This document discusses challenges and opportunities facing newspapers in a changing media landscape. Key points discussed include: 1. Media are shifting from mass to niche formats and from one-way communication to two-way interaction as audiences want more participation and content influence. 2. Newspapers must learn more about their audiences through customer relationship management and segmentation to treat different customers differently. 3. Television is increasingly becoming a threat as a fast source of both news and context, so newspapers must be faster, easier to use, more trusted, and appeal to young audiences. 4. Modern newspapers are finding success through a triangle of the printed paper, mobile services, and strong websites that follow audiences across platforms under one trusted brand.

1. Newsmedia Marketing..... II Ukrainian Newspaper Congress Inge Van Gaal Kiev October 2010

2. Headquarter European Union 2

3. Nato headquarters 3

4. ....Manneken Pis.... Atomium 4

5. Chocolate The best..... Forget the swiss forever 5

6. No words, just taste it.... 6

7. 7

8. INMA = Sharing ideas 8

9. INMA = Inspiring Change 9

10. The environment is changing The life style is changing The number of media channels is increasing 10

12. participate

13. express himself11

14. We need to adapt! 12

15. mass media to specialized niche media few media to many media 13

16. one way communication to two way - interactive communication 14

17. social networks: technology removes control from communicators, from you… …to the reader 15

18. consumers play a more active role audiences influence content 16

19. Therefore newspapers should learn more about their audiences 17

20. Customer Relationship Management Identify Customers Differentiate Customers Interact with Customers Integrate Customers = Treating different customers differently 18

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22. Before 2000 Branding? Not for newspapers.... Marketing? We are not soap! Publicity? No, we journalists know what people want! Change? O dear, why? We are good enough 20

23. Segmentation of a local market, the case of 21

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29. Sustained advertising revenue

30. Increased online readership … a Swedish success story

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32. Product changes They had no problem. Circulation stable to growth. BUT.... Mentally they always want to improve “Every 10 years we change!” 28

33. 29 This time they focused Background info Local strenghts Format and presentation Service and life style

34. Format changes??? Old format: 470 * 305 mm New format: 450 * 300 mm Creates better lay out opportunities It fits better to the need of the public It makes Kleine Zeitung more different 30

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40. Results 0.2% phone calls 0.1% about smaller letters... = mistake Image perfect !!! 36

41. Staying at the topis more difficult thangetting there....

42. Reasons for their success? Top management involved Drive to be different Drive to be better Local focus Long term planning 38

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45. Advertisers do not respond on promotions

46. Expensive...40

47. The promotional idea Books.... People can’t make a selection Well known authors The classics 41

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49. The concept Select 50 top titles Start with “a big one” Give the first book away Sell the next 49 at 4,9 € Big advertising campaign 43

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53. The financial result 47

54. Final evaluation Biggest bookpublisher in Italy... Important increase in circulation Profitable 48

55. Keys to succes Be different and innovative Good cooperation with outside company “shelving” effect: good quality Advertising campaign Own newsroom cooperated actively 49

56. Wake-up break …

57. INMA = Sharing ideas 51

58. Product development 52

59. Knowledge before news? Need to know versus want to know. Need = news Want = knowledge When knowledge = need : specialisation 53

60. Knowledge before news? But news = ..... Free.... Except for ... business press. So specialisation versus generalisation. 54

61. Knowledge before news? Therefore: the real question is how to bring news and knowledge together under one brand!! 55

63. Invest in websites.

64. Specialists in short messages.

65. Trusted brands.56

66. Television..... Television was: News at some fixed moments. Short and no context. Displayed at television set. Attractive to youngsters. 57

67. Television..... Television is: News at all moments of the day. Short and long versions. Follows the client. Attractive to youngsters. 58

68. Television: The enemy. If we allow them to become “needed” and “wanted”, we lose. If we do not cooperate with them, they will see our readers as their clients in search of news and ... context. 59

69. Television: The enemy BUT...! We can beat them if We are fast(er). We are easier to use. 60

70. Television: The enemy. We can beat them if we are more trusted by the readers We need to be linked to the youngsters. (“belong to the future”) We add more value. 61

71. Triangleof succes Newspaper Mobile Services Internet 62

72. Modern newspapers Compact. (time consumption goes down) Strong in local news, good enough in national/international news. News and knowledge (need and want to know) 63

73. Modern newspapers have Strong website under same brand 64

74. Modern newspapers have Mobile services = Triangle 65

75. Modern newspapers Invest in branding, on all platforms if possible. Most important: Follow their clients. 66

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80. De Standaard website 71

81. View Printed newspaper online 72

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83. Keys for succes Think before acting Editor in chief and commercial manager work closely together Try to simplify paying model as much as possible 74

84. Keys for succes Use one strong brand See everything related to each other Focus on news 75

85. Keys for succes Publishing model: readers and advertisers Top management supports but gives freedom 76

86. Lessons in summary The best examples change....all the time Be different Top management is involved Editorial and marketing: same market orientation Important marketing budgets 77

87. ChallengesSocial media 78

88. The rise of social media Hundreds of millions of us have turned into content generators + placed billions of opinions online 79

89. The rise of social media The world’s collective thinking is online + published for the 1st time in history 80

90. The rise of social media A revolution in the way consumers share influence + opinion 81

91. Digital Friends Digital channels have moved many of our social interactions into the virtual space + into text + the written word ! 82

93. Digital Friends Digital channelsencouragemorefrequentinteraction and makeiteasier to shareinfluencethroughsending links, videosorpictures 84

94. Social media Make sure all your personnel is on a social network and you too! give everyone full authority 85

95. ChallengesTechnology 86

96. Battle of Waterloo - 1815 87

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98. Opportunities 89

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100. reuters 91

101. reuters 92

102. reuters 93

103. Opportunities Research 94

104. In-house Information 95

105. Research used Audience and market studies Strategicmarketpositioning research News and editorial research Circulation research Advertising research Customersatisfaction research 96

106.  WARNING ! “ Media Researchers are a group of people who pass as experts on the basis of their prolific ability to produce an infinite variety of incomprehensible figures calculated with micrometric precision from the vaguest assumptions based on debatable evidence from inconclusive data derived by persons of doubtful reliability for the sole purpose of confusing an already hopelessly befuddled group of people who never read the statistics anyway” 97

107. Ideas? ThankYou! www.tijd.be 98