Tue - 21.11.2017

Just published: World News Future & Change Study 2010

Just published: World News Future & Change Study 2010

Newspaper publishers around the globe understand their traditional revenue sources will not return to the levels they enjoyed in years past, and they are making the development of new products and new channels their top priorities for more profit, the second annual World News Future & Change Study concludes.

Continual transformation and change is a way of life in the media world, not a one-time process, they acknowledge in the study, conducted by the Shaping the Future of the Newspaper project, of the World Association of Newspapers and News Publishers' (WAN-IFRA), in partnership with the Norwegian School of Management (BI) and the University of Central Lancashire (UCLAN) in the United Kingdom.

The report provides publishers with good reason to cheer up and look forward to the next decade in the 21st century, UCLAN's Francois Nel, one of the collaborators on the study, wrote today. His top three findings from the report are:

1. The impact of the global economy recession is easing. No, we're not out of the woods yet. Far from it. But a third fewer publishers (18.5% in 2010 vs 28% in 2009) reported severe revenue declines - that is more 20%. Declining print advertising revenue was the biggest driver of overall revenue decline, with more than 80% of the respondents saying they lost between 1% and more than 20% of their print ad revenue, with the most pronounced declines happening in Northern Europe and North America regions. Meanwhile online advertising revenue and content revenue did not take the same hit as print revenues, with half of the respondents reporting growth, many reporting no change, and a handful, less than one-­quarter, reporting a decline in the last fiscal year.

2. Advertising-supported print products are no longer enough. The vast the vast majority of the world's news publishers recognise their traditional revenue sources of print advertising and newspaper subscriptions will no longer provide the financial returns of years past and, in response, the publishers are making it a top priority to diversify their revenue streams and to development new products and new channels.

3. Innovation - and mobile - are keys to future success. One question summed up the publishers' collective desire for the future of their business, and that is, new business growth. Respondents in both 2009 and 2010 spoke loudly and clearly: the way forward is through investment in new product development for new revenues. We consider this to be one of the most important findings of the study. important findings of the study. Other clear investments for newspaper companies were marketing and branding for newspapers, increased audience research and investment in customer relationship management. In 2009, investment in new product development was followed by marketing and branding for the newspaper, increased audience research, investment in customer relationship management and investment in editorial technologies. This year, investment in new product development was followed by marketing and branding for the newspaper, and then "mobile platforms." When asked, "Please consider which of the following platforms could be opportunities for your organisation over the next three years," the top choices were mobile phones (58%), followed by websites (54%) and e-readers, such as Kindle and iPad (53%). Clearly the emerging importance of mobile is an important take-away from this year's study and, of course, we'll be investigating this in some greater depth in 2011.

The World News Future and Change Study report is free to WAN-IFRA members, and can be purchased by non-members. Its executive summary is available for free here.


Leah McBride Mensching


2010-12-15 18:03

Shaping the Future of the News Publishing

© 2015 WAN-IFRA - World Association of Newspapers and News Publishers

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