Presentation on theme: "New Print Products Shaping the Future of the Newspaper Project"— Presentation transcript:
1 New Print Products Shaping the Future of the Newspaper Project World Association of Newspapers
2 "There isn’t a CEO who can tell you what their business will look like in 10 years." Carolyn McCall, Chief Executive, Guardian Media Group, United Kingdom, speaking at the World Digital Publishing Conference, London, England, 26 October 2006
3 Marshall McLuhan, media theorist and prophet of the electronic age “You get going very quickly and you end up in the wrong place”Marshall McLuhan, media theorist and prophet of the electronic age
4 Today’s agenda Trends in print and new print products Case studies -- more magazine-like newspapersUpdate on compact newspapersThe development processWAN and Shaping the Future of the Newspaper
7 Some facts about newspapers in print A US$180 billion industry globally.More than 550 million people worldwide buy a newspaper every day.At least 1.6 billion readers a day.Global newspaper circulation sales (paid-for titles) up 2.3% in 2006 (up 9.48% over the past 5 years).- More than 11,200 titles worldwide.World's second largest advertising medium (29.8%), exceeding the combined spend of radio, outdoor, cinema, magazines and the internet. Combined with magazines, print is the world's largest advertising medium with a 42 percent share.More than US$6 billion dollars invested in newspaper technology in the past 18 months.- Nearly two million employees worldwide.
8 World paid daily newspaper titles Up 3.46%Up 17.67%
9 Titles paid & free Daily titles increased 2005/06 + 4.33% Over the five year perioddaily titles increased by 19.63%
10 World paid daily newspaper titles - By region 1 yearAsia +6.96%Europe +1.31%N. America 0.67%The regional picture for the growth in the number of daily newspapers is almost uniformly positive:Up 6.96 % in AsiaUp 1.31% in EuropeUp 0.67 % in North AmericaDown 0.1 in South Americaup 1.14 % in Australia & Oceaniaup 1.2 % in AfricaFS. America -0.10%Africa +1.2.%Australasia +1.14%
11 World paid & free daily titles Titles paid & freeWorld paid & free daily titles1 year up4.33%5 year up19.63%Here again, we have made a parallel trend, integrating the appearance of free daily titles, and we see that taking them together,, the number of paid and free daily publications has seen an impressive increase % - over one year and % over five years.F.
12 Is the daily magazine the future? Significant growth in new newspaper titles but NO new broadsheet launches - compact is already the new newspaperGrowth in magazines and supplementsGrowth in “niche” audience publications - age, ethnicity, genderCompact and “lite” newspapers with one-topic covers
13 Daily magazine/newspaper hybrid launched in Austria Is the daily magazine the future?Daily magazine/newspaper hybrid launched in Austria
14 Is the daily magazine the future? 3 Basic sections of ÖSTERREICHNationalRegionalMagazinecoldsetcoldsetheatset
15 Audience aggregation strategies Newspapers worldwide are adding new titles to their portfolios for two major reasons:To grow market share by adding new audiences that have either fallen away from newspaper reading or have never been newspaper readersTo respond to a new market challenger that is threatening to take away market share for advertising and circualtion
19 Targeting a young audience Here are some of the things that are essential for a newspaper for young people to work:- The content has to be serious -- not "news for kids." The market for non-serious information is saturated, and nobody wants to be treated like a child.- Tackle the big issues -- climate change, population growth, the death penalty -- because readers are not tired of them. Young people have a long future and the world matters to them.- Make clear choices and do not fear missing something. The job of editors is to select what is worth knowing, apart from everything that is already heard on radio, TV and the web.- Presentation is as important as content. Be clear, communicate, make it fun.
20 “Lite” versions of newspapers Common characteristics of “Lite” newspapers:Use of existing editorial resources. Between 50 and 70 percent of the established paper’s content is usedSmaller editorial team than its big sister paperTargeted at a different, usually younger audienceLess expensive than the core newspaper
21 Inquirer Compact - The Philippines “Lite” versions of newspapersInquirer Compact - The PhilippinesPublisher: Philippines Daily InquirerLaunched: November 2005Format: TabloidFrequency: DailyTarget: Younger audienceDistribution: 50,000 copies in 35 Philippine citiesCover price: about 18 cents
22 “Lite” versions of newspapers Welt Kompakt - GermanyPublisher: Axel SpringerLaunched: 2004Format: TabloidFrequency: DailyTarget: Younger audienceCover price: 50 Euro centsNumber of pages: 32
23 Hindustan Times NEXT - India “Lite” versions of newspapersHindustan Times NEXT - IndiaPublisher: Hindustan TimesLaunched: 2004Frequency: DailyTarget: Younger audienceCover price: 1.5 rupeesNumber of pages: 14 to 16In a quest to reach younger readers, the Delhi-based Hindustan Times launched Hindustan Times NEXT, a daily broadsheet, in They targeted the paper at readers in their mid-teens and early twenties. A three-month research project helped set the editorial mix of the paper before the launch.NEXT concentrates on current affairs, national, international and city news, sports, technology, careers, fashion and entertrainment. It avoids hardcore political issues and serious business and financial information. While some story themes may be the same in NEXT and the Hindustan Times, the NEXT stories are written for a younger person’s perspective and values, and the paper is designed to emphasize those as well.Unlike most other lite versions of newspapers, Hindustan Times NEXT has a separate editorial team -- the result of its much younger target audience and the relatively low salaries in India. The cover price is on par with the Hindustan Times.
24 Newspapers for other demographic targets Steps for building immigrant-targeted newspapers:-Recruit a team that is part of the community and that really understand the audienceUnderstand what the readers really want and what are their values-Produce a newspaper that looks as good as those available on the local market-Use alternative distribution channels to reach the audience in their specific residential areas-Help advertisers understand and reach the audience
25 Newspapers for other demographic targets Hoy - United StatesPublisher: Tribune CompanyLaunched: 2004 (Los Angeles) 2003 (Chicago) 1998 (New York)Circulation: 80,000 (Los Angeles) (40,000) ChicagoLanguage: SpanishNumber of pages: 40-page tabloid
26 The Daily Sun - South Africa Newspapers for other demographic targetsThe Daily Sun - South AfricaPublisher: Media 24Circulation: Half a millionTarget audience: Working-class malesPrice: 1.50 randFormat: TabloidType: Downmarket, modeled after British daily SunLaunched: 2002
28 The compact newspaper mpact newspaper The seven steps of highly successful compacts:-Combine your content-Create a faster navigational system-Create a series of story structures that emphasise ‘creation of compact units’ within stories-Create strategies to give columns of briefs a protagonist role in your newspaper-Emphasise photographer and use of small ‘digital-size’ photos to tell stories- Develop new content strategies that have direct appeal to younger readers- Increase the number of items per page
29 The new product development process The process requires:-Deciding the type of publication and its targeted audience-Researching the target audience, and its media habits and timing preferences-Identifying business models - cover price vs advertising?-Deciding the mission statement, positioning in the market, editorial mix and editorial voice-Developing a business plan- Developing prototypes of the product and testing themSelling advertising, organising distribution logisticsLaunching the title
30 The new product development process Timing and competitionKnowledge-Development of the new newspaper concept- Strategic positioning
33 Newspapers: the ultimate browser Ultimately portableExtremely convenient as to time and placeEngenders loyalty to titleWidely accessible worldwideEasily disposable and/ or ‘Cut Out ‘n Keep’Very content richNon-perishableReview-ableCheap to consume
34 Shaping the Future of the Newspaper project Martha StoneDirectorShaping the Future of the Newspaper project