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No more mass media? Who
cares when you have mass
brand management
A view from a content company
Martyn U’ren
News International
News International
Hello – no more mass media, in a Darwin type way the future looks likely to
be one dominated by increased fragmentation and only the most adaptable
will survive.
However at News International we feel we have the right approach to
ensuring that our mass brand communication does not become extinct.
By Mass brand communication we are implying that our content platforms
are brands within their own right and their appeal not restricted to the
content
Mass media implies a very flat approach to communication that is why we
feel our challenge is to provide mass brand management both now and in the
future.
This presentation is designed to provide you with a brief insight into how we
are managing the process of providing content in the future
1
"Power is moving away from the old elite in our industry –
the editors, the chief executives and, let's face it, the
proprietors.
A new generation of media consumers has risen demanding
content delivered when they want it, how they want it,
it.”
and very much as they want it.”
Rupert Murdoch March 2006
News International
To start with a view from above…
At News International we are all very aware of a
fragmenting market where technology and consumers are
demanding content on their own terms.
We are not just sitting back and watching this from a far
thinking about the good old days, we are immersing
ourselves in the technological developments and becoming
masters of our own destiny.
2
Where is the power moving towards?
30,000
25,000
20,000
000's
15,000
10,000
5,000
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Ju 9
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News International MON - FRI Readership Internet
Readership = 6-day, over 12 month period to date shown. Source: NRS
Internet usage = Used in last month. Source: BMRB Internet Monitor
Probably the most doom mongering chart that is touted
around at the moment.
Monday to Friday readership has reduced over the past 10
years whilst the internet penetration has grown and now the
internet has over taken total reach,
but this is not signifying the end just yet of Newspaper
companies
3
Advertiser audience 1996
1996 –
20m
News International
Source TGI 1996 Newspapers AIR
And in 1996 before our impending doom the number of people
who interacted with a News International brand was 20m
4
Paper and online
% Total Occasions
5.00%
4.00%
3.00%
2.00%
1.00%
Content in the paper Content on line in
during the morning afternoon Both in the evening
0.00%
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AAQO The Times AAQO Times seeking news/sport online
News International
Source: IPA Touchpoints.
The future looks like to be one of coexistence, For example The
Times and The Times Online brands are now existing in a state of
wedded bliss and the future looks like one of harmony between the
two platforms.
3.4 million now use the paper and online to complement each
other.
TouchPoints data has given our editorial staff the confidence to
develop the 2 products side by side without fear of cannibalisation
and advertisers the vision that they can use the same media brand
to communicate on more than one platform
If we were to make assumptions about the readers we would
ascertain that the morning favours the printed version to updated
with online developments throughout the day
5
The future will be very
different
54
16-34s’ daily media usage
50
49
31
30
20
11
6
4
3
Listen to Use internet Listen to W atch Read a Read a Play Read a Play or Go out
radio music daytime TV new spaper book computer magazine w atch sport
News International
games
Source: IPA Touchpoints.
however we are accepting that the future will be different and that
consumers are going be demanding content on a different format to
today.
Touch Points has helped to identify the challenge that will be
facing traditional media in the future.
The challenge for a content providing company such as News
international is to manage this change and provide a mass audience
that connects with a brand on a regular basis every single day
6
Simple Solution?
• Lets move our content online
• What content do we move online?
• Who will be interested?
• How can advertisers use this multiplatform audience?
• Can we monetise this audience?
• Are they interested in community?
News International
Many people say the solution is simple and has been a route for some papers
within Europe, move all of your content online.
However this is not as simple as it sounds,
What content do we provide –busy people, extremely complicated lives, if
we are not providing interesting relevant content then why should they
interact with us?
who will be interested – brands have stood the test of time but the impact of
technology and the multitude of choice is increasing the pressure on existing
media brands to be chosen each day
how can advertisers use this multiplatform audience – already making
inroads into the effectiveness of the multiplatform.
how can News in monetise this audience – with no cover price then how are
we going to pay for the editorial staff to provide the content. We are
embracing user generated content but cannot rely upon this in the future
community – its all the rage, how can we infiltrate the news international
communities that exist or develop new ones
so the answers are not easy – however we do feel as though we have the
right process to investigate change and ensure successful mass brand
management for the future
7
Successful Brand
Management
• Audience
• Brand
• Platform
• Content
News International
Our funnel of process –
Audience – we are lucky to have a huge audience that currently
interact with our brands every day
Brand – extremely important, if you are going to be the gatekeeper
to the content you need to make sure you are a brand that
understands its key values through the eyes of its consumers.
Its also important to know what brand values advertisers can tap
into.
Platform – consumers what platform do they want to receive the
content on and how can we influence the process moving forwards
Content – Differing platforms and developing audiences will
provide key challenges for the content we produce
8
How?
• InFocus – detailed investigation of our brands
and content strengths
• TouchPoints – the impact of media fragmentation
on our key targets
• Online Groups – to understand reaction to future
developments
News International
How is the big question
InFocus – a 3000 respondent strong bi annual survey that looks
into the brand values, product strengths and position within the
market place of our products and those of our competitors.
From this information we can ascertain our brands strengths,
integral in providing the direction for the future of the brands.
TouchPoints – As a key investor into the project were extremely
interested in the results. The findings have shed new light on our
consumers and how they interact with other media and new
technology.
NGN for example is extremely interested in mobile
communications and youth
Online Groups – not just to test the functionality but also provides
great insight into the real world attitudes to current trends
9
Why?
Protection of the Vision for the
brands future
News International
Why
2 main reasons why we are so keen to ensure successful brand
management
Protection of the products – in a market that is becoming more
competitive we need to constantly measure everything form the
value of the brand through to the pulling power of our hard hitting
columnists
Investment into the paper products is strong, full colour
newspapers being printed at new prints is a bold move for a
company many people seem to want to write of as a decaying
industry. Newspapers will still be around in the future.
Vision for the future – all of the research we are conducting has
one eye on the future,
TouchPoints was a great example of our desire to see into the
future and understand how consumers are interacting with
technologies
10
Brand
Sun Newspaper Brand characteristics
Good sense of humour Is a paper I find very
I am happy to be seen entertaining
with it
Appeals to both men and
Is good value for money Is in tune with my life and
women
values
Captures the mood of the
nation
SUN PERFORMANCE
I can trust the
information it provides
News International
IMPORTANCE TO SUN
READERS
Source: InFocus 2006
The Sun Brand laid bare
Insight into the Sun brand is key to its future and
development – therefore we measure all of our brands
values on two key axis
Importance to the reader – what are the brand qualities is
the Sun reader looking for
Sun performance – how well does The Sun perform on
these key brand attributes?
Entertainment, happy to associate and in tune with the
readers values are key brand values that should be
monitored through the process and are key attributes to take
into the future.
Here is one of the key areas where mass market brands
should take note – everything move we make is under a
brand umbrella that is strong and robust
11
Women’s purchase drivers
News 67
TV info/listings 50
Real life stories 48
Celeb news/gossip 46
Entertainment 42
Health/fitness/well-being 40
Fashion/beauty 35
Horoscopes 31
Games/puzzles 28
Food & drink 26
Travel/holidays 25
Football 21
Promotions/competitions 19
Homes/property 16
Sex/relationships 14
Other sport 12
Personal Finance 9
Technology 8
Politics 7
Motoring 5 % extremely/very important in choice of daily newspaper
News International
Pict. attractive women 3
Business 3
Source: InFocus 2006 Base: AA/QO first choice a popular (7418)
Key Content purchase drivers for female readers of
popular press.
Such insights are about protecting current products
and monitoring content demands for the future
– real life stories, celebrity news, health and fitness,
fashion are all highly influential in choice and as you
can see news is not the clear number 1
12
Bizarre – working towards the
future
News International
News international is all about actionable insight and for this
purpose I would like to draw upon recent developments to our
celebrity news coverage
A key sub brand within the News Group Media portfolio – Bizarre
13
Audience
• 2.1 Million buy The Sun for entertainment
content every day
• They actively seek content on celebrity gossip
• 46k look at the content via Sun Online every
day
• 437k unique users
• Huge opportunity
News International
Source: InFocus 2006 / Hit Box data for October 2006
InFocus can teach us the exact pull of our entertainment section
every day 2.1m buy the Sun for the entertainment content
The audience actively seeks content on celebrity news and gossip
Those who look online at present total 46,000 every day or
437,000 every month
Therefore we have a huge opportunity to use this audience and
promote the power of the entire portfolio
14
Platform
50%
45% Bizarre newspaper readers U35
45%
40% 38%
35%
30%
% o f re a d e rs
25%
20%
15%
10% 8% 7%
5% 1%
0%
Newspapers Magazines TV Internet Radio
News International
Base: Interested in Celebrity / news and gossip
Source: InFocus 2006
Currently the audience for Bizarre still wants their daily dose of
celebrity news in paper form.
The opportunity is there to increase to both paper and online
Since we have compiled this research changes have been made to
make the editorial make up of the bizarre team
Progress has been excellent and monthly page impressions have
risen 19% month on month since the integration of the teams
Therefore we seem to be proving that a mixture of successful
editorial brand and content - key to providing a multi platform
audience
15
Content Drives Traffic –
Our Best read story ever online
+ 180,000 copies + 1,100,000 page impressions
(Click for video)
News International
However we have suspected content is key for a while –
at News International we have broken some large exclusives and
have used the added flexibility that the web offers us a greater
opportunity to increase our reach
These exclusives provide good increases to the daily sale however
also increase the huge amounts of traffic directed online.
Other recent examples included the Marines initiation ceremony,
Iraq videos and exclusive pictures of Prince Harry behaving well
like Prince Harry
16
Content Drives Traffic –
Our Best read story ever online
+ 180,000 copies + 1,100,000 page impressions
(Click for video)
News International
the story has continued online after it seems to have run its
course for now in the paper
Macca is now a key member of Bizarre Lonely Hearts Club
17
The Future of Mass Brand
Communication – Sun
Sessions
News International
The culmination of our multiplatform offering is Sun Sessions …
what exactly do we mean?
18
Being Multi Platform
The Sun Sun Extra Instant Sun
News International
What exactly is a Sun session – it’s the interaction between the
consumer and one or all of the elements of our multiplatform
offering
The Sun newspaper – an average pagination of 78 pages giving
you the ‘Best of the Sun’
The Sun online, currently 350 pages is ‘More Sun’ or ‘Sun Extra’
The Sun mobile is about ‘Instant Sun’, sometimes just a simple
text message, ie. a sports result, a news headline, a bit of gossip,
etc
How are we performing to date?
19
Every Day 8.4m people have a Sun
session in the UK
The Sun Newspaper: 8.2 million The Sun.co.uk: 184k Sun Mobile:
3k
News International
Source TGI.Net
Currently across the Sun portfolio 8.4m people every single day
have a sun session on one of our profiles,
the challenge is now how at News International we can work with
agency’s and clients to prove the value of a multilayered
connection with The Sun’s audience
20
• Other readers views
• Sun Journalist
• Discussions
• Profiles
• Personalisation
News International
According to numerous trade spokespeople the future is all based
around developing communities. The launch of My Sun will
provide sun readers the chance to interact with the brand and each
other.
Online groups of existing Sun Online users have highlighted
exactly how we should develop our online community.
We are not looking to provide a service for niche audiences but a
national social network
The main areas that have been focused on are - interaction with
other readers, the opportunity to be classed as a Sun journo, to join
in discussions, see other readers profiles and personalisation of
content.
All of our developments are kept within the brand values of The
Sun
21
Successful brand
extensions
News International
A mixture of a successful extension and community into the
multiplatform world has been the launch of the Sun Bingo online
site.
Since launch the game has on average 4000 registered users every
day who freely communicate to each other. The average player
will stay online for over 2 hours.
The community aspect of the site is seen as one of the reasons they
keep coming back to each individual chat room.
Purple and Pink chat rooms
With 50,000 registered users, the site is now the leading online
bingo game within the world and is an excellent example of
moving our paper based audience online still under the Suns brand
umbrella
22
Audience in 2006
News International
1996 – 2006 –
Source TGI.Net20m AIR, Website 4 week reach
Newspapers 20m
So where does this multiplatform approach leave the future for
news int,
well the internet chart makers always site 1996 as the time when
the internet started and at this time 20m people in 1996
A few new sections and many web developments later we are still
managing to reach the 20m mark.
However this is not a time to reflect as we feel we can grow this
figure and carry on providing content how and where consumers
want it and through brands they can engage with
23
Future challenge for Mass
Brand Communication
• Delivering the audience in the
future
• Working with the advertising
community
News International
So the key challenge is actually quite simple – we have to make
sure our key trait is still in place and deliver a brand connection
with the 20 million people on a regular basis –
the challenge for the advertising community is to join us on this
journey and work with us to ascertain the benefit of our
multiplatform brands and our vast scale
Of course there are people who feel they can see into the future
and that mass brand communications are not part of it, however
don’t just take my word for it…
24
“It is difficult, indeed dangerous, to underestimate the huge
changes this revolution will bring or the power of developing
technologies… haven’
technologies….. For instance, we probably haven’t heard the
world’
name of what will be the world’s largest company in 2020.
yet–
Indeed that company may not even exist yet– although I hope
name!”
that it does, and that I know its name!”
Rupert Murdoch
News International
Rupert is again right and we cannot take the future for granted just
like you cannot write off the purpose of mass market brand
communication.
Thank you very much for your time.
25
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