Print continues to endure - WAN-IFRA reports
According to The Power of Print, "As the case studies and data show, print newspapers in some parts of the world are seeing only growth, while in other, more developed markets, the power of print is growing in a different way, as publishers carve out spaces in niche markets and better tailor print to the needs of their communities."
Publishing to Targeted Audiences, a companion publication to The Power of Print, focuses on how to create promising "portfolio strategies" that includes 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 circulation, reach, influence and revenues through such strategies.
"The SMART Publishing strategy, detailed in this report, 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 company¹s relevance to audiences and advertisers," says the report.
Power of Print case studies:
- The Korean daily JoongAng Ilbo, which invested more than US$100 million this year in switching to a Berliner format, buying new printing presses, refurbishing its printing facility and putting more emphasis on quality news and information. The project was more than cosmetic: the focus is on building readers' trust, the essence of every quality newspaper's success.
- The new newspaper, "i" in Portugal, which has been hailed as a reinvention of the newspaper in the digital age. The newspaper does not follow traditional layout - it leads with commentary and opinion, provides news in small bites, and includes lengthy articles on important subjects. Since its launch last April, circulation has been growing steadily in a market that already has 13 general interest dailies.
- The Nase Adresa (or "Our Address") hyperlocal newspaper project in the Czech Republic, which redefined "newsroom" as "news café" - reporters and editors sit in the middle of public (and profitable) cafés in local communities, and have close contact with their audiences. The PPF Group has invested US$10 million in seven new weekly newspapers and 30 websites and plans to expand nationally.
The Power of Print and Publishing to Targeted Audiences are available exclusively to members of WAN-IFRA, which was created in July by the merger of the World Association of Newspapers and IFRA, the newspaper research and technology organisation. Members can download the report, and other members-only Strategy Reports on a variety of subjects, using their existing WAN and IFRA access codes, from www.futureofthenewspaper.com.
Executive summaries of the reports are available to members and non-members alike and can be found www.wan-press.org/rubrique880.html.
For information on membership in WAN-IFRA, contact membership development manager Birke Becker at .