barcelona2009slideshare
DESCRIPTION
Why media companies integrate operations, the problems of integration, whether audiences want integration and possible alternatives.TRANSCRIPT
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
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