my scope on how newspapers can face 2012

1. ...newspapers
what is going on, how to get what they deserve,
the best
George P. Achillias
media strategist

2. ... situation
• people NOT in mood to pay as they did
• people in MOOD to pay for content
• internet makes newspapers look slow and
unresponsive
• print loses share in advertising pie

3. ...audience
• people aged 15-24 just ignore newspapers
• 15-26 spent more than 2h online every day
• people below 40ties, buy less than 5 times a
year a newspaper

4. ... media and press
• people don’t use media, they consume
• people live with content
• content fully customized on personal
expectations

5. ... media and press
• people familiar with content payments
• fast news are for free, but best news are
under subscription
• content management apps arise

6. ... the internet
• we live in internet
• we don’t get online, we are online
• media get interactive
• real life’s actions cycle web life and vice
versa

7. ... the outcome
• advert funds move from old to new media,
or to media covering people’s needs

8. ... what hurts
people stop
buying
newspapers
for the content
they have,
but for the offers
they made

9. ... audience newspapers
can’t build
creative communities
audience
turns its
back to press,
newspapers
look and feel
the two “o”
OLD AND ODD

10. ... but, some good news
people buy newspapers... still
mature/ old a good
audience newspaper, a
search for newspaper with
good opinion is always
newspaper desired

11. ... but, at the end of the
day
revenues go to other
pockets, not to
newspapers

12. ... how to fix it
the truth,... NOBODY knows for
sure
the reality, ... EVERYONE wants to
find out the truth

14. ... how
• in UK, more than 85% of newspapers
belong to less than 10 groups
• in Germany, Alex Springer Group owns
more than 40% of published titles
• in Italy, 4 large press groups
• in Poland, two major press players ( more
than 12 titles)

15. ... cut costs

16. ... get closer
• create content pools
• have things to share
• decrease costs
• not that much overlapping

17. people read
what we
say... we
have made
the path to
drive them
to do so

18. ... or create content
people wait to read

19. in CA, USA more and
more titles are
offered, focused on
really specific
content communities
demand
building a
community
worths ten
times more
than having
an audience

20. ... because
you can buy
an audience,
you can’t buy
a community

21. create something
worth forwarding
and then start
a discussion about it
you become
reference point,
an influencer

22. make the
difference
offer
content
do it with
passion

23. ... how

24. ... share
• content
• comments
• real time news

25. ... create
• audience
• communities
• small specialized groups

26. ... explore
• invest on new technologies
• reconfigure the content production
• adjust flows to web, not to publish
• web has to feed print version, NOT vice
versa

27. ... expect
• NOT revenues only from channel
• get tabled, the right way ( not just an app)
• to make mistakes, try to avoid costly ones!

28. ... allow
• people to create stuff, content for you and
then reward them
• make people demand to pay for the
content only you can create
• teach them how to be peaky

29. blogs and
social
networks
are NOT
journalists
are content
contributors

30. ... get social
• feed twitter, put your headlines there
• be the pool of content, social media needs
to share
• create online events, readers love them

31. ... use
• all things allow you to share content, ALL
• be front line runner, offer content in special
forms
• tools
• CREATE content

32. make readers, be your editors
turn on the volume on
what they have to say
let the community
to drive content demands

33. make your
community
BRANDED

34. make it easier to post it/
faster to be readied
set up mechanism to
sell content faster/
easier for
community to get
access to it

35. ... offer niche things
• like content
• be specific
• address teams
• focused on ready made communities

36. ... the way to
do so

37. make things
people collaborative
creatives workflow
editors avoid oxymoron
photographers situations
work
parallel

38. never be
LINEAR,
everything
can be driven
both ways,
from editors
to readers

39. no sealed
stages
no holy
procedures
being open to
listen and
react 24/7

40. use and find
out solutions,
use experience
and not that
much
technology

41. ... inside a newspaper
• systems/ methods to release writers and
editors from technical complexities
• focus on creating, not implementing
• three clicks process to post, to publish

42. ... at the end of the day
media can’t exist without newspapers,
newspapers have to find out how to prove or
to do it even stronger that they are more
necessary to people and have many things to
offer than only the ability to “kill a fly” or to
“wrap fish”

43. thank you
thank you
all photos are from flickr and tumblr
for more get in contact with
George P. Achillias
@thibetian
about.me/gachillias
facebook.com/thibetian
georges.achillias@gmail.com
thibetian.posterous.com