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KU Communicators 1
The Business Of the News Business
It’s Changing RightBefore Your Eyes
James K. Gentry, Ph.D.ProfessorSchool of JournalismUniversity of [email protected]
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KU Communicators 2
A Presentation For KU Communicators
Original presentation developed
for SPJ national convention
and regional meetings
Developed by:
James K. Gentry
Lisa Loewen
Oct. 24, 2006
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KU Communicators 3
Impetus for Change Internet is redistributing power from
news producers to consumers Old model: Big media companies
delivered a “lecture” New model: New technology lets
anyone become a “journalist” or “communicator” at little cost
Fragmenting audiences
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KU Communicators 4
Impetus for Change Traditional differences between local
and long-distance phone services, cable TV, satellite TV, radio and television are being wiped away.
Present economic models in question Audiences want “experiences” Rate of change is escalating
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KU Communicators 5
Business Reality In 2005, traditional TV, newspaper,
radio, magazine and cable revenue rose 4.2% over 2004
In 2005, Internet revenue was around $10 billion, up 13% to 23% over 2004
Advertisers shifting more ad dollars to the web and at a faster rate
Nielsen Monitor-Plus, TNS Media Intelligence
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KU Communicators 6
Media Trends More outlets covering fewer stories Big-city metro papers threatened Battle of idealists and accountants is over Technological innovation Challengers to old media, the aggregators,
are also playing with limited time Old media challenge Internet providers and
aggregators to compensate them for content The State of the News Media Annual Report
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KU Communicators 7
Newspapers: The Details Newspaper revenue rose 1%-2% in ’05 Online revenues rose 30% + in ‘05;
exceeded $3 billion in 3rd quarter ‘05 Circulation declined Advertising revenue up, linage down Stock prices fell by an average of 20%
The State of the News Media Annual Report
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KU Communicators 8
Daily Newspaper Reading
18-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years
1967 200371% 40%73% 41%
81% 50%79% 59%78% 64%72% 70%
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KU Communicators 9
Circulation and Population In 1980, daily newspaper circulation
was 62.2 million. In 1980, U.S. population was 237 million
In 2005, daily newspaper circulation was 54.6 In 2005, U.S. population was 296 million
Newspaper Association of America
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KU Communicators 10
Newspapers Losing Jobs Business has lost 3,500 - 3,800
newsroom professionals since high of 2000 (not counting 2006 losses)
Estimated loss of 1,250-1,500 in ’05 Estimated loss of 500 in ’04
The State of the News Media Annual Report
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KU Communicators 11
Broadcast: The Details Network morning news revenues up
15% in 2004; projected up 6% in ’05 Network evening news projected a 10%
increase for ’05; in ’04, only ABC had revenue growth.
Biggest change in ’05 was the shift from showing a profit to breaking even at many stations.
The State of the News Media Annual Report
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KU Communicators 12
NBC Universal Reality Check NBCU to reduce spending on traditional TV
by up to $750 million as viewers and advertisers move to new media
Planning layoffs across news departments, including CNBC, MSNBC
Replacing dramas, comedies with low-cost programming in 7 p.m. time slot
Creating regional “hub” in L.A. to serve NBC, MSNBC, CNBC and three area stations
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KU Communicators 13
Strategies Clustering Outsourcing: Sweetheart, get me India Consolidation Brand extension “Convergence” Develop new revenue streams
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KU Communicators 14
Clustering Buy properties in the same region to
gain operating efficiencies MediaNews: Has 33 California papers.
Adds Contra Costa and San Jose McClatchy: Had 1 N. Carolina paper, 3
S. Carolina papers. Adds 1 N. Carolina paper, 2 S. Carolina papers from KR
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KU Communicators 15
Outsourcing Reuters: 1,000 journalists in India in ‘05 Has 15,000 employees in 91 countries Mid-late 2006, Reuters hoped to have
half of its staff located in India Business 2.0 outsourced entire section
of magazine to India in 2004 “Creeping outsourcing”
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KU Communicators 16
Consolidation Rupert Murdoch and News Corp.
Television Satellite Newspaper Technology, multimedia: MySpace ‘05
Disney, Viacom, GE McClatchy & Knight Ridder, MediaNews
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KU Communicators 17
Brand Extension ESPN ESPN2 ESPNews ESPNClassic ESPN.com ESPNRadio ESPNU ESPNZone ESPN the Magazine ESPYs
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KU Communicators 18
“Convergence” Tampa Lawrence Tribune Company Naples, Bonita
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KU Communicators 19
New Revenue Streams Build website for other companies
Lawrence Journal-World Find sponsors for specific sites
MySpace Package sales with other media Charge for niche advertising
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KU Communicators 20
New Revenue Streams News Corp has developed a national
classified database Consumers can customize ads in
Newspaper Website Cell phones Podcasts Or any combination of the above
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KU Communicators 21
What’s Enough Profit? Knight Ridder and Gannett 16% McClatchy 14% Disney 8% Wal-Mart 4% Exxon Mobil 10% Anheuser Busch 12% Yahoo 38%
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KU Communicators 22
KR Cost Cutting Eliminate duplication of key national
beats and art criticism Cut home delivery discounts and NIE Replace defined benefit plans with
defined contribution plans Consolidate national and retail
advertising accounts
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KU Communicators 23
More Cost Cutting Regional news center
Consolidate all copy editing, wire editing, page design and layout into three regional centers serving 31 K-R daily papers using common front-end technology
Centrally manage technology, finance Centralize classified calls
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KU Communicators 24
Blogs Instant interactivity, fastest growing segment
of the web. A new blog is created almost every second
Perhaps 30 million blogs Search engines track information found only
in blogs Technorati Ice Rocket Google Blog Search
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KU Communicators 25
Blog Searching Search engines that track information
found only in blogs. Technorati
Tracks over 31.2 million blogs Returns more total results
Ice Rocket Search by keyword and author
Google Blog Search The fastest search engine
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KU Communicators 26
Best Blogging Newspapers Houston Chronicle Washington Post USA Today St. Petersburg Times Atlanta-Journal Constitution San Antonio Express-News New Orleans Times-Picayune The Oklahoman
NYU School of Journalism
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KU Communicators 27
What Makes a Good Blog? Ease-of-use Clear navigation Currency Quality of writing, thinking and linking Voice Comments and reader participation Range and originality Explain what blogging is on the blogs page Show commitment
NYU School of Journalism
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KU Communicators 28
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KU Communicators 29
iPod Explosion iPod sales increased by 909% from 2nd Q ‘03
to 2nd Q ‘04 807,000 iPods sold in 2nd Q ‘04 100 iPods sold per minute in 4th Q ‘05 31 million iPod units in use in 2005 43 million iPods units predicted in 2006 Now video What I want, when I want, where I want
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KU Communicators 30
News Media Podcasting NPR
More than 6 million downloads monthly Sponsored by Acura, HBO, Intel and
Vanguard New York Times Naples Radio stations purchase newspaper
podcasts for their “news” shows
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KU Communicators 31
News Drives Web Traffic When a major news event occurs,
number of people visiting sites soars BBC News accounted for 27% of news
impressions on day of London bombings Websites had a 30% increase in activity
on the day of the London bombing More than 60% of users go online to get
news and information
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KU Communicators 32
Change Leaders New Orleans Times-Picayune
Hurricane Katrina www.nola.com Nola changes culture of Times-Picayune
Greensboro News & Record Virtual town square where every reader is a reporter New value: collaboration with citizens
Bakersfield Free classified Website called Bakotopia Northwest Voice, a free paper Mas, weekly targeting English-speaking Hispanics
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KU Communicators 33
Citizen Journalists Ordinary members of the public turn into
photographers and reporters People getting used to creating pictures
and videos on their phones, and increasingly think of sharing them
People want to share their stories
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KU Communicators 34
Techniques They Use Camera phones Personal dispatches Blogs Podcasts Wikis Instant messaging, chat, etc. RSS (really simple syndication)
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KU Communicators 35
Citizen Involvement: Opportunity or Threat? “Best opportunity in decades to do even
better journalism” by enthusiastically embracing connectivity – Dan Gillmor
Traditionalists concerned with accuracy and credibility: hoaxes, fakery and downright errors or deceit.
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KU Communicators 36
Citizen Journalism Norfolk
HamptonRoads.tv Video-only Website
Wisconsin State Journal Readers pick one story to appear on front page Inciteful: editor’s blog that explains news decisions
Nashville Local ABC affiliate WKRN
Entire staff can shoot stories More naturalistic programming
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KU Communicators 37
Citizen Journalism: Al Gore Current TV: Do it yourself TV
Al Gore’s start-up Goes beyond news and into lifestyle Uses website to gather feedback on what
should air Pays for videos it chooses to run
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KU Communicators 38
Forums, Forums, Forums News Sports Survivor stories Mayoral issues Pet rescue
“This forum is provided for users to share news and information about animal and pet issues that may help other animal and pet lovers in the Metro New Orleans area.”
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KU Communicators 39
Readership Institute www.readership.org/ Users have “experiences” with your media
offering, no matter what you do Experiences are linked to audience’s
behavior using your media Experiences can be changed, enhanced Improve the “experience”
Break formula, take risks, be notably innovative
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KU Communicators 40
What is “Experience”? How your offering makes consumer feel How it interacts with consumer needs,
interests and desires Thoughts and feelings consumers have with
your publication or broadcast or site and with its relevance to their lives
Breakthrough: When experiences correlate by target group to
motivating or inhibiting media usage
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KU Communicators 41
Learning from Star-Tribune Tested Readership Institute findings Over-arching readership goals and strategy
Everyone measured against them From RI “experiences” research:
Something to talk about Looks out for my civic and personal interests Surprise and humor Ad usefulness
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KU Communicators 42
OriginalOriginalPaperPaper
• Feb. 22Feb. 22
• Typical Typical news daynews day
• Front and Front and inside inside pagepage
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KU Communicators 43
ImprovedImprovedPaperPaper• Same day, same Same day, same
news choicesnews choices
• Trying for Trying for experiencesexperiences
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KU Communicators 44
ExperiencExperienceePaperPaper•Same day, Same day, but news but news chosen from chosen from any part of any part of paper or paper or news budgetnews budget
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KU Communicators 45
Experience PaperStrongly Preferred
0
10
20
30
40
50
60
70
80
90
100
Overallpreference
Best storyselection
Get you to readmore
Looks out foryour interests
Easier to getinformation
Origina l I m prov e d Ex pe r ie nce
Per
cen
t w
ho
pre
fer
Per
cen
t w
ho
pre
fer
Side by side comparisonSide by side comparison
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KU Communicators 46
What is Rob Curley Up To? Just who is Rob Curley?
Vice President, product development, Washingtonpost.Newsweek Interactive
His team developed the national or international newspaper Web site of the year (named by either the Newspaper Association of America or Editor & Publisher magazine) every year 1998-2004.
In 2001, NAA named him the newspaper Internet Pioneer of the Year, the youngest person to ever win the award.
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KU Communicators 47
Rob’s Advice: October ‘06 Own local breaking news Hyper-local content Database-driven coverage Multimedia overkill, video mania Evergreen content Embrace platform-independent delivery Dialog, not monolog
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KU Communicators 48
Naples & Bonita News Relentlessly interactive Lots of community contributions Reporter and reader photos, videos Reporter and reader blogs Lots of audio Reader forums
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KU Communicators 49
And More Newsroom Podcast Email news, sports, weather to your phone Access police scanners Listen to audio traffic from Naples Municipal
Airport Email newsletters Stories downloaded to PSP Started videocast from newsroom that runs
online and on local cable
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KU Communicators 50
Hyper-local in Marco Sun Mega-calendar including:
Rotary meetings and Bible studies Church guide Restaurant guide Beach guide Schools guide Marco Island history Fishing blogs
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51
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KU Communicators 52
Challengers Craigslist OhmyNews Skype and eBay
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KU Communicators 53
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KU Communicators 54
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KU Communicators 55
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Others Backfence.com, in suburban Virginia.
Citizens are the only contributors and the “newspaper” is an unedited Web site.
Blufftontoday.com, Bluffton, S.C. Made up largely of reader contributions. Also free tabloid.
Loudon Forward, Loudon County, VA
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And More Generation @ Vlogging Videocasts Video on handhelds On-demand media
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Social Networks Participants act as producers, distributors and
marketers of content through reviews, voting and blogs
Today’s audience wants more interaction Today’s audience wants the ability to create
and distribute its own content Today’s audience wants a personalized
media experience Yes, experience
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Social Networks MySpace.com (Murdoch) Facebook.com (Yahoo?) YouTube.com (Google) Buzz-Oven.com Vidilife.com
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MySpace 79.6 million unique visitors in August More than 40 million registered users Received 21% of visits to U.S. online video
sites in September Users may post messages, update blogs,
send photos via mobile phones Google paid $900 million to provide search
services and advertising on it News Corp. purchased it for $580 million
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Facebook 15.5 million unique visitors in August Connects college students with similar
interests and activities Includes 1500 college campuses Launched a high-school version Ads may be targeted to students at a specific
college Talking with Yahoo about $1 billion purchase
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YouTube Purchased by Google for $1.65 billion Received 46% of visits to U.S. online video
sites in September Users watch short videos more than 70
million times a day Users post 60 million videos daily, for free
Mainstream shows from current season, clips from TV’s earliest days, and homemade movies from around the world
Can submit video from mobile phones
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Buzz-Oven Social Network for teens in Dallas Started as a way to market local
concerts Evolved into a full social network Sponsored by Coca Cola Operates independently and as a
subsite on MySpace.com Links to the Dallas Observer
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Vidilife A Social Network that uses online
videos to attract net surfers New technology allows anyone with a
computer to put video online Launched in September, attracted
220,000 unique users in October
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Google: 800-Pound Gorilla Google will be first search company to
gain one-quarter of the total money spent on online advertising ($4 billion) in 2006
YouTube purchase means more ad dollars
GoogleMail growing in popularity Leaving Yahoo in its dust
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Gaming Industry More than 300 million people play
worldwide Handheld gaming hardware sales grew
96% from 2003-04 $34 billion in revenues in ‘05
Compared with $21.4 billion movie box office receipts
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Gaming and News? PSPcasting
RSS and PSP Video 9 software Convert regular PC video files into PSP files
ABC News signed as PSP’s first news provider
News Corp. paid $650 million for game-site operator IGN Entertainment
Viacom to acquire Xfire Inc. for $102 million Adding 300,000 gamers per month
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Professional Electronic Gaming
Global Gaming League
World Cyber Games
Cyberathlete Professional League First tournament held in 1997 TSN will webcast 25 tournaments in 2006 CPL finalists will compete for $500,000
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Gaming and Advertising Microsoft to acquire Massive Inc., a
start-up company that places ads in videogames Clients include Coca-Cola Co., and Honda Video games could become new medium
for advertising Companies pay to insert brands on
billboards, posters, soda cans and other on-screen elements within video games.
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Key Factors: New World What I want; when I want; where I want Today’s economic models in question Big media will remain but portfolios will be
different Citizen produced/open-source content Video conferencing ubiquitous Help people make the most of their time:
TIVO, PDAs, cell phones
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By 2010
e-ink Consumer control: Podcasting, RSS, eBay,
consumer created media Digital across platforms, almost ubiquitous Talk free with paid services Video conferencing changes communications Media moving to other news & information
channels: Super search, hyper-local, B2B Other?
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Challenges for Media Offer decent pay Opportunity to be creative Appreciate staff ideas Ramp up the pace of change Engage young audience: as workers
and media consumers!!!
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And in the Workplace What young workers want
Ability to make a difference Meaningful work Opportunity to learn new skills Mentoring Flexibility Decent paycheck
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What’s It Mean? To “win,” traditional media can’t nibble at
innovation Recent changes and those to come are
potentially lethal for legacy media Some will embrace new ideas and use media to
their advantage Many will talk change but stay unchanged Can the business change?
To be a strategic winner, you can’t stand still Readership Institute
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Sources www.stateofthemedia.org www.readership.org www.people-press.org www.pewcenter.org www.mediacenter.org www.poynter.org www.morningstar.com Newspaper Association of America Radio Advertising Bureau Magazine Publishers of America Television Bureau of Advertising Cable Television Advertising Bureau Business Week The Wall Street Journal The New York Times Fortune