Download - Mediapresentatie econopolis
The New ParadigmThreats & Opportunities for media & publishers
in the digital era
Geert Wellens / Econopolis NV
Kick-off event media innovatie centrum (mic)
Monday 19 March 12
MEDIA:SOME FACTS
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NEWSPAPERS IN TROUBLE
Insane drop in incomeSome major newspapers are near bankrupt, and eager to find a new model for their income. In a cry for help,
the biggest concern is that the quality of the reporting will go down because of this. NYT reports it is cutting
Same story for magazinesA similar story is going on for the mayor magazines. Elle, Vogue, Wallpaper, they, all report the same storu
Mayor drops in advertising urges them to make smaller issues, and less in depth articles are features, due to a
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Advertising
Number of pages
Content pages
Photo pages
-48%
-25%
-24%
+23%
magazines: VOGUE FRANCE2009 vs 2011
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* PEW Research Center’s Project for Excellence in Journalism
For every $1 gained in digital
$7 are lost
in print
revenue
From print to digitalDigital gains can’t make up for print losses
$
$ $$
$$
$$
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PAID SUBSCRIPTIONSMagazine paid subscriptions drops
2008 2009 2010
1.0
0.5
0.0
-0.5
-1.0
-1.5
* 2011 State of the News Media, Audit Bureau of Circulations, FAS-FAX report for consumer magazines
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SINGLE COPIESSingle copy magazine sales keeps dropping
2008 2009 20100.0
-2.0
-4.0
-6.0
-8.0
-10.0
-12.0
* 2011 State of the News Media, Audit Bureau of Circulations, FAS-FAX report for consumer magazines
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16%
TIME SPENT on NEWS IN PRINTIn 2011 the time spent on print is 16%...
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84%
TIME SPENT on news ON LINE...while the time spent online is 84%!
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IPHONES
*Apple Reports
40 MILL.
Apple forecast to sell 143M iPhones, 68M iPads in 2013
72 MILL. 143 MILL.
2010 2011 2013
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Mobile MARKET
315 MILL.* Apple
The total amount of Apple iOs devices sold is 315 million
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300 MILL.
MOBILE MARKET
The total amount of Android devices sold is 300 million
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25 MRD.
MOBILE MARKET
Download of apps: 35 mill/day. Every day there are 1288 apps extra.
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172 mill.
SOCIAL MARKET
172 mill. visits/day on Facebook. 40 mill/day on Twitter, 20 mill/day on LinkedIn
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13MILL
APPS
* Accenture
In nov 2011 Instagram had reached 13mill. users in 13 months
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APPS
* Accenture
5 months later it reached 27million users
27MILL
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GAMing market
* Games Industry.com
67% of the Belgian population that plays games and plays an average of 5.4h/week
67%
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media consumptionMedia consumption of the Belgian population in hours/week
* Todays Gamers
Television
Internet
Radio
Games
Newspapers
Magazines
0 2,75 5,5 8,25 11
1,4
1,2
3,2
6,5
10,4
11,0
1,1
1,7
4,0
6,6
10,9
10,6
Male Female
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2012: “The pivotal moment”
(Thomas Baekdal)
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THE PIVOTAL MOMENT2012 everything will flip
2011
traditional / one way / print
social / connected / digital
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THE PIVOTAL MOMENT2012 everything will flip
2012
traditional / one way / printsocial / connected / digital
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THE PIVOTAL MOMENT2012 everything will flip
2015
traditional / one way / print
social / connected / digital
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THE INTERNET EVOLVED
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Media:weaknesses
&Threats
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we gave away our content1.$
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for free...1.free
And allowed others to take over our money makers (classifieds, ...)
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2.WE LOOKED AT THE FORM
INSTEAD OF CONTENT & usabilityMonday 19 March 12
3.the tv landscape is changing
OTT, VOD, Streaming, Apple TV, Netflix, ...
OD
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4.THE ADS are drying UP
we forgot to invent a new AD modelMonday 19 March 12
TIME SPENT VS AD SPENTShare of Average Time Spent per Day with Select Media
by US Adults vs. US Ad Spending Share, 2011
TV
* eMarketer, Dec 2011
42.5%
42.2%
Internet*25.9%
21.9%
Radio14.6%
10.9%
Mobile10.1%%
0.9%
Newspapers4.0%
15.0%
Magazines2.8%
9.7%
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5.we FORGOT TO focus
the young people? the babyboomers?
Gen’70/’80
GenY
GenZGen
Xbabyboomers
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6.we didn’t see the social coming
We underestimated the rise of social media
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7.new players came along
and we let them take our markets (News / content + classifieds)
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SO...
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THE traditional MEDIA ARE DOOMED?
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OR AREN’t They?
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The future of publishingby Dorling Kindersley Books
http://www.youtube.com/watch?v=Weq_sHxghcg
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Media:strenghts
& OPPORTUNITIES
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ON A GOOD NOTEThe Wall Street Journal started charging in online in 2003
0
0,5
1
1,5
2
1990 1995 2000 2005 2010
Wall Street JournalLA TimesNYT
Newspaper circulation in millions
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FINANCIAL TIMES
50%* Financial Times
50% of Financial Times’s revenue is coming from it’s content & The New York Times is growing strong in digital content sales
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FINANCIAL TIMES
260K* Financial Times
260.000 paying subscribers, from which 20% come through a mobile device, NYT 390.000 paying subscribers
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OPPORTUNITY 1:
digital quality CONTENT IS
key
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focus, create, enrich, don't aggregate
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When everyone is being irrelevant
YOU need to do the opposite
3%5%10%
82%
Entertaining Interesting Relevant Valuable
45%
26%
26%
3%
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invest in local content
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create a trusted brand
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Google News
YouTube
iTunes
Tumblr
User Comments
Debates
Interaction
ConversationCloud
Oninvitation
IdeasArena
AudioContent
Ask us
Print Online
Readers
Connectivity-action of The Economist
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monetizeyour story
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*
ADJUST YOUR ADvertising modelembedded & connected
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*
ADJUST YOUR ADvertising modelrethink the role of the middle men!
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DON’T FORGET THEBABY BOOM GENERATION
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OPPORTUNITY 2:It's all about connectivity
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DON’t underestimate generations X, Y, M
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OPPORTUNITY 3:
embrace new players
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BBC / APPLE / CONNECTIVITY ROOM
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conclusions
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1. Quality digital content is king(Create, don’t aggregate, create a brand,
monetize your content, and create a new ad model)
2. It’s all about connectivity
3. Embrace the other players
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We need to cooperate, put a focus on innovation, and on local content
& niche activities (depth, opinion, education)
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Design
Kunsten
Mode
Hardware
Telco
Architectuur Digitale animatie
Beelden Film
TV
Electronische games
Geluid
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We need to play the cards
of convergence:
involve gaming,
animation & other creative activities
in media, enrich written content with audiovisual
content
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We need a coherent & supportive government policy to make our
creative content valuable export products
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leading role for media in flemish economy by 2020?
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ROLEMIC
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1. New & innovative advertising models
(research & dev, sec screen)
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2. Unique Paywall Model (shared)
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3. Database Management Ad Model (know your customer)
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4. Convergence projects(gaming, animation, tv, movies)
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5. Embrace new players & new technologies
(the Googles and Facebooks of tomorrow)
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6. Projects working with new TVmodels (like AppleTv)
Make them an ally, not an enemy
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Photo & video credits:video, slide 38
The future of publishing,Dorling Kindersley Books
http://www.youtube.com/watch?v=Weq_sHxghcg
slide 52mamika.fr
slides 43, 53, 55, 57, 63, 64maximidia
slide 54istockphoto
Presentationmatuvu.nu
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