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The New York Times and it's use of Social Media
– how a newspaper is transforming and dealing
with digital opportunity
Presenters
Elke KöglerEustachy Bielecki
Date
May 21, 2015
Lecturer
Jochen Spangenberg
2
Outline
1. Crisis of the (OLD) Media Market1.1 Introduction1.2 Competitors growing – Disruption Technologies1.3 Challenges1.4 Innovation Report
2. Innovation Approach – model 4C2.1 Innovation of the Content2.2 Innovation of the Business Modell, Commerce2.3 Innovation for Context Strategies2.4 Innovation for Connection Strategies
3. Growing the Audience3.1 Packaging and Distribution3.2 Promotion3.3 Connection with the audience
4. Shifts into the newsroom
5. Discussion
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1. Crisis of the (OLD) Media Market / 1.1 Introduction
New York Times – what You need to know?
1851 – START
1,150 department staff
114 Pulitzer Prizes
39‘th largest newspaper by circulation (Globally)
30 M web readers in US/monthly
20 M mobile readers in US/monthly
over 5 M Facebook Followers
over 11 M Twitter Followers
over 760 K Digital Subscribers
Ownership: New York Times Company (incl. print version of NY
Times, International Edition, digital properties Nytimes.com)
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1.2 Competitors growing – Disruption Technologies
How distruptive
innovators work:
1. Introduced by an
“outsider”
2. Less expensive than
existing products
3. Targeting underserved or
new markets
4. Initially inferior to existing
products
5.Advanced by an enabling
technology
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How media innovation works?
Additional Values ->
Integration of Values - >
Monetization $$$
2. Innovation Approach
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3.1 Packaging and Distribution
Opportunity:Evergreen
Opportunity:Packaging
Opportunity:Personalization
Source: Innovation Report, p. 26
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3.2 Promotion
Opportunity:InstitutionalPromotion
Opportunity:Front-LinePromotion
Source: Innovation Report, p. 45
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3.3 Connection with the audience
Opportunity:User-GeneratedContent
Opportunity:Events
Source: Innovation Report, p. 53
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4. Shifts into the newsroom
Collaberation with operative departments
Newsroom Strategy Team
Digital First
Source: Innovation Report, p. 58
35
5. Discussion
Do You think Disruptive Online News Media (like Buzzfeed)
can raise a threat for established media companies (like Nytimes)?
Competitors or Players on different markets?
1.
6
References
● Clement, R., Schreiber, D. (2013). Internet-Ökonomie. Grundlagen und Fallbeispiele der vernetzten Wirtschaft, Berlin: Springer.
● Hess, T. (Ed.) (2007). Ubiquität, Interaktivität, Konvergenz und die Medienbranche, Göttingen: Universitätsverlag.
● Mertens, P. (2013). Integrierte Informationsverarbeitung 1. Operative Systeme in der Industrie, Wiesbaden: Springer.
● New York Times (Ed.) (3/2014). Innovation. New York.
● www.cole.de [May 19, 2015].