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The Future of Media Groups:Brand

(part 3 of 4)

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Research Marketing Plays Key Role in the Transformation

How do families consume content now? (in detail)

How do consumers use our media?

How do consumers use competing sources of news?

How do consumers communicate among them?

Which topics do they consume?

What is the power of our brands in each market?

Which content/format/time…was able to engage our readers lately?

Etcetera…

Thoroughly prepared questionnaires, broad samples...

(Technology will come handy, but only when basic answers are there)

(“our internal opinions matter very little here”, a corporate leader)

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1. Research changes affecting your market. Adopt some:

Google & Facebook usage (we need a very precise understanding of their possibilities), Tweeter, social media, open source soft, open architecture, advanced analytics (user behavior and prediction), cloud computing, local bloggers, advertising networks, augmented reality, location services, mobility, targeting, self service advertising, open spaces at work…

2. Research changes affecting your customers:

• Their habits in connecting and mingling in bars, parties, happenings… (Connect) • Their practices regarding live music, events, live reviews …(Live)• Transparency, practical ecology… (Better citizenship)• All-mobile, alerting, mapping, answers on the go… (Content mobility)• Mixed ethnicity; desire to see the new & to be surprised… (Newness)• Ageing, dieting, fitness, small families… (Life styles)• Mobility in career, housing, tourism… (Personal mobility)

Don’t fight changes. Adopt them (don’t fight the world, go with it)

Research Marketing Plays Key Role in the Transformation

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Comments on Brand

Extend the Reach & Visibility of your Brand:Be Obsessive About Distribution

Create widgets, appsRepurpose, repackage

AssociateAccept external content

Use Social MediaLink, be linked

RSS feedsEmail services

Use all windows, all screens to be seen

Open up and penetrate networks,

local sites, social sites… visited by your potential customers.

Think of them as your network

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S.E.O. skills are a must for journalists, marketersStructure products, pages for Google

Track number of links. Set goals.Increase entry points. Set goals

.

Extend the Reach & Visibility of your Brand:Be Obsessive About Search Engine Optimization

Be visible, be there. If your

product is good some

users will stay

For a More Solid Brand, Push Users Up the Forrester Ladder

Higher engagement& loyalty

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The Future of Media Groups:Some Notes on Portfolio

(part 3of 4)

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Simplified Portfolio of Some Newspapers:

Portfolio of Some Papers

Profitability

Potential

Market Penetration

The “big ball’s” losses in revenues and audience cannot be offset by a News Portal

Newspaper

News portal

Portfolio: The Future will Look More Like This

AUDIENCE EVOLUTION AUDIENCE SOLUTION

…etc

Newspaper consumer leaves for

CORE: maintain

consumers (increase if

possible)

SolutionA

+ Project A

Solution D

+ Project D

BY MAINTAINING MASS MEDIA POSITIONING: More relevant to community More relevant to advertisers

PROBLEMS OPPORTUNITIES

Existing consumers

New Consumers

+ Project B

Solution B

+ Project C Solution C

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Local Leader Could Perform Many Tasks (Portfolio)

Tell melatest

local news

What canI do

today

I want tobuy ahouse

I want tocontactothers

I needlocal Info

I want toshare

opinion

I want tobuy a car

I need a dentist…

Give me coupons, discounts

I need to buy

locally

I want a job

…etcTHE LocalConnector

“Provide me with any services or information needed to live/work here”“In any platform/technology, when and how I want”

Obviously, to maintain local core strengths:

But What is the Role of News in this Strategy?

“a good large staff of news/info gatherers with excellent knowledge of the community along with commercial clout and good brand image”

FUNCTIONAUDIENCE

Traffic Generator

Segmented Traffic

Transaction

Other

Projects

News

PROJECT

…and to facilitate access to new avenues of income:

News portals as embryo creators of possible projects

Morgan Stanley

Mobile Users > Desktop, in 5 Years

Morgan Stanley

Mobile Internet Growing Faster than Desktop Internet Did

Whatever You Do, Think Mobile

Do we chart our monthly SMS?Can users get news, classifieds…?Have we a process for alerts from users?…etc.

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We All Know it, But Let Me Insist: Video is Core for News

Video and Mobile and also “Mobile Video”……Have to Be Part of Our Diet