Posts filed under ‘print’

The big switch in news – shifting control to the consumer


Ashutosh (MindShare regional, Singapore) writes: 

Is the user-generated content revolution going to make the old business model of news redundant ? We are beginning to see some interesting developments in the business of news.  

I recently had an interesting discussion with a leading publisher on how online distribution channels are beginning to change consumer behaviour when it comes to news consumption, and how the profile of the consumer who still buys a ‘paper’ newspaper is getting skewed to the generation on the other side of 30. And similarly for news broadcast formats. 

And what is he doing? Hiring 18 year olds to create a supplement for teens in his same old newspaper, which is apparently now being read by anxious parents of these teens to find out what the younger generation is upto! But the teens still don’t read his newspaper!  The old-fashioned way of producing news via a bunch of people who write or present news with their own (or sometimes organisational) biased perspective is distinctly unappealing and therefore does not connect with the younger generation.  There is also a view that the best news experience is a shared social experience and therefore we will soon see the rapid rise of user generated news as well, and I tend to agree with this.   I recently registered at an interesting website which claims to be a ‘global user generated content site on news, with no agenda, political or geographic bias’. It has set itself up as ‘open to everyone in the world to reflect their news – personal, local, national, and international – and share it with the world’. Check out this article at Contagious Magazine. 

There are other experiments going on, some of which have caught on while others are struggling.  For instance, Findory is a personalised general news service which has not really caught on, unlike Digg (which postions itself as user-powered content), Techmeme and Memeorandum which focus on narrowly defined niches (technology, politics etc). For more on this, read Scott Karp’s article on Is news a fundamentally shared social experience. 

What does this mean to the Rupert Murdochs of the world and how will it affect their businesses? I am sure they are waiting and watching…

January 25, 2007 at 3:58 pm 1 comment

Australia: World’s first magazine on a bottle

James (MindShare regional team, Singapore) writes:

Springwise just published its Top 10 Media & Publishing Business Ideas of 2006.

Frankly they’re all worth reading and considering for the future. But the winner in my mind came from Melbourne Australia – iLove, the world’s first magazine on a bottle. This concept just cries out to everybody else across the region…now what ELSE can we attach a magazine to?

Here are some of the facts behind iLove (according to the brand’s site!)

  • iLove is a 32-page glossy women’s magazine contained within the label of a quality 600ml spring water and is published in six separate editions monthly.
  • iLove is the world’s first magazine on a bottle and Australia’s hottest new magazine targeting the young trendy woman “on the go”.
  • iLove readers are passionate about getting hold of another version of iLove every time they buy bottled water for more of the fun and quirky pages of relationships, fashion, beauty, nightlife, eating, health, music and just some plain laugh-out-loud stories.
  • iLove readers love the magazine because they can read it anywhere – carry it in their purse when they are traveling, use it as a shopping reference and take advantage of deals on-the-spot at leading boutiques and other retailers.

Also at the site, here’s three reasons why you should advertise with iLove…

  • You buy only once, but your ads are published four times over two weeks.
  • iLove perfectly targets the health and style-conscious consumer.
  • Over 4 million women buy at least one 600ml bottled water every week! Even our modest target for market share will make iLove Australia’s biggest-selling magazine. 

January 4, 2007 at 1:28 pm 6 comments

the big switch of control – from companies to people

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