8. Newspaper circulation is
falling...
200000
150000
100000
50000
0
Jan 2005 Jun 2009 Dec 2011 Jun 2014 Dec 2016 Jun 2019 Dec 2021
Source: ABC Island of Ireland Report, Internal Projections
Irish Independent
Irish Times
Irish Examiner
9. Internet usage is
exploding...
Irish Internet Usage (% of population)
100
75
50
25
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Source: EuroStat, Red C Decoding Digital Trends, Internal Projections
Desktop Internet usage
Smartphone/Tablet Usage
10. But is that good news for
online publications?
13. And the majority are not reading
content produced in Ireland
Percentage of Irish internet traffic that landed on Irish publishers
9%
91%
Irish Publisher Non-Irish Publisher
Source: ComScore Key Measures Ireland
14. And they don’t really want
to pay for news either
• The New York Times expects a upper
bound of 5% of online readers to convert
to online subscription
16. Online ad Spend is the
only ad sector growing
Online Ad Spend Ireland (% of total spend)
16.00%
12.00%
8.00%
4.00%
0%
2009 2010 2011
17. ..but not as fast at it should!
The Entitlement Gap
% Time Spent vs % Ad Spend by medium
50%
46%
Entitlement Gap worth
38%
~€200m per annum
33% 33%
28%
25%
23%
13% 14%
11%
7%
3%
0% 0%
TV Radio Print Internet Mobile
Time Spent Ad Spend
21. First, what’s the size of the audience
we can sell/sell to...
• Top 3 Irish Sites are tied:
• ~700k users per month
• ~35m page impressions per month
22. 1. Advertisers
• Potential revenue from advertising: €3.8m
• 35 million pages/month with 3 ads per page gives 105 million ad
impressions/month or 1.26 billion per annum
• News sites can earn at least €2 to €4 per 1000 ad impressions. Taking
the average, this adds another €3.8m of revenue
• Note: does not include revenue from mobile advertising
23. 2. Subscriptions
• Potential revenue from subscriptions: €3.3m
• 3% of 700,000 unique users is 21,000 paying users
• Using the NYT entry level subscription of $195/annum (€155) gives
annual revenue of €3.3 million (or €5.4 if 5% conversion)
26. Here’s THE reason I’m not worried
about the future of journalism
• If TheJournal.ie had revenue of
€7m we could afford a newsroom
of approx 80 journalists!