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Press in the World –Digital against Paper
4th Annual Conference of Press Publishers and Distributors Kiev, 26.10.2011
Katja RieflerDirector EuropeAIM Group//Classified Intelligence [email protected]. +49 89 621 460-44
© 2011 AIM Group LLC
Publishing in a Digital World
2 | Press in the World – Digital against Paper | Katja Riefler © 2011
1. What is happening to the newspaper, classifieds, revenue?
2. Where is the audience going?
3. What role has distribution?
4. Digital Against Paper - Is this a war?
5. How will you earn money in the future?
WHAT IS HAPPENING TO THE NEWSPAPER, CLASSIFIEDS, REVENUE?
1.
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Estimated Revenues European Newspapers
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Source: Gregor Waller, presentation at WNC2011, Vienna, 14. Oct 2011
WHERE IS THE AUDIENCE GOING?
2.
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Network accessHigh speed connectivity
AccelerometerResponds to motion
MicrophoneUsed to “hear”
providing audio inputs within the context of its
environment
Integrated camera
Provides the means to “see” media and objects
in its surroundings
Proximity sensorSenses closeness
GPSKnows where you are
Example: VG in Norway
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Source: Torry Pedersen, presentation at INMA 2011, New York, May 2011
Print readership falling, digital gains
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Source: Torry Pedersen, presentation at INMA 2011, New York, May 2011
WHAT ROLE HAS DISTRIBUTION?
3.
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DIGITAL AGAINST PAPER - IS THIS A WAR?
1.
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Digitilazation – „Disruptive Innovation“
New York Times
Huffington Post0
10
20
30
Unique Users
New York Times
Huffington Post
0
400
800
1200
Head Count
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Aggressive Growth
Projected
Email Subscribers in North America(Growing at over 1M new subscribers a week!)
Aggressive Growth
Groupon filed with the SEC on Friday.
“We increased our revenue from $1.2 million in the second quarter of 2009 to $430.2 million in the third quarter of 2011.
“We expanded from 5 North American markets as of June 30, 2009 to 175 North American markets and 45 countries as of September 30, 2011.
“The number of subscribers to Groupon’s e-mail list climbed 24 percent to 142.9 million in the third quarter from the previous three months. Of those, 29.5 million purchased a coupon.”
Clayton Christensen: Disruptive Innovations
© Clayton M. Christensen 1998-2011
Pe
rfo
rma
nc
e
Time
Performance that customers
can utilize or absorb
Pace of
Technological
Progress
Sustaining innovations
Disruptive innovations
Incumbents nearly always win
Entrants nearly always win
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Quality of in
tegrated mills
’ steel
Little boys beat giants by disruption
© Clayton M. Christensen 1998-2011
7%
4%
Quality of m
inimill-produced steel
12%
8%
18% 22%
% of tons
Ste
el
Qu
ali
ty
19801975 1985 1990
Rebar
Angle iron; bars & rods
Structural Steel
Sheet steel
25–30%55%
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Newspapers underestimate growth potential
established business
established business
disruptive modell
disruptive modell
New growthNew growth
Start outsideStart outside
ReplacementReplacement
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HOW WILL YOU EARN MONEY IN THE FUTURE?
7.
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Learnings from around the world
1. Make sure you get distribution right!
2. Make succeeding in digital media a priority
3. Build your brand, use all media channels (print, web, mobile, tablet)
4. Invest in your audience (revenue will follow)
5. Serve your advertisers well, care for their needs
6. Go for small money
7. Allow internal competition
8. Experiment and try as much as you can
9. Allow failures, correct errors fast
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10. START ACTING NOW!
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QUESTIONS?
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Thanks for your kind attention
4th Annual Conference of Press Publishers and Distributors Kiev, 26.10.2011
Katja Riefler, Director Europe, AIM Group // Classified Intelligence LLCPhone: +49 89 621 460 44 – [email protected]
© 2011 AIM Group LLC
