Future of Newspapers
Newspapers that continue to succeed in the digital age will do so by
developing their traditional relationships with readers, no matter how
they're delivered, Rupert Murdoch says in the new Innovations in Newspapers
2009 World Report, an annual survey released today (27 April) by the
Innovation International Media Consulting Group for the World Association of
Newspapers.
"Our success will still depend on the bond of trust between readers and our
content, not on how many platforms we use," he says in a preface to the
report.
"This annual report demonstrates powerfully how newspapers around the world
are being reinvented in the digital age. I believe newspapers have a
wonderful future. As printed products and as newly empowered news brands
that deliver great journalism across many platforms customized to the
interests of readers."
But, Mr. Murdoch warns that complacency is the biggest threat to newspapers
and that the real foe "is not competition from new technology, it is the
complacency in our industry among people who have enjoyed monopolies, who
have to compete for an audience they once took for granted, who don’t trust
their audiences and who have not responded constructively to challenges from
readers who no longer think editors are omnipotent oracles."
"If we earn the trust and loyalty of our readers, good newspapers, and their
electronic siblings will become even stronger news brands. They may not
always be thrown over the fence each morning but their impact will continue
to resonate in the communities they serve," he says.
"Our role is to give our readers great journalism and great judgment. I am
convinced circulation and readership will grow on web pages, through RSS
feeds, in e-mails, on mobile devices and in printed newspapers," he says.
The Innovations in Newspapers 2009 World Report is available in English,
Spanish, Italian, Chinese and Arabic and can be ordered, in pdf format
through the WAN web site at http://www.wan-press.org/article18110.html or
also in pdf and print format from the Innovations International Media
Consulting Group at http://www.innovation-mediaconsulting.com
The annual report looks at major innovations and developments in the
newspaper industry world-wide. This year's edition, the 11th in the series,
focuses on:
- multimedia organisations - how to transform your newspaper's vertical
matrix into a horizontal, audience driven management structure.
- newsroom design and workflows - how to successfully integrate your
newsroom in order to offer content on a 24 hour cycle to different audiences
on every platform
- new advertising models - how to shift from linear to modular advertising
and change internal mindsets to selling audiences rather than just selling
space.
- mobile content and advertising; - the power of mobile news and how
mobility might hold the key to developing new revenue streams.
- blogging - how to leverage the content of local bloggers and generate new
audiences for your newspaper.
- social media - the power of micro-blogging to generate traffic and loyalty
to your news operation. How to integrate it into your daily news planning
schedules effectively.
- branding strategies - the best newspaper marketing campaigns, cases on how
to rediscover the power of your news brand in your community.
- new storytelling techniques - and much else.
The Innovations Report serves as the centerpiece for a major presentation at
the World Newspaper Congress, to be held in Hyderabad, India, later this
year, from 30 November to 3 December. The Innovations International Media
Consulting Group will track major developments in coming months for the
presentation, which will provide an overview of both the report and new
cases and developments that emerge. Full details of the conference, the
annual global summit meetings of the world 's press, can be found at
http://www.wanindia2009.com
The Paris-based WAN, the global organisation for the newspaper industry,
defends and promotes press freedom and the professional and business
interests of newspapers world-wide. Representing 18,000 newspapers, its
membership includes 77 national newspaper associations, newspaper companies
and individual newspaper executives in 122 countries, 12 news agencies and
11 regional and world-wide press groups.
Innovation International Media Consulting Group is a global consultancy
focusing on newspapers. It works in every continent helping newspapers to
transform their products on paper, online and on air. It has a network of
70 consultants who deliver hands-on projects with specific business results
- whether it is increasing circulation, audiences, sales or performance of
media groups the world over. It has launched more than 150 newspapers and
has won many accolades for its innovative approach to the newspaper
business.
Inquiries to:
Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire,
75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile:
+33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
Juan Senor, Partner, Innovation Media Consulting Group. London.
+447932754732. senor@innovation-mediaconsulting.com.