competitive benchmark analysis: politiken

Looking Out & Ahead

SECTION SLIDESIntroduction: Latin American Media 2-10

Social Media Marketing 11-20

Multimedia Journalism 21-25

Recycled Content 26-29

Visual Enhancement 30-39

Research Process and QuestionsResearch Process and Questions

Goals Goals

•Increase Increase online loyalty & subscriptions online loyalty & subscriptions

•EngageEngage younger audiences younger audiences

Phase 1Phase 1 – Investigation – Investigation

•How are Latin American newspapers How are Latin American newspapers faring in the face of the faring in the face of the digital boomdigital boom and and global global economic busteconomic bust??

Phase 2Phase 2 – Innovation – Innovation

•What ideas and strategies can What ideas and strategies can PolitikenPolitiken glean from Hispanic and Francophone glean from Hispanic and Francophone newspapers?newspapers?

Latin American Media Markets

• A Brief Overview

Oldest and Largest Oldest newspapers in Latin America

El MercurioMercurio (Valparaíso) El Comercio Comercio El PeruanoPeruano*

Media conglomerates Organizações Globo Globo

Largest mass media group Grupo TelevisaTelevisa, S.A.B.

Largest mass media group in Spanish-speaking world Grupo ReformaReforma

Largest printed media Grupo ClarínClarín Grupo PRISAPRISA*

Latin America Newspaper Landscape: The Outlook

GROWTHGROWTH

Facts & Figures 5% increase in newspaper circulation

between 2006-2011 Newspaper revenues went up by 65%

between 2006-2011 5,5% yearly growth through 2016 10% projected growth in ad spend for Latin

America in 2013—2x that of North America and 3x that of Western Europe

Source: http://www.slideshare.net/USMediaConsulting/latin-americas-media-market

Why so much growth? National economies relatively spared from

global economic crisis Middle class (Class C) boom Internet has not reached its tipping point;

TV and Radio still dominate Increasing digital literacy and responsive

internet advertising behavior

Mobile and Tablet Usage Mobile penetration is at 105% and will reach 130%

by 2015 Mobile market will grow by 7% in 2013 to reach 742

million subscriptions Mobile commerce will grow by 35% in Latin America

through 2015 Smartphones will account for 46% of mobile phone

sales in 2013 Tablet use growing, specifically in Brazil, Chile,

Argentina, Mexico, and Peru

Social Media 95% of LatAm internet users on social media 28% total time spent online in social media 73% of LatAm regularly read comments about brands

on social media 62% say these comments influence their purchase

decisions and 58,9% of LatAms go on social media to find out product information

Most popular social networking sites:

Principal Characteristics of the Latin American Consumer in 2020 Discerning and demanding Emotionally-based decisions Value, convenience, and time-saving/efficiency

(not just cost) Healthier living and sustainability Social media and social networks Companies will have to narrow their consumer

targets and be attentive to emerging consumer trends in order to offer more tailored products.

Social Media

• Redefining relationships• Beyond Facebook and Twitter

Redefining Relationships Company to Reader

Clearer focus Humanizing the brand

Journalist/Columnist to Reader Why cultivate this?

Personal brand value Readers will look to a particular voice and the

paper that prints it

Company to Reader Facebook and Twitter used primarily as a

glorified RSS feed Just 2%2% of tweets analyzed were information-

gathering in nature Seeking views or first-hand accounts from readers

Renewed focus: Humanizing the brand See what publishing houses are doing

Approach: work off-book (without a script)

“Build communities first and then money will follow” - Forbes

Journalist to Reader: Why? ”Social can’t belong to one person. It needs to be part of

everyone’s job” – Jennifer Preston (New York Times) ”News has become more personal…People are

interested in the opinions, the beliefs, the revelations of a certain journalist they know and trust, much more than an anonymous person who writes for a large publication” – Alain van der Horst (De Nieuwe Pers on journalist paywall)

General trend for journalists to have a greater presence as individuals – see NYTimes

Facebook Case Study: Diario Clarín Currently at 2,887,190 likes & 180,088

talking about this Standout features

Photo posts (vs. link posts) Daily visual weather report and front page #Noctambulos and other hashtags Polls Cross-platform marketing

Twitter Case Study: El País (ES) Currently at 2.802.400 followers Standout features

Verified account Not automated cross-platform publicizing (e.g. www.dlvr.it)

Not just headlines, but also key quotes from articles #Hashtags still regularly used RT or tag journalists/editors and related handles (e.g.

elpais_america) Journalists’ (inc. EIC) Twitter profiles state their affiliation with

El País Public directory available

Almost daily image tweets (Front page; Photos)

Non-El País writer

EIC

To be informed and also to discuss!

Beyond Facebook and Twitter Tumblr

Clarín.com HD Clarin.com Tus Fotos – crowdsourcing photographs

Pinterest El País – daily and historical covers El Comercio – diverse usage

Google + ELMUNDO.es – usage similar to Pinterest

YouTube El Universal TV – video journalism platform

Multimedia Journalism

• Video and Photojournalism

More emphasis on video - Why? 30-second video ad is profitable Drives traffic 35% of mobile audiences are watching

video on their devices 48% of households with children do too Users 18-44 are 3x more likely to watch

video on mobile Public hunger for “raw” footage

Who’s doing it? The New York Times

New online video player and new prioritization of video in future (no paywall)

The Wall Street Journal WorldStream

Footage captured on smartphones by Dow Jones and WSJ reporters and editors

Huffington Post HuffPost Live

Using stories as… jumping-off points for [video] conversations, commentary, and comedy. These segments are as long -- or as short -- as they need to be.

Regularly updated YouTube account (e.g. El Universal TV) Priority placement in various news sites such as Le Figaro ,El País,

and El Comercio

NYTIMES

Le Monde

El Comercio

Photojournalism – Why invest? No language barrier – increased exposure Can be hard news and social (e.g. Politiken.dk and

Tumblr) Mobile- and tablet-friendly (esp. hi-resolution) Politiken has award-winning photo team Models

Original content: The Guardian and T Magazine (The New York Times)

Not original content – Clarin.comHD and L’actualité en photos (Le Figaro)

Recycled Content

eBooks

eBooks Archive articles repackaged and centered around a

topic, theme, or event and sell it. Newspapers should capitalise on their archives

Why? Cheap and relatively quick to produce Great for time-sensitive topics Gift or subscription bonus Can be text- or photo-based Greater brand exposure

Who’s doing it? The New York Times

E-Singles Original short e-books featuring narratives in areas in

which The Times has reporting expertise including culture, sports, business, science and health. These e-books contain material that has not previously been published in The Times and are meant to be read in one sitting.

The Guardian Guardian Shorts

The Boston Globe (link to eBooks blocked by paywall)

Potential Topics Collection highlights

A famous Politiken columnist Politiken photographer

Royal Family Historical retrospectives (esp. war)

Iraq World War II

Famous trials Political cartoons

Information Architecture

• Whitespace• Ergonomics• Ad Space

Why? A visitor gauges a website’s professional level

based on how it looks at a glance Any digital subscription price must be justified

by a website that is: Appealing Easily navigable Content-loaded

Whitespace Readers want nicely presented information, not

bursting with stuff Consistent identity: Would I allow that in print?

Minimalism, reductionism, and cinematic treatment

LatAm models: La Nación, El País, and G1Globo – winners of Online News Association awards for best digital journalism

Buttons and Visibility Prioritize their visibility

Weather Social Media Subscription Market watch

Why? Ergonomics Increase dependence for homepage and on-the-go users

Print edition image Remind them that PRINT STILL EXISTS

Ad Space Click-Through Rates on browser-based

display ads to be less than 1% Adblocker is very popular Experienced users tend to ignore banners

and banner-like graphic items Whitespace helps those items stand out

Consider using that space for native ads

Link to Subscription Page