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Panpa Bulletin : March 2012
So what’s next, now that publishing to tablets has proven to be more than just a hype? Visit our Web site and get ready! woodwing.com/digpub The Next Wave in Digital Publishing Digital Publishing WoodWing & Adobe® DPS Meltwater’s customers can subscribe to receive tailored links to online articles that mention their company or in- dustry, but it does not deliver royalties to publishers whose content it uses. In the US, Meltwater is be- ing sued by Associated Press. The company is little- known in Australia but has recently advertised for staff in Brisbane, Melbourne and Sydney. It is active in other markets, such as Hong Kong and Sin- gapore. Mr McCaul said digital subscriptions could make life hard for companies such as Meltwater. “As they start paying a li- cence fee back to publishers, scrapers will begin to feel the pressure,” he said. Publishers in America have joined forces to fight the scrapers, forming NewsRight, a 29-company consortium featuring AP, New York Post, McClatchy, Washington Post and Hearst Newspapers. Its CEO, David Westin, a former ABC News President , told The PANPA Bulletin the company aimed to “sustain journalism in the digital age”. “It is better for us to en- ter into an agreement with people who are abusing our content than to hit them with legal action,” he said. “NewsRight allows you to know not only that an article has been read across the web, but also how much it has been shared.” Mr Westin said one Austral- ian publisher was looking at joining. Industry analyst and author Ken Doctor told The Bulletin that NewsRight was also about anti-piracy, “but it’s part of a small-stick, large-carrot ap- proach”. He said: “The carrot they are offering is more sophis- ticated analytics about news content. “It’s all about having this very large content or news repository, and being able to say: we know how it is be- ing used, how much certain stories are being read; we can tell you in aggregate the kinds of places they’re being read, the kind of devices they’re being read on. “What they’re banking on is that content IQ is their most marketable asset. “News companies are say- ing, it’s very expensive to produce all of this content, and we’re getting little value back. We’re getting some advertising value but not enough to support our busi- nesses. We need to find new ways to making money from our content.” Mr Doctor, the author of Newsonomics, added: “Clearly the whole move to charge for digital content is picking up steam.” Copyright push CONTINUED FROM PAGE 1 www.panpa.org.au response Count do you believe you have the right job skills in your current role for the next five years? 118 not sure 233 Yes 54 no 0 50 100 150 200 250 COLLEAGUES believe overwhelmingly that pub- lishers are right to focus on digital strategies for the future of their companies. More than three quarters of respondents to a new Asso- ciation survey say a balanced portfolio of print and digital assets is essential for business survival. Almost half say manage- ment have either ‘good’ or ‘excellent’ strategies. Only 5.43 percent of re- spondents rate their employ- ers’ strategies as ‘poor’. Some 81 percent rank print advertising as a vital revenue stream today, but only 54.1 percent believe the same will hold true in 2015. More than 400 newspaper professionals responded to the web survey. “This is very encouraging. It indicates colleagues now ap- preciate how much our busi- nesses must change,” PANPA CEO, Mark Hollands said. “When I joined the Associa- tion in ’08, I was shocked at how little had changed while I had worked in the tech indus- try for about a decade. “Every other industry was transforming itself but news- papers were stuck in time. “More has changed in the last three years than in the 30 years after I got my first job in 1979.” Colleagues understand they must change, too. More than half of the respondents – 58.27 percent – say their employers are helping them to develop new skills. Most say skills develop- ment is either entirely (6.17%) or partly (86.17%) their own responsibility. Some 47 percent say they have independently sought new skills or qualifications to help progress their careers in the industry. Mr Hollands said: “If any- one thinks being job-ready is not their own individual responsibility, then they are wrong. “You are your product – and if you want to be rel- evant inside your company, be respected and earn good money, that’s nobody’s chal- lenge but your own.” Significant optimism ex- ists among colleagues about their short and medium-term futures, the survey indicates. Most are not concerned about redundancy or another threat to their immediate, professional future industry. Fewer than 48 percent be- lieve their current role could be in jeopardy over the next two years. More than half predict they will still be in newspapers in five years. This figure includes the one-in-five who believe they will still be working in the industry 10 years from now. Many colleagues’ enthusi- asm for their bosses’ digital strategies is backed up by their own tech habits. One-third say they own an iPad or another tablet, and 30.6 percent have an internet- enabled TV. However, 38 percent say they do not own a personal computer and a quarter do not have a laptop. Some 40 percent subscribe to digital content of any kind, while 52 percent have a news- paper subscription. Bring it on Sophie Tarr NPA FOR FULL REPORT AND RESULTS GO TO www.mediaplanet.org.au plus great case studies, ideas, and much more Colleagues back transition to digital era in huge numbers, survey shows response Count To what extent have the economic and digital changes to the industry affected you in your role in the past three years? 16 not at all 190 significantly 140 moderately 59 somewhat 0 50 100 150 200 73 22 149 121 40 response Count rate out of five your employer’s strategy to deal with current industry challenges, where five is ‘excellent’ and one is ‘poor’ poor 1 excellent 5 4 3 2 0 20 40 60 80 100 120 140 160 83 11 3 331 40 response Count What should be the priority of newspaper publishers? other invest in diverse business to support content Balanced portfolio of print/digital switch to digital content only focus on print newspapers 0 50 100 150 200 250 300 350 response Count What is the nature of your publication? 51 Tablet/ smartphone 381 newspaper 53 magazine 124 Website 0 100 200 300 400 planet media if anyone thinks “ being job-ready is not their own individual responsibility, then they are wrong” The PANPA Bulletin | MARCH 2012 | 5