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NEWSPAPERS, THE INTERNET & THE FUTURE Dr. John Hill
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NEWSPAPERS,
THE INTERNET
& THE FUTURE
Dr. John Hill
WHAT IS THE POSITION TODAY?
WHAT IS THE POSITION TODAY?
Newspaper circulations are falling.
WHAT IS THE POSITION TODAY?
Newspaper circulations are falling.
People are becoming richer.
WHAT IS THE POSITION TODAY?
Newspaper circulations are falling.
People are becoming richer.
They demand to have goods that fit their needs.
WHAT IS THE POSITION TODAY?
Newspaper circulations are falling.
People are becoming richer.
They demand to have goods that fit their needs.
Other manufacturers segment their markets and supply specific goods.
WHAT IS THE POSITION TODAY?
Newspaper circulations are falling.
People are becoming richer.
They demand to have goods that fit their needs.
Other manufacturers segment their markets and supply specific goods.
Newspapers cannot do this.
PARETO ANALYSIS
or the 80/20 rule
enables segments to be measured
SEGMENTING MARKETS
GEOGRAPHIC – Where is the community located?
SEGMENTING MARKETS
GEOGRAPHIC – Where is the community located?
DEMOGRAPHIC – Age and social class profiles.
SEGMENTING MARKETS
GEOGRAPHIC – Where is the community located?
DEMOGRAPHIC – Age and social class profiles.
PSYCHOGRAPHIC – How they live and spend money.
SEGMENTING MARKETS
GEOGRAPHIC – Where is the community located?
DEMOGRAPHIC – Age and social class profiles.
PSYCOGRAPHIC – How they live and spend money.
BEHAVIOURISTIC – Are they heavy or light users?
These are only broad categories. The segments can be as detailed as you wish.
Income Elasticity of Demand
25 years ago British newspapers had an index figure of Minus 0.1. This meant that they were regarded as only just inferior.
Income Elasticity of Demand
25 years ago British newspapers had an index figure of Minus 0.1. This meant that they were regarded as only just inferior.
Now these newspapers have an index of Minus 0.46. They are now much more inferior.
NEWSPAPERS AND THE INTERNET
NEWSPAPERS AND THE INTERNET
1. The Internet as a news source.
NEWSPAPERS AND THE INTERNET
1. The Internet as a news source.
2. The Internet as a competitor for advertising.
NEWSPAPERS AND THE INTERNET
1. The Internet as a news source.
2. The Internet as a competitor for advertising.
3. The Internet and irresponsible reporting.
IS THE INTERNET APPROACHING MATURITY?
IS THE INTERNET APPROACHING MATURITY?
In Britain 67% of the adult population is online.
IS THE INTERNET APPROACHING MATURITY?
In Britain 67% of the adult population is online.
Of these 85% have been online for 3 years or more.
IS THE INTERNET APPROACHING MATURITY?
In Britain 67% of the adult population is online.
Of these 85% have been online for 3 years or more.
A definite success story!
IS THE INTERNET APPROACHING MATURITY?
In Britain 67% of the adult population is online.
Of these 85% have been online for 3 years or more.
A definite success story!
But there are just as many newspapers operating as before.
WHAT IS THE INTERNET USED FOR?
In Britain 28.2 million adults use it for e-mails.
WHAT IS THE INTERNET USED FOR?
In Britain 28.2 million adults use it for e-mails.
Sourcing information is the main use of 24.3 million adults.
WHAT IS THE INTERNET USED FOR?
In Britain 28.2 million adults use it for e-mails.
Sourcing information is the main use of 24.3 million adults.
Travel plans account for 18.1 million.
WHAT IS THE INTERNET USED FOR?
In Britain 28.2 million adults use it for e-mails.
Sourcing information is the main use of 24.3 million adults.
Travel plans account for 18.1 million.
Cinema & concert listings are another 16.3 million.
WHAT IS THE INTERNET USED FOR?
In Britain 28.2 million adults use it for e-mails.
Sourcing information is the main use of 24.3 million adults.
Travel plans account for 18.1 million.
Cinema & concert listings are another 16.3 million.
UK users are online for 23 hours each week.
