Barcelona2009slideshare
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The document discusses the challenges and strategies of cross-media integration in the journalism industry, highlighting the need to adapt business models to efficiently serve both offline and online audiences. It presents various case studies from Spain, Denmark, and the Netherlands, illustrating different integration approaches and their impacts on revenue, organization, and audience engagement. The discussion emphasizes the importance of innovative solutions to address audience divergence and evolving digital demands.
Barcelona2009slideshare
- 1. Cross media religion or business model? Piet Bakker Hogeschool Utrecht University of Amsterdam
- 2. Outline Why & how of convergence Problems & chalenges Off line & online audiences Alternative approaches
- 3. 1. The business of cross media Digital challenge serving existing audiences better Losing off line footprint finding new (younger) audiences Costs savings printing, distribution, digitalization, UGC
- 4. Digital platforms, integrated newsrooms by multi-skilled professionals
- 5. Integrated newsroom Full integration: transferring the off line business model to integrated business model
- 7. Cases I: Spain Vocento & Prensa Ibérica print, radio, television and online multimedia newsrooms cross promotion online breaking news exclusive online content
- 8. 2. Rethinking integration Revenues Costs Organization Staff qualifications € €
- 9. Off line revenue Online usage time Cut costs Raise prices Unbundle Raising CPM Non-ad revenues Online payment models Registration Subscription (eReaders) €
- 10. Cases II Denmark: DR 2006: “all media under one roof” “ the myth of cost reduction synergy” UGC requires design and motivation Organizational resistance Netherlands: NOS 2006: integration all radio, TV & web news Slower decision making, more coordination TV dominates Higher workload, less quality
- 11. Staff qualifications User-generated content Comments Blogs RSS Twitter Video Slideshows Maps Communities
- 12. Organization Business model Journalism 24/7 deadlines Co ordination Hi erarchy Technical issues Sales & marketing Deadlines ‘ ownership’ Quality Competition UGC Ethics Qualifications Low rates Free access Moderation Visitors
- 13. 3. The audience Off line Online Both Multi-media users?
- 14. Online / off line ( April 2008 - March 2009) 2.400.000 2.200.000 El Pa ì s 2.700.000 2.700.000 Marca 810.000 2.700.000 20 Minutos Online ( monthly ) visitors Off line ( daily ) readers
- 15. Different online/off line experience
- 16. 4. Alternative approaches Online only Separate / stand alone models Lowering average costs Rethinking all online / online first strategies Legal issues: attribution & plagiarism Partnerships, outsourcing Non-digital expansion
- 17. Divergence
- 18. Cases III The Netherlands de Volkskrant: high integration Het Parool: lower integration Austria Österreich: divergence, online first teasers, low multi-skilling Der Standard: autonomous units, no integration, off line first , internal billing Schibsted: 20 Minutos (Spain) / Minutes (France) Separate business units since 2008
- 19. Moltes gr à cies www.newspaperinnovation.com Monthly FDN newsletter mail: piet.bakker@uva.nl