Newspapers must change their strategic focus from products to audiences if they are to complete their evolution into multi-media companies, according to a new report from INMA titled “Newspaper Outlook 2008: Creating Value In a Multi-Media Landscape.”
The seventh annual Newspaper Outlook report by INMA Executive Director Earl J. Wilkinson explores the consumer and advertiser trends that are transforming the newspaper industry’s value propositions.
The Newspaper Outlook report aims to provide newspaper executives a strategic framework for growing audience, revenue, and profits in a fast-changing marketplace. The INMA report is aimed at senior managements charged with charting their companies’ strategic directions.
The report weaves together hundreds of interviews, speeches, association materials, and secondary sources from newspapers worldwide to present a story about how executives are settling on new business models and how the revenue and expense picture is becoming clearer entering what many believe to be a pivotal 2008. The report is punctuated by case studies that show how newspaper companies are making the transition to serving the multi-media needs of readers and advertisers.
As technology and abundance fragment the news and information universe, newspaper companies must integrate audiences across platforms, match products with audience needs, and commercially develop those audiences, according to the Newspaper Outlook report.The digital report is available at INMA.org at US$95 for INMA members and US$195 for non-members.