New Media Sustainability: Challenges & Trends

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Presentation by Markus Ickstadt at New Media Sustainability Conference, Skopje, May 11th, 2013


<ul><li>1.#mediumi Media Sustainability:Challenges &amp; TrendsMarkus IckstadtDirector of News, Streamworks InternationalNew Media Sustainability ConferenceMay 11, 2013, Skopje, Macedonia</li></ul> <p>2. #mediumi The difficulties of monetizing digitalcontent remain a key problem of thefunding of professional journalism onlineThe tendency instead is for old mediaproducers to stick to old habits, rather thanembrace the opportunities and face up tothe challenges of digitization. (MappingDigital Media: Macedonia A Report by TheOpen Society Foundations, 5 June 2012) 3. #mediumi Until 2009, Macedonian newspaperpublishers reported no significant changesin circulation to advertising agents. In thefirst half of 2009, they finally acknowledgedthe fall of readership and claimed only one-third of their previous numbers. 4. #mediumi In 2010, TV in Macedonia remaineddominant with 77.3 percent of thepopulation using it as their primary newssource. The most dramatic change has been the riseof the internet as a primary news source,now eclipsing newspapers (35 percent and34 percent respectively), with radio rankingfourth with 13 percent. 5. #mediumi may this be telling us? Audience is not the problem But current CPM revenues alone cannotreplace circulation Pure reproduction or repurposing of printmedia content = Lack of engaging content Workload and lack of attention/resourceneeded for new media production =copyright rules are often disregarded 6. #mediumi Silver Lining: As news brands in combination with theirinternet extensions, newspapers are stillthe second most accessed news source forthe public. If print editions are to be considered inisolation, they would fall to third placebehind the internet. Readers of print mediain Macedonia are concentrated in youngerand middle age groups 7. #mediumi Silver Lining: Demographics show a relatively highpreference for daily newspapers amongthose aged 1432 years and 4259 years advertisers have not yet followedaudiences to a significant degree and byand large remain loyal to traditional media. 8. #mediumi models:The soft pay-wall: NY Times has led the way in the US with itsmetered pay-wall model, which allowsreaders to access 20 free stories a monthwithout a digital subscription The Washington Post in March announcedit would follow, allowing access to 20 freearticles per month - articles accessed viasocial media and external search engineswill not count toward the free limit 9. #mediumi models:The soft pay-wall: loopholes in the pay-wall representstrategy, not a mistake. And the Times isrelying more on subscribers to pay the bills:Advertising was down in 2012 If you like it so much that youre willing todo a hack around a URL just to get a peekunder our dress eventually youre goingto give us some money.- David Carr, Media Correspondent in the Businesssection of the NYT 10. #mediumi models:The soft pay-wall: 11. #mediumi Models:The Restrictive Pay-wall: In the UK, a restrictive pay-wall is beingblamed for a fall in circulation for NewsInternationals The Times, which rankedlast behind competing general newspublications- The National Readership Surveys PADD report 12. #mediumi Models:The restrictive Pay-wall: Restrictive pay-walls are not social-media friendly: Articlesbehind its pay-wall cannot be shared with non-subscriberson Twitter and Facebook. Circulation drops suggest this audience may be one thatnewspapers cant afford to lose. The restrictive pay-wall is often seen as a return to thetraditional news model of generating revenue. If enough newspapers shift away from advertising revenueand instead choose to sell their content directly to thereader, it could mean a dramatic shakeup in the currentnews distribution model, which relies heavily on search-engine traffic. 13. #mediumi Audience Growth: If pay-walls become the norm, readers will have to makedecisions about which publications get their money, andtheir loyalty. Latest figures do underline the popularity of news-brandsand their relevance to consumers, despite the well-documented digital transition and changing consumptionhabits. In the UK quality sector in particular, readerships aresignificantly boosted by website users, with all of the opensites enjoying lifts between 59% and 188%: 14. #mediumi Audience Growth: Print(000s) WebsiteOnly(000s)NetPrint+WebsiteTotal(Net-000s)IncreasewithOnline(%)QualityFinancialTimes 1,636 751 2,387 +45.9TheDailyTelegraph 4,170 7,822 11,992 +187.6TheDailyTelegraph/TheSundayTelegraph 4,881 7,614 12,495 +156.0TheGuardian 4,305 8,425 12,729 +195.7TheGuardian/TheObserver 4,969 8,184 13,153 +164.7TheIndependent 2,944 3,392 6,336 +115.2TheIndependent/TheIndependentonSunday 3,560 3,291 6,851 +92.4TheIndependent/TheIndependentonSunday/i 5,206 3,094 8,300 +59.4TheTimes 5,117 388 5,506 +7.6TheTimes/TheSundayTimes 7,174 501 7,675 +7.0 15. #mediumi Audience Growth:Mid-marketDailyExpress 3,638 483 4,121 +13.3DailyExpress/SundayExpress 4,485 480 4,965 +10.7DailyMail 11,289 8,729 20,018 +77.3DailyMail/TheMailonSunday 13,951 8,068 22,019 +57.8PopularDailyMirror 8,252 2,781 11,033 +33.7DailyMirror/SundayMirror 9,996 2,665 12,660 +26.7DailyMirror/SundayMirror/ThePeople 10,639 2,640 13,279 +24.8DailyRecord 1,667 821 2,488 +49.3DailyRecord/SundayMail 2,024 802 2,826 +39.6DailyStar 3,927 414 4,341 +10.5DailyStar/DailyStarSunday 4,408 412 4,821 +9.3TheSun 15,213 2,205 17,418 +14.5 16. #mediumi Pre-roll Revenue-Sharing: 80% of internet users worldwide watch online video(Video Aptitude) However, many sites wanting to introduce video faceseveral obstacles: Cost of sourcing the content Cost of production Cost of hosting / bandwidth = less video being available online in the crucial first stageof development of online journalism: trying out newcontent to attract new audiences online. 17. #mediumi Pre-roll revenue-sharing: 11 years ago a company in the Netherlands called zoominpioneered a business model aimed at: breaking down such barriers and concerns facilitating the first stage of online video development for newsweb sites. How? aggregate video content from producers take care of production make it available to web sites on a 3-way revenue share basis:one third for the site, one third for zoom in and one third for thecontent originator, such as AP. model is now mature and operates in 26 markets,producing in 14 languages, and serving over 1600 websites. 18. #mediumi Sun-filled Uplands of Opportunity: multimedia-production: interactive story-telling that engages theaudience, maximises current technologies Creates unique content Maintains and builds on existing brand loyalty Drives revenue through pay-walls and/or CPMs 19. #mediumi Result? By comparison, in Britain last year, peoplewho visited newspaper websites onaverage spent only around one and a halfminutes looking at them per day 20. #mediumi way forward? Believe in the value of the brand and thedestination site Protect your copyright but embrace thepower of social media to drive back traffic Be creative, not restrictive, with paywalls Produce unique multimedia content tobuild brand valueThis project was funded, in part, through U.S. Embassy grant. The opinions, findings and conclusions or recommendationsexpressed herein are those of the Author(s) and do not necessarily reflect those of the Department of State. 21. #mediumi Result? In the 6 days following Snow Falls launchon December 20th, 2012, it had receivedmore than 3.5 million page views and 2.9mvisitors, nearly a third of whom were newvisitors to the Times web site. They were quickly hooked: users spentaround 12 minutes, often more, engagedwith the project. 22. #mediumi way forward? Work with streaming specialists to addvideo at manageable cost Use video in a way that returns significantrevenue and protects the brand Investigate sponsorship models for content Become less dependent on SEO and bannerCPMs 23. #mediumi way forward?Keep and grow your audience and revenuesThis project was funded, in part, through U.S. Embassy grant. The opinions, findings and conclusions or recommendationsexpressed herein are those of the Author(s) and do not necessarily reflect those of the Department of State. </p>


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