What are the scenarios in 2016 for advertising and its impact on newspaper production and readership in Australia and what are the strategic impacts these will have on Fairfax printed newspaper? 

1. TRENDS IN MARKETING
QUYEN NGUYEN 7239084

2. Focal issue
Change of the advertising and its impact on
printed newspaper

3. framing question
What are the scenarios in 2016 for advertising and its impact
on newspaper production and readership in Australia and
what are the strategic impacts these will have on Fairfax
printed newspaper?

4. Australian Newspaper printing and publishing
industry
In which,
metropolitan
news paper
account for
86%

5. Australian Newspaper printing and publishing
industry

6. Australian metropolitan Newspaper market
The market are under
ATTACK!!!!!

7. Fairfax media limited
Australian company that publishes 330 newspapers and
agricultural and business publications
Both printed and online newspapers

8. Fairfax media limited
Net advertising and other revenues of
Fairfax in 2011
Source: Fairfax Annual Report 2011

9. Fairfax media limited
Fairfax Earnings Diversification in 2011
Printed newspapers still have important contribution in Fairfax
in 2011

10. Trend 1: The growth of internet broadband

11. Trend 1: The growth of internet broadband

12. Trend 1: The growth of internet broadband

13. Trend 1 – pre conditions
Technology Government
Innovation Investment
Increase of High demand
online of high speed
transaction Internet

14. Trend 1 – post conditions
Increase
number of Continuation of
Internet Government
providers Investment
Increase Increase of
number of online
online activities
businesses

15. Trend 2 – social media

16. Trend 2 – social media
2008 : 7 % of respondents accessed social networking sites from their
handsets,
2009:32%, with half of those accessing the sites daily

17. Trend 2 – pre conditions
Human need of
Need of two way
connecting together
communication
PC’s price is
Internet
more
Broadband
affordable

18. Trend 2 – Post conditions
More user
More security friendly
policies
Increase number of More advertising on Increase number of
new social networks social network users

19. Trend 3 – mobile computing

20. Trend 3 – mobile computing
The highest rates of mobile phone
ownership in the world (DFAT
2008)
35% access information
services such as news,
weather and movie times
at least once a month
8.2 million mobile handset
subscribers in Australia – increasing
21% in 6 months until December
2010 (ABS 2011)

21. Trend 3 – pre conditions
Wireless Technology
Appearance of
Apple’s Ipad
Technology Need of flexible
Innovation communication

22. Trend 3 – post conditions
Cloud Computing
More capable devices
Increase of The shift from newspaper
market share readership to online
Technology readership
Innovation

23. Impacts of the trends on fairfax
Improve The shift from newspaper
internet readership and advertising
accessibility
to online and social media
Provide 2 way
communication Fairfax revenue in
with low cost advertising is significantly
going down
Provide Fairfax started focusing and
conveniences investing in online business
for online
activities

24. Scenarios
development

25. Uncertainties grid
Technological Innovation Continuation of Government Investment
The shift from newspapers to online readership
More security policies for social media
More advertising on social
network
Increase number of social Investment of companies on 4G
network users Technology
Increase number of new social networks
Increase number of Internet providers Increase of online activities
Cloud Computing Social media is more user friendly
Increase of market share
Increase number of online businesses

26. Scenario matrix
High
Continuation of Government Investment in Internet Broadband
Happy together Online
readership – The
15% winner 30%
Low The shift from newspaper readership to online readership High
The Revival of
News-tablets
newspaper
40%
15%
Low

27. Scenario 1: Happy together
Printed newspaper and online newspaper have their own audiences…

28. Scenario 1: happy together
Printed newspaper sales Online readership will
will be decreased then keep increasing
remain stable

29. Scenario 1: happy together
Advertising will benefit from both online and newspaper
platform…
Online advertising
Low cost
Large coverage
Quick response
Easy to know advertising effectiveness
Easy to get customer’s profiles

30. Scenario 1: happy together
Printed newspaper
Gift Voucher
Product sampling

31. Scenario 1: strategic implementation for
fairfax
Make big difference in content between online newspaper
and printed metropolitan newspapers

32. Scenario 1: strategic implementation for
fairfax
Improve mobile More active on
page social media
Upgrade website
server

33. Scenario 2: the death of metropolitan newspaper
There’s no more
metropolitan newspaper in
the market!!!!!

34. Scenario 2: the death of metropolitan newspaper
Only free and government Online readership will
newspapers still survive keep extremely
increasing

35. Scenario 2: happy together
Scenario 2: the death of metropolitan newspaper
Online advertising will dominate
advertising industry
Social network, especially YouTube, will
be most popular
PC tablets will be more affordable and
easy to use
There will be information madness

36. Scenario 3: retro
Printed newspaper will become mainstream again…
Low growth of Technolog
New lifestyle
Government involvemen

37. Scenario 3: retro
Online readership will
Printed newspaper sales
takes off go down to minimum

38. Scenario 3: retro
Newspaper advertising will
become popular again because:
Newspaper readership takes off
thanks to Retro lifestyle
Government involvement
to save printing industry makes
online advertising expensive
Limited technology to produce and
approach online information

39. Scenario 3: retro
Competition in
printed newspaper
market will be fierce
as there will be many
new competitors

40. Scenario 4: the new comers
Both online and printed newspaper advertising
are declining and there will be new advertising
platforms

41. Scenario 4: the new comers
Creative
billboard
Theatre
advertising
Real life
advertising