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