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The New York Times and it's use of Social Media

– how a newspaper is transforming and dealing

with digital opportunity

Presenters

Elke KöglerEustachy Bielecki

Date

May 21, 2015

Lecturer

Jochen Spangenberg

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Outline

1. Crisis of the (OLD) Media Market1.1 Introduction1.2 Competitors growing – Disruption Technologies1.3 Challenges1.4 Innovation Report

2. Innovation Approach – model 4C2.1 Innovation of the Content2.2 Innovation of the Business Modell, Commerce2.3 Innovation for Context Strategies2.4 Innovation for Connection Strategies

3. Growing the Audience3.1 Packaging and Distribution3.2 Promotion3.3 Connection with the audience

4. Shifts into the newsroom

5. Discussion

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1. Crisis of the (OLD) Media Market / 1.1 Introduction

New York Times – what You need to know?

1851 – START

1,150 department staff

114 Pulitzer Prizes

39‘th largest newspaper by circulation (Globally)

30 M web readers in US/monthly

20 M mobile readers in US/monthly

over 5 M Facebook Followers

over 11 M Twitter Followers

over 760 K Digital Subscribers

Ownership: New York Times Company (incl. print version of NY

Times, International Edition, digital properties Nytimes.com)

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1.2 Competitors growing – Disruption Technologies

New Competitors

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Crisis?

1.2 Competitors growing – Disruption Technologies

Source: Innovation Report, p. 7

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1.2 Competitors growing – Disruption Technologies

Disruption

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1.2 Competitors growing – Disruption Technologies

How distruptive

innovators work:

1. Introduced by an

“outsider”

2. Less expensive than

existing products

3. Targeting underserved or

new markets

4. Initially inferior to existing

products

5.Advanced by an enabling

technology

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1.3 Challenges

Other

challenges?

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1.3 Challenges

TECH-BIZ-COMM

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1.3 Challenges

Technological

Software DevelopmentIntegration of Multimedia

Monitoring

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1.3 Challenges

Economical

Sufficient (online) Business Models

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1.3 Challenges

Communication

New ChannelNew CustomerNew Content

New Journalism

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1.4 Innovation Report

Source: Innovation Report, p. 1 (March 24, 2014)

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How media innovation works?

Additional Values ->

Integration of Values - >

Monetization $$$

2. Innovation Approach

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4C

2. Innovation Approach

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2.1 Innovation of the Content

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E-Information

2.1 Innovation of the Content

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E-Entertainment

2.1 Innovation of the Content

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2.1 Innovation of the Content

Infotainment?

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2.1 Innovation of the Content

E-Education

Source: Innovation Report, p. 33

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2.1 Innovation of the Content

The big online library since 1851

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Commerce

2.2 Innovation of the Business Model

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2.2 Innovation of the Business Model

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2.2 Innovation of the Business Model

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2.3 Innovation for Context Strategies

Context

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2.3 Innovation for Context Strategies

Structure of #tags

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2.4 Innovation for Connection Strategies

Connection

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2.4 Innovation for Connection Strategies

Closer to the CustomerCloser to the Reader

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3. Growing the Audience

Source: Innovation Report, p. 25

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3. Growing the Audience

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3.1 Packaging and Distribution

Opportunity:Evergreen

Opportunity:Packaging

Opportunity:Personalization

Source: Innovation Report, p. 26

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3.2 Promotion

Opportunity:InstitutionalPromotion

Opportunity:Front-LinePromotion

Source: Innovation Report, p. 45

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3.3 Connection with the audience

Opportunity:User-GeneratedContent

Opportunity:Events

Source: Innovation Report, p. 53

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4. Shifts into the newsroom

Collaberation with operative departments

Newsroom Strategy Team

Digital First

Source: Innovation Report, p. 58

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5. Discussion

Any questions?

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5. Discussion

Source: www.news.discovery.com

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5. Discussion

Do You think Disruptive Online News Media (like Buzzfeed)

can raise a threat for established media companies (like Nytimes)?

Competitors or Players on different markets?

1.

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References

● Clement, R., Schreiber, D. (2013). Internet-Ökonomie. Grundlagen und Fallbeispiele der vernetzten Wirtschaft, Berlin: Springer.

● Hess, T. (Ed.) (2007). Ubiquität, Interaktivität, Konvergenz und die Medienbranche, Göttingen: Universitätsverlag.

● Mertens, P. (2013). Integrierte Informationsverarbeitung 1. Operative Systeme in der Industrie, Wiesbaden: Springer.

● New York Times (Ed.) (3/2014). Innovation. New York.

● www.cole.de [May 19, 2015].