The Earl Blog

The Earl Blog - Global Newsmedia Industry

5 keys to the emerging hope for publishers amid transformation

20 December 2012 · By Earl J. Wilkinson

INMA “News Media Outlook” report points way to growth road map that includes filling the print advertising hole, core competencies, a fervent print audience, print + digital ecology, and smartphones as the big audience opportunity.

The exponential changes that technology will bring to how information is consumed in the next five years requires a relentless drive by news publishers today to diversify revenue streams and take advantage of the unique synergies of print and digital platforms.

By now, I hope you know this is the lead to the story in my recently released report, “News Media Outlook 2013: The Print + Digital Dynamic in Exponential Times.”

The report has gotten ferocious feedback — mostly positive, some questioning conclusions and tone. I’m happy with any reaction because it was a report designed to provoke.

If you are an INMA member, you can judge for yourself by downloading a free copy of the report here. If you are not a member, you can order the report online here.

What I want to leave you with as we conclude 2012 is something the news industry has had little of in recent years: hope.

I believe that if you look across best practices worldwide, a road map is emerging based on five principles:

  • Fill the print advertising hole: The hole left by print advertising can be filled with at least 10 revenue opportunities. There is no publisher in the world doing all 10.

  • Core competencies: The key to success in revenue diversification is the total focus on core competencies and letting those competencies drive portfolio development.

  • Fervent print audience: Digital is the future, but even in horribly disrupted national markets there remains a passionate, robust market of print readers that refuse to shift platforms. Capitalise on that passion.

  • Print + digital: It is not about “print vs. digital.” It is about “print + digital,” a hybrid ecology where honesty about platform values can elevate the standing of your brand.

  • Smartphones: Smartphones represent your new NIE programme. Users about to come on board are disproportionately young, middle class, aspirational, and they want nothing to do with your print newspaper. Skate to the puck, publishers.

As we enter the holiday season worldwide, know that hope is alive and well in the news industry. We simply must be relentless in accelerating our transformation to multi-media companies to keep up with the high expectations associated with exponential times.


print article send to friend


blog comments powered by Disqus
About Earl

Earl J. Wilkinson is executive director and CEO of INMA. In his interactions with INMA members worldwide, Earl has one of the broadest views of newspapers of anyone serving our industry today. He is a trendspotter and a leading advocate for cultural change, transformation, and innovation. This blog represents his unique view of the emerging global news media industry.

Biography | INMA profile



Find Earl on the following social networks

Earl on Facebook
Earl on Twitter
Earl on LinkedIn
Earl on YouTube


Contact Earl

Click here to message Earl


Click below for “News Media Outlook 2014: Navigating the Minefield”

News Media Outlook 2014


Subscribe

RSS feed
E-newsletter


Blog archives

July 2014 ( 1 )
June 2014 ( 1 )
May 2014 ( 1 )
April 2014 ( 1 )
March 2014 ( 1 )
February 2014 ( 1 )
January 2014 ( 1 )
October 2013 ( 1 )
September 2013 ( 1 )
August 2013 ( 3 )
July 2013 ( 3 )
April 2013 ( 1 )


Join INMA Today
 
Upcoming Events
Aug
27
INMA Congreso Latinoamericano
Panama, Panama
27-29 August 2014
Oct
01
INMA Seminário Internacional - Brasil
São Paulo, Brazil
01-02 October 2014
Oct
06
INMA Revenue Transformation Summit
Denver, United States
06-07 October 2014
Oct
08
INMA European News Media Conference
Tallinn, Estonia
08-10 October 2014
Nov
12
INMA South Asia Conference
New Delhi, India
12-13 November 2014
Nov
18
INMA Middle East Conference
Dubai, United Arab Emirates
18-19 November 2014
May
10
INMA World Congress
New York, United States
10-12 May 2015

More Events

Member Profiles

  • Diego Santos
    Spain


  • Martin Schimpke
    Germany


  • Andrea Loubier
    USA



  • Hugues Segond
    France


  • Cheri Dannels
    USA


  • Timm Wolf
    Germany



©2014 INMA | Home | About | Contact | RSS | Privacy