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Key industry tension

Key industry tension. Integration is future Solutions provider USP on content Print holds back digital Mixing cultures toxic. Key industry tension. Too many print people touching digital Not enough digital people touching print. PEW | USA. Read a newspaper yesterday. Print. 38%.

jermaine-riviere
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Key industry tension

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  1. Key industry tension Integration is future Solutions provider USP on content Print holds back digital Mixing cultures toxic

  2. Key industry tension Too many print people touching digital Not enough digital people touching print

  3. PEW | USA Read a newspaper yesterday Print 38% 26% 30% 17% Web 13% 9% 2006 2008 2010

  4. Culture change Editorial Advertising sales The people equation Organizing marketing Managing, leading audience development Why “newspapers”

  5. Where culture change points us Why “newspapers” Foundation for multi-media company New ways of identifying value New ways of defining success New ways to reward success New perception by market

  6. Pew study on business models Powerless to change culture Haven’t needed innovative people Employees operationally focused Battling inertia Culture: contact sport, 1 collision at time

  7. This presentation Why “newspapers” Breaking through newspaper culture Re-thinking what we are marketing New business models and innovation What’s next for news industry?

  8. Re-thinking what we are marketing

  9. Organizing models Aggregate 1 deadline per day Hundreds of OK stories Be better at 15+ subjects Deep engagement/platform Atomize 1,440 deadlines (minutes) 5 great stories per day Own 3 unique subjects Multi-media flickers

  10. Marketing a print newspaper Home delivery Content packaging Shut out the world Status symbol

  11. Marketing a Web site Rich experience Infinite information Get it quick Sharing with friends

  12. Marketing a mobile app/site News in pocket Skimmable information Get it anywhere Fillers for your day

  13. Marketing an iPad app Beautiful experience Curated information Second screen Personal enjoyment

  14. Marketing your products Newspaper Home delivery Print packaging Shut out world Status symbol Web site Rich experience Infinite info Get it quick Share with friends Mobile app/site News in pocket Skimmable info Get it anywhere Fillers for your day iPad Beautiful experience Curated info Second screen Personal enjoyment

  15. Multi-platform subscription bundles Overview: print + Web + mobile+ tablet Axel Springer: + iPad2 @ €49.99 per month Los Angeles Times: + membership model HelsinginSanomat: 33% of subscribers in bundle New York Times: driving print sales with digital! The Times: packs for weekday, weekend

  16. Marketing a news brand Convenience Relevance Consumption choice Empowerment

  17. What we are not marketing Journalism Trust Role in democracy Reflection of you

  18. Not about how hard we work (not about us) Is your writing better? Do you care more? Have your people been doing this a long time? Has your brand been around a long time?

  19. Marketing principles It’s about them, not us It’s about benefits It’s about conversation, not lecture It’s about managing perceptions Relationship must transcend platforms

  20. This presentation Breaking through newspaper culture Re-thinking what we are marketing New business models and value What’s next for news industry? Why “newspapers”

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