News Brands Eclipse NewspapersNewspaper Industry Officially Accepts Dead Tree Press Finished

In January 2010 Guido gave a presentation at Microsoft’s HQ to the Online Journalism Association, the thesis was that newspapers as we know them will die and journalism would thrive. Guido’s pitch was that the old deadline based “news cycle” is being replaced by “news streams” and that newspapers as we know them will be replaced by “news brands”.

Today the industry trade body for the dead tree press, the Newspaper Marketing Association, accepted the thesis and announced it is renaming itself “Newsworks”, dropping dead entirely the word “newspaper”. CEO Rufus Olins says “We need to start thinking differently… It’s all about newsbrands, about delivering content through a range of platforms.” Guido thinks we can only measure the strength of news brands in terms of their mindshare. The broadsheets – Guardian, Times, Indy – all lose money and are more akin to vanity publishing than profit motivated businesses. It is about who they reach and how much they influence their consumers.

As the news industry and more importantly – from a financial perspective – the advertising industry comes to realise that online and print consumers are fungible, reality starts to hit home. In under a decade this blog has become as strong a news brand in our field in terms of readership and mindshare as the New Statesman, hell we’re part way through a reverse-takeover of The Spectator. The great thing for consumers is that because of low barriers to entry, we have an ever more competitive, pluralist, thriving free market in news. Without slaughtering trees…




Tip offs: 0709 284 0531
team@Order-order.com

Quote of the Day

Len McCluskey speaks from the Corbynista alternative universe:

“To the whingers and whiners who say we didn’t win, I say this. We did win.”

Sponsors

Guidogram: Sign up

Subscribe to the most succinct 7 days a week daily email read by thousands of Westminster insiders.
Labour to Ignore Brexit at Conference Labour to Ignore Brexit at Conference
“Brexit is Racist” March Kicks Off Labour Conference “Brexit is Racist” March Kicks Off Labour Conference
Hammond Overspending by Just £10 Million an Hour Hammond Overspending by Just £10 Million an Hour
Momentum Soft Smut Snapper Rejected as Labour Candidate Momentum Soft Smut Snapper Rejected as Labour Candidate
All Smiles After Cabinet All Smiles After Cabinet
Who’s The Eye’s Telegraph Mole? Who’s The Eye’s Telegraph Mole?
UK Green Lobby Funded by Anti-Immigrant Multi-Millionaire UK Green Lobby Funded by Anti-Immigrant Multi-Millionaire
Tory Glasto Hosted by Multi-Millionaire Gambling Magnate Tory Glasto Hosted by Multi-Millionaire Gambling Magnate
Hammond and Treasury “On Manoeuvres” Against Brexit Hammond and Treasury “On Manoeuvres” Against Brexit
Osborne Lands Job Number Seven Osborne Lands Job Number Seven
Civil Service ‘Not Really Preparing’ For No Deal Civil Service ‘Not Really Preparing’ For No Deal
Osborne’s Latest Duff Analysis Osborne’s Latest Duff Analysis
Corbynista Journo Banned from Conference Corbynista Journo Banned from Conference
Sheerman’s Shameless Shilling Sheerman’s Shameless Shilling
Carwyn Jones Picks a Winner Carwyn Jones Picks a Winner
Red Robbins: May’s Brexit Supremo is Soviet Sympathiser Red Robbins: May’s Brexit Supremo is Soviet Sympathiser
Owen Goes Full Brent Owen Goes Full Brent
What Caused Rachel Sylvester’s Volte Face? What Caused Rachel Sylvester’s Volte Face?
Labour Moderates Screwed Labour Moderates Screwed