Mise en page 1 - World Association of Newspapers
Mise en page 1 - World Association of Newspapers
Mise en page 1 - World Association of Newspapers
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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERAverage hours per week10080604020GamesWirelessOutdoorCinemaDigital RadioAnalogue RadioDigital TVAnalogue TVInternetPrintGlobal Media Consumption per Week• 2020: 80% <strong>of</strong> all media digital• 2010: 66% <strong>of</strong> all media digital• 2007: 50% <strong>of</strong> all media digital01900 1920 1940 1960 1980 2000 2020Source: Carat © <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-2008%140120100806040200U.S. Digital Media P<strong>en</strong>etration, 2000 – 20112000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011U.S. digital cable, satelliteand Telco TV householdsU.S. DVR subscriptionsU.S. VOD householdsU.S. broadband householdsU.S. satellite radiosubscriptionsU.S. HD subscriptionsU.S. digital TV shipm<strong>en</strong>tsU.S. mobile phonesubscriptionsSource: MAGNA Global © <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-2008In 2011, U.S. digital TV shipm<strong>en</strong>ts areexpected reach about 120 perc<strong>en</strong>t, whilemobile phone subscriptions will reach 110perc<strong>en</strong>t. Digital cable/satellite and TelcoTVhouseholds and broadband households willreach about 80 perc<strong>en</strong>t. Video-on-demand,digital video recorders, high-definition TV andsatellite radio are forecast to have a relativelylower reach by 2011, each at less than 40perc<strong>en</strong>t.Several studies outlined in Chapter 4 point outopportunities for newspapers moving forwardinto a more competitive and more digitalmedia landscape.According to Harris Interactive and InnovationMedia Consulting Group, the Internet willbecome the primary news and informationsource across sev<strong>en</strong> countries within fiveyears, while newspapers will lose thedominating position they have held for morethan a c<strong>en</strong>tury.A survey from Datran Media concludednewspapers should not stick to printadvertising as their sole rev<strong>en</strong>ue source, but toalso embrace new opportunities in digitalformats. According to the 2007 E-mailMarketing Survey, marketers would like to us<strong>en</strong>ew ad formats more than they would like touse print ads in their marketing plans for thefollowing year.More than 60 perc<strong>en</strong>t <strong>of</strong> responding marketersin the United States planned to use e-mail orsearch marketing tactics in 2007, while lessthan 20 perc<strong>en</strong>t planned to use printadvertising. Some other new formats, such asad networks and contextual targeting, were12
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