20TH CENTURY TIGERS IN 21ST

CENTURY JUNGLE THE NEWSPAPER INDUSTRY DECLINE AND THE WAY AHEAD

MILTON PAPADAKISMEDIA CONSULTANT & AUDITOR- GR

Our Athens officeIn Marousi / Athens

10, Epidavrou str & Amarousiou-HalandriouGreece 151 25

Ph +30 210 6101 240 / Fx +30 210 6101 286Mob. +30 693 2222 552

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2013 2014 2015 2016

copies

Κυριακάτικοι Τίτλοι

1. Πρώτο Θέμα2. Εθνος Κ.3. Βήμα Κ.4. Καθημερινή Κ.5. Real News6. Τύπος Κ.7. Δημοκρατία Κ.8. Kontra News9. Ριζοσπάστης Κ.

Πηγή: κυκλοφορίες Ευρώπη & Αργος

Greek Sunday Papers: 13% decline in Jan-Apr 2016

2

WHY STICKING FOR THE LONG HAUL?

• JOURNALISTS/ SIGNATURES• AUTHORITY• WELL DEFINED ENTITY• THE MORE THE NEWS BLOGS MULTIPLY, LESSER THE

QUALITY & IN-DEPTH ANALYSIS & HIGHER THE NEED FOR TRUSTED OPINION.

OPTIONS FOR NEWSPAPERS

• IN BIG MARKETS, DAILY PAPERS STILL HAVE A WAY TO GO• IN SMALL MARKETS, DAILY PAPERS HAVE NO WAY TO GO AND

NEED TO TRANSFORM/ COMBINE FORCES ETC. BEFORE IT IS TOO LATE.• THE DISCUSSION BELOW IS FOCUSED ON:• THE WEEKLY/ SUNDAY PAPERS• THEY CANNOT COMPETE IN SPEED, BUT IN CONTENT, IN

INVESTIGATIVE JOURNALISM, IN OPINION IN INNOVATIVE PRESENTATIONS.

OPTIONS FOR NEWSPAPERS / PHASE 1

• PRIORITY THE PAPER FORM: • COST REDUCTION THROUGH THEIR ASSOCIATIONS OR

CONSORTIA: • CONCENTRATION IN ONE OR TWO PRINTING FACILITIES • COLLECTIVE OPTIMIZATION OF DISTRIBUTION• MODERNIZATION OF INTERNAL STRUCTURE: IN GREECE AT

LEAST, JOURNALISTS ARE GROUPED “PER MINISTRY”, ENDING-UP AT VERY COSTLY AND DYSFUNCTIONAL TOTALS.• AND…

OPTIONS FOR NEWSPAPERS / PHASE 1• AND…

• CREATION OF SPECIAL APPS PER NEWSPAPER• WITH SPECIAL FOCUS ON TABLETS (RESEARCH SHOWS THAT

THIS IS BECOMING THE MOST PROMINENT FORM).• PLEASANT, PRACTICAL FORMATS, ENRICHED WITH VIDEOS &

EASY FOR INTERACTION.• RESEMBLANCE WITH THE MUSIC INDUSTRY: NOT VINYL TO CD,

BUT CD TO THE WEB. MONETIZATION WILL COME FROM SMALL CONTRIBUTION FROM TOO MANY.

SPECIAL PLATFORMS EXAMPLES

• HTTP://TUNEIN.COM/

OPTIONS FOR NEWSPAPERS / PHASE 2• TOO LITTLE PAPER FOR ALL, OR STILL FOR SOME

• STRONG APPS PER NEWSPAPER• STRONG DATABASES PER NEWSPAPER & SECTOR• NICHE, WELL DEFINED AUDIENCES TO SELL TO ADVERTISERS.• BUT TO BOOST CHANCES,… THERE IS ONE ADAMANT

PREREQUISITE:• THIS CANNOT SUCCEED INDIVIDUALLY. THE WHOLE SECTOR

NEEDS TO COORDINATE & AGREE ON A COMMON TABLET THAT WILL BE BOUGHT MASSIVELY BY ALL

OPTIONS FOR NEWSPAPERS / PHASE 2• SOCIOCULTURAL ISSUES:• IN MOST COUNTRIES, THE DECLINE OF NEWSPAPERS IS HIGHLY

CORRELATED WITH THE DEATH RATE OF OLDER CITIZENS.• PRIORITIES FOR SMALLER COUNTRIES WITH LANGUAGE BARRIERS

ARE OBVIOUS:• STRONG DATABASES (TO ADVERTISE TO AND USE AS SELLING

USP)• TRUSTWORTHY & NICELY PRESENTED CONTENT FOR TABLETS• DEVELOP THE CULTURE OF THE PUBLISHING HOUSE

A SIDE LOOK ON RECENT TRENDS• CONTENT!• IS BECOMING A STEADILY GROWING INDUSTRY, DIFFERENT FROM

ADVERTISING & PR. • MONDELEZ PARTNERING TO CREATE CONTENT 'GOOD

ENOUGH TO MAKE MONEY' BY KARLENE LUKOVITZ @KLMARKETDAILY, MAY 31ST

• THUS, IF MARKETERS & IN GENERAL THE NON-EXPERTS CAN CREATE CONTENT THAT CONSUMERS WILL WANT TO PAY FOR, JOURNALISTS MAY NEED TO FAMILIARIZE THEMSELVES, AT LEAST WITH THE MARKETING BASELINE.

OPTIMISM FOR THE UK NEWSPAPERS

• BRITISH NEWSPAPERS ARE SETTING THE GOOD EXAMPLE: THEY ARE GETTING NEW AUDIENCES IN THE US, BECAUSE MORE THAN EVER BEFORE, THEY GET TV COVERAGE IN THE STATES AND BECAUSE THEY ALSO PROVIDE A SORT OF JOURNALISM THAT IS DISTINCT FROM THE ONE OF THE INTERNAL US COMPETITION.

• DAILY MAIL, RECENTLY REVEALED THAT OUT OF ITS 212 MILLION UNIQUE VISITORS, A 40% COMES FROM THE U.S, WHICH IS HIGHER FROM THE 35% THAT IS COMING FROM THE INTERNAL UK MARKET! ADVERTISING REVENUES FROM THE U.S. ARE ALSO GROWING FAST (38% IN THE YEAR ENDED IN SEPTEMBER 2015), TO APPROX. $27 MILLION. DAILY MAIL CFO STEPHEN DAINTITH STATED THAT “OVER THE LAST YEAR, THERE HAS BEEN A CONCERTED EFFORT TO RAISE THE TRADE PROFILE, THE AD AGENCY PROFILE, OF MAIL ONLINE IN THE US.” THUS THE 110 MIL $ TOTAL AD REVENUES IN 2015, ARE EXPECTED TO REACH 150 MIL $ IN 2016, AN OTHERWISE UNIMAGINABLE TARGET FOR ANY PRINT PUBLISHER IN THE WORLD.

• THE GUARDIAN DECLARED A U.S. READERSHIP INCREASE OF OVER 30% YEAR-ON-YEAR AND A REVENUE INCREASE OF 80%.

SUMMARY• IN SMALL COUNTRIES, WITH LANGUAGE BARRIERS,..• THERE IS A FUTURE FOR WEEKLY NEWSPAPERS.• STRENGTHS: JOURNALISTIC CULTURE & ETHICS

(REMEMBER THE MOBIE “SPOTLIGHT”), AUTHORITARIAN SIGNATURES• REQUIREMENTS: COLLECTIVE ASSESSMENT OF COST

AND EMBRACEMENT OF DIRECTIONAL THE SAME DIGITAL PATH. ESPECIALLY OF TIMING. BUT ALSO INDIVIDUAL APPS THAT WILL BLEND IN FULL CONTENT WITH PRESENTATION OPTIONS NEVER BEFORE AVAILABLE.