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The Cinderella Effect - Print v Online
Transcript of The Cinderella Effect - Print v Online
Print v Online -
A Changing Story
The Cinderella Effect
...everyone's news consumption habits began to change. Evolution first, then revolution.
"The internet era has not been kind to newspaper publishers. It has almost killed classified advertising, accelerated a decline in circulation and eyeballs towards a seemingly infinate supply of blogs, videos and websites."
Financial Times, July 2015
to give just 2 examples
But digital is rising...
People use an average of 3.5 sources to get their news across TV, radio, newspaper and digital
January 2013: Voluntary redundancy programme
"The Financial Times' brand of accurate, authoritative journalism can thrive, but only if it adapts to the demands of our readers in digital and in print."
At that time already, mobile accounted for 25% of all FT digital traffic
35 traditional Journalists culled
10 digital journalists hired
FT's Megan Murphy,
at launch of @FastFT
"For today's consumer of news it's all about accessibility...they need their news on the move whenever they are, on whatever console they have to hand - mobile, iPad, desktop..."
now driving HALF the total of FT traffic
So which is the poor relation now?
The people at the FT have been doing some very clever things to get one step ahead
Upon a Time...
"Ha! Look at us in the hard copy!
Know your place Cinders!
You'll never be as good as us!"
...press coverage online was very much the poor relation of stories in the hard copy edition
"All that hard work but nobody ever notices me..."
Newspaper and magazine publishers have had to respond to this change, to keep their business alive...
...the world changed.
People started to like the immediacy of news coming direct to their phones and tablets.
They liked being first to hear important news as soon as it broke,
wherever they happened to be in the world,
in whichever time zone,
not having to wait for the print edition.
Hard copy circulation plummeting...
Only 3 people in 10 get their news from a newspaper
...and this figure is falling
50% of people now use online sources
Digital is rising
"Forget front page exclusives! Forget bylines and physical paper! The web and social media have totally revolutionised breaking news."
Sharp rise in profits previous 12 months due to growth in online subcriptions and other digital revenues.
10% growth across print and online.
21% growth for FT.com
Digital representing 70% of FT's total paying audience.
What's the fastest growing FT channel?
Lionel Barber, Editor, FT
News Consumption in the UK - 2015 Report
so, Cinderella finally goes
The shoe fits!
Clare Rodway, Kysen
With Input from
Kysen's Nicole Bailey and
Francesca De Mori, BonelliErede