what’s next?
Post on 09-Jan-2016
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What’s next?What’s next?Opportunities in printOpportunities in print
New product development strategyNew product development strategy
Core competenciesCore competencies
Learning rulebook for digital advertisingLearning rulebook for digital advertising
Preparing for smartphone boomPreparing for smartphone boom
Your crossover pointYour crossover pointIf print advertising is declining, what must If print advertising is declining, what must digital growth rate digital growth rate be to run a growing be to run a growing business?business?
Digital First Media: digital growth of Digital First Media: digital growth of 50%50%
WHAT’S NEXT?WHAT’S NEXT?
Digital First MediaDigital First MediaSolutionsSolutions
Geo-target audienceGeo-target audience
Target behaviours Target behaviours based on customer mixbased on customer mix
Facebook “likes”Facebook “likes”
Improve search engine Improve search engine positioningpositioning
ProductsProducts
Web site bannersWeb site banners
Yahoo inventoryYahoo inventory
Facebook contextual Facebook contextual adsads
Directory packageDirectory package
WHAT’S NEXT?WHAT’S NEXT?
1 + 1 = 3?1 + 1 = 3?What do these revenue solutions add up What do these revenue solutions add up to?to?
How do we structure industry re-training?How do we structure industry re-training?
Is this 100%/80%/60% print Is this 100%/80%/60% print replacement?replacement?
WHAT’S NEXT?WHAT’S NEXT?
What’s next?What’s next?Opportunities in printOpportunities in print
New product development strategyNew product development strategy
Core competenciesCore competencies
Learning rulebook for digital advertisingLearning rulebook for digital advertising
Preparing for smartphone boomPreparing for smartphone boom
iPhone’s impact on iPhone’s impact on mobile pageviewsmobile pageviews
+1,700%+1,700%
Putting mobile in Putting mobile in perspectiveperspective
Source: Otto SjöbergSource: Otto Sjöberg
Phase 1: connecting people (86% penetration)Phase 1: connecting people (86% penetration)
Phase 2: connecting people to Internet (33%)Phase 2: connecting people to Internet (33%)
Phase 3: connecting everything (5%)Phase 3: connecting everything (5%)
Economics of Economics of smartphonessmartphonesProcessing power improvingProcessing power improving
Access speed fasterAccess speed faster
Smaller and thinnerSmaller and thinner
Cheaper device + timeCheaper device + time
Economics of Economics of newsprintnewsprintDemand will weakenDemand will weaken
Paper mills: consolidatePaper mills: consolidate
Suppliers: contractSuppliers: contract
Prices will risePrices will rise
Targeted opportunitiesTargeted opportunities
When platform When platform economics collideeconomics collide
Cheaper to give away $50 tablet than printing/deliveringCheaper to give away $50 tablet than printing/deliveringTipping point? Price? Speed? Device volume?Tipping point? Price? Speed? Device volume?
ConclusionConclusion
Marketing newspapersMarketing newspapersNo longer destination purchase No longer destination purchase ((producing producing and and distributing distributing important)important)
Now highly discretionary purchase Now highly discretionary purchase ((selling selling and and marketing marketing important)important)
Re-create demand Re-create demand for productsfor products
What companies sellP&G: shampoo shine to confident and sexy
Disney entertain to make dreams come true
Apple: make products that people will love
Not content but convenience and delight
Not the news, we help improve people’s lives
Transport hearts, minds to world of discovery
What newspapers sell
Marketing focusWhat makes brand unique
Who you are as a brand
What makes you different
How to stay newly relevant
““We are losing readers not We are losing readers not because we don’t write for because we don’t write for them, but because we don’t them, but because we don’t speak to them and we don’t speak to them and we don’t invest in understanding them.invest in understanding them.””
– – Jim Chisholm, Consultant, FranceJim Chisholm, Consultant, France
Why “newspapers”
1.1. Culture change foundation for Culture change foundation for multi-media multi-media modelmodel
2.2. Embryonic stage, yet clear Embryonic stage, yet clear culture change models culture change models to followto follow
3.3. What we market What we market changes with multi-mediachanges with multi-media
4.4. New business models, New business models, value propositionsvalue propositions
5.5. What’s next: What’s next: print, new product development, core print, new product development, core competencies, digital advertising, closing smartphone gapcompetencies, digital advertising, closing smartphone gap
What is your What is your shared vision shared vision moving forward?moving forward?
SummarySummary
New Oxygen New Oxygen New GrowthNew Growth
New Oxygen New Oxygen New GrowthNew Growth
Engage with us at Engage with us at www.INMA.orgwww.INMA.org
Earl J. WilkinsonEarl J. WilkinsonExecutive Director and CEO Executive Director and CEO INMAINMA@earljwilkinson@earljwilkinson
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