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Panpa Bulletin : November 2010
www.panpa.org.au can still develop something that will interest them. "So we made these opportunities ... to get kids, like my nephew who is eleven, touching our paper," he said. For another promotion, they sold the newspaper flat inside a cardboard 'treasure chest' box. The newspaper company hid 340 prizes throughout the city and included a treasure map within the newspaper. "It was a great opportunity to sell ads, to make money. For example, if we were hiding a prize in Pitt Street, let's say Wal-Mart is there, we charge them to be in our map." Kim Williams, CEO of FOXTEL, began with an overview of the his- tory of media and how "new devel- opments have been absorbed, and how they have evolved". "The fact is, we live in an era of constant media revolution. Certainly the new media has upset accepted ways and hierarchies are changing," he said. He stressed that these changes had lead to consumers wanting to personalise media, which media companies needed to address. "Success today is fundamentally about empowering the consumer, from listening to the consumer care- fully. "The settings between media push, and consumer pull have never been more finely balanced, nor more fas- cinatingly intense." Mr Williams also outlined the role new media has to play in democ- racy, encroaching on the traditional "fourth estate". "Utilising the potential for new information technology is not only good for media companies, it's good for democracy. People thirst for it, and we should all embrace it and clear away the psychological and regulatory barriers that are holding it back." Alex Burke, managing director of TigerSpike, outlined the approach media companies needed to take to effectively make money out of their iPhone and iPad applications. Mr Burke said that many of the apps doing very well at the moment were utility based, in that they pro- vided an obvious service to the user not available anywhere else. "Location based services are get- ting a lot of engagement," he said. "But if you don't have a really clean design, user interface, and clear utility, you won't get the cut-through, no one will find you." He said that rather than going down the display banner ad route, advertising with apps needed to think more creatively, such as spon- sorship deals for branding the app. He gave the example of the Time- Out app TigerSpike produced in London, which had sponsorship by Smirnoff. An important aspect of the iPhone and iPad app process is the user feed- back and ratings, Mr Burke said. "People can talk very positively about [the app] but they can always be negative, and you can't do any- thing about it. Because of this you need to tread carefully." He said you begin from the launch of the app with the caveat that it is a work in progress, and it would change depending on user feedback. "You need to build a bit of a jour- ney, launch different bits of function- ality -- people actually respond really well to that." The mid-afternoon session kicked off with a spirited panel consisting of Warren Lee from APN, Stuart Cam- eron of Australian Business Media, Mark Neely from Hyro, and Remco Koster of Woodwing. The four covered the ins-and-outs of iPad publishing, with Mr Neely contesting the need to get in to pub- lishing on the iPad as yet, saying it was still less than one percent of the market. Mr Cameron and Mr Koster both disagreed with this, saying the rate of uptake of iPads as a platform was faster than any previous platform, necessitating the need to get into the space. Mr Lee agreed with this, saying APN had already seen more im- pressions and a greater level of user engagement from its iPad platform than on its mobile platform, which had been out for two years. "While it's definitely true that the audience is smaller [than mobile] and probably will remain smaller than the mobile universe in total, the level of engagement is very high," he said. Another point all panellists agreed upon was that currently, many app makers were failing to tailor their product to the device. "The key is to understand what the device is really, really good at, and do that. Don't do something else. A lot of people seem to be trying to shoehorn this device into another experience. A lot of the newspaper designs are almost PDFs of the newspaper on the iPad," Mr Lee said. "That's like taking a television and chucking a blanket over it and treat- ing it like a radio. You can do it, but why would you? "By finding ways where advertising becomes powerful and emo- tive on that medium, and if we can do that, and along the way get our snouts into TV advertising budgets, it will be a very, very worth- while experience." Lee Silverman, Media and Entertainment leader for IBM, presented the results of IBM's ongoing surveys into media use. Over the last three years, IBM has sur- veyed over 10,000 people on their technology usage behaviour. "What we've seen in these surveys over the years is the real [social media] adoption rate of the older 'digital migrants' is where the big growth has been, particularly in the last year and a half," he said. According to Mr Silverman, this means social media is already be- yond the "early adopter" stage, and well into the "long tail" of plateaued usage numbers. "The value of an opinion from a stranger is now competing with trusted mastheads, which is a prob- lem commercially," he said. Futurist Ross Dawson had already grabbed headlines prior to the conference with his bold claim: "by 2022 newspapers as we know them will be irrelevant in Australia". He continued along this theme predicting that news companies would gradually migrate to devices like e-readers, which he said would cost as little as A$10 by 2022. Nathan Wayne, the 2010 Hegarty Scholarship winner, presented the findings of his research trip around the world, focusing on how to inte- grate digital and print ad sales. "To become a multimedia busi- ness you need to find and invest in technologies. And the way that busi- nesses I visited did this is through partnerships," he said. "The London Evening Standard partnered with British Airways to underwrite some of the costs of their mobile phone application. Offering complete ownership of the mobile platform for a two-month period." He said that media companies he visited were increasingly selling ad campaigns across multiple platforms, giving them an edge over selling into just one or the other. The Association conducted a sur- vey of all delegates to the PANPA Forum. It found that most attendees were either satisfied or very satis- fied with how the day went, with most speakers presenting relevant information. The settings between media push, and consumer pull have never been more finely balanced, nor more fascinatingly intense" Kim Williams, CEO FOXTEL " We have the opportunity to move from setting the agenda each morning to actually owning the agenda. All day, every day." John Hartigan, CEO News Ltd " If you'd like to give your feedback on the Future Forum or suggest a topic or speaker for next year, then please contact PANPA at firstname.lastname@example.org. All presentations can be watched in full on the PANPA website. 1. Dissica Calderaro from A Critica drapes himself in the Australian flag for the finale of his presentation. 2. Kim Williams, CEO of FOXTEL makes the case for personalised media. 3. John Hartigan, CEO of News Ltd outlines his vision for the future of news media 1. 2. 3. The PANPA Bulletin | NOVEMBER 2010 | 21 "By 2022 newspapers as we know them will be irrelevant in Aus- tralia" -Ross Dawson