New Print Products

Shaping the Future of the Newspaper ProjectWorld Association of Newspapers

"There isn’t a CEO who can tell you what their business will look like in 10 years."

Carolyn McCall, Chief Executive, Guardian Media Group, United Kingdom, speaking at the World Digital Publishing Conference, London, England, 26

October 2006

“You get going very quickly and you end up in the wrong place”

Marshall McLuhan, media theorist and prophet of the electronic age

Today’s agenda

Trends in print and new print products

Case studies -- more magazine-like newspapers

Update on compact newspapers

The development process

WAN and Shaping the Future of the Newspaper

Some facts about newspapers in print

-A US$180 billion industry globally.

-More than 550 million people worldwide buy a newspaper every day.

-At least 1.6 billion readers a day.

-Global newspaper circulation sales (paid-for titles) up 2.3% in 2006 (up 9.48% over the past 5 years).

- More than 11,200 titles worldwide.

-World's second largest advertising medium (29.8%), exceeding the combined spend of radio, outdoor, cinema, magazines and the internet. Combined with magazines, print is the world's largest advertising medium with a 42 percent share.

-More than US$6 billion dollars invested in newspaper technology in the past 18 months.

- Nearly two million employees worldwide.

World paid daily newspaper titles

9 524

10 441 10 482

10 832

11 207

8 500

9 000

9 500

10 000

10 500

11 000

11 500

2002 2003 2004 2005 2006

Up 3.46%

Up 17.67%

Titles paid & free

Daily titles increased 2005/06 + 4.33%

Over the five year period 2002- 2006 daily titles increased

by 19.63%

-1,00%-0,50%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%

Dailies 9,74% 0,67% 3,79% 4,33%

2002/03 2003/04 2004/05 2005/06

World paid daily newspaper titles - By region

0

1000

2000

3000

4000

5000

6000

2002 2003 2004 2005 2006

1 year

Asia +6.96%

S. America -0.10%

N. America 0.67%

Africa +1.2.%

Europe +1.31%

Australasia +1.14%

Titles paid & free

World paid & free daily titles

1 year up 4.33%

5 year up 19.63%

Significant growth in new newspaper titles but NO new broadsheet launches - compact is already the new newspaper

Growth in magazines and supplements

Growth in “niche” audience publications - age, ethnicity, gender

Compact and “lite” newspapers with one-topic covers

Is the daily magazine the future?

Daily magazine/newspaper hybrid launched in Austria

Is the daily magazine the future?

Is the daily magazine the future?

3 Basic sections of ÖSTERREICH

National Regional Magazinecoldset coldse

theatset

Audience aggregation strategies

Newspapers worldwide are adding new titles to their portfolios for two

major reasons:

-To grow market share by adding new audiences that have either fallen

away from newspaper reading or have never been newspaper readers

-To respond to a new market challenger that is threatening to take

away market share for advertising and circualtion

Audience aggregation strategies

Audience aggregation strategies

Audience aggregation strategies

Targeting a young audienceHere are some of the things that are essential for a newspaper for young people to work:

- The content has to be serious -- not "news for kids." The market for non-serious information is saturated, and nobody wants to be treated like a child.

- Tackle the big issues -- climate change, population growth, the death penalty -- because readers are not tired of them. Young people have a long future and the world matters to them.

- Make clear choices and do not fear missing something. The job of editors is to select what is worth knowing, apart from everything that is already heard on radio, TV and the web.

- Presentation is as important as content. Be clear, communicate, make it fun.

“Lite” versions of newspapers

Common characteristics of “Lite” newspapers:

-Use of existing editorial resources. Between 50 and 70 percent of the established paper’s content

is used

-Smaller editorial team than its big sister paper

-Targeted at a different, usually younger audience

-Less expensive than the core newspaper

Inquirer Compact - The Philippines

Publisher: Philippines Daily Inquirer

Launched: November 2005

Format: Tabloid

Frequency: Daily

Target: Younger audience

Distribution: 50,000 copies in 35 Philippine cities

Cover price: about 18 cents

“Lite” versions of newspapers

Welt Kompakt - Germany

Publisher: Axel Springer

Launched: 2004

Format: Tabloid

Frequency: Daily

Target: Younger audience

Cover price: 50 Euro cents

Number of pages: 32

“Lite” versions of newspapers

Hindustan Times NEXT - India

Publisher: Hindustan Times

Launched: 2004

Frequency: Daily

Target: Younger audience

Cover price: 1.5 rupees

Number of pages: 14 to 16

“Lite” versions of newspapers

Newspapers for other demographic targets

Steps for building immigrant-targeted newspapers:

-Recruit a team that is part of the community and that really understand the audience

-Understand what the readers really want and what are their values

-Produce a newspaper that looks as good as those available on the local market

-Use alternative distribution channels to reach the audience in their specific residential areas

-Help advertisers understand and reach the audience

Hoy - United States

Publisher: Tribune Company

Launched: 2004 (Los Angeles) 2003 (Chicago) 1998 (New York)

Circulation: 80,000 (Los Angeles) (40,000) Chicago

Language: Spanish

Number of pages: 40-page tabloid

Newspapers for other demographic targets

The Daily Sun - South Africa

Publisher: Media 24

Circulation: Half a million

Target audience: Working-class males

Price: 1.50 rand

Format: Tabloid

Type: Downmarket, modeled after British daily Sun

Launched: 2002

Newspapers for other demographic targets

The compact newspaper

The compact newspapermpact newspaper

The seven steps of highly successful compacts:

-Combine your content

-Create a faster navigational system

-Create a series of story structures that emphasise ‘creation of compact units’ within stories

-Create strategies to give columns of briefs a protagonist role in your newspaper

-Emphasise photographer and use of small ‘digital-size’ photos to tell stories

- Develop new content strategies that have direct appeal to younger readers

- Increase the number of items per page

The new product development process

The process requires:

-Deciding the type of publication and its targeted audience

-Researching the target audience, and its media habits and timing preferences

-Identifying business models - cover price vs advertising?

-Deciding the mission statement, positioning in the market, editorial mix and editorial voice

-Developing a business plan

- Developing prototypes of the product and testing them

-Selling advertising, organising distribution logistics

-Launching the title

The new product development process

-Timing and competition

-Knowledge

-Development of the new newspaper concept

- Strategic positioning

2nd World Digital Publishing Conference & Expo/10 th World Editor & Marketeer Conference and Expo -- 17-19 October, 2007, Amsterdam, The Netherlands Scenario Planning for the Newspaper Indu stry -- 19-20 November, 2007, Vienna, Austria World Newspaper Advertising Conference & Expo -- 21-22 February, 2008, Dublin, Ireland 61st World Newspaper Congr ess, 15th World Editors Forum, I nfo Services Expo 2008 -- 1-4 J une, 2008, Göteborg, Sweden 8th World Young Reader Conference -- 27-30 September, 2 009, Prague, Czech Republic www.wan -press.org

New concepts - sources of information

New concepts - sources of information

• Ultimately portable

• Extremely convenient as to time and place

• Engenders loyalty to title

• Widely accessible worldwide

• Easily disposable and/ or ‘Cut Out ‘n Keep’

• Very content rich

• Non-perishable

• Review-able

• Cheap to consume

Newspapers: the ultimate browser

Martha StoneDirector

Shaping the Future of the Newspaper projectmstone@wan.asso.fr

www.wan-press.org