Dean Singleton, CEO of MediaNews Group, one of American publishing giants, in an interview with Denver Westword Blog is optimistic about the future of newspapers, not just survive, he says, but fail to have happened again. " The crisis exists, can not be denied, and is a combination caused a structural change and economic crisis that has perverse effects on investment advertising . But the money that was spent on newspapers have not been transferred to other media. Just look at the results of the first quarter of radio and television where the turnovers have gone down even heavier than that recorded in the press ".
If we had to reinvent the business model, Singleton asks, what role would the Internet? What mistakes were made in the past? "The idea was to broaden the audience, aim for the highest number of online readers, more readers than advertising, is the mathematics of the Internet. And this was true, but what we have not understood in recent years is the level of competitiveness that would reach the Internet and how the cost of advertising would be reduced accordingly .
The cost of Internet advertising, according to Singleton, has dramatically reduced in 2008, almost half, a reduction of 47%. Many newspapers have managed to create online products with a high number of visitors, but advertising on the Internet has a value much lower than what you could have imagined .
If this is the trend, if the unit cost for advertising on the Internet is expected to decline, it is inevitable search for new mechanisms to generate new revenues, including a model payment. A model that is not extended to all readers, but who has the prerequisites in order to be considered by the readers with an interest in selective or log on through new technological channels.
can not continue to pay for the paper newspaper and to access services via e-reader or mobile device and give everything on the Internet . Some solutions? Singleton idea is to create opportunities for those who subscribe to the newspaper to have full access to content offline and instead restrict access to unique users on web. On the other hand one of the reasons why the decreases copies sold is because the same information can be found in the free online version.
While acknowledging that there will be room for everyone, and that the existence of several newspapers in the same metropolitan area will be increasingly at risk, Singleton does not agree on the negativism that cicronda world of print. The request for information and access to information has never been higher, but demand for paper, although still high, there is more levels than once, and then? So it means, Singleton concludes, which should emergence of new models.
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