Digital Media - Death of Newspapers? Serge Taborin Group Business Development Director

Publishing Landscape National MAGAZINES PAID FREE Regional/ Local NEWSPAPERS GeographicSpecialist

10 Years Ago… TV Radio Text Video Audio Print Media

Digital Content Landscape Radio Text Video Audio Print Data Photos Text Video Audio Data Photos CONTENTCONTENT TV SMS/MMS Mobile Site Apps Operator portal Own Website Aggregators Partners Widgets Pod/vodcasts Social Networks Professional User generated

Immense Competition for User Time  Content availability  Every niche is covered in detail  Numerous content aggregators (eg. Google, Yahoo, MSN etc)  Easy to access  …and vast majority is free  Social networks now 2nd biggest source of news (after TV)  Changing audiences:  Increasingly sophisticated  Difficult to build brand loyalty  Quick news hits from range of sources;  4.4 mins per day on news online vs. 30 mins in print  4 online sources of news vs. 1.2 in print – not in depth analysis, but headlines

Publishers Today  Vast majority struggling  Falling circulation and advertising revenue  Inefficient cost structure  Recession didn’t help  Some notable success stories – eg. FT, Runners World  Huge print overcapacity  Costly recent facility upgrades  Digital media still a mystery  ‘Scattergun’ approach  Publishing ‘baggage’  Losing reader loyalty  Competition from specialist portals  New competitors: BBC, Google, facebook  Management and operational issues

Newspaper Money Machine AudienceAdvertisers Newspaper £ £

£ Digital Impact AudienceAdvertisers Newspaper ££  Newspaper stories  Free to access Website £ 10 Years of Value Destruction  Rise of niche portals  Lots of inventory  Falling rates  Loss of advertising relationships

Digital ‘Monetisation Chain’ Content Relevant Unique Niche Premium Product Platform Branding Design Navigation Functionality Marketing Cross-promos SEO/SEM Newsletters s Affiliate SNS Viral Partners Mobile PackagingPricingBuyer Private Corporate Parent Club 3 rd Party Rate Flexibility Elasticity Consistency Subscription Daily Weekly Annual Pay-per-use Inventory Sales process Reporting Analytics Customer mgmt Trends Segmentation Sales tools Data

The Future?  Many newspapers (and publishers) will disappear  Survival of the most adaptable:  Publishers -> Multi-platform media companies  Advertising platforms -> Advertising partners  Multi-product solutions  Integrated ad-sales teams  Newspaper websites -> Interactive portals  Analogue -> Digital audience relationships  Significant consolidation  Newspapers/publishers  Specialist digital solutions/portals  Increasing content personalisation  Persuading readers to pay is key

Thank You