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

Jeremy Corbyn:

“The blame is with the terrorists, but…”

Sponsors

Guidogram: Sign up

Subscribe to the most succinct 7 days a week daily email read by thousands of Westminster insiders.

Facebook

Sunday Shows Sunday Shows
New Dates for Andrew Neil Interviews New Dates for Andrew Neil Interviews
Tory Lead Down 19 Points During Campaign Tory Lead Down 19 Points During Campaign
Corbyn: Foreign Policy A Cause of Manchester Attack Corbyn: Foreign Policy A Cause of Manchester Attack
Sneering Thornberry Sneering Thornberry
Ministers Wheeled Out to Defend Ditched Care Policy Ministers Wheeled Out to Defend Ditched Care Policy
Watch: Crick Roasts “Weak and Wobbly” May Watch: Crick Roasts “Weak and Wobbly” May
Protester Arrested at May Wrexham Visit Protester Arrested at May Wrexham Visit
Clegg Spinning Brexit Doom Report Clegg Spinning Brexit Doom Report
Read Tory Manifesto In Full Read Tory Manifesto In Full
Green Leaders Cringe Skit Green Leaders Cringe Skit
Never Ending Tory Deficit Reduction Horizon Never Ending Tory Deficit Reduction Horizon
LibDem Collapse Explained LibDem Collapse Explained
Taxpayers’ Alliance Updates Iconic Tory Poster Taxpayers’ Alliance Updates Iconic Tory Poster
Cult of Corbyn Cult of Corbyn
“Labour is Chocolate Gateau: Too Much Makes You Sick” “Labour is Chocolate Gateau: Too Much Makes You Sick”
Labour Election Broadcast Star’s “Tax Efficient” Accounting Labour Election Broadcast Star’s “Tax Efficient” Accounting