From Penny Press to online contentFrom Penny Press to online content

why the value goes down as channels go up... and what you do about that

most newspapers in the early nineteenth century cost 6 cents and were distributed through subscriptions

on July 24, 1830, the first penny press newspaper came to the market - Lynde M. Walter's Boston Transcript

Visual representation of

the internet

UK newspapers suffered the most dramatic circulation declines of any country outside AmericaUK circulation fell 25% between 2007-09second only to the US -30%

Source: OECD 2010

NA newspapers closed 2007-10Source: Paper Cuts

Amazon’s recently introduced digital “delivery fee,” charging publishers 15 cents per megabyte to transfer a book’s file to the Kindle

Source: Publishers Weekly 2011

“the big print publishers need to understand the reality of the 21st century: either you roll with new technology or you get rolled over by it. That's the lesson of the history of technology in commerce”

Dan Agin, Huffington Post 2011

BOTHPLAYING THE LONG GAME

“If the unauthorized access is too high, they've got something people will be willingly inconvenienced to read but the price is too steep; if the unauthorized access is too low, they're probably giving it away too cheaply. Somewhere along the spectrum, they'll calculate the Goldilocks Price, and it will be just right.”

Source: http://vannevar.blogspot.com/2011/02/rupert-murdoch-paywall-goldilock-price.html

WHERE NEXT

48% of offline purchases are inspired by online content which equates to about $1.15 trillion in sales

Source: http://www.zmags.com/blog/qr-codes

PEOPLE POWER

THE POWER OF STORIES

nearly one-third of all online ad dollars are expected to go to video in 2011

analysts expect by 2014 that the online video market will be $5.71 billion at the high end of the estimate spectrum and at the very least, $3.01 billion

Sources: eMarketer, (Forrester Research).

branded YouTube channel

top and tail links / ads

incorporate hyperlinks throughout a video –

see klickable.tv

• incorporating hyper-local news and

location-based services

MOBILE DATA CONSUMED –‘09 1.1 exabytes‘10 2.8 exabytes

+ our mobile numbers are unique identifiers

tablets and androids are making the virtual tangible

context AND content – that’s the difference

elegance

use of white space

useful information – not only what, when – but

how to get back in touch

user-focused

timely

THE POTENTIAL OF NFC

Near Field Communication (NFC) – turns you

mobile into a wallet

50% of smart phones expected to ship with NFC

chip by end of 2011

more than just paying for coffee and train tickets

Google One Pass - a payment system that enables publishers to set the terms for access to their digital content

Google 10% of revenue

Apple launched its new subscription service in February

Apple 30% of revenue

www.webwordsworking.co.ukwww.cdacontentlab.com

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