Weitere ähnliche Inhalte Ähnlich wie The Future of the Newspaper: multi-media, multi-channel, multi-platform - DDr. Horst Pirker (20) Mehr von inma outlook 2009 (20) Kürzlich hochgeladen (20) The Future of the Newspaper: multi-media, multi-channel, multi-platform - DDr. Horst Pirker1. The Future of the Newspaper:
multi-media, multi-channel, multi-platform
DDr. Horst Pirker, CEO Styria Medien AG
INMA Europe Conference
Vienna, 03.10.2008
Horst Pirker
A-8010 Graz Schönaugasse 64
Tel. +43 316 8063-1000 E-Mail: horst.pirker@styria.com
4. Newspaper
Derived from „zidunge“ (west middle German): „News“
Attributes
Periodicity
Up-to-dateness
Universality (variety in terms of content)
Publicity (accessibility for everyone)
► Term „Newspaper“ does not include payment coercively.
► „Newspaper“ (News) is not bound to paper or printing.
1. Review Daily Newspapers © Styria Medien AG Page 4
5. Sold Copies and Reach Germany
1. Review Daily Newspapers © Styria Medien AG Page 5
8. Reach, Media Usage Time & Circulation
of Dailies in Germany and USA
1. Review Daily Newspapers © Styria Medien AG Page 8
9. Media Spending Germany 1995-2007
(Net income in relative terms)
Loss of market share of
daily newspapers in
developed markets
However, in absolute
figures increase in
advertising earnings
of daily newspaper
Risk of substitution by
internet especially
in the area of car
and real estate-
classifieds
Source: ZAW
1. Review Daily Newspapers © Styria Medien AG Page 9
10. Media Spending Germany 1995 – 2007
(Net income in absolute terms, in Mio. €)
Source: ZAW
1. Review Daily Newspapers © Styria Medien AG Page 10
11. Media Spending USA 1995-2007
(In relative und absolute terms)
Source: Universal McCann. These U.S. advertising reports represent all expenditures by U.S. advertisers - national, local, private individuals, etc. The expenditures, by
medium, include all commissions as well as the art, mechanical and production expenses that are part of the advertising budget for each medium.
1. Review Daily Newspapers © Styria Medien AG Page 11
12. Laws of Communication Sciences ( Riepl‘s Law)
Law of Non-replacement
Media never fall into desuetude, but they at
the most change in their meaning and
function in the society.
Law of Need
Media occur and only occur as a lasting
institution only if a societal need has grown
for them.
Law of Acceleration
New media step on the stage of societal
communication in progressively shorter
intervals.
1. Review Daily Newspapers © Styria Medien AG Page 12
14. New Developments: Technique
Des- Content Re-
Content Integration* Integration** Content
and
Digitalisation and
intermediate medium
and
original medium (nz≥ 1) final medium
Disintegration
* by media producer, e.g. User
E-Paper ** by media producer or consumer
Broadband
Hypermedium Internet
Weblogs
Games
Artificial Intelligence
Next Generation Media
2. New Developments © Styria Medien AG Page 14
15. New Developments: Economy
Concentration
Markets
Market Participants
Advertiser
Advertising agencies
Concentration of media
Development of Free Newspapers worldwide
New Business Models
Hybrid Models
Reverse Publishing
Free Newspapers
2. New Developments © Styria Medien AG Page 15
16. Stock Price of selected Media Companies
New York Times Company Gannett McClatchy Johnston Press Trinity Mirror
2. New Developments © Styria Medien AG Page 16
18. New Developments: Convergence
Convergence of
Technique
Transmission routes
Tools
Branches
Media (Companies)
Content
Culture
Public and Private
Human and Computer
Producer and Consumer
2. New Developments © Styria Medien AG Page 18
20. Consequences for Media Companies
1. Cooperations
2. Mergers
3. Harvest
4. The 3 Lives of Newspapers
5. MMM-Strategy
Multimedia
Multichannel
Multiplattform
6. Newsroom: Integration-Model vs. Separation-Model
3. Consequences © Styria Medien AG Page 20
21. 1/6 Cooperations
Source: Vgl. Schildhauer, T. et al. (2005), S. 29
3. Consequences © Styria Medien AG Page 21
22. 2/6 Mergers (Fusions, Joint Ventures und Take Overs)
Horizontal vs. Vertical Mergers
Economies of scale vs.
homogenous value-added chains
and strengthening of independence
Substitutive vs. complementary
Targets
Companies after Mega-Merger
very often to slow on
dynamic media market
(Vivendi, AOL Time Warner,
etc.)
3. Consequences © Styria Medien AG Page 22
23. 3/6 Harvest
„A stagnant industry‘s market
position is harvested by raising
prices and lowering quality,
trusting that consumers will
continue to be attracted by
the brand name rather than
the substance for which the
brand name once stood.“ (M.
Porter)
3. Consequences © Styria Medien AG Page 23
24. 4/6 Die 3 Lives of Newspapers: Paid
1. Paid-Newspapers
3. Consequences © Styria Medien AG Page 24
25. 4/6 Die 3 Lives of Newspapers: Hybrid
1. Paid-Newspapers 2. Hybrid Model
Manchester Evening News
• Established in 1868
• Price: 40 p
• For free in city centre, on airports
and hospitals since 2006
Le Matin Le Matin bleu
• established 1984 • Established 2005
• Paid-Newspaper • Free-Newspaper for younger target
group
Die Welt Die Welt kompakt
• Established 1946 • Established 2004
• Format: Broadsheet • Format: Tabloid
• Price: € 1,50-1,80 • Price: € 0,70
• Lower-priced compact
newspaper for younger TG
3. Consequences © Styria Medien AG Page 25
26. 4/6 Die 3 Lives of Newspapers: For Free
1. Paid-Newspapers 2. Hybrid Model 3. For free
La Razon (Buenos Aires)
Established 1905
For free since 1999
San Francisco Examiner
Established 1865
For free since 2003
The Standard (Hongkong)
Established 1949
For free since 2007
3. Consequences © Styria Medien AG Page 26
27. 5/6 MMM – Multimedia Multichannel Multiplatform
Text Pictures Tones Graphs
(moved/ unmoved)
3. Consequences © Styria Medien AG Page 27
28. 5/6 MMM – Multimedia Multichannel Multiplatform
Physical Distribution
Household Delivery
Kiosk/ Retail
Colportage/ Distributors
Distribution Bags
Non-Physical Distribution
Cabel
Satellite
UMTS
DVB-H
GPRS
WiFi
WiMAX, etc.
3. Consequences © Styria Medien AG Page 28
29. 5/6 MMM – Multimedia Multichannel Multiplatform
Various platforms
Paper
PC
Mobile Devices
Public Screens, …
3. Consequences © Styria Medien AG Page 29
30. 5/6 MMM - Summary
media
Multi-
3. Consequences © Styria Medien AG Page 30
31. 5/6 MMM - Summary
media
Multi-
channel
Multi-
3. Consequences © Styria Medien AG Page 31
32. 5/6 MMM - Summary
media
Multi-
channel
Multi-
platform
Multi-
3. Consequences © Styria Medien AG Page 32
33. 6/6 Newsroom: Separation-Model vs. Integration-Model
Separation-Model : Integration-Model :
„Schibsted initially separated
its print and online operations
because it had no
confidence in its newspapers’
ability to try simultaneously to
steal competitor’s
audiences while preserving
market share.
Since then, the managers have
been impressed with the way
the spirit of competition from
online has bled into the print
side.“
Source: Schibsted Media: Innovation In Action, p. 9
3. Consequences © Styria Medien AG Page 33
34. 6/6 2 different Model - 2 possible Chances of Success
Separation-Model : Integration-Model :
3. Consequences © Styria Medien AG Page 34
35. 6/6 The Danger of Integration
Digital only Digital only
AUDIENCE
Double AUDIENCE Double
User
User
Print only
Print only
*At Schibsted the subset amounts to 5%!
Probably it is usefull to build a common newsroom where digital and print sit next to each other in order to exchange ideas, etc.
However the print and digital organisations and processes should not be integrated, they should act in an egoistic manner with
clear seperation of responsibilities. In this sense the subset of contents is just a by-product or even a „waste-product“.
3. Consequences © Styria Medien AG Page 35
36. 6/6 Content Engine
2 major components
(among others):
1. UGC (User
generated content)
2. Automatically
generated and
related content
(e.g.
silobreaker.com):
Automated
integration of own,
external and
individual contents
and services for all
media and
formats.
3. Consequences © Styria Medien AG Page 36