barcelona2009slideshare

10 in Comunicació - Barcelona - May 27, 2009

Cross mediareligion or business model?

Piet Bakker

Hogeschool Utrecht

University of Amsterdam

10 in Comunicació - Barcelona - May 27, 2009

Outline

1. Why & how of convergence

2. Problems & chalenges

3. Off line & online audiences

4. Alternative approaches

10 in Comunicació - Barcelona - May 27, 2009

1. The business of cross media

Digital challenge– serving existing audiences better

Losing off line footprint– finding new (younger) audiences

Costs savings– printing, distribution, digitalization, UGC

10 in Comunicació - Barcelona - May 27, 2009

Digital platforms, integrated newsrooms by multi-skilled professionals

10 in Comunicació - Barcelona - May 27, 2009

Integrated newsroom

Full integration: transferring the off line business model to integrated business model

10 in Comunicació - Barcelona - May 27, 2009

ConvergenceCross mediaConvergenceCross media

10 in Comunicació - Barcelona - May 27, 2009

Cases I: Spain

Vocento & Prensa Ibérica– print, radio, television and online

– multimedia newsrooms

– cross promotion

– online breaking news

– exclusive online content

10 in Comunicació - Barcelona - May 27, 2009

2. Rethinking integration

• Revenues

• Costs

• Organization

• Staff qualifications

€€

10 in Comunicació - Barcelona - May 27, 2009

Off line revenue

Online usage

time

Cut costsRaise pricesUnbundle

Cut costsRaise pricesUnbundle

Raising CPMNon-ad revenuesOnline payment modelsRegistrationSubscription (eReaders)

Raising CPMNon-ad revenuesOnline payment modelsRegistrationSubscription (eReaders)

€

10 in Comunicació - Barcelona - May 27, 2009

Cases II

Denmark: DR– 2006: “all media under one roof”– “the myth of cost reduction synergy”– UGC requires design and motivation– Organizational resistance

Netherlands: NOS– 2006: integration all radio, TV & web news– Slower decision making, more coordination– TV dominates– Higher workload, less quality

10 in Comunicació - Barcelona - May 27, 2009

Staff qualifications

User-generated contentCommentsBlogsRSSTwitterVideoSlideshowsMapsCommunities

10 in Comunicació - Barcelona - May 27, 2009

OrganizationOrganization

Business modelBusiness model

JournalismJournalism

24/7 deadlinesCoordinationHierarchyTechnical issuesSales & marketing

24/7 deadlinesCoordinationHierarchyTechnical issuesSales & marketing

Deadlines‘ownership’Quality CompetitionUGCEthics Qualifications

Deadlines‘ownership’Quality CompetitionUGCEthics Qualifications

Low ratesFree accessModerationVisitors

Low ratesFree accessModerationVisitors

10 in Comunicació - Barcelona - May 27, 2009

Off line

Online Both

Multi-media users?

3. The audience

10 in Comunicació - Barcelona - May 27, 2009

Online / off line (April 2008 - March 2009)

Off line (daily) readers

Online (monthly) visitors

20 Minutos 2.700.000 810.000

Marca 2.700.000 2.700.000

El Paìs 2.200.000 2.400.000

10 in Comunicació - Barcelona - May 27, 2009

Different online/off line experience

10 in Comunicació - Barcelona - May 27, 2009

4. Alternative approaches

• Online only• Separate / stand alone models• Lowering average costs• Rethinking all online / online first strategies• Legal issues: attribution & plagiarism• Partnerships, outsourcing• Non-digital expansion

10 in Comunicació - Barcelona - May 27, 2009

Divergence

10 in Comunicació - Barcelona - May 27, 2009

Cases III

The Netherlands– de Volkskrant: high integration– Het Parool: lower integration

Austria– Österreich: divergence, online first teasers, low

multi-skilling– Der Standard: autonomous units, no integration, off

line first, internal billing

Schibsted: 20 Minutos (Spain) / Minutes (France)– Separate business units since 2008

10 in Comunicació - Barcelona - May 27, 2009

Moltes gràcies

www.newspaperinnovation.com

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mail: piet.bakker@uva.nl