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Panpa Bulletin : November 2010
www.panpa.org.au The PANPA Bulletin | NOVEMBER 2010 | 31 Muller Martini Australia Pty Limited Sydney +61 (0)2 8756 3100, Melbourne +61 412 749 761, Auckland +64 (0)21 790 600 Fax +61 (0)2 9748 4399, www.mullermartini.com/au, firstname.lastname@example.org Muller Martini has built you the most versatile and reliable insertion system in the business. ProLiner is modular, so it can be easily re- conﬁgured to help you stay on top of changes in the marketplace. ProLiner – from a base model to a high-performance inserting system. And ProLiner is fast. That means your bindery will easily keep pace with the new generation of high-speed, extra wide presses. Grow with a secure investment in inserting productivity – Grow with ProLiner. Grow with ProLiner. Less memo, more demo IF the past two years of economic challenges and audience migration has been a seismic shift for the news- paper industry, the next two will be its defining period. Having addressed the World News Agencies Congress in Argentina last week on developing partnerships and building a sustainable future, I was asked if I thought newspapers would disappear. It was a confronting and provoca- tive question, but understandable as the sessions had been dominated digital and broadcast media develop- ments. The delegate who put it to me had apparently given up on his traditional print subscribers. Of course newspapers are not go- ing anywhere anytime soon. But newspapers will have to change in order to survive and how well they do will depend on the speed, agility and breadth of this change. In Hamburg 10 days earlier the World Newspaper Editors Forum touted 2010 as the "tablet year", re- ferring to the iPad and the dozen or so similar devices we're about to see over the next few months. These little devices are widely seen as game-changers. They represent great potential but it's early days so we shouldn't become distracted at the expense of improving our news- papers first. A Telsyte survey this month put tablet sales in Australia at 300,000 -- 250,000 of those iPads, sold mainly to tech adopters and business execu- tives. So back to that question in Argen- tina. The newspaper is still a great way to deliver news. It just needs to evolve. Newspapers are no longer the first source of breaking news -- the basic stuff covering the "who, what, when and where." That domain now be- longs to websites, mobile phones and broadcasters. The printed product comes into its own when it puts news events into context. Thoughtful analysis of events of last month, last week, yes- terday and anything coming up in the future is the real bread and butter for a newspaper. So what would the ideal newspaper look like now? It will be smaller, more nimble and good newspapers will "show" readers how things work and why things hap- pen, rather than simply telling them facts and figures. Less memo, more demo. At the World Editors Forum, media consultants The Innovation Group described good newspapers as hav- ing three rhythms and two speeds. The rhythms: The news radar - the who what when where; Opinion and Analysis - why it hap- pened and what's next; and Living -- the news and information that helps us through the day. The speeds: well written briefs, and well crafted longer pieces. Two speeds side-by-side. That same masthead should then • • • use its journalists to break news online, on radio, on television, on tablets ... wherever, while taking care to deliver news in a format that best suits the platform. And this includes all the richness of multi-media from interactive graph- ics, to video, to audio and to images and image slideshows. Critically the competition in the digital space is for readers' time, not other websites. So good sites are in- formation filters. With tablets as a new frontier no news organisation is keen to push content out for free. iPad means iPay. There's a willingness to pay for good content online or on a news tablet -- just as web-users are already buying clothes, books and music on- line or from App stores. People will not pay for usefulness and relevance alone but they will pay for scarcity. So the challenge to news providers is to develop news packages that offer unique content, unique utility, unique convenience, unique packaging, and a unique experience. And they need to think carefully about their story-telling approach on tablets. It's new grammar for a new device. What amounts to PDFs on a small screen does not engage users. We must take our readers on a rich journey of discovery using infograph- ics, unique video, slideshows with a difference and caricatures. This is a brave new media world. It's nothing to be afraid of. Just jump on board and make the most of the ride. Tony Gillies Opinion Editor in Chief, Australian Associated Press Portugal's 'i' newspaper ... smaller, more nimble, and aims to show readers how things work and why things happen