Newspapers
Next Generation
World wide trends
Prepare for the future
Great content
in smaller formats
• Broadsheet, Tabloid or News magazine.
• Eyetrack research in US and in Sweden.
• When do the readers read more?
More than 18 inches 17 inches
16 inches 15 inches 14 inches 12,5 inches
The US trend
Printed newspapers are shrinking. This illustration shows what has happened with the American newspapers since Word war 1.
Same thing has happened in Europe. I’ll give you the example from Sweden, the market I know best and the market that did this in about three years.
2002
Broadsheet
Bohusläningen Borås Tidning Dagens Nyheter Falköpings Tidning Gefle Dagblad Göteborgs-Posten Hallands-Posten Helsingborgs Dagblad Jönköpings-Posten Kristianstadbladet Nerikes Allehanda
Nordvästra Skånes Tidningar Norrköpings Tidningar Nya Wermlands-Tidningen Skaraborgs Läns Tidning Skånska Dagbladet Skövde Nyheter Smålands-Tidningen
/Vetlanda-Posten/Tranås Tidn.
Sundsvalls Tidning Sydsvenska Dagbladet Tranås Tidning
Upsala Nya Tidning
Vestmanlands Läns Tidning Vetlanda-Posten
Västerbottens-Kuriren Västgöta Tidningar Västgöta-Bladet
Östgöta Correspondenten 28 titles.
Tabloid
Arboga Tidning Barometer & OT Bergslagsposten Blekinge Läns Tidning Borlänge Tidning Bärgslagsbladet
Dagbladet Nya Samhället Dagens Industri
Dala-Demokraten Falun Dala-Demokraten Borlänge Elfsborgs Läns Allehanda Enköpings-Posten Falu-Kuriren
Folkbladet, Norrköping Folket, Eskilstuna Gotlands Allehanda Gotlands Tidningar Hudiksvalls Tidning Hälsinge-Kuriren Karlskoga Tidning Laholms Tidning Ljusdals-Posten Ljusnan
Länstidningen, Södertälje Länstidningen, Östergötland Mariestads-Tidningen Motala Tidning Norra Skåne
Norrländska Socialdemokraten Norrtelje Tidning
Nya Dagen
Nya Ludvika Tidning Skaraborgs Allehanda Smålänningen
Svenska Dagbladet Sydöstran
Tidningen Ångermanland Trelleborgs Allehanda Trollhättans Tidning Värmlands Folkblad Västerbottens Folkblad Västervikstidningen Ystads Allehanda Örnsköldsviks Allehanda Östra Småland (skuren) 44 titles
Berliner
Arbetarbladet Eskilstuna-Kuriren Hallands Nyheter Katrineholms-Kuriren Länstidningen, Östersund (skuren på höjden 3 cm) Motala Tidning
Norra Västerbotten Norrbottens-Kuriren Piteå-Tidningen
Södermanlands Nyheter Vadstena Tidning
Vimmerby Tidning Örebro-Kuriren Östersunds-Posten 14 titles
2005
Broadsheet
Falköpings Tidning Jönköpings-Posten Skaraborgs Läns Tidning Skövde Nyheter
Smålands-Tidningen Tranås Tidning Vetlanda-Posten Värnamo Nyheter Västgöta Tidningar Västgöta-Bladet 11 titles
Tabloid
Arbetarbladet Arboga Tidning Barometern med OT Bergslagsposten Blekinge Läns Tidning Bohusläningen
Borlänge Tidning Borås Tidning Bärgslagsbladet
Dagbladet Nya Samhället Dagens Industri
Dagens Nyheter Dala-Demokraten
Elfsborgs Läns Allehanda Enköpings-Posten Fagersta-Posten Falu-Kuriren Folkbladet Folket
Gefle Dagblad Gotlands Allehanda Gotlands Tidningar Göteborgs-Posten Hallandsposten Helsingborgs Dagblad Hälsinge-Kuriren Karlskoga Kuriren Karlskoga Tidning Kristianstadsbladet Laholms Tidning Ljusdals-Posten Ljusnan
Länstidningen, Södertälje Mariestads-Tidningen Motala Tidning Nerikes Allehanda Norra Skåne
Norrländska Socialdemokrat.
Norrtelje Tidning Norrköpings Tidningar Nya Ludvika Tidning Nya Wermlands-Tidningen Piteå-Tidningen
Berliner
Eskilstuna-Kuriren Hallands Nyheter Hudiksvalls Tidning Katrineholms-Kuriren Länstidningen, Östersund Norra Västerbotten Norrbottens-Kuriren Södermanlands Nyheter Vimmerby Tidning 9 titles
Skaraborgs Allehanda Skånska Dagbladet Smålandsposten Smålänningen Sundsvalls Tidning Svenska Dagbladet Sydsvenska Dagbladet Sydöstran
Tidningen Ångermanland Trelleborgs Allehanda Trollhättans Tidning Upsala Nya Tidning
Vestmanlands Läns Tidning Vadstena Tidning
Värmlands Folkblad Västerbottens Folkblad Västerbottens-Kuriren Västerviks-Tidningen Ystads Allehanda Örebro-Kuriren
Örnsköldsviks Allehanda Östersunds-Posten Östra Småland
Östgöta Correspondenten 66 titles
A milestone is the tabloid Tuesday: October 4, 2004
Readers like
small size newspapers
Eye track research in the US and in Sweden
The best tool for us to learn the readers behaviors.
Why?
Well you can not always trust what they say.
Ask them and they tell you they always read the important domestic, foreign, political news etc. - when they spend most time on entertainment and gossips.
You have one second to
catch the readers attention!
• 45 % for scanning
• Increase the text from 20 cm to 60 cm, and you lose 50 % of the readers
• Only 12-15 % of the articles are read to the bottom.
• Time is soon the key issue.
You have one second to
catch the readers attention!
You will soon be hit by the information overflow – then you have to compete about the time the
readers will spend on your newspaper, your magazine or your web site.
More objects will be observed and read
on smaller pages
Why do readers leave the printed newspaper?
• More and more news on line.
• Old news in the paper.
• Environmental issues.
• Easier to get the news online. 55 %
• Don’t have time to read the newspaper. 57 %
• The price of the newspaper. 44 %
Source: Innovation in Newspapers 2009 World report
www.innovationsinnewspapers.com/
Results from Innovation report and focus groups in Sweden tell the same.
Too many dead trees?
You saw it in the previous slide: Environment is essential for many, especially for the young readers.
I read 2-3 newspapers per day and some weekly news magazines.
This is one years consumption for only one of the daily newspapers.
I’ll come back to you about this - when we are going to talk about the e-paper.
Will this effect you?
10 minutes of discussion at each table.
Global trends:
#1 Citizen journalism
#2 Social networks
#3 TV on demand
# 1 = The readers will write the agenda.
# 2 = A global community.
# 3 = On your TV, your lap top or your mobile phone!
Global trends:
Citizen journalism
• Opinio, http://www.rp-online.de/hps/client/opinio/public/hxfront/index.hbs
• Huffington Post, http://www.huffingtonpost.com/
• Oh´my News, http://www.ohmynews.com/
#1
• WordPress
Global trends:
Social networks #2
This is just three examples of the new word-wide-community.
Facebook is the fastes growing - had 200 miljon registered users a year ago, today there are 300 miljon users all over the world.
Easy to create and start to
publish instantly
Facebook & Twitter
... and then let’s go into next global trend ...
Global trends:
TV on demand #3
• News web sites:
STV.nu
• TV channels:
SVT Play
• Ads: YouTube
The TV-trend is now - play on demand.
See your favorite TV program at your choice of time.
The TV generation wants not only to read - but to see and listen.
Our fastest growing business is web TV.
ADS: Some global companies posts some of their campaigns only on YouTube.
What impact will this have?
What impact will this have here at your market. 10 minutes of discussion at each table.
The future:
#1 Print vs Digital
#2 Digital and mobile
#3 Ubiquitous
# 1 = How long will the printed news survive?
# 2 = News must be mobil and digital.
# 3 = Always present!
Will the digital news
knock out the printed?
• Breaking news on weekdays – digital.
” Don’t have time to read the newspaper. 57 %”
• Glossy news magazines on weekends.
The future: #1
Will the digital news
knock out the printed?
The future: #1
Source: The SOM Institute, Gbg, www.som.gu.se
Those figures are from the Swedish newspaper market. From one or two percent last years we now see that the shift from paper to web are increasing.
This is percentage of the population that reads a morning paper 5 times a week or more.
News magazines
The format are shrinking. In Europe, one by one newspaper shifts to a smaller format.
Some do it step by step. The leading national morning paper Dagens Nyheter, for a long time resisted to shift to tabloid. Now they are tabloid, and have one the smallest supplement on the Swedish newspaper market (show På Stan).
Where is your future?
10 minutes of discussion at each table.
Mobile and digital
Smart phones, E-paper and digital walls.
The future: #2
Digital in different forms
News applications and news services
Smart phones
Traveling around the word ...
Smart phones
... finding your way to the hotel.
Smart phones
What is the difference compared to paper
and LCD screens?
E-paper
Let me first sort this out. Some newspapers publish a pdf version or some other digital publication on the web and call it e-paper. That kind of publications I prefer to call ”net papers”.
E-paper is something totally different ...
E-paper
Since 1994 I have followed the development of the e-reader. The Tablet - it was named at that time.
Sketching on different solutions for our newspaper.
When the first e-reader hit the market I bought one and started to produce some prototype pages. It was 2004, 10 years from the first sketches.
Two years later, in the fall 2006, we realized the first live test with news for E-readers. We used an E-reader from the Dutch company iRex Technologies.
This is e-paper
Micro capsules containing colored pigment is building the image and the text on the screen.
• Mobile like the printed paper.
• As easy to read as the printed paper.
• Can be updated like your web publication.
• Interactivity like the web sites.
+ Faster distribution.
+ Inexpensive distribution.
+ More environmentally friendly.
+ Less power consuming.
+ Added value, services that can’t be printed.
Why E-paper?
The e-paper screen has a resolution of about 160 dpi (dots per inch), the lcd-screen has 72 dpi.
It has no background light. It is as reading on paper, the more light, the better reading.
Svenåke Boström 2009
– Everyone is ready to pay for this new service.
– 50 % is ready to shift to e-paper today.
– 50 % is ready to shift to e-paper within 2 - 5 years
After two weeks test in Sundsvall
Yes 98 %
Can e-paper replace news print?
Survey at: gp.se - st.nu - aftonbladet.se
Survey at three newspaper web sites, 3,500 participants. (gp.se / st.nu / aftonbladet.se)
Svenåke Boström 2009
Our vision
This is one of the presentations that was published on the web in connection to the survey.
This is one possible scenario for the future.
E-paper on the market and future prototypes.
E-paper
Our Design-robot makes it fast, easy and inexpensive.
Svenåke Boström 2009
Our design robot makes it easy ...
Svenåke Boström 2009
... one editor, 4 hours per day
Svenåke Boström 2009
... and the market is growing fast.
e-paper Display market is expected to show 46.9% annual average growth rate, between 2010 to 2020. From 2.1 billion US$
up to 7 billion US$.
(From 2.1 billion US $ to 7 billion dollar within 10 yaers).
Ubimedia
Ubiquitous - ubimedia.se
The future: #3
Svenåke Boström 2009
Next step
This might be the next step in our communicating global society ...
Will this effect your market?
• Newspaper formats.
– New design and new organization – News magazines at the weekend
– Breaking news in some digital format
Conclusions
The described scenarios - will they effect your market, and in that case how?
In our part of the world the question about printed newspapers are - how long will they survive?
When the use of news media are changing, with new digital devices, you will probably see the same here.
I don’t know how strong the environmental issue is here in Vietnam. But in Europe more and more people say ”it’s a waste to print a newspaper everyday and then try to recycle it”.
Will this effect your market?
• Newspaper formats.
• Social networks.
Conclusions
Social networks has grown rapidly the last 2-3 years, but they are not like the old media.
• A social network can appear and disappear within some months or weeks.
WHY? = Lack of interest from the audience or from the owner, but mostly because something new and more exciting has arrived on the stage.
The main resources must be put into development and on people that constantly can come up with new ideas.
This is a fast and constantly changing world!
Will this effect your market?
• Newspaper formats.
• Social networks.
• New digital channels.
Conclusions
The new digital channels, new devices demands new skills among your staff.
They have to every day follow what’s going on in this field.
Like the social networks – this is a very dynamic platform constantly shifting.
New tools appear, almost every day (App store). Video, animations, photo, etc.
New devices will appear on the stage, things we can not imagine now.
The focus for the future must be on the digital platforms, but then the question is ”how can we make people pay for the news published in mobile phones, on e-paper and on the net?”
My believe is that it will be possible with good and interesting content and with services that are mobile!
The consumer would like to be updated on the run! Where ever he or she are ...
The news media, the news feed, it has to be Ubiquitous! Always available!
