News Media: Outlook 2013

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


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


Telegraph: average age of users: 46

>> Smartphone: 35 >> Computer Internet: 44 >> iPad: 50 >> Print newspaper: 61/57 (Daily/Sunday)

Tablets = older Smartphones = younger


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!


Mark Challinor Director of Mobile Platforms Telegraph Media Group

Thank you [email protected]

Twitter: @challinor

Video by PHD

Business

News Media: Outlook 2013