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 newspapers
Update on compact newspapers
The development process
WAN 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 period
daily titles increased by 19.63%

10. World paid daily newspaper titles - By region
1 year
Asia +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 Asia
Up 1.31% in Europe
Up 0.67 % in North America
Down 0.1 in South America
up 1.14 % in Australia & Oceania
up 1.2 % in Africa F
S. America -0.10%
Africa +1.2.%
Australasia +1.14%

11. World paid & free daily titles
Titles paid & free
World paid & free daily titles
1 year up
4.33%
5 year up
19.63%
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 newspaper
Growth in magazines and supplements
Growth in “niche” audience publications - age, ethnicity, gender
Compact 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 ÖSTERREICH
National
Regional
Magazine
coldset
coldset
heatset

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 readers
To respond to a new market challenger that is threatening to take away market share for advertising and circualtion

16. Audience aggregation strategies

17. Audience aggregation strategies

18. Audience aggregation strategies

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 used
Smaller editorial team than its big sister paper
Targeted at a different, usually younger audience
Less expensive than the core newspaper

21. Inquirer Compact - The Philippines
“Lite” versions of newspapers
Inquirer Compact - The Philippines
Publisher: Philippines Daily Inquirer
Launched: November 2005
Format: Tabloid
Frequency: Daily
Target: Younger audience
Distribution: 50,000 copies in 35 Philippine cities
Cover price: about 18 cents

22. “Lite” versions of newspapers
Welt Kompakt - Germany
Publisher: Axel Springer
Launched: 2004
Format: Tabloid
Frequency: Daily
Target: Younger audience
Cover price: 50 Euro cents
Number of pages: 32

23. Hindustan Times NEXT - India
“Lite” versions of newspapers
Hindustan Times NEXT - India
Publisher: Hindustan Times
Launched: 2004
Frequency: Daily
Target: Younger audience
Cover price: 1.5 rupees
Number of pages: 14 to 16
In 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 audience
Understand 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 States
Publisher: Tribune Company
Launched: 2004 (Los Angeles) 2003 (Chicago) 1998 (New York)
Circulation: 80,000 (Los Angeles) (40,000) Chicago
Language: Spanish
Number of pages: 40-page tabloid

26. The Daily Sun - South Africa
Newspapers for other demographic targets
The Daily Sun - South Africa
Publisher: Media 24
Circulation: Half a million
Target audience: Working-class males
Price: 1.50 rand
Format: Tabloid
Type: Downmarket, modeled after British daily Sun
Launched: 2002

27. The compact newspaper

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 them
Selling advertising, organising distribution logistics
Launching the title

30. The new product development process
Timing and competition
Knowledge
-Development of the new newspaper concept
- Strategic positioning

31. New concepts - sources of information

32. New concepts - sources of information

33. Newspapers: the ultimate browser
Ultimately portable
Extremely convenient as to time and place
Engenders loyalty to title
Widely accessible worldwide
Easily disposable and/ or ‘Cut Out ‘n Keep’
Very content rich
Non-perishable
Review-able
Cheap to consume

34. Shaping the Future of the Newspaper project
Martha Stone
Director
Shaping the Future of the Newspaper project