WAN-IFRA 2009 INNOVATION MEDIA CONSULTING

INNOVATION

INNOVATION

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INNOVATION

1.1. 1.1.What do people What do people want from a want from a newspaper in the newspaper in the 21st Century?21st Century?2.2. Where is the Where is the money?money?3.3. How do we get How do we get there?there? INNOVATION

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FROM MEDIA COMPANIES TO INFORMATION

ENGINES,

FROM READERS TO AUDIENCES,

FROM AUDIENCES TO COMMUNITIES

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‘BEST NEWSPAPER CONCEPT AND DESIGN IN EUROPE AND WORLD’ 2004 2006 2007 2008

2009

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NEWSPAPERS AT A

STRATEGIC INFLECTION

POINT

WHERE DO WE GO FROM

HERE?

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1. Exit

2. Sold or Be Taken Over

3. Cut, cut, cut until the Cash Cow bleeds to death

4. Re-Invent the Business by focusing on ‘profit

audiences’

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Paper will stay. It will NEVER die,

but the Business Model and Content Proposition has

CHANGED

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I AM NOT WORRIED ABOUT THE FUTURE

1

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I AM WORRIED ABOUT THE PRESENT

2

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I AM NOT WORRIED ABOUT THE FUTURE OF NEWSPAPERS

3

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I AM WORRIED ABOUT THE FUTURE OF JOURNALISM

4

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WHAT WORRIES ME ISFRONT PAGES LIKE THIS ONE

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'He died a while ago. He remained for so long a walking human shell.'

Michael Jackson Died Twenty Years Ago

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WHAT WORRIES ME IS NEWSROOMS LIKE THESE

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What do people want What do people want from a newspapers in from a newspapers in

the 21st Century?the 21st Century?

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LIPSTICK ON A PIG

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IN AN AGE OF SCRAPPY IN AN AGE OF SCRAPPY MESSAGES AND MESSAGES AND INFORMATION INFORMATION

SATURATION – THEY SATURATION – THEY WANT EDITORIAL WANT EDITORIAL

CRITERIACRITERIA

IT’S ABOUTIT’S ABOUT EDITORSEDITORS

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FROM JOURNALIST TO FROM JOURNALIST TO JOURNJOURNANALYSTANALYST

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SHOULD NEWSPAPER BE SHOULD NEWSPAPER BE IN THE IN THE BREAKING NEWS BREAKING NEWS

BUSINESS?BUSINESS?

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NO MORE NO MORE PAPER OF PAPER OF RECORD RECORD OF DAY BEFORE OF DAY BEFORE OR 'ALL NEWS THAT'S FIT OR 'ALL NEWS THAT'S FIT

TO PRINT'TO PRINT'

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WE HAVE TO KILL THEWE HAVE TO KILL THE MULTI-SECTION MULTI-SECTION

AMERICAN NEWSPAPER AMERICAN NEWSPAPER MODELMODEL

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FROM 100 % FORMULAFROM 100 % FORMULATOTO

80/80/2020 – 20/ – 20/8080Innovation FormulaInnovation Formula

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FROM NEWSPAPERS FROM NEWSPAPERS TO NEWSTO NEWSZINESZINES

DAILY NEWS MAGAZINESDAILY NEWS MAGAZINES

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LESS YESTERDAY,LESS YESTERDAY, MORE TODAY & MORE TODAY &

TOMORROWTOMORROW

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THE BIGGEST CHALLENGE TO OUR INDUSTRY IS CREATING

THE NEW NARRATIVES OF THE DIGITAL WORLD

COMPELLING NEW GRAMMARS AND

UNIQUE JOURNALISM ALWAYS SELLS

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3 CASE STUDIES 1 FROM A DEVELOPING

NATION2 FROM MATURE

HIGHLY COMPETITIVE MARKETS

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CORREIO*

•FOCUS ON WHAT ABC1 AUDIENCES NEED

•BERLINER, 32 PAGES, FULL COLOUR, ACCORDION

•4 SECTIONS:

• 24 HORAS (QUICK READ)

• MAIS (IN DEPTH REPORTS)

• VIDA (LIFESTYLE)

• ESPORTE (SPORTS)

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RESULTS:Correio de Bahia y-o-y

TRIPLED

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TURNAROUNDRESULTS IN 1 YEAR. CIRCULATION TRIPLED

CIRCULATION CORREIO vs COMPETITOR

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TURNAROUNDRESULTS IN 1 YEAR. ADVERTISING GREW 9%

% CHANGE 2008-2009

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-6.000.000

-4.000.000

-2.000.000

0

2007

20082009

TURNAROUNDRESULTS IN 1 YEAR. LOSSES CUT IN HALF

EARNINGS (R$)

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LIBERATION

•RELAUNCHED SEPTEMBER 2009

•GRAPHIC REDESIGN THAT LEAD TO CONTENT CHANGES

•LAUNCHED A PAID PREVIEW PDF VERSION ON WEB

•WORKING CURRENTLY ON NEW NEWSROOM WORKFLOW

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THE “HANDS ISSUE”

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BBC


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RESULTS:Liberation m-o-m UP

12%

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TURNAROUNDRESULTS IN 3 MONTHS

•CIRCULATION UP OVER 12% (INITIAL OBJECTIVE: 5% INCREASE)

•DESPITE FINANCIAL CRISIS EXPECT BREAK-EVEN IN 2010, FROM A 7 MILLION € LOSS IN 2007

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i

•“JOURNALISM CAVIAR”

•POST INTERNET NEWSPAPER

•MICRO-TABLOID

•56 FULL COLOR PAGE, STAPLED

•STORIES, STORIES, STORIES

•THE i-POD NEWSPAPER

BEST EUROPEAN NEWSPAPER 2009

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NEW GOVERNMENT PROGRAMMEANNOUNCED AT 7 PM

A 9-PAGE COVER STORY DONE ON DEADLINE BY 7

JOURANALYSTS

WITH THE HARD NEWS AND FACTS

THE OPINION OF THE EXPERTS

ALL THE NUMBERS AND CHARTS

GRAPHICALY RATED (LEFT TO RIGHT)

AND EXPLAINING HOW THIS WILL AFFECT YOU

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www.m.ionline.pt

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NEW INTEGRATED NEWSROOM

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57


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RESULTS:'i' 6-month run UP 16%

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LAUNCH RESULTS IN 3 MONTHS. CIRCULATION HALF OF ESTABLISHED COMPETITORS

22% OF i READERS DID NOT READ NEWSPAPERS BEFORE

CIRCULATION i DN PÚBLICO

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• Martim Figuereido Publisher + Editor ‘i’

• Andrew Jaspan Director, Innovation

• Former Editor at The Scotsman The Observer The Age

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Where is the Money?Where is the Money?

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We need to take the word We need to take the word ““PaperPaper” ”

out of NewsPaperout of NewsPaper

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Frequency Will ChangeFrequency Will Change

Saturday is the new SundaySaturday is the new Sunday

The money is from Thursday to The money is from Thursday to SundaySunday

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Paper as PREMIUMPaper as PREMIUMOnline and Mobile as Online and Mobile as

MASS MEDIUMMASS MEDIUM

Haute Couture vs Pret a Haute Couture vs Pret a PorterPorter

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Less Circulation + Revenue

CHARGE MORE

1X52,50 euros vs 50c

Starbucks Grande Latte Benchmark

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LET’S BE HONEST:OUR NEWS WEBSITES DO NOT

WORK.DESIGNED WITH A PRINT

MINDSET.THEY DO NOT MAKE MONEY.

READERS ARE FICKLE AND ALL OF US DO THE

SAMEINNOVATION

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THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”

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THE QUESTION IS “HOW TO CHARGE?”

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OPEN NEED NOT MEAN FREE

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RUPERT MURDOCH, ALMOST 20 YEARS AGO

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We agree that the We agree that the biggest biggest blunderblunder the Newspaper has the Newspaper has made in the past 50 years made in the past 50 years was to was to give it all for free give it all for free

online; online; butbut……

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You cannot You cannot closeclose doors that are doors that are

openopen

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INNOVATION VALUE EQUATION

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WHO, WHAT, WHERE, WHO, WHAT, WHERE, WHEN – COMMODITY – WHEN – COMMODITY –

FREEFREE------------------------------

HOW, WHY AND HOW, WHY AND WHAT’S NEXT – WHAT’S NEXT – PREMIUM - PREMIUM - PAIDPAID

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PEOPLE WILL PAY FOR WHAT THEY

VALUE

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BACK TO BASICS

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DEBATE MUST MOVE ON TO WHAT WILL MY

READERS PAY FOR?

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WHAT MADE US GREAT IN THE PAST

WILL MAKE US GREAT IN THE FUTURE

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PEOPLE WILL PAY FOR

ORIGINAL STORYTELLING

INFORMED COMMENT

ANALYTICAL OPINION

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PEOPLE WILL PAY FOR

THEIR PASSIONSSCHOOL REPORTINGCRIME REPORTING

MEDICAL REPORTINGMONEY REPORTING

RELATIONSHIP REPORTING

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NO MORE PORTALS

GO TO THEM, DON´T WAIT FOR THEM TO COME TO

YOU

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'If news is important, it will find me'

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FROM FREE TO FEE THREE MODELS FOR

CHARGING:•Meter system•Membership•FreeMium

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REGARDLESS OF THE MODEL YOU ADOPT,

MAKE IT A HYBRID

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LET’S RE-INVENT OUR NEWS

WEBSITESAND NOT JUST CHANGE, IMPROVE, REDESIGN OR

UPDATE THEM

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FREEMIUM NEWS MATRIX PROTOTYPE

A PROTOTYPE ON HOW TO RE-INVENT THE NEWS WEBSITE SO READERS

WILL PAY

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How do we get How do we get there?there?

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5 PENDING REVOLUTIONS IN NEWSPAPER COMPANIES

1. RE-invent content2. RE-organise newsrooms & management 3. RE-design formats4. RE-discover revenue streams online 5. RE-think advertising and distribution models

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PAPER VERSUS ONLINE A FALSE DICHOTOMY

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A MONO-MEDIANEVER GENERATES

A MULTIMEDIA

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NEWSPAPERS & MAGAZINESRADIOS & TELEVISIONS

ARE MONO-MEDIA

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INTERNET IS THE ONLY MULTIMEDIA

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THEREFORE, ONLY FROM AN INTERNET

BASE CAN ONE BUILD A TRUE

MULTIMEDIA NEWS ORGANIZATION

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ON LINE

PHOTOS

TEXTS

GRAPHS

TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION

PRINTPRINT

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THE NEW ONLINE-CENTRIC NEWS ORGANIZATION

AUDIOVIDEO

GRAPHS

TEXTS

PHOTOS ON LINEONLINE

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ONLINE JOURNALISTS: FROM OUTSIDERS TO INSIDERS

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THE NEW “ONLINE-CENTRIC” NEWS ORGANIZATIONS

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BBC

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BBC

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NO MUSIC DISTRIBUTION COMPANY EVER THOUGHT OF THE iPOD

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INNOVATION’S MODEL

TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES +CONTENT AND WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND

BOARDROOM

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NEWSROOM INTEGRATION

NOT FROM BRANDS, MEDIA OR PLATTFORMSBUT FROM CONTENT AND

AUDIENCES

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SORRY BUT COOPERATIONIS NOT INTEGRATION

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INTEGRATION OFNEWSROOMS AND BOARDROOMS ARE

EITHER RADICAL OR IT WILL NEVER HAPPEN

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AUDIOVIDEO

ASSIGNMENTS

PLANNING

TEXTONLINE

MOBILE

LOGISTICS

SUPERDESK

MACROEDITORS

INFO

GR

AFIA

WIR

ES

BLO

GS

-ON

LIN

E

CO

MM

EN

TS

PR

-SO

UR

CES

REP

OR

TER

S

INFORMATIONINTAKE

CREATION

ON

LIN

E

MO

BIL

E

TEX

T

AU

DIO

/VID

EO

ELABORATION

PRODUCTIONOUTPUT

PRINT

ONLINE

MOBILE

PASSIVE AUDIENCE

ACTIVEAUDIENCE

PH

OTO

INFO

GR

AP

HIC

S

BREAKINGNEWS

WORLD

NATIONAL

OPINION&

COMMENT

ANALYSIS

INVESTIGATIVEUNIT

ARTS

LIFESTYLE

POLITICS

BUSINESS

SPORT

VIDEOPOOL

AUDIOPOOL

GRAPHICPOOL

DESIGNPOOL

PHOTOPOOL

PROGRAMINGPOOL

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ONE DIGITAL KITCHEN

SEVERAL MEDIA RESTAURANTS

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Sojormedia (Portugal)Sojormedia (Portugal)

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What do Readers Say?

HARRIS-INNOVATION READERSHIP SURVEY

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• Douglas Griffen • HARRIS-INNOVATION • DIRECTOR OF ADVANCED STRATEGY LAB

195

2009 Harris Poll on Newspaper Readership for INNOVATION Media

8,081 adults

US: 2,848 responses (aged 21 and older)

Great Britain: 1,071 responses (aged 16 and older)

Spain: 1,007 responses (aged 16 and older)

Germany: 1,107 responses (aged 16 and older)

France: 1,021 responses (aged 16 and older)

Italy: 1,027 responses (aged 18 and older)

Significant demographic breakdown available

A special Harris Poll on Newspaper Readership was conducted in January2009 for INNOVATION MEDIA and the 2009 WAN Conference:

196


Sources of news and information TODAY as well as your sources of news and information in FIVE YEARS

Assessing the CREDIBILITY of newspapers today

The most important ROLES for newspapers/sites today

Why people NOT READING on a regular basis

What newspapers/sites can do IN THE FUTURE

A series of key questions about news and information sources, trends And the changing role of newspaper readership were posed:

A summary of the Harris Poll tables will be provided at end of session

197


What are your sources for news and information today?

United States

Great Britain

France Italy Spain Germany Europe

% % % % % % %

TV Network News 26/25 32/36 30/29 30/30 31/22 26/28 30/29

Online news and information 22/18 18/14 17/17 21/22 17/18 18/16 18/17

Cable network news 14/14 2/2 2/9 7/5 3/7 9/7 5/6

Radio 10/12 17/16 21/20 11/11 14/16 1618 16/16

Major Daily Newspapers 10/12 6/6 9/7 7/6 11/13 12/13 9/10

Local community newspapers 7/8 5/6 5/3 6/7 3/3 5/4 5/5

National Daily Newspapers 4/3 11/11 6/6 10/8 12/12 5/5 9/9

Magazines 4/4 4/3 7/5 5/5 4/4 5/5 5/4

School & work newsletters 1/1 1/1 2/1 1/1 2/1 1/1 1/1

Table note: 2009 poll/2007 poll

198


What will be your sources for news and information in FIVE YEARS?

United States

Great Britain


% % % % % % %

TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30

Online news and information 33/22 27/18 25/17 30/21 27/17 25/18 26/18


Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16

Major Daily Newspapers 7/10 5/6 7/9 6/7 9/11 11/12 7/9

Local Community Newspapers 5/7 4/5 4/5 5/6 3/3 5/5 4/5

National Daily Newspapers 3/4 9/11 6/6 9/10 10/12 5/5 8/9

Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4

School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1

Table note: source five years from now/source today (2009)

199


What will be your sources for news and information in FIVE YEARS?

United States

Great Britain


% % % % % % %

Online news and information sites: via computer (A)

26/19

Online news and information sites: via computer (B)

7/3

Combined Online (A+B) 33/22 27/18 25/17 30/21 27/17 25/18 26/18

TV Network News 23/26 29/32 27/30 24/30 25/31 25/26 26/30

National/Daily/Local Newspapers

14/21 17/22 17/19 20/23 21/26 20/22 19/22

Radio 9/14 14/17 18/21 9/11 13/14 14/16 14/16


Magazines 3/4 4/3 7/6 5/4 4/3 5/4 5/4

School and work newsletters 1/1 1/1 2/2 1/1 2/2 1/1 1/1

Table note: source five years from now/source today (2009)

200


How would you assess the credibility of newspapers today (those that you arefamiliar with) on an index of 0 to 100 (no credibility to complete credibility):

United States

Great Britain


% % % % % % %

Mean Credibility 59/57 48/50 64/58 48/52 57/59 66/67 57/58

…so the question is: are we still relevant, and why aren’t you reading?


201


Indicate how important, in your life and community, each of the followingroles are for a newspaper and its associated online news sites (2009/2007):

TOPLINE:Very Important/Somewhat Important

United States

Great Britain


% % % % % % %

Provide news and information about events in your local region and community

90/88 88/79 95/85 90/93 93/83 90/84 91/85

Provide news and information about events in your country

90/87 89/84 97/95 93/95 93/92 92/90 93/91

Provide news and information about events in the world

89/86 89/84 96/92 93/94 94/90 91/87 92/92

Hold public officials accountable for what they do

89/84 85/82 92/81 83/79 89/74 87/80 87/79

Report the news as quickly as possible 86/84 88/82 93/83 90/82 93/92 89/79 91/83

Provide news and information you can use in your daily life

87/83 87/80 92/77 88/81 94/87 90/82 90/81

Provide news and information that’s interesting to know

83/81 88/79 92/87 88/89 94/91 90/80 91/85

Provide news and information you need to decide how to vote

83/79 78/61 72/69 76/60 78/63 81/72 78/65

Point out problems that need to be solved 83/79 85/80 94/84 91/91 93/92 88/83 90/86

Protect the public from abuses of power 84/78 85/82 92/83 89/85 90/90 89/83 89/85

Help society to solve its problems 60/56 73/61 82/69 85/71 91/86 80/66 82/70

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We are increasingly affected by national and world events, newspapers have an opportunity to help us better understand the global issues and impacts;

Newspapers as ‘watch-dogs’…create a context for what matters, see the issues, hold others accountable

Relevancy matters: provide news and information that is interesting to know and that you can use in daily life

We don’t necessarily expect newspapers to ‘change the world’, but certainly to help us better ‘see the world’

The POLL suggests that newspapers and their associated sites areviewed as extremely important in our lives and communities:

203


What causes some people NOT to want to read a newspaper on a regular basis?

United States

Great Britain


% % % % % % %

Lack of time to read the newspaper 55/58 53/52 48/57 66/50 47/44 45/56 57/52

Easier to go online for news and information 58/55 50/40 61/55 61/52 55/45 51/38 55/46

Biased or too narrow of a viewpoint in its reporting

49/50 52/54 31/43 4749 33/54 30/30 39/45

Not viewed as a credible or trustworthy source of news and information

37/38 50/52 13/22 49/39 31/35 26/29 34/35

Poor quality of reporting and writing 33/32 33/32 9/11 19/20 15/17 21/22 20/20

Cost of the newspaper 42/30 34/30 61/53 32/31 38/28 55/55 44/40

Not writing or reporting on topics that are personally relevant

26/27 23/29 14/31 14/13 26/23 22/21 20/23

Not providing enough information about local news, people and events

23/21 16/21 13/12 18/18 14/15 18/16 16/16

Not visual enough, not interesting or compelling from a design and formal standpoint

17/17 10/15 27/27 16/22 20/19 27/29 20/23

Something else 10/10 11/10 9/9 9/9 17/23 16/16 12/13


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No one has time for anything…put that issue aside

For many, going online is easier…but you are also in that business

There are tangible areas to address:

Removing bias/narrowness (what you stand for)

Raise the quality of writing (tell a good story)

Write on issues of relevance (simplify my life)

The balance of words/design (visual matters)

I care globally, I live locally (connect me with my community)

There are far more positives about readership in the future

205


What can newspapers and their associated sites do to better represent theissues in their communities in the future?

United States

Great Britain


2007 % % % % % 2009

Ensure that all points of view are fairly represented in key issues occurring in the community

65 59/58 57/64 69/68 61/65 55/57 60/62

Provide more research and findings on key issues occurring in the community

44 35/39 36/37 39/39 49/50 27/34 37/39

Raise the quality of writing and analysis on the key issues occurring in the community

43 40/40 30/35 35/43 35/41 54/52 39/42

Better integration of the newspaper and its associated online sites for more in-depth coverage and links on key issues in the community

36 31/33 38/32 39/47 33/39 37/37 35/38

Allow for more ‘citizen journalism’ that publishes citizen stories and opinion

30 27/31 36/37 45/40 35/40 30/31 30/36

Provide more interactive reader and audience forums for debate on key community issues

26 23/24 26/29 27/33 30/42 23/25 26/31

Take stronger stands on key issues occurring in the community and say what the newspaper feels is the right outcome or direction

20 25/30 19/19 42/33 37/41 34/38 31/32

206


The truth, the whole truth and nothing but the truth. Never has credibility, objectivity and clarity mattered more;

Deeper investigative reporting. We need to go below the surface to understand and communicate the issues of our time;

Improve the quality of your writing, reporting and storytelling. Readers want to be engaged. Connect them with your quality;

In a crisis of confidence, good news matters. You can provide a spark of optimism, of good will, of balance. Help us see the hope;

Put some boundaries around sensationalism. The need for information and guidance is high. Don’t let get distracted by the side-shows;

Differentiate and engage me. Life is colorful and accessible. You should be too. Be clear about what you stand for and what makes you different;

Find out what’s relevant to me and my community. We relate globally but we live locally. Ask me, interact with me. You can be my social and community media of choice. You be the content I rely on.

A few final observations from the editor’s corner…4000+open comments

INNOVATION

SO INSTEAD OF

INNOVATION

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INNOVATE!

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THE ALTERNATIVE IS NOT A BUSINESS THAT VALUES

PROFITS AND GOOD JOURNALISM, BUT A BUSINESS WHERE GOOD JOURNALISM IS

THE BUSINESS

INNOVATION

innovate or die

INNOVATION

YOU MAY GET A COPY BY VISITING:

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News & Politics

WAN-IFRA 2009 INNOVATION MEDIA CONSULTING