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Panpa Bulletin : September 2010
COMIC PANELS Freecall 1800 652 284 | firstname.lastname@example.org www.auspacmedia.com.au Call Margret for ideas Phone: 07 5553 3200 Email: email@example.com increase circulation INCREASE CIRCULATION! Smile Against the Grain Twist Bottled Fruit Against the Grain Heathcliffe Free Range Marmaduke Strange brew COMIC PANELS Entertain your readers with a comic panel. We have a wide variety available, contact us for samples to suit your publication. www.panpa.org.audigital destiny Sandy MacLeod Vice-president of consumer market- ing and strategy, Toronto Star Platform proliferation: Content can be dispersed across five different platforms currently. You have to think about the au- diences for each platform, and how they are going to consume the content. The next stage is to look for revenue opportu- nities for each audience and platform. Pri- marily, (my company looks at) advertising or sponsorship revenue, subscriptions, or maybe something else. You must create the content to achieve the goals you've set for audience satisfaction and revenue across each platform. Print Diversity: The alternatives are free print versus paid print. Again, there are different types of audiences and busi- ness strategies for them. Free print has no cover price or subscription but there are sponsorship opportunities such as front page take-over opportunities. In the paid space, I believe subscrip- tion and copy price will make up a bigger percentage of the revenue pie, so readers need to be satisfied with the content of- fering. At Star Media, we have protected the newsroom because we believe we can extract significant value from the subscrip- tion model. We have actually done well at this at a time that others are seeing the opposite happen. In print, we will end up with a smaller, well-educated, higher- income audience. Ross Dawson Futurist Media economy: The big picture is that we are developing the media economy. The demand for media is always increas- ing -- and we can chart how much time people spend consuming media, it's basi- cally becoming more time than there are waking hours in the day -- as in, we start to multi-channel simultaneously. This extraordinary degree of media consumption is increasingly fragmented. The reality for traditional media is that they have substantial established fixed costs -- for example, printing presses. It's a lot more challenging for them to adapt. There are many small-scale media busi- ness models where you can get focused au- diences with high value, paid content. Yet, if you have substantial fixed costs, it's a lot harder because you are always looking to maintain revenue streams rather than to build smaller revenue streams. The easi- est business model is to create multi-niche markets, not mass markets. Quality content: Content reputation is very interesting. On one level, this is about a world of infinite information. The quality and the brands that speak of qual- ity -- established newspaper titles -- are go- ing to be increasingly valuable. But reputation is shifting from the corpo- ration to the individual. People will assess the reputation of content. It is really short- sighted to say no blogs break news, or that no blog has a strong reputation; there is a world of non-establishment media which has a high reputation. Content reputation and measurement will be really important in the emerging landscape. Earl Wilkinson CEO, International Newsmedia Marketing Association More brand, less product: We over-value product and under-value brand as an industry. To newspaper publishers, a brand is often like wine in a bottle, which grows in value over time no matter how much attention is paid to it. Yet that's not how brands grow. Branding is a long-term muscular process of framing a company's image in the minds of consumers. Creating value: We create value with the clever integration of audience, con- tent, and platform. News publishers must carve perceived scarcity from an abundance of information. We have to respect the fact that different platforms -- print, mobile, tablet, computer-based internet -- have different values. The PANPA Bulletin | SEPTEMBER 2010 | 11