Ohio Newspaper Association Columbus, Ohio Thursday February 10, 2011 Mark G. Contreras Senior Vice President/Newspapers
Thinking Ahead A view into the future as newspapers deal with the innovations that are necessary to ensure success. A. Some industry context B. Some promising models/practices which can help strengthen our futures.
What we’re fighting for… “…newspapers,…still provide the largest share of reportorial journalism in the United States.
Some industry context • Major cause of our economic challenges • Ownership changes • Greater attention to getting paid for our content—debate is b-to-b vs b-to-c. • Audience metrics are still a mess making traditional media’s story artificially negative • 4 industry initiatives that can make a difference.
3. Greater attention to getting paid for content AP board approves independent agency to license digital newsNEW YORK – The Associated Press Board of Directors today approved the establishment of an independent news licensing agency that will allow broader and better access to original news content while providing publishers support for innovative new business models. When launched this summer, the enterprise will include news content from AP and more than a thousand publications.AP will spin off its News Registry into the newly created entity, called the News Licensing Group, and expects to raise funding from the news industry. The News Licensing Group will be owned by news publishers, and fulfill a need for an efficient means to protect and license digital news content from thousands of news organizations to the wide and growing range of digital communications products and services.
4.Audience metrics are a mess Scripps audience metrics for December 2011: • Omniture: xx million unique visitors • ComScore panel: xx million unique visitors • ComScore hybrid: xx million unique visitors • Nielsen: xx million unique visitors Who’s right and who can fix it?
5. 4 current newspaper industry initiatives that can make a difference • Digital Rights Agency • Industry promotion campaign • Mobile ad standards • An industry-sponsored digital shopping experience.
B. Some promising models/practices which can help strengthen our futures. • News sites adapting to a social world (twitter/facebook/etc) • Aggregators using geolocation with new devices. Monetization via search. • News companies affiliating with national portals (e.g. Yahoo! consortium) to share news. Partnerships with others possible. • News exchanges in several states (TN, FL, OH, WA and others) • Use of e-mails • News website make user-generated content easier
B.Some promising models/practices which can help strengthen our futures. • Experiments with mobile • Bundling print and mobile subscriptions • Paywalls • Using gaming with content consumption
B. Some promising models/practices which can help strengthen our futures. • Greater use of stringers to supplement professional staffs. • Video now a staple part of many news organizations’ web operations. • Creation of topics pages now becoming adopted quickly by traditional news organization. • Active growth of comments and 2-way interactivity. • Broad usage of photo galleries which drive over-sized time spent. • Databases now a staple of many newsrooms. Many of 2010’s Pulitzers and Scripps Howard Journalism awards were based on database reporting. • Niche news and entertainment sites now offer traditional news organization to gain national scale.