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市場調查報告書
報社的未來：網路策略
The Future of the Press - Online Strategies
| 出版商 |
IDATE |
| 出版日期 |
2008年06月 |
商品編碼 |
66824 |
| 內容資訊 |
英文 60 pages |
| 價格 |
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本報告已在2011年11月23日停止出版。
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?
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
- 8.1s. 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. Publico, 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: CondeNet: 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: Geo and video web reporting
- Box 19: Reuters experiments with mobile journalism
- Box 20: Le Telegramme 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, Aufeminin.com, dominates the women' s segment
- Box 25: With Doctissimo, Lagardere 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
- 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
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