Download - WAN-IFRA 2009 INNOVATION MEDIA CONSULTING
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INNOVATION
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INNOVATION
YOU MAY GET A COPY BY VISITING:
INNOVATION-MEDIACONSULTING.COMWAN-IFRA.ORG
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INNOVATION
1.1. 1.1.What do people What do people want from a want from a newspaper in the newspaper in the 21st Century?21st Century?2.2. Where is the Where is the money?money?3.3. How do we get How do we get there?there? INNOVATION
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INNOVATION
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INNOVATION INNOVATION
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INNOVATION
FROM MEDIA COMPANIES TO INFORMATION
ENGINES,
FROM READERS TO AUDIENCES,
FROM AUDIENCES TO COMMUNITIES
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INNOVATION
‘BEST NEWSPAPER CONCEPT AND DESIGN IN EUROPE AND WORLD’ 2004 2006 2007 2008
2009
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INNOVATION
NEWSPAPERS AT A
STRATEGIC INFLECTION
POINT
WHERE DO WE GO FROM
HERE?
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INNOVATION
1. Exit
2. Sold or Be Taken Over
3. Cut, cut, cut until the Cash Cow bleeds to death
4. Re-Invent the Business by focusing on ‘profit
audiences’
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INNOVATION
Paper will stay. It will NEVER die,
but the Business Model and Content Proposition has
CHANGED
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INNOVATION
I AM NOT WORRIED ABOUT THE FUTURE
1
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INNOVATION
I AM WORRIED ABOUT THE PRESENT
2
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INNOVATION
I AM NOT WORRIED ABOUT THE FUTURE OF NEWSPAPERS
3
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INNOVATION
I AM WORRIED ABOUT THE FUTURE OF JOURNALISM
4
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INNOVATION
WHAT WORRIES ME ISFRONT PAGES LIKE THIS ONE
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
'He died a while ago. He remained for so long a walking human shell.'
Michael Jackson Died Twenty Years Ago
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATIONINNOVATION
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INNOVATION
WHAT WORRIES ME IS NEWSROOMS LIKE THESE
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
What do people want What do people want from a newspapers in from a newspapers in
the 21st Century?the 21st Century?
INNOVATION
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INNOVATION
LIPSTICK ON A PIG
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INNOVATION
IN AN AGE OF SCRAPPY IN AN AGE OF SCRAPPY MESSAGES AND MESSAGES AND INFORMATION INFORMATION
SATURATION – THEY SATURATION – THEY WANT EDITORIAL WANT EDITORIAL
CRITERIACRITERIA
IT’S ABOUTIT’S ABOUT EDITORSEDITORS
INNOVATION
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INNOVATION
FROM JOURNALIST TO FROM JOURNALIST TO JOURNJOURNANALYSTANALYST
INNOVATION
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INNOVATION
SHOULD NEWSPAPER BE SHOULD NEWSPAPER BE IN THE IN THE BREAKING NEWS BREAKING NEWS
BUSINESS?BUSINESS?
INNOVATION
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INNOVATION
NO MORE NO MORE PAPER OF PAPER OF RECORD RECORD OF DAY BEFORE OF DAY BEFORE OR 'ALL NEWS THAT'S FIT OR 'ALL NEWS THAT'S FIT
TO PRINT'TO PRINT'
INNOVATION
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INNOVATION
WE HAVE TO KILL THEWE HAVE TO KILL THE MULTI-SECTION MULTI-SECTION
AMERICAN NEWSPAPER AMERICAN NEWSPAPER MODELMODEL
INNOVATION
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INNOVATION
FROM 100 % FORMULAFROM 100 % FORMULATOTO
80/80/2020 – 20/ – 20/8080Innovation FormulaInnovation Formula
INNOVATION
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INNOVATION
FROM NEWSPAPERS FROM NEWSPAPERS TO NEWSTO NEWSZINESZINES
DAILY NEWS MAGAZINESDAILY NEWS MAGAZINES
INNOVATION
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INNOVATION
LESS YESTERDAY,LESS YESTERDAY, MORE TODAY & MORE TODAY &
TOMORROWTOMORROW
INNOVATION
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INNOVATION
THE BIGGEST CHALLENGE TO OUR INDUSTRY IS CREATING
THE NEW NARRATIVES OF THE DIGITAL WORLD
COMPELLING NEW GRAMMARS AND
UNIQUE JOURNALISM ALWAYS SELLS
INNOVATION
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INNOVATION
3 CASE STUDIES 1 FROM A DEVELOPING
NATION2 FROM MATURE
HIGHLY COMPETITIVE MARKETS
INNOVATION
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INNOVATION
CORREIO*
•FOCUS ON WHAT ABC1 AUDIENCES NEED
•BERLINER, 32 PAGES, FULL COLOUR, ACCORDION
•4 SECTIONS:
• 24 HORAS (QUICK READ)
• MAIS (IN DEPTH REPORTS)
• VIDA (LIFESTYLE)
• ESPORTE (SPORTS)
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION67
67
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INNOVATION68
68
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INNOVATION69
69
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INNOVATION70
70
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INNOVATION
RESULTS:Correio de Bahia y-o-y
TRIPLED
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INNOVATION72
TURNAROUNDRESULTS IN 1 YEAR. CIRCULATION TRIPLED
CIRCULATION CORREIO vs COMPETITOR
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INNOVATION73
TURNAROUNDRESULTS IN 1 YEAR. ADVERTISING GREW 9%
% CHANGE 2008-2009
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INNOVATION
-6.000.000
-4.000.000
-2.000.000
0
2007
20082009
TURNAROUNDRESULTS IN 1 YEAR. LOSSES CUT IN HALF
EARNINGS (R$)
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INNOVATION
LIBERATION
•RELAUNCHED SEPTEMBER 2009
•GRAPHIC REDESIGN THAT LEAD TO CONTENT CHANGES
•LAUNCHED A PAID PREVIEW PDF VERSION ON WEB
•WORKING CURRENTLY ON NEW NEWSROOM WORKFLOW
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
THE “HANDS ISSUE”
INNOVATION
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INNOVATION
BBC
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
THE “HANDS ISSUE”
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INNOVATION
RESULTS:Liberation m-o-m UP
12%
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INNOVATION
TURNAROUNDRESULTS IN 3 MONTHS
•CIRCULATION UP OVER 12% (INITIAL OBJECTIVE: 5% INCREASE)
•DESPITE FINANCIAL CRISIS EXPECT BREAK-EVEN IN 2010, FROM A 7 MILLION € LOSS IN 2007
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INNOVATION
i
•“JOURNALISM CAVIAR”
•POST INTERNET NEWSPAPER
•MICRO-TABLOID
•56 FULL COLOR PAGE, STAPLED
•STORIES, STORIES, STORIES
•THE i-POD NEWSPAPER
BEST EUROPEAN NEWSPAPER 2009
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INNOVATION95
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INNOVATION96
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INNOVATION97
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INNOVATION98
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INNOVATION99
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INNOVATION100
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INNOVATION101
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INNOVATION102
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INNOVATION103
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INNOVATION104
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INNOVATION105
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INNOVATION106
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INNOVATION107
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INNOVATION108
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INNOVATION109
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INNOVATION110
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INNOVATION111
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INNOVATION112
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INNOVATION113
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INNOVATIONINNOVATION
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INNOVATIONINNOVATION
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INNOVATIONINNOVATION
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INNOVATION
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INNOVATION
NEW GOVERNMENT PROGRAMMEANNOUNCED AT 7 PM
A 9-PAGE COVER STORY DONE ON DEADLINE BY 7
JOURANALYSTS
WITH THE HARD NEWS AND FACTS
THE OPINION OF THE EXPERTS
ALL THE NUMBERS AND CHARTS
GRAPHICALY RATED (LEFT TO RIGHT)
AND EXPLAINING HOW THIS WILL AFFECT YOU
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION
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INNOVATION131
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INNOVATION132
www.m.ionline.pt
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INNOVATION
NEW INTEGRATED NEWSROOM
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INNOVATION
NEW INTEGRATED NEWSROOM
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INNOVATION135
57
NEW INTEGRATED NEWSROOM
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INNOVATION136
58
NEW INTEGRATED NEWSROOM
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INNOVATION
RESULTS:'i' 6-month run UP 16%
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INNOVATION
LAUNCH RESULTS IN 3 MONTHS. CIRCULATION HALF OF ESTABLISHED COMPETITORS
22% OF i READERS DID NOT READ NEWSPAPERS BEFORE
CIRCULATION i DN PÚBLICO
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INNOVATION
• Martim Figuereido Publisher + Editor ‘i’
• Andrew Jaspan Director, Innovation
• Former Editor at The Scotsman The Observer The Age
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INNOVATION
Where is the Money?Where is the Money?
INNOVATION
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INNOVATION
We need to take the word We need to take the word ““PaperPaper” ”
out of NewsPaperout of NewsPaper
INNOVATION
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INNOVATION
Frequency Will ChangeFrequency Will Change
Saturday is the new SundaySaturday is the new Sunday
The money is from Thursday to The money is from Thursday to SundaySunday
INNOVATION
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INNOVATION
Paper as PREMIUMPaper as PREMIUMOnline and Mobile as Online and Mobile as
MASS MEDIUMMASS MEDIUM
Haute Couture vs Pret a Haute Couture vs Pret a PorterPorter
INNOVATION
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INNOVATION
Less Circulation + Revenue
CHARGE MORE
1X52,50 euros vs 50c
Starbucks Grande Latte Benchmark
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INNOVATION
LET’S BE HONEST:OUR NEWS WEBSITES DO NOT
WORK.DESIGNED WITH A PRINT
MINDSET.THEY DO NOT MAKE MONEY.
READERS ARE FICKLE AND ALL OF US DO THE
SAMEINNOVATION
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INNOVATION
THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”
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INNOVATION
THE QUESTION IS “HOW TO CHARGE?”
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INNOVATION
OPEN NEED NOT MEAN FREE
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INNOVATION
RUPERT MURDOCH, ALMOST 20 YEARS AGO
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INNOVATION
RUPERT MURDOCH, ALMOST 20 YEARS AGO
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INNOVATION
RUPERT MURDOCH, ALMOST 20 YEARS AGO
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INNOVATION
We agree that the We agree that the biggest biggest blunderblunder the Newspaper has the Newspaper has made in the past 50 years made in the past 50 years was to was to give it all for free give it all for free
online; online; butbut……
INNOVATION
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INNOVATION
You cannot You cannot closeclose doors that are doors that are
openopen
INNOVATION
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INNOVATION
INNOVATION VALUE EQUATION
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INNOVATION
WHO, WHAT, WHERE, WHO, WHAT, WHERE, WHEN – COMMODITY – WHEN – COMMODITY –
FREEFREE------------------------------
HOW, WHY AND HOW, WHY AND WHAT’S NEXT – WHAT’S NEXT – PREMIUM - PREMIUM - PAIDPAID
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INNOVATION
PEOPLE WILL PAY FOR WHAT THEY
VALUE
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INNOVATION
BACK TO BASICS
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INNOVATION
DEBATE MUST MOVE ON TO WHAT WILL MY
READERS PAY FOR?
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INNOVATION
WHAT MADE US GREAT IN THE PAST
WILL MAKE US GREAT IN THE FUTURE
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INNOVATION
PEOPLE WILL PAY FOR
ORIGINAL STORYTELLING
INFORMED COMMENT
ANALYTICAL OPINION
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INNOVATION
PEOPLE WILL PAY FOR
THEIR PASSIONSSCHOOL REPORTINGCRIME REPORTING
MEDICAL REPORTINGMONEY REPORTING
RELATIONSHIP REPORTING
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INNOVATION
NO MORE PORTALS
GO TO THEM, DON´T WAIT FOR THEM TO COME TO
YOU
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INNOVATION
'If news is important, it will find me'
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INNOVATION
FROM FREE TO FEE THREE MODELS FOR
CHARGING:•Meter system•Membership•FreeMium
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INNOVATION
REGARDLESS OF THE MODEL YOU ADOPT,
MAKE IT A HYBRID
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INNOVATION
LET’S RE-INVENT OUR NEWS
WEBSITESAND NOT JUST CHANGE, IMPROVE, REDESIGN OR
UPDATE THEM
INNOVATION
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INNOVATION
FREEMIUM NEWS MATRIX PROTOTYPE
A PROTOTYPE ON HOW TO RE-INVENT THE NEWS WEBSITE SO READERS
WILL PAY
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INNOVATION
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INNOVATION
How do we get How do we get there?there?
INNOVATION
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INNOVATION
5 PENDING REVOLUTIONS IN NEWSPAPER COMPANIES
1. RE-invent content2. RE-organise newsrooms & management 3. RE-design formats4. RE-discover revenue streams online 5. RE-think advertising and distribution models
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INNOVATION
PAPER VERSUS ONLINE A FALSE DICHOTOMY
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INNOVATION
A MONO-MEDIANEVER GENERATES
A MULTIMEDIA
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INNOVATION
NEWSPAPERS & MAGAZINESRADIOS & TELEVISIONS
ARE MONO-MEDIA
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INNOVATION
INTERNET IS THE ONLY MULTIMEDIA
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INNOVATION
THEREFORE, ONLY FROM AN INTERNET
BASE CAN ONE BUILD A TRUE
MULTIMEDIA NEWS ORGANIZATION
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INNOVATION
ON LINE
PHOTOS
TEXTS
GRAPHS
TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION
PRINTPRINT
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INNOVATION
THE NEW ONLINE-CENTRIC NEWS ORGANIZATION
AUDIOVIDEO
GRAPHS
TEXTS
PHOTOS ON LINEONLINE
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INNOVATION
ONLINE JOURNALISTS: FROM OUTSIDERS TO INSIDERS
INNOVATION
THE NEW “ONLINE-CENTRIC” NEWS ORGANIZATIONS
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INNOVATION
BBC
INNOVATION
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INNOVATION
BBC
INNOVATION
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INNOVATION
NO MUSIC DISTRIBUTION COMPANY EVER THOUGHT OF THE iPOD
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INNOVATION
INNOVATION’S MODEL
TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES +CONTENT AND WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND
BOARDROOM
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INNOVATION
NEWSROOM INTEGRATION
NOT FROM BRANDS, MEDIA OR PLATTFORMSBUT FROM CONTENT AND
AUDIENCES
INNOVATION
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INNOVATION
SORRY BUT COOPERATIONIS NOT INTEGRATION
INNOVATION
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INNOVATION
INTEGRATION OFNEWSROOMS AND BOARDROOMS ARE
EITHER RADICAL OR IT WILL NEVER HAPPEN
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INNOVATION
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INNOVATION
AUDIOVIDEO
ASSIGNMENTS
PLANNING
TEXTONLINE
MOBILE
LOGISTICS
SUPERDESK
MACROEDITORS
INFO
GR
AFIA
WIR
ES
BLO
GS
-ON
LIN
E
CO
MM
EN
TS
PR
-SO
UR
CES
REP
OR
TER
S
INFORMATIONINTAKE
CREATION
ON
LIN
E
MO
BIL
E
TEX
T
AU
DIO
/VID
EO
ELABORATION
PRODUCTIONOUTPUT
ONLINE
MOBILE
PASSIVE AUDIENCE
ACTIVEAUDIENCE
PH
OTO
INFO
GR
AP
HIC
S
BREAKINGNEWS
WORLD
NATIONAL
OPINION&
COMMENT
ANALYSIS
INVESTIGATIVEUNIT
ARTS
LIFESTYLE
POLITICS
BUSINESS
SPORT
VIDEOPOOL
AUDIOPOOL
GRAPHICPOOL
DESIGNPOOL
PHOTOPOOL
PROGRAMINGPOOL
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INNOVATION
ONE DIGITAL KITCHEN
SEVERAL MEDIA RESTAURANTS
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INNOVATION
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INNOVATION
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INNOVATION
Sojormedia (Portugal)Sojormedia (Portugal)
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INNOVATION
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INNOVATION
What do Readers Say?
HARRIS-INNOVATION READERSHIP SURVEY
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INNOVATION
• Douglas Griffen • HARRIS-INNOVATION • DIRECTOR OF ADVANCED STRATEGY LAB
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195
2009 Harris Poll on Newspaper Readership for INNOVATION Media
8,081 adults
US: 2,848 responses (aged 21 and older)
Great Britain: 1,071 responses (aged 16 and older)
Spain: 1,007 responses (aged 16 and older)
Germany: 1,107 responses (aged 16 and older)
France: 1,021 responses (aged 16 and older)
Italy: 1,027 responses (aged 18 and older)
Significant demographic breakdown available
A special Harris Poll on Newspaper Readership was conducted in January2009 for INNOVATION MEDIA and the 2009 WAN Conference:
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196
2009 Harris Poll on Newspaper Readership for INNOVATION Media
Sources of news and information TODAY as well as your sources of news and information in FIVE YEARS
Assessing the CREDIBILITY of newspapers today
The most important ROLES for newspapers/sites today
Why people NOT READING on a regular basis
What newspapers/sites can do IN THE FUTURE
A series of key questions about news and information sources, trends And the changing role of newspaper readership were posed:
A summary of the Harris Poll tables will be provided at end of session
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197
2009 Harris Poll on Newspaper Readership for INNOVATION Media
What are your sources for news and information today?
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
TV Network News 26/25 32/36 30/29 30/30 31/22 26/28 30/29
Online news and information 22/18 18/14 17/17 21/22 17/18 18/16 18/17
Cable network news 14/14 2/2 2/9 7/5 3/7 9/7 5/6
Radio 10/12 17/16 21/20 11/11 14/16 1618 16/16
Major Daily Newspapers 10/12 6/6 9/7 7/6 11/13 12/13 9/10
Local community newspapers 7/8 5/6 5/3 6/7 3/3 5/4 5/5
National Daily Newspapers 4/3 11/11 6/6 10/8 12/12 5/5 9/9
Magazines 4/4 4/3 7/5 5/5 4/4 5/5 5/4
School & work newsletters 1/1 1/1 2/1 1/1 2/1 1/1 1/1
Table note: 2009 poll/2007 poll
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198
2009 Harris Poll on Newspaper Readership for INNOVATION Media
What will be your sources for news and information in FIVE YEARS?
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30
Online news and information 33/22 27/18 25/17 30/21 27/17 25/18 26/18
Cable network news 14/14 5/2 3/2 9/7 3/7 6/9 6/5
Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16
Major Daily Newspapers 7/10 5/6 7/9 6/7 9/11 11/12 7/9
Local Community Newspapers 5/7 4/5 4/5 5/6 3/3 5/5 4/5
National Daily Newspapers 3/4 9/11 6/6 9/10 10/12 5/5 8/9
Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4
School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1
Table note: source five years from now/source today (2009)
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199
2009 Harris Poll on Newspaper Readership for INNOVATION Media
What will be your sources for news and information in FIVE YEARS?
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
Online news and information sites: via computer (A)
26/19
Online news and information sites: via computer (B)
7/3
Combined Online (A+B) 33/22 27/18 25/17 30/21 27/17 25/18 26/18
TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30
National/Daily/Local Newspapers
14/21 17/22 17/19 20/23 21/26 20/22 19/22
Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16
Cable network news 14/14 5/2 3/2 9/7 3/7 6/9 6/5
Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4
School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1
Table note: source five years from now/source today (2009)
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200
2009 Harris Poll on Newspaper Readership for INNOVATION Media
How would you assess the credibility of newspapers today (those that you arefamiliar with) on an index of 0 to 100 (no credibility to complete credibility):
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
Mean Credibility 59/57 48/50 64/58 48/52 57/59 66/67 57/58
…so the question is: are we still relevant, and why aren’t you reading?
Table note: 2009 poll/2007 poll
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201
2009 Harris Poll on Newspaper Readership for INNOVATION Media
Indicate how important, in your life and community, each of the followingroles are for a newspaper and its associated online news sites (2009/2007):
TOPLINE:Very Important/Somewhat Important
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
Provide news and information about events in your local region and community
90/88 88/79 95/85 90/93 93/83 90/84 91/85
Provide news and information about events in your country
90/87 89/84 97/95 93/95 93/92 92/90 93/91
Provide news and information about events in the world
89/86 89/84 96/92 93/94 94/90 91/87 92/92
Hold public officials accountable for what they do
89/84 85/82 92/81 83/79 89/74 87/80 87/79
Report the news as quickly as possible 86/84 88/82 93/83 90/82 93/92 89/79 91/83
Provide news and information you can use in your daily life
87/83 87/80 92/77 88/81 94/87 90/82 90/81
Provide news and information that’s interesting to know
83/81 88/79 92/87 88/89 94/91 90/80 91/85
Provide news and information you need to decide how to vote
83/79 78/61 72/69 76/60 78/63 81/72 78/65
Point out problems that need to be solved 83/79 85/80 94/84 91/91 93/92 88/83 90/86
Protect the public from abuses of power 84/78 85/82 92/83 89/85 90/90 89/83 89/85
Help society to solve its problems 60/56 73/61 82/69 85/71 91/86 80/66 82/70
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202
2009 Harris Poll on Newspaper Readership for INNOVATION Media
We are increasingly affected by national and world events, newspapers have an opportunity to help us better understand the global issues and impacts;
Newspapers as ‘watch-dogs’…create a context for what matters, see the issues, hold others accountable
Relevancy matters: provide news and information that is interesting to know and that you can use in daily life
We don’t necessarily expect newspapers to ‘change the world’, but certainly to help us better ‘see the world’
The POLL suggests that newspapers and their associated sites areviewed as extremely important in our lives and communities:
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203
2009 Harris Poll on Newspaper Readership for INNOVATION Media
What causes some people NOT to want to read a newspaper on a regular basis?
United States
Great Britain
France Italy Spain Germany Europe
% % % % % % %
Lack of time to read the newspaper 55/58 53/52 48/57 66/50 47/44 45/56 57/52
Easier to go online for news and information 58/55 50/40 61/55 61/52 55/45 51/38 55/46
Biased or too narrow of a viewpoint in its reporting
49/50 52/54 31/43 4749 33/54 30/30 39/45
Not viewed as a credible or trustworthy source of news and information
37/38 50/52 13/22 49/39 31/35 26/29 34/35
Poor quality of reporting and writing 33/32 33/32 9/11 19/20 15/17 21/22 20/20
Cost of the newspaper 42/30 34/30 61/53 32/31 38/28 55/55 44/40
Not writing or reporting on topics that are personally relevant
26/27 23/29 14/31 14/13 26/23 22/21 20/23
Not providing enough information about local news, people and events
23/21 16/21 13/12 18/18 14/15 18/16 16/16
Not visual enough, not interesting or compelling from a design and formal standpoint
17/17 10/15 27/27 16/22 20/19 27/29 20/23
Something else 10/10 11/10 9/9 9/9 17/23 16/16 12/13
Table note: 2009 poll/2007 poll
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204
2009 Harris Poll on Newspaper Readership for INNOVATION Media
No one has time for anything…put that issue aside
For many, going online is easier…but you are also in that business
There are tangible areas to address:
Removing bias/narrowness (what you stand for)
Raise the quality of writing (tell a good story)
Write on issues of relevance (simplify my life)
The balance of words/design (visual matters)
I care globally, I live locally (connect me with my community)
There are far more positives about readership in the future
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205
2009 Harris Poll on Newspaper Readership for INNOVATION Media
What can newspapers and their associated sites do to better represent theissues in their communities in the future?
United States
Great Britain
France Italy Spain Germany Europe
2007 % % % % % 2009
Ensure that all points of view are fairly represented in key issues occurring in the community
65 59/58 57/64 69/68 61/65 55/57 60/62
Provide more research and findings on key issues occurring in the community
44 35/39 36/37 39/39 49/50 27/34 37/39
Raise the quality of writing and analysis on the key issues occurring in the community
43 40/40 30/35 35/43 35/41 54/52 39/42
Better integration of the newspaper and its associated online sites for more in-depth coverage and links on key issues in the community
36 31/33 38/32 39/47 33/39 37/37 35/38
Allow for more ‘citizen journalism’ that publishes citizen stories and opinion
30 27/31 36/37 45/40 35/40 30/31 30/36
Provide more interactive reader and audience forums for debate on key community issues
26 23/24 26/29 27/33 30/42 23/25 26/31
Take stronger stands on key issues occurring in the community and say what the newspaper feels is the right outcome or direction
20 25/30 19/19 42/33 37/41 34/38 31/32
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206
2009 Harris Poll on Newspaper Readership for INNOVATION Media
The truth, the whole truth and nothing but the truth. Never has credibility, objectivity and clarity mattered more;
Deeper investigative reporting. We need to go below the surface to understand and communicate the issues of our time;
Improve the quality of your writing, reporting and storytelling. Readers want to be engaged. Connect them with your quality;
In a crisis of confidence, good news matters. You can provide a spark of optimism, of good will, of balance. Help us see the hope;
Put some boundaries around sensationalism. The need for information and guidance is high. Don’t let get distracted by the side-shows;
Differentiate and engage me. Life is colorful and accessible. You should be too. Be clear about what you stand for and what makes you different;
Find out what’s relevant to me and my community. We relate globally but we live locally. Ask me, interact with me. You can be my social and community media of choice. You be the content I rely on.
A few final observations from the editor’s corner…4000+open comments
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INNOVATION
SO INSTEAD OF
INNOVATION
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INNOVATION
INNOVATE!
INNOVATION
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INNOVATION
THE ALTERNATIVE IS NOT A BUSINESS THAT VALUES
PROFITS AND GOOD JOURNALISM, BUT A BUSINESS WHERE GOOD JOURNALISM IS
THE BUSINESS
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INNOVATION
innovate or die
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INNOVATION
YOU MAY GET A COPY BY VISITING:
INNOVATION-MEDIACONSULTING.COMWAN-IFRA.ORG