Will Print Media Survive in the Digital Era?

15TH ABC MEDIA WORKSHOP Presentation by Mr. Andreas Vogiatzakis

Transcript

1. ABC Bandung March 2, 2012
2. A certified professional coach (CPC), Andreas is armed with rich management and life experiences spanning three continents and six countries. A true internationalist, he has a relentless passion for excellence and enjoys “building”. With exemplary achievements and contributions in the global and local business communities, Andreas was inducted in the International WHO’s WHO of Professionals and in the YPO (Young Presidents’ Organization). Andreas currently serves as a council member of the Malaysian Media Association (MSA), the Malaysian Digital Association (MDA), and the INTI Education Group Industry Advisory Board. He has served as a Director in the Board of the European Chamber of Commerce in Malaysia (EUMCCI), and as Vice Chairman of ABC (Audit Bureau of Circulation). He has been a juror in several industry panels such as the Effie Awards, the Malaysia Media Awards, the PRCA Malaysia PR Awards, and the MMA APAC Mobile Marketing Awards, among others. Speaking and training is one of his many contributions to the industry and academia. With several dozens of speeches, seminars & trainings conducted, Andreas is a much sought after industry speaker, locally and abroad (Malaysia, Sri Lanka, Indonesia, Singapore, Japan & Taiwan among others). Andreas has also conducted highly rated training sessions and lectures for several Universities (KDU, USM, UTM, UCTI, Monash, Taylors, INTI Laureate Universities, and more), as well as clients, media owners and the industry at large. In 2011 he was one of the mentors in the highly acclaimed APAC advertising industry Media Works Training, organized by Campaign Magazine, a Haymarket publication. Andreas started his career with DMB&B in New York and later managed JWT’s international clients in Greece. In 1997, he set sail to Asia. In Japan, he established D’Arcy’s media, and structured Starcom to be the strongest international media independent. In Taiwan he led the Mindshare Group at the highest market position. In 2006 he relocated to Malaysia, assuming his current role at the helm of Omnicom Media Group (OMG), overseeing the operations for the award-winning OMD and PHD brands in the market. Under his leadership, OMG has grown from strength to strength, and OMD Malaysia was conferred the Silver Award in 2008 and 2009 for Best Office of the Year in South East Asia. Born and raised in rural Greece, Andreas grew up amongst olive groves and vineyards at the heart of the island of Crete in the Aegean Sea. He graduated with High Honors in Advertising from the University of Florida, and is a CPC by CCA (Corporate Coach Academy). He is married to Lisa, an American-Japanese and enjoys being challenged by their digital native eight year old son, Alexi-Akito. andreas vogiatzakis managing director OMG Malaysia amv@amvplus.com | Andreas.Vogiatzakis@OmnicomMediaGroup.com
3. About Omnicom Media Group Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Omnicom Media Group is made up of several media specialist companies. Among them is OMD Worldwide (www.omd.com), the largest and most innovative media communications specialists in the world, and PHD Network (www.phdnetwork.com), a leading media services company widely recognized for its pioneering and innovative work for clients. About OMD Worldwide OMD Worldwide, www.omd.com, is one of the largest and most innovative media marketing specialists in the world, serving many of the most successful and well-known brands, with more than 140 office in 80 countries. OMD is recognized for its global imprint, strategic integration and creativity and is named Most Creative Agency in the World by the Gunn Report for the past five years. OMD is distinguished as the most awarded agency being recognized by AdAge, Campaign and Adweek for both 2008 and 2009. OMD was the most medaled agency in the recent 2011 Cannes festival. The agency network is a unit of Omnicom Group, Inc. About PHD Formed in 1990, PHD (www.phdnetwork.com) is a media and communications agency with over 70 offices and 2,500 staff globally. PHD is a media business that has been built on a culture of thought leadership, creativity and innovation. At its core is a strong belief that great media ideas matter. In its heart is a commitment to lead the industry with thought provoking opinion and pioneering thinking. Pioneering is PHD’s guiding principle and at its heart is about people wanting to find a better way; people who recognize that the same old paths create the same kind of results. People who instinctively want to go the extra mile to seek out improvements. In today’s highly competitive world, the time is right for a pioneering partner like PHD. PHD Asia Pacific was crowned Media Agency Network of the Year in 2009 and 2010 by Campaign Asia-Pacific, a Haymarket publication.
4. is print dying?
5. “There is no reason, no practical reason, for newspapers to survive.” Jacek Utko
6. Think Ahead.
7. print
8. brand
9. product
10. Within their world Engagement/pull Interruptive/push TV Ads TV Ads interactive TV program PRINT Ads PR Films Mobile Event Gaming Online Ads Outdoor/ Ambient Marketing experience: from mass to narrow Website The Informative side of life
12. On the go - Mobile • Communicating & Playing Games– Passing time while traveling At home PC/Games/Mobile • Communicating, Sharing & Playing Multiplayer Games • Engaged with multiple people simultaneously Social - Internet Cafes • Communicating & Sharing • Social updates on their travels, life, generally staying in touch Constantly Connected Consumers
13. Entertainment Sharing Personalizing Using Technology Creating Content Search Constantly interacting with the world around them
14. society is changing MEDIA is CHANGING OUR BEHAVIORS BEHAVIORS ARE CHANGING OUR MEDIA HABITS
15. control choice customization collaboration the evolved consumer
16. experiencing the world for themselves influencing and to being influenced (by their peers) experiential
17. thrives in Peer Power
18. because of this new consumer the dynamics have changed
19. The Old Brand talks to consumers Yell more  Sell more
20. The Now Brand talks with consumers Talk more  Sell more
21. if newspapers are a brand…
22. are you listening?
23. and if so, what actions are you taking?
24. Some facts
25. the good news
26. Malaysia is the only country bucking the decline in readership. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% APAC SG HK NZ CN AU JP MY TW KR TH ID PH IN Newspaper Yesterday Reach By Country 2006 2007 2008 2009 2010 Base on adults 15+ (AU data based on adults 14+, IN based on 12+, TW up to age 65)
27. Malaysia’s readership increased from 50% to 57% in the past 10 years. It is still holding steady each year.
28. Newspapers are still one of the highest reach media. Unrivaled for informative advertising. Source: Nielsen Media Index Q2; TV/ Sat TV, Newspaper (yesterday); Radio, VCR, internet, cinema (past week); Magazine (past month) 11,422 12,603 12,993 13,139 13,284 13,428 13,976 14,289 14,612 14,943 15,677 Adult 15+ (000): 89 89 89 91 92 93 93 94 95 92 93 83 82 74 80 81 81 79 79 76 91 90 84 82 76 73 70 66 64 62 59 49 44 50 51 51 52 55 54 55 54 56 56 60 9 13 16 20 25 30 32 35 40 47 53 39 42 42 37 36 31 27 23 21 22 23 13 15 14 12 14 15 18 21 21 25 35 23 22 20 18 17 21 21 20 21 18 19 2 2 2 3 2 2 2 2 2 2 2 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Any TV Radio FTA NPP Astro VCD Internet Mag Cinema
29. however…
30. Time spent reading newspapers is declining. - 10 20 30 40 50 60 70 80 APAC NZ HK TH SG MY CN KR TW JP PH IN Newspaper Daily Timespent (Minutes) 2006 2007 2008 2009 2010 Base on yesterday reading among adults 15+ (Au data is based on adults 14+, IN based on 12+, TW up to age 65); AU, IN, ID, data is not available
31. Online News Reach is increasing. On average, 61% of APAC internet users read online news. A high proportion of readers source news online. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% APAC TW HK SG NZ AU KR JP MY ID IN PH CN Online News Reach Any online news sources Online newspapers Source: ComScore MyMetrix Jan 2011; based on internet unique visitors 15+. Any online news sources include online newspapers, sites with news content and Television news organizations (e.g. FOXNews.com, MSNBC.com, CNN.com), sites that provide weather forecasts, news sites that focus primarily on Politics (e.g. BillOreilly.com, MoveOn.org). Online newspapers are sites that provide general news and information regarding domestic and international issues. Examples: NYTimes.com
32. While 95% of Malaysian readers still read hardcopies, online readers increased faster than hardcopy readers.
33. Source: Nielsen Media Index Q211 Online readers increased 20% Hardcopy readers increased 10% Hardcopy readers (9.45 mil) Online readers (1.95 mil) Total 9.9 mil Newspaper readers 1,453,000 (15%) 501,000 (5%) 7,993,000 (80%) (2011 vs 2010)
34. what do we choose?
35. ignore?
36. pay attention?
37. global 2009/2010 study
38. 5 key observations • Consumers place high value on the deep insight and analysis provided by newspapers. • Print remains the largest source of revenue generation, but online is catching up. • Consumers see breaking news and general interest news as commodities. • There is a market for online content. • Consumers are willing to pay for this content, but newspapers need to develop strategies for monetizing it.
39. 10 key questions • What sort of business will you be running in five years’ time? • How will you deal with the cultural aspects of change? • Are you investing today with a clear view of tomorrow? • Is your brand identity clear - both internally and externally - and focused on what differentiates it from your competitors?
40. 10 key questions • Do you run print and new media as separate operations or as simply two different distribution mechanisms for the same core activity? • Do you have an integrated paper and online advertising sales team? • Are you using online to extend your core audience beyond the traditional print readership? • Have you maximized the mass-market nature of your total readership (print and online) in discussions with advertisers?
41. ultimately Do you know what your audiences want from you? Do you know what they will pay for?
42. Jacek Utko: an extraordinary Polish newspaper designer whose redesigns for papers in Eastern Europe not only win awards, but increase circulation!
43. utko.com ideas to save Newspapers
44. utko.com Redesign to boost sales
45. utko.com headlines + text + photos
46. utko.com storytelling
47. utko.com readers read only 7% of text in the newspaper
48. utko.com 95% of time for writing and editing 5% presentation
49. the future belongs to content driven designers and visually focused editors
50. Art Director = Editor In Chief
51. utko.com We live in a sms & tweet world. 160 or less characters generation.
52. utko.com Non-linear, bite-size chunks of information are better digested
53. utko.com design is a competitive advantage for print
54. utko.com
55. utko.com
56. utko.com
57. utko.com
58. utko.com
59. utko.com
60. utko.com make reader feel smarter, not just well informed
61. utko.com usepaper rather than newspaper
62. utko.com mobile phones enhancing newspapers: text photos ads weather stocks listings...
63. utko.com 2010 augmented reality in mobile phones, will help us exploring what’s around us
64. utko.com newspapers like a menu with best links for your mobile
65. utko.com Dare to change!
66. http://www.ted.com/talks/jacek_utko_asks_can_design_save_the_newspaper.html
67. is print dying?
68. Future Forward World
69. ragmented, fast, advanced, converged, meshed, speedy technologically driven, new onnected, fluid, interactive mobile, community-led, social-oriented, demanding pressurized, multi-tasked
70. print is far from dead
71. Print is evolving
72. Appendix
73. How social media can be leveraged (and help save) the Newspapers?
74. • Crowdsource photos – The real-time on the ground news reporting with Twitter creates an opportunity for more newspapers to utilise the photo content that’s created around this. • Relationships with bloggers in every region – A huge opportunity for newspapers to establish a network of bloggers in different regions around the country to provide news real-time and get a genuine local perspective.
75. • Charge for a social media experience – Newspapers need to focus on monetizing content through social technologies that provide users with an experience that can’t be replicated elsewhere for free, it could prove a hugely valuable revenue model. • Live blogging sections – Blogging is not really fully been utilised yet, opportunity to provide a service that collates and organizes all the real-time information. Give emphasis on accuracy as opposed to popularity.
76. It’s all in the appendix
78. • LA Times has embraced social media alongside a smart SEO strategy • A new social strategy includes Facebook commenting and a higher emphasis on the blog section of its site. • 189 million unique hits in May2011. A YOY increase of 5%, when the New York Times saw a decrease of 18.8%.
79. • Lessons Learnt: – If you’re going to blog, do it well • A comprehensive blog strategy proving its worth as the dominant news form, or at least its potential to be. – By allowing people to leave comments on articles via their Facebook attributed a 450% increase in referral traffic from Facebook. – The magic of SEO • Implementing SEO effectively alongside a social strategy, allowing the two to coexist rather than battle for preference and priority. Traffic from search has risen by 65% vs 41% in 2010 just from Google.
81. • Over 4 million users. • News + Social is a natural partnership – To condense the news experience onto a social site. – Utilise social functionalities i.e. comment, share and like, to engage with the content and enrich reading experiences making it more personal and relevant.
82. • Lessons Learnt – 3.2 million daily browsers, up by 12.23% – Reaching a young audience: 56.7% of the app's users are 24 or under, and 16.7% are 17 and under – On path to double digital revenues to nearly £100m by 2016
84. • Washington Post's Social Reader app has more than 3.5 million monthly active users and that 83% of readers are under 35 • The stories in the Reader are not chosen by editors but by social signals and information from the Facebook profile. • The stories Reader pulls isn’t exclusive to The Washington Post. News from outside organizations, like GigaOM, ProPublica, The Associated Press, Foreign Policy, GlobalPost, Mashable, Reuters, HT, Slate and others.
85. • Lessons Learnt – Newspapers prided itself on editorial acumen but now social plays a large role in how readers find news they are interested in – Aggregation will be a key necessity in the future. No single publisher will have enough content to satisfy a reader – Willingness to try significant experiments with no immediate expectation of financial return • 20% of WP Social Reader’s users based in India allowing WP to reach a new audience of active users
87. The New York Times: A Subscription Economy Case Study • 390,000 subscribers with a net worth of $86 million • 12% of the core brand’s total circulation revenue comes from digital • Average growth rate is 20% • “Pay as you go” model for subscription has a better adoption rate. • Ipad/iphone apps aid digital adoption.
88. NY Times – ipad strategy • Subscription model: – Originally accessed for free, but The Time’s moved to a paid subscription model for content online. • Content: – “Latest News” is the most popular section, with technology news the second – Readers are more active on their iPads in the mornings and evenings, signaling the tablet is more of a “leisure device”
89. NY Times – ipad strategy • Advertising: – Interactive, yet simple advertising on a rich media platform is very engaging and has a better rate of click through’s. • Marketing: – Co-ordinated advertising for the app, P.R and promotions worked well for the app download.
90. Social Networks a regional newspaper case study Joanna Geary February 2009 Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
91. A Changing Market “Because they are immersed in media, both online and off, Gen Y'ers are marketed to left and right. But when it comes to making decisions, Gen Y tends to rely on their network of friends and their recommendations, not traditional ads.” ~ Sarah Perez, Read Write Web (http://cli.gs/GenY)
92. Who Controls the Message? “If you wish to be heard, first learn to listen.”
93. Newspapers - Do We Listen? Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo
94. Brand Perception Problem?
95. The Birmingham Post The discovery of community
96. The Birmingham Post Blog Network
97. The Birmingham Post Community Consultation
98. The Birmingham Post Using online tools to extend presence
99. The Birmingham Post Engagement
100. “Organizations will work tirelessly to de-personalize every communication medium they encounter.” ~ Seth Godin (http://sethgodin.typepad.com) First Law of Mass Media
101. The Birmingham Post Putting the personal back in
102. The Birmingham Post The result?
103. The Birmingham Post Trust building
104. The Birmingham Post Turning public critics into public fans
105. The Birmingham Post Building presence on social networks when it makes sense
106. The Birmingham Post Results? - Increased strength of brand online. - Strong, growing online community - Instant and ongoing feedback on products and services. - Identification as one of UK’s leading multimedia newspapers. - Raised individual profiles. - Putting the humanity back in.
107. The Birmingham Post But it’s not always an easy ride