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Panpa Bulletin : February 2010
The PANPA Bulletin is the official publication of the Newspaper Publishers’ Association. The views expressed in The Bulletin are not necessarily those of the Association. Send all feedback to firstname.lastname@example.org ISSN 1443-7481 ©PANPA - 2009 Issue 277 of The NPA Bulletin NPA Board NPA Staff Mark Hollands Chief Executive Officer Nick Evershed Editorial Coordinator Rebecca Leaver Editorial Coordinator Samantha Gibbens Cager Business Development Manager Lucy Tan Accounts/Administration NPA, Level 4, 69-71 Edward Street, Pyrmont, NSW, 2009, Australia Phone: +61 2 8338 6300 Fax: +61 2 8338 6311 www.panpa.org.au Andrew Leighton Norske Skog President Joe Talcott News Ltd Mar tin Simons APN Publishing, New Zealand Campbell Reid News Ltd Ross McPherson Shepparton Newspapers Chris Pash Dow Jones, Asia Pacific Vice-President Liam Roche West Australian Newspapers Ken Nichols Fairfax Media Anne Fussell Fiji Times Matthew Sharkady Goss International Rober t Whitehead Fairfax Media www.panpa.org.au 2 | The PANPA Bulletin | MARCH 2010 What we hope is that we can closely integrate the whole experi- ence of playing SuperCoach with real life news.” Mr Pinkney said if someone was about to pick a footballer as their captain, they may see a news headline which says he has just been injured at training, providing a “synthesis between real life and what people are doing in these fan- tasy games”. “We see that as a very important potential way of growing our audi- ence,” he said. “If people come to the football [news] site from SuperCoach and they like what they see, they may come back.” Fairfax Media announced it would release iPhone apps for their flag- ship mastheads within six months, with apps for The Age, Brisbane Times, Sydney Morning Herald and WA Today websites in development, according to Darren Burden, Director of News and Platforms at Fairfax Digital. Mr Burden said the apps would cost money and though no decision on a price had been made Fairfax were “currently looking at around four ways of doing it”. “You can go for the straight up one-off payment, you can do the subscription-based service, you can do a software upgrade type model, there are all kinds of benefits. We’re modelling all the different kinds,” he said. In the UK, The Guardian recently released an app which has had around 70,000 downloads at A$5 each according to the last sales fig- ures released. Jonathon Moore, product manag- er for mobile at The Guardian, told The Bulletin that although they were “quite late” to mobile they’re “now the UK’s number one destination on mobile, achieving about a mil- lion unique users a month”. Mr Moore said that given the “perfect storm” of financial troubles facing the UK publishing industry, the Guardian Media Group “made a very dedicated decision early on that this would be an opportunity to develop a new commercial model for the business”. The Herald Sun’s Mr Pinkney said publishers were currently con- centrating on the iPhone platform because of the high market penetra- tion. “The business is well aware of the potential of these types of applica- tions, and also the need to get into the mobile device space, so they’re sort of changing their structures and gearing up to be much more responsive and aggressive in that area,” he said. Mr Burden agreed, saying: “For the last five years, every year someone says it’s going to be a big deal, but definitely the iPhone has created a market, and people are interested in it, and people are browsing and reading content on their phones because it’s comfort- able. It’s fantastic.” CEO’s Column Mark Hollands CEO of the Newspaper Publishers’ Association Digital evolution increases stakes 2009 was the easy part. Leadership of our newspapers will be a tougher challenge this year. In many respects, cost-cutting and efficiency measures require basic op- erational knowledge. You don’t need stellar management talent, just the determination to get the job done. 2010 must be different. This time, we must grow existing markets and create new ones on digital platforms. This is a watershed year for major publishers, while smaller operators can ill afford to believe and act as if the changes in how readers are now beginning to filter and share informa- tion will not affect them. They would do well to watch, learn and experi- ment. This is not a business as usual year; and it is unlikely we will ever have one of those again. Competition in the digital era is too intense for such privilege. Competition will be the key – in pricing, technology and good old- fashioned scoops. This latest edition of The Bulletin features a strong technology focus. We make no apology for this even though we remain a champion of the printed word. We love the printed word – “Long Live the Printed Word!” But we love journalism and its emerging business models just as much. For this is where, at least in part, our industry’s future must move in the next five years. Newspapers around the world are still too slow to move, and this must change. Big publishers in our region are developing some cool apps for the iPhone but there are thousands of these suckers to choose from now. While the Australians have been outlining their plans, Singapore Press Holdings have been playing the app game for months. Major publishers might be blazing a trail in their own industry but we are behind the innovators and early adopters elsewhere in the economy. This association is working with WoodWing to create an app for in- dustry events and news – and I would consider us a late adopter, mainly be- cause we lack resources to go faster. Ingrained attitudes developed from existing business models and behaviours are an element of news publishing that we must now mod- ernise from the top down. To develop our future with a strong technology focus; to provide our market with access to new plat- forms and genres of information, we cannot apply traditionally cautious return-on-investment criteria that are usually a sword of Damocles over various initiatives. Calculated risks are required. We face historic social disruption. It is changing the way in which we entertain ourselves and consume information. We can rationalise our own various business challenges and situations as much as we like, but finally it is reduced to the simple fact that people are changing the way they behave. They are using affordable consumer technologies, like those of Apple’s, to communicate, share and enhance in- formation in ways many did not know was possible a few months ago. Who’d have thought you could shake a phone to update your mobile news service. You can, and many people do. They shake their phone . . . they don’t go down to the newsa- gent or the street seller, or wait for the nightly news, or an hourly radio bulletin. This is our world. By embracing it, we must take risks, many of which will be counter culture, if we are to keep up with our readers and advertisers. Apple’s iPad has dominated news- paper attention since its release a few weeks ago. This is not a new technology. A decade ago, companies such as Microsoft, H P, IBM, Acer and Fujitsu all got tablet fever. They promised much and delivered little. Basically, they were too heavy and offered no advantage over laptops. That the iPad is lighter is no stun- ning advantage. The power comes from Apple’s iTunes store, where our readers can buy our content, or get it for free, at a centralised destination with a trusted payment system. God bless Steve Jobs for this; but it gives him enormous power. But power comes and goes. And so do technologies. Newspaper leaders will need to build a capacity and a culture of adaptability. Today and beyond, manage- ment strategies need to be flexible. Claiming to have a strategy for your newspaper is no more important than being able to change it, mak- ing balanced adjustments to pricing, revenue and operations. Ideally, such moves will lead your market and not be a response to new competition. In 2010, do not wait for someone to do “it” to you. Because they will. Here comes the hard part. Production: APN Print Yandina on a manroland Uniset 75 press Paper: 60gsm Norstar 80, supplied by Norske Skog Art Direction & Design: Jason Howard, Leader Community Newspapers Colour Management: Richard Maguire, Leader Community Newspapers Glen St Leon, Fairfax Media Proudly printed by APN Print your partner PRINT PANPA thanks the following organisa- tions and people for their contribution in producing The Bulletin: Editorial It is changing the way in which we entertain ourselves and consume information” “ E-Fever: Publishers rush to iPhone CONTINUED FROM PAGE 1 PANPA bites into its own Apple app A STRATEGIC partnership has been formed between PANPA and one of its members, WoodWing, to create an iPhone applica- tion for the newspaper community. The project aims to make it easier than ever for members to access industry news, plus information on association events and activities. PANPA chief executive, Mark Hol- lands, said: “We are delighted to work with WoodWing and be able to show- case their technology. I am confident it will demonstrate to regional and local newspapers what can be achieved with limited resources. This will be exciting.” The association works with a number of other members, such as Norske Skog, APN Print, Realview and Oce, to help demonstrate their capa- bilities to the newspaper publishing industry. Newspaper Publishers’ Association News p a p er Pu bli shers’ Assoc i a ti on PAGE 12 and 13 > Everything you need to know about the leading tablet and mobile devices available on the market Media censorship in Fiji looks set to change 5 A model competition in Singapore attracts advertisers and thousands of readers 8