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

Michael Gove to the Commons on Trident:

“The unilateralists opposite complaining today are in the position of eunuchs complaining about the cost of Viagra.”

Guidogram: Sign up

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

Facebook

Corbynista Stoke Candidate Rails Against PLP Corbynista Stoke Candidate Rails Against PLP
Government Trident Spin Misfires Government Trident Spin Misfires
TfL Told Khan he Could Freeze All Fares TfL Told Khan he Could Freeze All Fares
Watch: Jez Called “S***” on Train Watch: Jez Called “S***” on Train
Watch: May Refuses to Answer Trident Questions Four Times Watch: May Refuses to Answer Trident Questions Four Times
FULL-LENGTH TRUMP INAUGURATION SPEECH FULL-LENGTH TRUMP INAUGURATION SPEECH
Farage Hired by Fox News Farage Hired by Fox News
UKIP Announce Nuttall for Stoke UKIP Announce Nuttall for Stoke
Osborne Buries BlackRock News Osborne Buries BlackRock News
UKIP Out-NHS Labour in Copeland UKIP Out-NHS Labour in Copeland
Labour Copeland Candidate’s Son is True Lad Labour Copeland Candidate’s Son is True Lad
Govt Cancels Carbon Capture Govt Cancels Carbon Capture
Seamus Officially Leaves Guardian Seamus Officially Leaves Guardian
Article 50 Splits Shadow Cabinet Article 50 Splits Shadow Cabinet
Revenge Porn Momentum Candidate Quits Revenge Porn Momentum Candidate Quits
Red Len’s Hospitality Hypocrisy Red Len’s Hospitality Hypocrisy
Momentum Man is Porn Baron Momentum Man is Porn Baron
PMQs Sketch – Labour MPs Googling Museum Directorships PMQs Sketch – Labour MPs Googling Museum Directorships
NEC Fudges Danczuk Decision NEC Fudges Danczuk Decision