NewspaperTeam

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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)
  • reputation for fairness and accuracy -- Perhaps the single most important source of value for newspapers and the primary source of competitive advantage in the future.
  • brand equity -- The strongest newspaper brands will prevail
  • extensive archives -- primary source for historical research
  • relationships with advertisers and other third parties that allow monetization

---> 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) - reason people read a particular paper is because they perceive it to be a reliable source of information
  • Insight, context and commentary on the major issues of the day

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)
  • potentially different segments will value different types of reporting - for example younger people may prefer news blogs, people with less time may prefer very concise summaries with links to futher information etc.
  • also consider different methods of delivery of information - not just via website but to blackberrys, pdas 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
  • As basic news reporting is now a commodity, value lies in leveraging exclusive content and in providing context and interpretation of the issues of the day.

Who are the competition?

  • bloggers, youtube, online papers, news aggregators
  • Television news, current affairs programmes
  • Google, Craigslist, Gumtree and other online advertising outlets

What are useful performance measures for the output?

  • readership (eyballs, ads) + sales + syndication
  • Self-generated vs acquired articles
  • Societal impact