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Why Print can help create better Digital Media Martin Schwarz Okay, not that way! 1
Why Print can help create better Digital Media
Martin Schwarz
Okay, not that way!
�1
What Print means…
Distinction
Serendipity
No distractions
Surprise
ContemplationOrientation
Emphasis
Immersion
Absorption
Mobile
�2
Digital could turn into a „lean back“ medium like
Print.
Between 2011 and 2018 only time spent with digital drives media consumption. Digital could embrace some learnings from
Print.
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But changes are necessary.
�4Print has proven to stay relevant. Since 500 years.
Digital Media should Avoid The Crap Trap
In the longterm producing clickbait and viral-only storys could harm the business. �5
How clickbait is produced.6
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This Wholesome Twitter Account Compares Chris Evans to Soft, Fluffy Golden Retrievers
Guess: Mashable or Buzzfeed?�7
Virality may not be a sustainable idea for the online news industry. Virality is randomness.
Unique visitors on US news sites
US elections
Trump Bump
Trump Slump
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Print is a Brand. Digital can benefit.
�9
Long time ago.
10
Digital-only news outlets are not as trusted as brands with roots in Print or TV.
Online news Americans trust.So
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Be authentic. Don`t try to scale for scale`s sake.
There`s still a difference between readers and visitors. Sustainable business can only be built on the loyalty of the
former. Print success is built on that loyalty. �12
Major headlines in August 2015.13
Murdered refugees in a lorry are not a topic for a trade magazine. You may get clicks for a short time, but not readers.
What?
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Maintaining audience commitment will be more
important than clicks.
Readers think, that news organizations are more concerned with attracting larger audiences than reporting. 15
The downside of digital: News organizations are
overly focused on..rly focused o
34 %
66 %
…attracting large audiences
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Let John Oliver explainthe problem…
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More than 50 % of the global online ad market is dominatedby Google, Facebook and other big networks. The share of the
nameless „others“ is plummeting.
You!
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There has to be paid content or there will be no
content.
Mobile will destroy the desktop world.
This could be a great opportunity for news publishers. �18
As mobile news consumption is increasing, there`s need for less intrusive ads. (Or mobile will be an ad-free zone with more paid
and therefore more relevant content.) Sounds like Print.
Which type of ads do you most dislike (1=most disliked, 13=least disliked)
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According to Reuters Digital News Report the possibility to get news on smartphones/tablets is the main trigger, why people
pay for online news.
Mobile could help establish a paid content culture.
20
But Print and Digital may not be that different,
because…
�21
…Print readers and digital readers value similar aspects of their news source.
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SerendipityNo distractions
Surprise
Contemplation Orientation
Emphasis
Immersion
Absorption
Mobile
�23
Distinction
What Digital could mean…
Value your readers.
Thank you!
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"There still is nothing like the laid-back, Saturday morning on the couch, with the New York Times
and the Wall Street Journal newspapers on hand, coffee nearby, WNYC playing NPR on
Amazon Alexa, and iPhone6 ready to tweet outinteresting print stories, for me.“
Raju Narisetti, Columbia Journalism School,former CEO of Gizmodo
