?&1(.//(=.--&$3($2%9(>&?2.3(1M"-1"$192M1(.-?(L2?&"(.?1
!"#$%&'(OI(I-8&//2U&-%&(&182>.8&1(=.1&?("-(9218"$2%./(?.8.(X$">(89&(I-8&$.%82L&(,?L&$8212-U(O#$&.#(.-?(*$2%&:.8&$9"#1&;""M&$13(.-?(IY!

35. In Summary There are ad
opportunities for
publishers
in collaborations
and trusted
environments
Seize the
opportunity to
build
business need
for trusted
journalism
Focus on the
right metrics:
loyalty &
community

37. )&=(+Z(T(
Z2?&"
Successful Organisations* consider
the following to be high priorities
over the next 5 years:
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4L&-81(.-?(
%"-X&$&-%&1
*"?%.182-U(T(
!8$&.>2-U(.#?2"
!M&%2./(
$&M"$81

38. !""#$%& ,-./01
[:9"($&M"$8("L&$.//($&L&-#&1(#M("X(>"$&(89.-(ED]
2.31/4.315-63571841-9:3081-9;1
*.2?GX"$(
>"=2/&(M9"-&(
1&$L2%&1
4G;">>&$%&*.2?GX"$(
%"-8&-8(:&=128&1

39. What is the Greatest Risk to your Company’s
Future Success?
Source: World News Media Outlook 2017 – Innovation Research Group, & WAN-IFRA

40. DETAILS OF
WORLD PRESS TRENDS
are available on
www.wptdatabase.org
+9.-B(0"#(L&$0(>#%9^

41. Special
Thanks to
Teemu Henriksson
Cecilia Campbell
Jeremy Stubbs
`
Contact
Inquiries
Vincent Peyrègne
CEO WAN-IFRA
vincent.peyregne@wan-ifra.org
www.wan-ifra.org
DeanRoper
MiraMilosevic
IvanCosic