Looking Out & Ahead SECTION SLIDES Introduction: Latin American Media 2-10 Social Media Marketing 11-20 Multimedia Journalism 21-25 Recycled Content 26-29 Visual Enhancement 30-39 Research Process and Research Process and Questions Questions Goals Goals • Increase Increase online loyalty & online loyalty & subscriptions subscriptions • Engage Engage younger audiences younger audiences Phase 1 Phase 1 – Investigation – Investigation • How are Latin American How are Latin American newspapers faring in the face newspapers faring in the face of the of the digital boom digital boom and global and global economic bust economic bust? Phase 2 Phase 2 – Innovation – Innovation • What ideas and strategies What ideas and strategies can can Politiken Politiken glean from glean from Hispanic and Francophone Hispanic and Francophone newspapers? newspapers?
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Looking Out & Ahead
SECTION SLIDESIntroduction: Latin American Media 2-10
Social Media Marketing 11-20
Multimedia Journalism 21-25
Recycled Content 26-29
Visual Enhancement 30-39
Research Process and QuestionsResearch Process and Questions
Goals Goals
•Increase Increase online loyalty & subscriptions online loyalty & subscriptions
•EngageEngage younger audiences younger audiences
Phase 1Phase 1 – Investigation – Investigation
•How are Latin American newspapers How are Latin American newspapers faring in the face of the faring in the face of the digital boomdigital boom and and global global economic busteconomic bust??
Phase 2Phase 2 – Innovation – Innovation
•What ideas and strategies can What ideas and strategies can PolitikenPolitiken glean from Hispanic and Francophone glean from Hispanic and Francophone newspapers?newspapers?
Latin American Media Markets
• A Brief Overview
Oldest and Largest Oldest newspapers in Latin America
El MercurioMercurio (Valparaíso) El Comercio Comercio El PeruanoPeruano*
Media conglomerates Organizações Globo Globo
Largest mass media group Grupo TelevisaTelevisa, S.A.B.
Largest mass media group in Spanish-speaking world Grupo ReformaReforma
Largest printed media Grupo ClarínClarín Grupo PRISAPRISA*
Latin America Newspaper Landscape: The Outlook
GROWTHGROWTH
Facts & Figures 5% increase in newspaper circulation
between 2006-2011 Newspaper revenues went up by 65%
between 2006-2011 5,5% yearly growth through 2016 10% projected growth in ad spend for Latin
America in 2013—2x that of North America and 3x that of Western Europe
Source: http://www.slideshare.net/USMediaConsulting/latin-americas-media-market
Why so much growth? National economies relatively spared from
global economic crisis Middle class (Class C) boom Internet has not reached its tipping point;
TV and Radio still dominate Increasing digital literacy and responsive
internet advertising behavior
Mobile and Tablet Usage Mobile penetration is at 105% and will reach 130%
by 2015 Mobile market will grow by 7% in 2013 to reach 742
million subscriptions Mobile commerce will grow by 35% in Latin America
through 2015 Smartphones will account for 46% of mobile phone
sales in 2013 Tablet use growing, specifically in Brazil, Chile,
Argentina, Mexico, and Peru
Social Media 95% of LatAm internet users on social media 28% total time spent online in social media 73% of LatAm regularly read comments about brands
on social media 62% say these comments influence their purchase
decisions and 58,9% of LatAms go on social media to find out product information
Most popular social networking sites:
Principal Characteristics of the Latin American Consumer in 2020 Discerning and demanding Emotionally-based decisions Value, convenience, and time-saving/efficiency
(not just cost) Healthier living and sustainability Social media and social networks Companies will have to narrow their consumer
targets and be attentive to emerging consumer trends in order to offer more tailored products.
Social Media
• Redefining relationships• Beyond Facebook and Twitter
Redefining Relationships Company to Reader
Clearer focus Humanizing the brand
Journalist/Columnist to Reader Why cultivate this?
Personal brand value Readers will look to a particular voice and the
paper that prints it
Company to Reader Facebook and Twitter used primarily as a
glorified RSS feed Just 2%2% of tweets analyzed were information-
gathering in nature Seeking views or first-hand accounts from readers
Renewed focus: Humanizing the brand See what publishing houses are doing
Approach: work off-book (without a script)
“Build communities first and then money will follow” - Forbes
Journalist to Reader: Why? ”Social can’t belong to one person. It needs to be part of
everyone’s job” – Jennifer Preston (New York Times) ”News has become more personal…People are
interested in the opinions, the beliefs, the revelations of a certain journalist they know and trust, much more than an anonymous person who writes for a large publication” – Alain van der Horst (De Nieuwe Pers on journalist paywall)
General trend for journalists to have a greater presence as individuals – see NYTimes
Facebook Case Study: Diario Clarín Currently at 2,887,190 likes & 180,088
talking about this Standout features
Photo posts (vs. link posts) Daily visual weather report and front page #Noctambulos and other hashtags Polls Cross-platform marketing
Twitter Case Study: El País (ES) Currently at 2.802.400 followers Standout features
Verified account Not automated cross-platform publicizing (e.g. www.dlvr.it)
Not just headlines, but also key quotes from articles #Hashtags still regularly used RT or tag journalists/editors and related handles (e.g.
elpais_america) Journalists’ (inc. EIC) Twitter profiles state their affiliation with
El País Public directory available
Almost daily image tweets (Front page; Photos)
Non-El País writer
EIC
To be informed and also to discuss!
Beyond Facebook and Twitter Tumblr
Clarín.com HD Clarin.com Tus Fotos – crowdsourcing photographs
Pinterest El País – daily and historical covers El Comercio – diverse usage
Google + ELMUNDO.es – usage similar to Pinterest
YouTube El Universal TV – video journalism platform
Multimedia Journalism
• Video and Photojournalism
More emphasis on video - Why? 30-second video ad is profitable Drives traffic 35% of mobile audiences are watching
video on their devices 48% of households with children do too Users 18-44 are 3x more likely to watch
video on mobile Public hunger for “raw” footage
Who’s doing it? The New York Times
New online video player and new prioritization of video in future (no paywall)
The Wall Street Journal WorldStream
Footage captured on smartphones by Dow Jones and WSJ reporters and editors
Huffington Post HuffPost Live
Using stories as… jumping-off points for [video] conversations, commentary, and comedy. These segments are as long -- or as short -- as they need to be.
Regularly updated YouTube account (e.g. El Universal TV) Priority placement in various news sites such as Le Figaro ,El País,
and El Comercio
NYTIMES
Le Monde
El Comercio
Photojournalism – Why invest? No language barrier – increased exposure Can be hard news and social (e.g. Politiken.dk and
Tumblr) Mobile- and tablet-friendly (esp. hi-resolution) Politiken has award-winning photo team Models
Original content: The Guardian and T Magazine (The New York Times)
Not original content – Clarin.comHD and L’actualité en photos (Le Figaro)
Recycled Content
eBooks
eBooks Archive articles repackaged and centered around a
topic, theme, or event and sell it. Newspapers should capitalise on their archives
Why? Cheap and relatively quick to produce Great for time-sensitive topics Gift or subscription bonus Can be text- or photo-based Greater brand exposure
Who’s doing it? The New York Times
E-Singles Original short e-books featuring narratives in areas in
which The Times has reporting expertise including culture, sports, business, science and health. These e-books contain material that has not previously been published in The Times and are meant to be read in one sitting.
The Guardian Guardian Shorts
The Boston Globe (link to eBooks blocked by paywall)
Potential Topics Collection highlights
A famous Politiken columnist Politiken photographer
Royal Family Historical retrospectives (esp. war)
Iraq World War II
Famous trials Political cartoons
Information Architecture
• Whitespace• Ergonomics• Ad Space
Why? A visitor gauges a website’s professional level
based on how it looks at a glance Any digital subscription price must be justified
by a website that is: Appealing Easily navigable Content-loaded
Whitespace Readers want nicely presented information, not
bursting with stuff Consistent identity: Would I allow that in print?
Minimalism, reductionism, and cinematic treatment
LatAm models: La Nación, El País, and G1Globo – winners of Online News Association awards for best digital journalism
Buttons and Visibility Prioritize their visibility
Weather Social Media Subscription Market watch
Why? Ergonomics Increase dependence for homepage and on-the-go users
Print edition image Remind them that PRINT STILL EXISTS
Ad Space Click-Through Rates on browser-based
display ads to be less than 1% Adblocker is very popular Experienced users tend to ignore banners
and banner-like graphic items Whitespace helps those items stand out
Consider using that space for native ads
Link to Subscription Page
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