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From newspaper house to media house Hans Arne Odde - chief editor/managing director

From newspaper house to media house Hans Arne Odde - chief editor/managing director. The challenge :. Going from one deadline, one edition, one publication and one group of readers with common interests to

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From newspaper house to media house Hans Arne Odde - chief editor/managing director

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  1. From newspaper house to media house Hans Arne Odde - chief editor/managing director

  2. The challenge: Going from one deadline, one edition, one publication and one group of readers with common interests to deadline every second, a number of publications and readers that becomes more and more diverse.

  3. Norway in Europe

  4. The market

  5. New channels, new possibilities 1.A depressing future… 2. How to deal with the problems? 3. My experiences

  6. 1The depressing future…as seen by people in the business

  7. What Norwegian newspaper leaders think about the future?(and Norwegians are world champions in reading newspapers) 84%: Highly or quite possible that circulation will decrease with 5 % within the next 5 years.

  8. Media trends: Media development 1960 - 2004 Kilde: Daglig oppslutning om avis, radio, fjernsyn, tekst-TV og Internett 1961-2004. http://www.tns-gallup.no/medier Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998).

  9. Advertising volume regional papers Norway 1986-2003 Index 1986=100 Source: Norwegian Publishers Assn/Dr Erik Wilberg

  10. Circulation index (1983=100) for local newspapers Source data from Norwegian Publishers Association/Dr Erik Wilberg

  11. Circulation index (1983=100) for local newspapers with 2013 projection Source data from Norwegian Publishers Association/Dr Erik Wilberg

  12. Time spent on media (gross) Source: Norwegian Statistics/Dr Erik Wilberg

  13. Uses internet 1996 - 2005 % Kilde: Forbruker & Media.

  14. Internet is becoming the primary source of information when looking for classifies

  15. Most important news source, Norway 2003 Newspaper Internet The younger age group perceive Internet as a more important news source than the newspaper The young readers do not necessary read less news, but use different channels in a more complementary way, e.g. VG Source: TNS Gallup – Forbruker & Media. Gallup PC 03/2. Norway, Dagens Næringsliv. 12.11.04

  16. Demography: Index numbers for Drammens Tidende (dt.no) Male Female Indeks Indeks Kilde: Forbruker & Media

  17. 2 How to we deal with the future?

  18. PRINT DISTRIB. ACCOUNT. SALARY IT OTHER Collect, order and store social and customer information COLLECT, ARRANGE AND PRESENT EDITORIAL MATERIAL COLLECT, ARRANGE AND PRESENT COMMERCIAL MATERIAL Massmarket Massmarket Segmentedmarket place Personifiedmarket place REGIONAL PAPER LOCAL- PAPER LOCAL TV LOCAL RADIO NET- NWPR WAP/ PALM SMS XYZ Media house - strategy SUPPORT CORE BUSINESS CHANNELS

  19. The media house – publishing: • Basis: All news are immediately distributed in all channels. • EXCEPTION: As long as it doesn’t weaken the totality of the media house, one media channel may keep a story exclusive if they wish.

  20. The vision The vision of the media house is to be the leading provider of information in the county of Buskerud, particularly Drammen and surrounding areas.

  21. Closer to the readers, listeners and the viewers In the centre of town

  22. We have not forgotten the newspaper • Sunday edition • Weekly magazine • The young = Mediatec

  23. Drammens Tidende turned tabloid 2. of January 2004

  24. 3Experiences and results

  25. material gathered by all channels The float of material through the pipeline and the obstacles Cultural attitudes regulatory organization Know how REGIONAL PAPER LOCAL PAPER LOCAL TV LOCAL RADIO WEB WAP/ PALM XYZ

  26. Convergence success story - sport • Joint editorial sport department • Comprehensive coverage of local team. Usage of all channels – interactivity • TV- Live pictures – link web • Radio – live – all matches • Web – interactive – details - pictures • Newspaper – analysis • New channels : SMS in spe..

  27. The common newsgroup of the media house: • News surveillance • Stand by • Check out different news sources such as the police • Cover incidents • Press conferences • Idea generation The different channels should refer to each other

  28. Editorial strategy accomplished so far • All channels located on the same premises • All channels under same ownership • Joint editorial meetings, seminars, gatherings • Joint web site ( newspaper, radio, TV) • Cooperation on assignments – tips etc. • News/sport group for all channels • Co-operation on big cases

  29. Editorial convergence–to do list • Training of staff – multimedia journalism • Video camera to all newspaper photographers • Testing different models for coordination of news in all channels.

  30. Challenges: • Develop the media house at the same time as each channel need to have full attention on its own. • When and where is using publishing in several channels the right way of thinking and when is it right to cultivate journalism and sales etc. • Weaker results and decrease in circulation, including costs and cuts in manpower • The newspapers are too late – many positions have already been taken and is now maybe lost?

  31. Ultimate goals of convergence • Increased use of our media products • Complete control of the cannibalism of the advertising income • Business and editorial synergies • Possibility to distribute editorial material and advertising in new channels

  32. Economy:

  33. The cash cow… Profit margins Drammens Tidende 40 000 2000: including. sales real-estate 11,5Mkr 35 000 30 000 25 000 Profit margins 20 000 15 000 | 10 000 5 000 0 1999 2000 2001 2002 2003 2004 2005 The main engine of the Media House year

  34. The other channels….. Dt.no, now profitable Quick, interactive, archive Loosing lot of money Loosing money live, dramatic, feelings For people on the run; mobile

  35. Which of the channels from the Media House did you use yesterday? (%)

  36. The Media House Drammens Tidende – goals: Konsesjonsområdet er: Drammen, Kongsberg, Øvre Eiker, Nedre Eiker, Modum, Lier, Røyken, Hurum, Flesberg, Rollag, Nore og Uvdal og Sigdal kommuner. Befolkningstall: 154.566. Ukentlig dekning/oppslutning. Kilde: F&M

  37. The newspapers must develop by… • Finding its position and cultivate it (local/niche) • Offer advertisement and news 24/7 in all available channels • Build alliances (online classifieds, such as zett.no) • Spend more time, money and resources on research and development • Knowing what is useful and relevant for the readers

  38. …and I hope this presentation has been useful and relevant for you Thank you for your attention Hans Arne Odde hans.arne.odde@dt.no

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