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NEWS MEDIA TRENDS
STAY AHEAD
WHOWE ARE
leads the global conversation that matters for the future of an independent free press
WAN-IFRA knowledge hub
ABOUTBUSINESS
MODELS
TECHNOLOGY INNOVATIONS
ANDREGULATION
WHATWE DO
WAN-IFRA brings the industrya unique blend of experienwce and ingenuity; vision and research; challenges and opportunities. Few of our members are giants of the industry, but WAN-IFRA provides themwith a platform - it is the shoulders of our industry.
4 main service offerings
Support and coordination to
innovation and business
development
Filter and deliver critical
business newsstrategic market
insights
Manage networking
knowledge sharingplatforms
Campaign and advocate for
press freedom, fair Global Internet
Governance
WAN-IFRA CONSOLIDATED OFFERING 1/3
KEY MISSIONS
ADVOCACY INSIGHTS NETWORKING
COMMERCIALACTIVITIES OFFERED TO MEMBERS
Media Freedomcampaigns
Media Policy Forum
Lobby
Youth LIteracy
Blogs, newsletters
Special reports
Marketintelligence
Market Data, industry surveys
Technical forums
Boards, technical and regional
Individualservice to members
INNOVATION BUSINESS DEV
Support and Coordinatiion to Research and Innovation
Media Development
NOT FOR PROFIT MISSION DRIVEN ACTIVITIES
Global, Regionaland topicaleventsAwards, Best practices, benchmarking
World News Media Congress
World PublidhingExpo
Regional and topical events
Consulting
Training
Marketplace-Expo
Consulting
Training
Marketplace-Expo
Evaluatingandopposingmeasureswhichrestrictpublishingactivity
PROTECTTHEINDUSTRY• International support to
national associations• Consultative status in
international bodies(WIPO,IGT,EuroDIG,FIFA,…)
INVESTINSOLUTIONS• Regional andglobal
forums• Newsletter andBlog• World PressTrends
resource center
MediaPolicyPublicAffairs
StrengtheningMediaInpost-conflictandemergingdemocracies
ADVOCACYWITHHUMANRIGHTSMANDATE(GoldenPen,3May,Safety,Defamation,...)
PROTESTandFACTCHECKINGCAMPAIGNS
REPORTS
MEDIADEVELOPMENTPROGRAMMES
MediaFreedom
ManagingcoordinationMembership servicescentraldesk(coordination, acquisition, retention, administration)FinancecontrollingMediaFreedom Fundfinancial controlling andreporting
ManagementFinancesandMembersCommunityManagement
Promotingnextlevelofqualityjournalism
NETWORKING• World Forumat
Congress• International
Newsroom Summit
INSIGHTSANDBESTPRACTICESSHARING• TrendsinNewsroom
annualreport• DailyBlogs• Newsletters
ADVOCACY• JointinitiativeswithMedia
FreedomDept
WorldEditorsForum
IncubatingandAdvancinginnovationsandfuturetalentstothemarket
NETWORKING• Workshops, seminars, kick
offsessions• Connecting labsaround the
world
SUPPORTANDCOORDINATIONTOR&IPROGRAMMES• Horizon 2020andother
public programmes• Collaboration amongmedia
companies
GlobalAllianceforMediaInnovation
NOT FOR PROFIT MISSION DRIVEN FOCUS AREASWAN-IFRA CONSOLIDATED OFFERING 2/3
Createaliterate,civic-mindednewgenerationofreaders
INTERNATIONALSUMMIT&IDEATHON
SUPPORTTOTEACHERSUSINGTHENEWS
CELEBRATEEXCELLENCE• AwardsandFestivals
NewsLiteracyandYouthEngagement
VIVIAN SCHILLERDigital Strategy and
Transformation
KALLE JUNGKVISTDigital Transformation
BEN SHAWDigital Strategy
GREGOR WALLERDigital and Paid Content
JOHNNY RYANDesign Thinking and Digital Transformation
FRÉDÉRIQUE LANCIENNew Business Strategies
JONATHAN HALLSVideo and Digital Strategy
HÅKAN HELANDERNewsroom Organisation
and Production
FERGUS BELLSocial Media and
Digital Newsgathering
GRIG DAVIDOVITZOnline Journalism and
Digital Strategy
ANAND SRINIVASANPre-Press and Production
RANDY COVINGTONVisual Storytelling and Video
DAVID SALLINENDeputy Director – European Training
MORITZ SCHWARZNewspaper Production
consulting.wan-ifra.org
BUSINESS DEVELOPMENT AREAS OF EXPERTISEWAN-IFRA CONSOLIDATED OFFERING 3/3
online learning platform designed exclusively for the international news media community
Media Management Acceleratormma.wan-ifra.org
MEDIA TRENDS
Source : EY Cultural Times 2015
Global Powers
Global Challenges
Source : EY Cultural Times 2015
The Newspaper Industry
PRINT CIRCULATION
$89.9 billion
up 0.4% in 2014
PRINTADVERTISING
$77 billiondown
5.2% in 2014
DIGITAL CIRCULATION
$2.5 billion
up 45.3% in 2014
DIGITALADVERTISING
$9.5 billion
up 8.3% in 2014
$179 bnglobal newspaper revenues in 2014
YZ[*5(;=8;@DF:=9>*8!C!>@!
Y\]*5(F?C!8:=A=>J*8!C!>@!
Global Newspaper Revenue Generation 2014
A,%140^*I7:*F(#$6.'.L* _0('&39-&'/0+'# #(+*72;* J$,5#$* !(&01&#'(/0(&* W*E0+'#* 9%&$,,V
@AY*/'$$',(* #&*4%110(&*-1'40.
Global Newspaper Revenue Generation 2010-2014
Asia Pacific
36%
EU/Africa/ME
34%
Latin America
9%
North America
21%
Global Newspaper newspaper regional revenue share in 2014
2.7bn45% of all adults
read print newspapers
0.8bn42% of all desktop internet
users read newspapers in digital formats
Global Newspaper Reach
A,%140^*I7:*#(#$6.'.
Global Newspaper daily print newspaper circulation change by region
11% paid for online news
in 2014
A,%140^ 80%&01.*=(.&'&%&0* ?')'&#$* >02.*80-,1&
Paying for online news2014
Mobile advertising increases 76% in FY 2014
Source: IAB/PWC
12,5420 16,8790
21,2060 23,4480 22,6610 25,400 30,1390
33,2003 35,6967 36,9980
1,5960
3,3697
7,0843
12,4530
12,5420
16,8790
21,2060 23,4480 22,6610
26,0410
31,7350
36,5700
42,7810
49.5
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Non-MobileMobile
110%MobileCAGR
10%
Non-mobileCAGR
Source: IAB/PwCInternet AdRevenue Report, 2013
Rise of Mobile
Social media advertising revenue 2012-2014 ($ billions)
Source: IAB/PWC
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<#$)<#$,
<&$"
"=(#'"#( #=(#'"# "=(#'"- #=(#'"- "=(#'"& #=(#'"&
$%&'())#
Social Media
Source: ZenithOptimedia
Asia Latin America
North America Europe Middle East
& N Africa
newspaper print advertising by region 2010 – 2014
WPT database
WPT custom reports
WPT annual report
WPT Data is Available through
TRENDSWHAT DO WE SEE
Native AdvertisingPaid ContentOnline VideoProgrammaticAd Blocking
Native Advertising
Social-native, including Facebook News Feed ads and promoted tweets on Twitter, will draw a majority of native ad revenue between 2013 and 2018.Native ads perform better than traditional display. This is particularly true on mobile and small screensDesktop native click-through rates (CTRs) averaged a respectable 0.15%, while native-mobile ads had CTRs over 1%, according to recent data from Polar Media Group and Celtra, respectively.
Exclusive, premium value not a commodity
Native Advertising
It fits better with newsIf most people come a news site to learn and be entertained, then brands can better reach them with sponsored content that also educates and entertains, rather than a display ad trying to sell a product.
It solves the modern problems of brandsBrand publishing 1.0 was about companies learning to create their own websites and publish content there. They got good at it, but also realized that no one finds it.
Brand publishing 2.0 is now about working with mainstream publishers to craft and distribute the brand messages where the people are.
Native Advertising
Native Advertising
Native Advertising THE MOST POPUMAR WAY TO BADGE NATIVE AD
K(,%.$*5()&%
Paid Content
1. Buildloyalty– makeuserscomebackandbackandbackmanytimesaweekorevenaday
2. Convertthemostloyalonestodigitalsubscribers–identifyjournalismandcontentthatincreasestheneedtosubscribe
3. Makethemstay– identifycontentthatkeepstheloyalonesassubscribers
Source: Cassandra
Paid Content
Our job is to get our readers to come back so often and read so much that they have to pay. Out of convenience the cost is too high to search for the same content on other sites
Paid Content
üAim to be No1 in your market – first choice if something happensüBreaking news - local and important national news.üAlways answering the two questions: Has anything of importance happened in my
community? What is the talk of the town today?ü Fast and quick – often live reportingü Starting early in the morning especially for mobile siteüAlways tell why the users have to come back – “We will report this at XX pmü “Passion topics” – areas where the news site is dominating the market and attract
readersüVideo reporting – often liveüDominating social media on local news üPush mobile notificationsüMobile personalisation - help your readers follow content of special interestü Special sticky featuresüColumnists and profiled reporters that stand out on important local issuesü To find ways of helping your readers in their daily life
Paid Content
One level of subscription is not enough in the long run
Paid Content
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Paid Content
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�'HQQD�UDSSRUW�YLVDU�J§UGDJHQV�EX]]��PHVW�NOLFNDGHDUWLNODUQD�NOLSSHQ�DQWDOHW�Q\N¸S�DY�3/86�RFKWUDILNQLY§HUQD�S§�ZZZ�VDMWHQ�RFK�PRELOVDMWHQ�
�0¦WDUQD�WLOO�K¸JHU�YLVDU�DQWDOHW�VLGYLVQLQJDU�SHU�EHV¸N�%§GH�ZZZ�VDMWHQ�RFK�PRELOVDMWHQ�VQLWWDU�QX�FLUND����YLVQLQJDU�EHV¸N�S§�YDUGDJDU�RFK�FLUND�����S§�KHOJHU�9§UW�P§O�¦U�DWW�VQLWWD�����YLVQLQJDU�EHV¸N��9L�WURU�DWW5H'HVLJQHQ�NRPPHU�KM¦OSD�XSS�QLY§HUQD��9L�VHU�RFNV§DWW�UHOHYDQWD�O¦QNDU�L�O¸SDQGH�WH[W�J¸U�VWRU�VNLOOQDG�
�9LOO�GX�DGGHUD�Q§JRW�WLOO�GHQQD�GDJOLJD�UDSSRUW"�0DLODGLQD�I¸UVODJ�WLOO�DQDO\V#DIWRQEODGHW�VH�
��-RKDQ�/LOMHER��
6LGYLVQLQJDU�EHV¸N�S§�ZZZ�VDMWHQ6LGYLVQLQJDU�EHV¸N�S§�ZZZ�VDMWHQ6LGYLVQLQJDU�EHV¸N�S§�ZZZ�VDMWHQ6LGYLVQLQJDU�EHV¸N�S§�ZZZ�VDMWHQ$IWRQEODGHW���'HVNWRS���0RELO���)XOO�:HE�6LWH7XH�����6HS������
6LGYLVQLQJDU�EHV¸N�S§�PRELOVDMWHQ6LGYLVQLQJDU�EHV¸N�S§�PRELOVDMWHQ6LGYLVQLQJDU�EHV¸N�S§�PRELOVDMWHQ6LGYLVQLQJDU�EHV¸N�S§�PRELOVDMWHQ$IWRQEODGHW���'HVNWRS���0RELO���0RELOH�:HE�6LWH7XH�����6HS������
XZ�SHU�GDJ�S§�ZZZ�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�ZZZ�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�ZZZ�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�ZZZ�DIWRQEODGHW�VH$IWRQEODGHW���'HVNWRS���0RELO���)XOO�:HE�6LWH:HG�����-XQ���������7XH�����6HS������
XZ�SHU�GDJ�S§�PRELO�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�PRELO�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�PRELO�DIWRQEODGHW�VHXZ�SHU�GDJ�S§�PRELO�DIWRQEODGHW�VH$IWRQEODGHW���'HVNWRS���0RELO���0RELOH�:HE�6LWH:HG�����-XQ���������7XH�����6HS������
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Paid Content set daily goals for every index
Online Video
Online Video TRENDS 2015K(,%.$+*F%&'"+H&%IW.(C ['2$(1%$E$%L
Online Video TOP CATEGORIES ON YOUTUBE
• Onlinevideoisthefastest-growingadvertisingcategoryduetotheexplosionofmobilevideoconsumptionandthespreadofinternet-connecteddevices
• Globalonlinevideogrew34%to$10.9BillionUSin2014,andforecastedintheUStogrowatanaverageof29%ayeartoreach$23.3BillionUSinUS2017
Source:ZenithOptiMedia
Online Video
WhatReallyWorks• Breakingnews• Celebrities• TechNews• Pivot&Matrix• Emotionalandshareablecontentishuge
QuestionstoAsk• What’syourfocus?• Whatistheuserexperience?• Howshareableisyourcontent?• Whatshouldyoustopdoing?
Online Video
3 Levels of Production at USA Today
• Level 1: Basic training around teaching journalists how to edit, upload and get the video out.
• Level 2: A reporter who can use a good camera but needs support to edit and upload. So two people involved.
• Level 3: A fully functional video journalist who can do everything on their own.
Source:SteveElfers
Online Video
Programmatic
Programmatic: Process of buying and selling ads in an automated fashion.68% of local publishers participate in some form of programmatic selling
76% of brand marketers consider programmatic buying an important development in the mobile ad space
Local media programmatic CPMs are less than half of local advertising that is sold directly from traditional sales executives -- but long-term programmatic has a bright future.
The main upside: Increasing overall revenue and greater access to quality advertisers streamline ad operations, better value for customers, and cost savings
Source: Borrell
Programmatic
programmatic transactions reached
$21 bn in 2014
Source: Magna Global 2015
programmatic transactions reached
20% of all online display in 2014
http://www.iab.net/programmatic
programmatic advertising 2014% share of programmatic in digital display advertising
Source: G&A"&8)(1&)
Strategy• Establishprogrammaticasacomplimentarychanneltodirectsales• Buildinternalprogrammaticknowledgeandcapabilities• LeveragetheuniqueinsightthatTheEconomisthasonitsreadersStructure• Programmatictobesalesinclusiveprocess,aidedbyprogrammaticspecialists• Eliminatesalesfrictionandadoptionbarriers– doublecommissionsalesteams• Pricing:parityacrosschannels;continuetosellonquality&scarcityExecution• Education&training– can’tsellwhatyouaren’tcomfortabletalkingabout• Openexchangestrategy– leadgenchannel• InitialfocusPMP(necessaryevil)• Encourageautomatedguaranteed• Leveragedataandinsights:Contentamplification&Targetedadvertising
Source: Aswin Sridhar, The Economist
Programmatic The Economist
As a result programmatic is now part of institutional DNA
• SalesbringRFPstoprogrammaticteam!
• Soldprogrammatic(guaranteed)dealsatbetterthandirectrates
• Doingbusinesswithnon-endemicclients
• Programmaticopeningdoorstonewendemicclients
• Embracedbyotherpartsofthebusiness
- Ashwin Sridhar,GlobalHeadofEconomistDigitalProductsRevenue
Programmatic The Economist
• Attribution• Googlehasannouncedtoolsthatallowmarketerstotrackconversions
whenanadononeWebsiteleadstothepurchaseofaproductonanother,evenwhenadsserveondifferentdevices
• PremiumGuaranteed• ProgrammaticGuaranteed,guaranteedinventorysoldprogrammaticallyat
pre-negotiatedrates,andawaytodiscoverthosedealsinMarketplace,availablesooninDoubleClickBidManager.
• NativeServing• NativeAdsforDoubleClickwillletpublisherscreatetheirowncustom
nativeformatanddecidewhatadsontheirappsshouldlooklike.DoubleClickthenautomaticallygeneratestheads,servesthem,andprovidesmetricstofine-tunetheadcampaigns.
Source:Mediapost
Programmatic New Devs from Google
Ad Blocking
Ad Blocking
The more aggressive advertising and ad tech companies became, the lower readers’ tolerance became
If ads continue to obscure content, slow websites, pry into data and break the audience’s trust with publishers, then a big tech like Facebook or Apple will have the opportunity to step in and set the rules
Ad Blocking
Ad Blocking
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WHAT’S NEXT
Esports Audience Growth(Mio)For 2012, 2014, and 2017
Esports Revenue Growth ($ Mio)For 2012, 2014, and 2017
CAGR 2012-2017
+20%
Game publisher investment, sponsorships, online advertising, merchandising, licensing, tickets
CAGR2012-2017
+29%
Source NewsZoo
Blockchains are going to hit the media industryhard, just like the Internetcreatives will undercut the lock on distribution and payments that media companies have on contentdistribution and payment, can betaken away from centralizedintermediaries.
news producers can make the process of obtaining and payingfor content, seamless
« In regard to the newspaper press, it will experience to a degree, that must in a vast number of cases be fatal, the effects of the new mode of circulating intelligence »
- James Gordon Bennett, New York Herald, 1845
INNOVATION
REGULATION
9(Q5NN7H71S O7HJO7GS5T7(01(:604I6(E1S7H17S(:0T7H1I1G7
6 innovation
TAKE AWAYS
#1 Rethink our alliances in an ecosystem governedby platforms
We have a renewedopportunity to redefine how advertising works, and savethe mechanism of advertising that supports content on the open Web.
#+*5$,4V'()Publishers must take the lead, not platforms
!"
#2 Think beyondproductsUser experience first
#3 do no underestimatethe need for engineeringEmbed tech suppliers, clusters
FaK!D:KK
:!;<>9D9JB;@A:9E!8
9H'+'+EH$%$
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#4 Embed experienceinnovation into yourculture and organisation
Thomson Reuters «activator» medialabCommunitechWaterloo UniversityOntario, Canada
#5 Think convergence innovation
Source: General Electric – international survey of 1000 top business executives in 12 countries – 2012
#6 Focus on impact, not solutionMove beyond the comfort zone
New Frontiers
New ProductsNew Markets
Existing(Core)
incubation
or want to know more about our programmes
NEEDASSISTANCEwan-ifra.org/membership
MEMBER SERVICE DESKFor more information, or to join,go to wan-ifra.org/membership,
or contact Margaret Bostanian on [email protected] +49 69 2400 63 288
If you are an association or a trade body, contact Elena Perotti, Executive DirectorPublic Affairs and Media Policy, Paris, Franceon [email protected] +33 1 47 42 85 38
Vincent Peyrègne, CEOParis, [email protected]
GLOBAL SERVICES DESKThomas Jacob, COOFrankfurt, [email protected] +49 69 24 00 63 221
EUROPE AND AFRICARalf Ressmann, DirectorFrankfurt, [email protected] +49 69 24 00 63 251
MIDDLE EASTMechthild Schimpf, DirectorFrankfurt, [email protected] +49 69 24 00 63 252
USA & CANADARandy Covington, NewsOpsColumbia, SC, [email protected] +1 803 777 5998
LATIN AMERICARodrigo Bonilla, DirectorMexico City, [email protected] +52 1 55 5275 82 12
ASIA PACIFICGilles Demptos, [email protected] : +65 6562 8443
SOUTH ASIAMagdoom Mohamed, DirectorChennai, [email protected] +91 44 421 12 893`
