wan-ifra 2009 innovation media consulting

INNOVATION

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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

INNOVATION

INNOVATION INNOVATION

INNOVATION

FROM MEDIA COMPANIES TO INFORMATION

ENGINES,

FROM READERS TO AUDIENCES,

FROM AUDIENCES TO COMMUNITIES

INNOVATION

‘BEST NEWSPAPER CONCEPT AND DESIGN IN EUROPE AND WORLD’ 2004 2006 2007 2008

INNOVATION

NEWSPAPERS AT A

STRATEGIC INFLECTION

WHERE DO WE GO FROM

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’

INNOVATION

Paper will stay. It will NEVER die,

but the Business Model and Content Proposition has

CHANGED

INNOVATION

I AM NOT WORRIED ABOUT THE FUTURE

INNOVATION

I AM WORRIED ABOUT THE PRESENT

INNOVATION

I AM NOT WORRIED ABOUT THE FUTURE OF NEWSPAPERS

INNOVATION

I AM WORRIED ABOUT THE FUTURE OF JOURNALISM

INNOVATION

WHAT WORRIES ME ISFRONT PAGES LIKE THIS ONE

INNOVATION

'He died a while ago. He remained for so long a walking human shell.'

Michael Jackson Died Twenty Years Ago

INNOVATION

INNOVATIONINNOVATION

INNOVATION

WHAT WORRIES ME IS NEWSROOMS LIKE THESE

INNOVATION

What do people want What do people want from a newspapers in from a newspapers in

the 21st Century?the 21st Century?

INNOVATION

LIPSTICK ON A PIG

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

FROM JOURNALIST TO FROM JOURNALIST TO JOURNJOURNANALYSTANALYST

INNOVATION

SHOULD NEWSPAPER BE SHOULD NEWSPAPER BE IN THE IN THE BREAKING NEWS BREAKING NEWS

BUSINESS?BUSINESS?

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

WE HAVE TO KILL THEWE HAVE TO KILL THE MULTI-SECTION MULTI-SECTION

AMERICAN NEWSPAPER AMERICAN NEWSPAPER MODELMODEL

INNOVATION

FROM 100 % FORMULAFROM 100 % FORMULATOTO

80/80/2020 – 20/ – 20/8080Innovation FormulaInnovation Formula

INNOVATION

FROM NEWSPAPERS FROM NEWSPAPERS TO NEWSTO NEWSZINESZINES

DAILY NEWS MAGAZINESDAILY NEWS MAGAZINES

INNOVATION

LESS YESTERDAY,LESS YESTERDAY, MORE TODAY & MORE TODAY &

TOMORROWTOMORROW

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

3 CASE STUDIES 1 FROM A DEVELOPING

NATION2 FROM MATURE

HIGHLY COMPETITIVE MARKETS

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)

INNOVATION

INNOVATION67

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INNOVATION69

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INNOVATION

RESULTS:Correio de Bahia y-o-y

TRIPLED

INNOVATION72

TURNAROUNDRESULTS IN 1 YEAR. CIRCULATION TRIPLED

CIRCULATION CORREIO vs COMPETITOR

INNOVATION73

TURNAROUNDRESULTS IN 1 YEAR. ADVERTISING GREW 9%

% CHANGE 2008-2009

INNOVATION

-6.000.000

-4.000.000

-2.000.000

20082009

TURNAROUNDRESULTS IN 1 YEAR. LOSSES CUT IN HALF

EARNINGS (R$)

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

INNOVATION

THE “HANDS ISSUE”

INNOVATION

RESULTS:Liberation m-o-m UP

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

INNOVATION

•“JOURNALISM CAVIAR”

•POST INTERNET NEWSPAPER

•MICRO-TABLOID

•56 FULL COLOR PAGE, STAPLED

•STORIES, STORIES, STORIES

•THE i-POD NEWSPAPER

BEST EUROPEAN NEWSPAPER 2009

INNOVATION95

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INNOVATIONINNOVATION

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

INNOVATION

INNOVATION131

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www.m.ionline.pt

INNOVATION

NEW INTEGRATED NEWSROOM

INNOVATION

INNOVATION135

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INNOVATION

RESULTS:'i' 6-month run UP 16%

INNOVATION

LAUNCH RESULTS IN 3 MONTHS. CIRCULATION HALF OF ESTABLISHED COMPETITORS

22% OF i READERS DID NOT READ NEWSPAPERS BEFORE

CIRCULATION i DN PÚBLICO

INNOVATION

• Martim Figuereido Publisher + Editor ‘i’

• Andrew Jaspan Director, Innovation

• Former Editor at The Scotsman The Observer The Age

INNOVATION

Where is the Money?Where is the Money?

INNOVATION

We need to take the word We need to take the word ““PaperPaper” ”

out of NewsPaperout of NewsPaper

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

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

Less Circulation + Revenue

CHARGE MORE

1X52,50 euros vs 50c

Starbucks Grande Latte Benchmark

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

INNOVATION

THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”

INNOVATION

THE QUESTION IS “HOW TO CHARGE?”

INNOVATION

OPEN NEED NOT MEAN FREE

INNOVATION

RUPERT MURDOCH, ALMOST 20 YEARS AGO

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

You cannot You cannot closeclose doors that are doors that are

openopen

INNOVATION

INNOVATION VALUE EQUATION

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

INNOVATION

PEOPLE WILL PAY FOR WHAT THEY

INNOVATION

BACK TO BASICS

INNOVATION

DEBATE MUST MOVE ON TO WHAT WILL MY

READERS PAY FOR?

INNOVATION

WHAT MADE US GREAT IN THE PAST

WILL MAKE US GREAT IN THE FUTURE

INNOVATION

PEOPLE WILL PAY FOR

ORIGINAL STORYTELLING

INFORMED COMMENT

ANALYTICAL OPINION

INNOVATION

PEOPLE WILL PAY FOR

THEIR PASSIONSSCHOOL REPORTINGCRIME REPORTING

MEDICAL REPORTINGMONEY REPORTING

RELATIONSHIP REPORTING

INNOVATION

NO MORE PORTALS

GO TO THEM, DON´T WAIT FOR THEM TO COME TO

INNOVATION

'If news is important, it will find me'

INNOVATION

FROM FREE TO FEE THREE MODELS FOR

CHARGING:•Meter system•Membership•FreeMium

INNOVATION

REGARDLESS OF THE MODEL YOU ADOPT,

MAKE IT A HYBRID

INNOVATION

LET’S RE-INVENT OUR NEWS

WEBSITESAND NOT JUST CHANGE, IMPROVE, REDESIGN OR

UPDATE THEM

INNOVATION

FREEMIUM NEWS MATRIX PROTOTYPE

A PROTOTYPE ON HOW TO RE-INVENT THE NEWS WEBSITE SO READERS

WILL PAY

INNOVATION

How do we get How do we get there?there?

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

INNOVATION

PAPER VERSUS ONLINE A FALSE DICHOTOMY

INNOVATION

A MONO-MEDIANEVER GENERATES

A MULTIMEDIA

INNOVATION

NEWSPAPERS & MAGAZINESRADIOS & TELEVISIONS

ARE MONO-MEDIA

INNOVATION

INTERNET IS THE ONLY MULTIMEDIA

INNOVATION

THEREFORE, ONLY FROM AN INTERNET

BASE CAN ONE BUILD A TRUE

MULTIMEDIA NEWS ORGANIZATION

INNOVATION

ON LINE

PHOTOS

GRAPHS

TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION

PRINTPRINT

INNOVATION

THE NEW ONLINE-CENTRIC NEWS ORGANIZATION

AUDIOVIDEO

GRAPHS

PHOTOS ON LINEONLINE

INNOVATION

ONLINE JOURNALISTS: FROM OUTSIDERS TO INSIDERS

INNOVATION

THE NEW “ONLINE-CENTRIC” NEWS ORGANIZATIONS

INNOVATION

NO MUSIC DISTRIBUTION COMPANY EVER THOUGHT OF THE iPOD

INNOVATION

INNOVATION’S MODEL

TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES +CONTENT AND WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND

BOARDROOM

INNOVATION

NEWSROOM INTEGRATION

NOT FROM BRANDS, MEDIA OR PLATTFORMSBUT FROM CONTENT AND

AUDIENCES

INNOVATION

SORRY BUT COOPERATIONIS NOT INTEGRATION

INNOVATION

INTEGRATION OFNEWSROOMS AND BOARDROOMS ARE

EITHER RADICAL OR IT WILL NEVER HAPPEN

INNOVATION

AUDIOVIDEO

ASSIGNMENTS

PLANNING

TEXTONLINE

MOBILE

LOGISTICS

SUPERDESK

MACROEDITORS

INFORMATIONINTAKE

CREATION

ELABORATION

PRODUCTIONOUTPUT

ONLINE

MOBILE

PASSIVE AUDIENCE

ACTIVEAUDIENCE

BREAKINGNEWS

NATIONAL

OPINION&

COMMENT

ANALYSIS

INVESTIGATIVEUNIT

LIFESTYLE

POLITICS

BUSINESS

VIDEOPOOL

AUDIOPOOL

GRAPHICPOOL

DESIGNPOOL

PHOTOPOOL

PROGRAMINGPOOL

INNOVATION

ONE DIGITAL KITCHEN

SEVERAL MEDIA RESTAURANTS

INNOVATION

Sojormedia (Portugal)Sojormedia (Portugal)

INNOVATION

What do Readers Say?

HARRIS-INNOVATION READERSHIP SURVEY

INNOVATION

• Douglas Griffen • HARRIS-INNOVATION • DIRECTOR OF ADVANCED STRATEGY LAB

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:

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

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

What will be your sources for news and information in FIVE YEARS?

United States

Great Britain

% % % % % % %

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

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)

What will be your sources for news and information in FIVE YEARS?

United States

Great Britain

% % % % % % %

Online news and information sites: via computer (A)

Online news and information sites: via computer (B)

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

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)

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

% % % % % % %

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?

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

% % % % % % %

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

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:

What causes some people NOT to want to read a newspaper on a regular basis?

United States

Great Britain

% % % % % % %

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

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

What can newspapers and their associated sites do to better represent theissues in their communities in the future?

United States

Great Britain

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

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

INNOVATION

SO INSTEAD OF

INNOVATION

INNOVATE!

INNOVATION

THE ALTERNATIVE IS NOT A BUSINESS THAT VALUES

PROFITS AND GOOD JOURNALISM, BUT A BUSINESS WHERE GOOD JOURNALISM IS

THE BUSINESS

INNOVATION

innovate or die

INNOVATION

YOU MAY GET A COPY BY VISITING:

INNOVATION-MEDIACONSULTING.COMWAN-IFRA.ORG

wan-ifra 2009 innovation media consulting

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