NewspaperTeam: Difference between revisions
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* new media consumers | * new media consumers | ||
* "out of range" consumers==Are there any potential audiences, currently unserved?== | * "out of range" consumers==Are there any potential audiences, currently unserved?== | ||
* Standard Demographics (age, income, gender, political views etc) | |||
==Where is the value in the value chain? What are the drivers that will determine the value chain in future?== | ==Where is the value in the value chain? What are the drivers that will determine the value chain in future?== | ||
Revision as of 05:57, 8 May 2007
Meeting 1 (1/5/07)
- paper --> web movement issue
- cannibalization issue
- newspapers are getting thicker
- blogger concept in paper medium?
- donnelly customized newspaper
- bloggers in web versions of newspapers
- blog vs newspaper
- = unedited vs edited
- = unvetted vs vetted
- bring hyper-democratic concepts from web world into paper world
- influenced by identity of the paper's brand
- can editors vet blogs?
- increase in blogs and links to blogs in
- breaking stories
- "trusted aggregator"
- how to bring content together
- what type of newspapers are we talking about?
agreed to do:
- take slide presented today
- everybody write 2 lines on each point
- by 5pm May 8th
Assignment
For your chosen industry/organisation, start to develop a basic view of assets, product and market segmentation
What assets do you have? What value do they have now and will they have in the future?
- large reader base
- reporting staff
- access to government, corporations and other exclusive organizations
- physical media distribution
- Long term relationships with other news companies (AP & Reuters)
---> have a look at this article (http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1001571463)
What is the most useful definition of "products"?
- physical media
- information gathering and pruning
- Real product is credibility (http://www.asne.org/index.cfm?ID=2189)
What is a useful audience segmentation to understand how to deliver the products/service?
- developing world
- new media consumers
- "out of range" consumers==Are there any potential audiences, currently unserved?==
- Standard Demographics (age, income, gender, political views etc)
Where is the value in the value chain? What are the drivers that will determine the value chain in future?
- reporters --> editors --> printing --> delivery/POS --> customer
- reporters --> editors --> syndication --> customer
- value is in reporting and editing
- Value from a P&L/Shareholder point of view is advertising revenues. In some cases it may be the sales cost of each paper
Who are the competition?
- bloggers, youtube, online papers, news aggregators
- Television news, current affairs programmes
What are useful performance measures for the output?
- readership (eyballs, ads) + sales + syndication
- Self-generated vs acquired articles