Newspapers: A multimedia growth business
Posted by Sara Taylor on December 2, 2009 at 5:02 AM
Snowballing multimedia trends are being harnessed by different companies in different ways to grow new revenue streams and better serve audiences, speakers told the third session of the World Newspaper Congress today.
Bharat Gupta, chairman, managing director and managing editor of Jagran Prakashan in India told the congress about "the making of the world's highest read newspaper." Sandy Prieto-Romualdez, president and CEO of the Philippine Daily Inquirer, told about her newspaper's mobile-centric publishing strategy that capitaizes on the fact that Filipinos are among the most prolific phone texters in the world.
Bharat Gupta, chairman, managing director and managing editor of Jagran Prakashan in India told the congress about "the making of the world's highest read newspaper." Sandy Prieto-Romualdez, president and CEO of the Philippine Daily Inquirer, told about her newspaper's mobile-centric publishing strategy that capitaizes on the fact that Filipinos are among the most prolific phone texters in the world.
The newspaper
has 55 million daily readers. Gupta described a print strategy
that focused on building relationships with readers, with respecting
the competition, with starting afresh with each new edition and not
assuming what works in one place will work in another. Every market is
unique and calls for a different approach.
"Dainik Jagran's content is changed to reflect the colloquial tastes of every local market," he said.
Mobile advertising represents only 1 percent of company revenues, but Prieto-Romualdez predicted this will change as soon as next year, thanks to two new technologies that are now being introduced.
One allows readers to use their mobile phone cameras to take a picture of an icon in the print newspaper and have instant access to video associated with the story. "It allows the paper to be more interactive and gives the reader wider engagement in the news," she said.
The other technology is billed as the first non-intrusive mobile phone advertising. Called Ads in Cel, it allows advertisers to offer redemption coupons directly to mobile telephones - cash off on meals at McDonald's, for example. The technology will be introduced next year.
"Dainik Jagran's content is changed to reflect the colloquial tastes of every local market," he said.
Mobile advertising represents only 1 percent of company revenues, but Prieto-Romualdez predicted this will change as soon as next year, thanks to two new technologies that are now being introduced.
One allows readers to use their mobile phone cameras to take a picture of an icon in the print newspaper and have instant access to video associated with the story. "It allows the paper to be more interactive and gives the reader wider engagement in the news," she said.
The other technology is billed as the first non-intrusive mobile phone advertising. Called Ads in Cel, it allows advertisers to offer redemption coupons directly to mobile telephones - cash off on meals at McDonald's, for example. The technology will be introduced next year.
For more coverage of the World Newspaper Congress and World Editors Forum please follow us on Twitter (#WANindia09) and on our sister publications editorsweblog.org and http://www.ifra.net/blogs/wan-congress-2009.
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