3. 1. INTRODUCTION
Difficulty of global publishing industry: broadband penetration rises
+ new devices for delivering digital content
Consumers: switching from traditional print media to digital media
Two issues from the readings:
* Change of consumer behavior in consumption of news content
* Response of newspaper publishers, advertisers, advertising
agencies and media buyers
Key concept: Newspaper and Online newspaper in the new digital
century, from the perception of Customer and Advertiser
4. 2. ANALYSIS
2.1. Customers’ view
Main media for consuming news
and background information: TV
and free Internet
Online device: difficulty of reading
the information on screen
unwilling to pay for online content
Consumers place high value on
the deep insight and analysis
5. 2.2. Advertiser’s view
Old time: access to mass markets
remains key spending plan for
major newspaper brands with large
loyal customer
New trend: Increasing of media
platforms + trend towards multi-
platform advertising and declining
newspaper readership continuously
shifting expenditure away from
newspapers for the last five years
6. Searching for an integrated approach to achieve the
best ROI + looking for a constant dialogue with
customers = choosing a selection of multiple
platforms
To some advertisers: newspaper publishers neither
adapted to nor invested enough in new technologies
Internet and mobile devices: more innovative for
reaching niche audiences, thus driving a higher ROI
7. 3. CURRENT CHALLENGES
Still in a push mode instead of a pull mode
Not perceived as being innovative.
Budget cuts, bureau closings, buyouts, layoffs, and reductions in
page size and column inches.
Since 1990, a quarter of all American newspaper jobs have
disappeared.
“The final copy of the final newspaper will appear on somebody’s
doorstep one day in 2043”
Philip Meyer, in his book “The Vanishing Newspaper” (2004)
8. Example: The Seattle Post-Intelligencer
produced its last print edition in March
2009, transforming itself into an
Internet-only news source.
http://www.nytimes.com/2009/03/17/bus
iness/media/17paper.html?_r=1
http://www.youtube.com/watch?v=ZxqK
md5wvzI
Reason: shifting decision of consumers
Lost $14 million in 2008, failed to find
a buyer for the venerable daily.
The move enabled the 'paper' to
reduce its staff from 165 to 20.
9. 4. ACTIVITY
2 groups - #mdia5003
Group 1: What does print newspaper have as
their advantage
Group 2: What does Online newspaper have as
their advantage
http://www.youtube.com/watch?v=LRlKol4Usxw
&feature=fvwrel
10. 5. CONCLUSION
NEWPAPERS:
- Long-term future and will coexist with other
media
- Must continue to develop innovative advertising
packages combining both print and online
- More flexible and innovative in their product
offerings
11. ONLINE NEWSPAPERS:
- Major newspaper brands with large loyal customer
bases will be high on the spending plans of advertisers
- Newspapers have been able to earn their readers'
trust and loyalty, giving them the opportunity to both
lead and follow audiences
Need to improve everyday because market and
customers always in the moving state.
http://www.youtube.com/watch?v=Y40We1cgj20
12. REFERENCES:
Alterman, E. (2008). Out of print: The death and life of the American
newspaper. The New Yorker.
AssociatedPress (Producer). (2009). Last P-I Printed, Seatle goes web only.
Retrieved from http://www.youtube.com/watch?v=ZxqKmd5wvzI
Markfiore (Producer). (2009). Old vs New. Retrieved from
http://www.youtube.com/watch?v=LRlKol4Usxw&feature=fvwrel
Meyer, P. (2009). The vanishing newspaper: Saving journalism in the
Informative age (2 ed.).
NewsLimited (Producer). The impact of traditional news mastheads in the
digital world. Retrieved from http://www.youtube.com/watch?v=Y40We1cgj20
Yardley, W., & PÉREZ-PEÑA, R. (2009, March 16). Seatle Paper shits entirely to
the web. Retrieved from
http://www.nytimes.com/2009/03/17/business/media/17paper.html
Fenez, M., & Donk, M. v. d. (2009). Moving into multiple business models:
Outlook for Newspaper Publishing in the Digital Age. 56.
