Post on 26-May-2015
transcript
www.inma.org Check out “Mobile and Tablets” blog
INMA: Members § 5,000 executives
§ 80 countries
§ 400 top news media companies worldwide
§ Strong in elite, market-‐leading
companies
§ Key channels of members: audience, advertising, strategy, marketing, digital
Issues covered in the INMA report Exponential times of abundance we live in Where print Lits in multi-‐media plans Revenue opportunities to add to print ads Key issues in print + digital ecology Transformational “mobile moment” News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
Digital will change universe by 2017 Mobile dominant: powerful, cheap devices Ubiquitous WiFi, connectivity Tech drives down distribution costs. Better access High-‐def screens everywhere, interact with mobile News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
I E
Olympics showed multi screen usage across day parts Olympics: Multi screen usage across day
NRS PADD (Dec 2012) Telegraph No:1 daily quality news brand (for the 3rd consec. qtr: 1.9m daily readers) 1.6m = Guardian, 1.3m = Times, 660k = Indy i.e. 1.4m print readers and 552k digital readers
Telegraph’s print+ digital transition
Holding hands
Many platforms to market. Diff assets
iPad Beautiful experience Curated info Second screen Personal enjoyment
Mobile app/site News in pocket Skimmable info Get it anywhere Fillers for your day
Web site Easy access InLinite info Get it quick Share with friends
Newspaper Home delivery Print packaging Shut out world Status symbol
Where will publishers prioritise in 2013? Trading desks
Content marketing
Portfolio extensions Private Equity deals (Times of India)
Sponsored content
Subscription bundles
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
Growth & ‘joining up’
Digital Pack Mobile Apps Print Pack
Additional content added throughout 2012/13 to keep product fresh and re-‐marketable
Where will publishers prioritise in 2013?
Trading desks
Content marketing
Portfolio extensions
Sponsored content
Subscription bundles
Transactional e-‐commerce
Video Second-‐wave mobile
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
Mobile about to explode worldwide Rapidly closing gap between:
86% of world with mobile device 33% of world with Internet-‐connected mobile device
3 billion to connect to Internet via mobile by 2020
Most publishers: 50% of digital content consumed via mobile by 2015
Mobile + social = rapid engagement
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
Telegraph: average age of users: 46
>> Smartphone: 35 >> Computer Internet: 44 >> iPad: 50 >> Print newspaper: 61/57 (Daily/Sunday)
Tablets = older Smartphones = younger
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
The Winners! “The print products best placed to capture marketing spend, will either have scale, a Nirm grip on wealthy audiences , or be in a strong niche position. High end titles with good knowledge of their audience base will be particularly well placed”. Print Media Advertising Update Enders Analysis January 2013
SMARTPHONE Breaking news, u.lity or fun
TABLET Highly curated, once-‐a-‐day, aimed at .me-‐poor, younger demographic
WEB Search-‐driven; archive and mul.-‐media
Luxurious, complete, older demographic (weekday), lifestyle (weekend)
NEWSPAPER
Telegraph Family
Conclusions There is a road map to true multi-‐media Newmedia is about Yilling gap of print advertising with new (increasingly mobile) revenue opportunities Focus relentlessly on core competencies, adjacencies. relevance! Next step in transition for 2013 is print + digital ecology Mobile biggest audience opportunity over the next few years, and video will be the biggest new revenue opp!
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
Mark Challinor Director of Mobile Platforms Telegraph Media Group
Thank you mark.challinor@telegraph.co.uk
Twitter: @challinor
Video by PHD