newswpapers strategy "how newspapers can get what they deserve, the best"

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

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my scope on how newspapers can face 2012

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Page 1: Newswpapers Strategy "how newspapers can get what they deserve, the best"

...newspaperswhat is going on, how to get what they deserve,

the best

George P. Achilliasmedia strategist

Page 2: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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

Page 3: Newswpapers Strategy "how newspapers can get what they deserve, the best"

...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

Page 4: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... media and press

• people don’t use media, they consume

• people live with content

• content fully customized on personal expectations

Page 5: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... media and press

• people familiar with content payments

• fast news are for free, but best news are under subscription

• content management apps arise

Page 6: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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

Page 7: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... the outcome

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

Page 8: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... what hurtspeople stop

buying newspapers

for the content they have,

but for the offers they made

Page 9: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... audiencecreative

audience turns its back to

newspapers

newspapers can’t build

communities

press, look and feel the two “o”

OLD AND ODD

Page 10: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... but, some good news

people buy newspapers... still

mature/ old audience

search for good

newspaper

a good newspaper, a

newspaper with opinion is always

desired

Page 11: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... but, at the end of the day

revenues go to other pockets, not to

newspapers

Page 12: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... how to fix it

the truth,... NOBODY knows for sure

the reality, ... EVERYONE wants to find out the truth

Page 13: Newswpapers Strategy "how newspapers can get what they deserve, the best"
Page 14: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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)

Page 15: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... cut costs

Page 16: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... get closer

• create content pools

• have things to share

• decrease costs

• not that much overlapping

Page 17: Newswpapers Strategy "how newspapers can get what they deserve, the best"

people read what we say... we

have made the path to drive them

to do so

Page 18: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... or create content people wait to read

Page 19: Newswpapers Strategy "how newspapers can get what they deserve, the best"

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

Page 20: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... because you can buy an audience,

you can’t buy a community

Page 21: Newswpapers Strategy "how newspapers can get what they deserve, the best"

create something worth forwarding

and then start a discussion about it

you become reference point,

an influencer

Page 22: Newswpapers Strategy "how newspapers can get what they deserve, the best"

make the difference

offer content

do it with passion

Page 23: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... how

Page 24: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... share

• content

• comments

• real time news

Page 25: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... create

• audience

• communities

• small specialized groups

Page 26: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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

Page 27: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... expect

• NOT revenues only from channel

• get tabled, the right way ( not just an app)

• to make mistakes, try to avoid costly ones!

Page 28: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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

Page 29: Newswpapers Strategy "how newspapers can get what they deserve, the best"

blogs and social networks are NOT journalistsare content contributors

Page 30: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... get social

• feed twitter, put your headlines there

• be the pool of content, social media needs to share

• create online events, readers love them

Page 31: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... use

• all things allow you to share content, ALL

• be front line runner, offer content in special forms

• tools

• CREATE content

Page 32: Newswpapers Strategy "how newspapers can get what they deserve, the best"

make readers, be your editors

turn on the volume on what they have to say

let the community to drive content demands

Page 33: Newswpapers Strategy "how newspapers can get what they deserve, the best"

make your community

BRANDED

Page 34: Newswpapers Strategy "how newspapers can get what they deserve, the best"

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

Page 35: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... offer niche things

• like content

• be specific

• address teams

• focused on ready made communities

Page 36: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... the way to do so

Page 37: Newswpapers Strategy "how newspapers can get what they deserve, the best"

make thingspeople creatives editorsphotographerswork parallel

collaborative workflowavoid oxymoron situations

Page 38: Newswpapers Strategy "how newspapers can get what they deserve, the best"

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

Page 39: Newswpapers Strategy "how newspapers can get what they deserve, the best"

no sealed stages

no holy procedures

being open to listen and react 24/7

Page 40: Newswpapers Strategy "how newspapers can get what they deserve, the best"

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

Page 41: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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

Page 42: Newswpapers Strategy "how newspapers can get what they deserve, the best"

... 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”

Page 43: Newswpapers Strategy "how newspapers can get what they deserve, the best"

thank you

all photos are from flickr and tumblrthank you

for more get in contact with

George P. [email protected]/gachilliasfacebook.com/[email protected]