The Future of the Press - Online Strategies

Published by: IDATE

Published: Jun. 1, 2008 - 60 Pages

Table of Contents

1. Introduction: Current state of affairs

1.1. Report definition and scope

1.1.1. New segmentation of the press

1.1.2. Reference markets: United States and Europe

1.2. Economic situation of the press

1.2.1. Decline in paid distribution and difficulties in renewing readership

1.2.2. Cyclical advertising revenues

1.2.3. Free-circulation publications and the online press: dynamic media

1.2.4. General trend to axe jobs

2. A fragmented competition landscape

3. Press website business models: free or fee-based?

3.1. Advertising strategies

3.1.1. Structure of online advertising: "major media" and "below-the-line advertising"

3.1.2. Targeting the mass media market

3.1.3. Niche market?

3.1.4. Are free publications less successful on the web?

3.2. Maximising digital distribution

3.3. Beyond advertising: using e-commerce to monetise the audience

3.4. Mobile: advertising and e-commerce opportunities

3.4.1. Preparing "off-portal" solutions

3.4.2. The real issues at stake: advertising and e-commerce

3.5. Paywall strategy confined to premium content

3.6. Fine-tuning the strategy: streamlined pricing and packaging the service

3.7. More profitable than the print version

4. The press versus new aggregators

4.1. Generating revenues from content resale?

4.2. Press aggregation strategies

4.3. Advertising partnerships with aggregators

5. Betting on social networks?

5.1. Local social networks and critical mass

5.1.1. Maintaining a key press function

5.1.2. Extending professional networks

5.2. City guides

5.3. Critical mass required to benefit from network effects

6. The classified ads market and Internet pure players

6.1. A fiercely competitive environment

6.2. How the press is responding

6.2.1. Alliances with pure players

6.2.2. Other media in the classified ads market

6.2.3. Can newspapers work together?

7. Incorporating video

7.1. A popular online format…

7.2. …that meets a dual need

7.2.1. Enhancing the editorial offering

7.2.2. Providing advertisers with new advertising space

7.3. How are newspapers using video?

7.3.1. Picking up free or low-cost content

7.3.2. In-house production

7.3.3. Purchasing content

8. Synergies between online and print operations

8.1. Editorial synergies

8.2. Business synergies

8.3. Expanding distribution and readership

8.3.1. Overcoming the hurdles of physical distribution

8.3.2. Broadening the audience

8.4. Brand synergies

8.4.1. Powerful pure players

8.4.2. Flexible approaches for marketing the brand

8.5. Creating multimedia companies

9. The Internet's contribution to a newspaper's strategy

9.1. Online advertising to increase a paper's competitiveness

9.1.1. The Sun drops its sale price but fails to boost distribution

9.1.2. Público, a daily paper mid-way between a paywall and a free model

9.1.3. A hybrid semi-free business model for the Manchester Evening News

9.1.4. Now free, The Capital Times changes its periodicity and refines its content

9.1.5. The free model pays for itself

9.2. Key point: measuring global distribution

10. Conclusion: are the great press empires being fractured?

List of tables, figures and boxes

Table 1: Top 10 news and media sites - USA - February 2008

Table 2: 2004-2007 rise in the number of page views and time spent online in the USA

Table 3: Press groups' e-commerce strategies

Figure 1: US newspaper advertising revenues

Figure 2: Daily unique visits to USA Today and HuffingtonPost.com websites

Figure 3: Advertising market share of GNP - France

Box 1: Why did The New York Times abandon its online paywall model?

Box 2: How does the Car and Driver magazine monetise its audience in a niche market?

Box 3: The cost of paid web referencing

Box 4: How can a print publication diversify into e-commerce

Box 5: How does Le Figaro create commercial synergies with readers

Box 6: With mobile, USA Today is becoming more interactive

Box 7: The most advanced example of a paywall model: The Wall Street Journal

Box 8: The Norwegian group, Schibsted, takes a digital turn

Box 9: Syndication at Figaro.fr

Box 10: CondéNet: both press website and thematic portal

Box 11: The Vorarlberger Nachrichten : central to the community

Box 12: Maville.com: both a medium and point of reference

Box 13: After its success online, the Metromix city guide launches a paper version

Box 14: Case study: Topix and print publishers

Box 15: Exchanging critical size for a local foothold

Box 16: Drawing on the technological skills of pure players

Box 17: A newspaper federation hauls itself up to the ranks of the new Internet entrants

Box 18: Géo and video web reporting

Box 19: Reuters experiments with mobile journalism

Box 20: Le Télégramme de Brest imports the concept of a televised newspaper onto its website

Box 21: Various sources of video content for Times TV

Box 22:The Swiss publisher Edipress's decision to integrate its editorial operations

Box 23:Better Homes and Garden uses its website to recruit print subscriptions

Box 24: Pure player, Auféminin.com, dominates the women's segment

Box 25: With Doctissimo, Lagardère becomes the leading media group on the French Internet

Box 26: Schibsted enters the business and financial information sector with help from a pure player 53

Box 27: NextRadioTV spreads the cost of its content and skills across all its media

Box 28: The Manchester Evening News switches from a paywall to a semi-free model

Box 29: Grenews' global multiple media strategy

Abstract

This report provides a figure-backed examination of the press’s migration to the Web, analyses the lessons learned so far and how the written press in Europe and the United States is adapting to the transition, and identifies the options available to print publications.

Key Questions

• Is the paywall model limited to providing premium business information?
• Can the press capture a portion of the, in part local, social network market?
• What role can the press play in the classified ads market when going head to head with internet pure players? Can newspapers lay claim to critical mass? Are alliances indispensable?
• How to combine B2C and B2B strategies? How to manage the growing use of video?
• What actual synergies are there between print and online editions: content, brand, promotion?
• Will there be a shift back from the free content to the paywall model?
• Do press operations need to be broken up?

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