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WAN-IFRA Report Argues Print Publishing is Keeping Pace With Digital Media
By
E&P Staff
Published: November 09, 2009 12:45 PM ET
NEW YORK Two new reports from the World Association of Newspapers and News Publishers (WAN-IFRA), Paris and Darmstadt, Germany, argue that print publishing is innovating as fast as digital media, and has a bigger impact on revenues and profits.
"The Power of Print" and "Publishing to Targeted Audiences," from the WAN-IFRA Shaping the Future of the Newspaper project, examine the appeal of print in the digital age, and provide advice on multimedia strategies that rely on print media for vigorous revenue growth.
The global newspaper industry is a $182 billion business, with more than 1.9 billion daily readers -- figures often overlooked in the rush to digital media. Even in the most developed markets, digital media produce a fraction of print publications' revenues. The reports examine scores of cases of innovative newspapers around the world.
A companion to "The Power of Print," "Publishing to Targeted Audiences" focuses on how to create promising "portfolio strategies" that include print and digital publications aimed at segments such as age, gender, ethnicity, location and special interests. The report provides case studies of newspapers that are increasing reach and revenue through such strategies.
The report details a "SMART" Publishing strategy that "requires publishers to understand their audiences better by conducting more reader research, and to tap into the infinite consumer databases available to them in order to get a detailed picture of media habits, consumer spending and other valuable indicators that will help bolster the newspaper company's relevance to audiences and advertisers."
Successes examined in the "Power of Print" include: Korean daily JoongAng Ilbo (invested more than $100 million switching to Berliner format, buying new presses, refurbishing its plant and further emphasizing quality news and information); Portugal's i (launched in April and leads with commentary and opinion, provides news in small bites, and includes lengthy articles on important subjects); Nase Adresa (hyperlocal Czech project redefined "newsroom" by putting journalists in local public cafés).
WAN-IFRA members can download the reports from www.futureofthenewspaper.com. Summaries are available to members and non-members at www.wan-press.org/rubrique880.html.
The SFN project identifies, analyzes and publicizes breakthroughs and opportunities that can benefit newspapers. It provides members with Strategy Reports on these developments, a library of case studies and business ideas, and other information.
SFN is supported by four international partners: printing equipment manufacturer manroland, Telenor, Norwegian telecommunications, IT and media group Telenor, media software solutions provider Atex, and Norway-based global paper producer Nörske Skog.
E&P Staff
(jrosenberg@editorandpublisher.com)
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