Shaping the future of newspapers

In the paper, given by Katie Vanneck, group marketing director, and Annelies van den Belt, new media director, of the Telegraph Group in the United Kingdom, it was emphasized that consumers still want the traditional newspaper, but they also want digital choice.

The Telegraph was the first newspaper in the United Kingdom to offer content online and the first to offer podcasts. It has embraced the digital future completely.

"Digital is the next step for our industry," said Vanneck. "Granted, it is the biggest step we've had to take in the last 100 years. Why? For the first time since the dawn of newspapers, the consumer is now in control."

To integrate new media into the newspaper culture, The Telegraph instituted four principles:

1. Be consumer centric. The Telegraph has a reader panel of 20 000 readers whose insights help drive the direction of the business. It also uses its online presence as a conduit for reader comments - 2000 were received in the 24 hours after Parliament banned smoking in public places, for example. Not only do the comments offer reader interaction, but they were also used by journalists for the next day's reaction story.
2. Be brave and innovative. It is quick to develop at relatively low cost, so it allows experimentation. Introduce new products on a trial and error basis and don't be concerned with failure - you'll learn from your experience and be able to introduce what you've learned next time.
3. Invest in core assets. This includes the brand, human resources and quality content. Quality content is absolutely king in the multimedia world. We can do it better than anyone else.
4. Digital integration. It cannot be an afterthought and it has to be integrated. Every department needs to think and act digitally. It is easier to talk about than to do, but we have to follow through.

Faith in the future of newspapers

In turn, Les Hinton, chairman, News International, United Kingdom, says that News International has faith in the future of the newspapers. Why else would it raise a billion dollars in invest in new presses? he asked.

But News International, whose Sun is the biggest English-language paper in the world, and whose Times is among the world's most famous newspaper brands, also believes in the digital world. Hinton presentation was about "how a big, traditional newspaper company is coping with the earthquake of change".

Hinton knows a lot of things, apparently.

"I know that newspapers are very well placed to win in the web world. We have the content, we have the technology and we can reach readers who trust us.

"I know that while a lot of new and innovative ideas may spring from college dormitories, big companies are able to bring about significant change, fast.

"I know that whatever we do in the future, people - readers, viewers, users, whoever - will recognise quality and gravitate towards it. Mad and scurrilous blogs will be taken for what they often are, another form of entertainment.

"I know that different age-groups, people with differing political, social and cultural biases will continue to seek out news that is presented in a form that pleases them. The crucial concept to understand is that of complementary content, whether it is user-generated or supplied by professionals.

"I know that the movement of advertising away from traditional forms of media continues at a pace. But to leap from here to exclaiming the end of press advertising - which the pundits are starting to do - makes no sense at all.

"I know that absolutely no one knows for sure what the media scene will look like 10 years from now."

Newspapers are essential

Mathias Döpfner, CEO and chairman, Axel Springer, Germany says that yes, the future of newspapers is digital - once digital paper is foldable, roll-able, capable of reproducing bright colours, contain full-screen touch operation, capable of operating without heavy batteries or charges, and is inexpensive!

So paper should be around for awhile. But even if the perfect digital paper is produced rapidly, newspapers will still be essential, he says.

Döpfner says it is important not to confuse the delivery mechanism with the product itself.

"The main question for us is - will the newspaper format exist in another 100 years? The answer, in my view, is yes and no," says Döpfner. "As a transfer medium, no. As a creative medium, yes. Paper will be replaced one day by electronic paper. But the newspaper is indispensable, thanks to journalism."

Döpfner believes there are several basic differences between journalism on the Internet and newspaper journalism. For example, where the user guides journalism on the Internet, newspaper journalism guides readers.

Newspaper companies should always create both types, but the newspaper, which is built on exclusive news, independent opinion, and captivating language and provides a plan for the reader, always has a role.

"Readers do not want to make all the decisions themselves - it's just like you don't want to cook every time you want something to eat," says Döpfner, "Readers want orientation and pre-selection."

Carolyn McCall, chief executive, Guardian Newspapers Ltd., United Kingdom, says the integration between print and web is expanding.

"We see ourselves as 'the Guardian' and we try to keep the essence of The Guardian in print and web," she says. "The lines are beginning to blur, but we haven't completely integrated the structure."

Six rules for "owning the city"

Arturo Duran, president, Interactive and Business Integration, CanWest Mediaworks, Canada, and Canada's largest media company, decided not to mimic the strategies of the large on-line portals. Instead, he created a concept called "own the city".

"It wasn't about competing with the large online portals because we already lost that battle. So we concentrated on local, because the newspaper is the first place consumers go for local information. It's the most trusted brand in any city. This is one of the strengths we, as newspaper organisations, have to build on," he says.

Duran presented rules for owning the city. Here are three of them:

1. Think global but act local. CanWest newspaper websites are grouped under one national brand that allows all to use the same navigation and offers them advertising synergies. But each site accessed through the central site is branded locally, offering a direct channel into every city.
2. Connect to your city. "Make your newspaper websites synonymous with life in your city."
3. Use content to bring people into the franchise. "The one thing the big portals don't have is their own content. Get more of the story on the web - more photos, more text, related stories and forums. This is the value added that users are looking for on a site."

Preparing for the Internet revolution in China

Yang Zhenwu, deputy director, The People's Daily, China, said more than 100 million newspapers are printed in China each day, making the country the world's biggest newspaper market. It has more newspapers among the world's 100 largest papers than any other country.

But while the Chinese newspaper market is booming, the Chinese Newspaper Association is not sitting on its laurels. It is preparing for the Internet challenge, and Zhenwu described the directions the country's newspaper industry is taking both to protect traditional media and develop new media. These include:

• Exploring electronic development while making better use of the traditional newspaper.
• Innovating content, style and reporting skills of traditional newspapers.
• Developing interactions between newspaper and website and expanding newspaper advantages by using new technologies
• Rebuilding newspaper groups, reforming management and operations.
• Joining in global competition and strengthening exchanges and cooperation with international counterparts.

For more on the World Association of Newspapers (WAN) congress held in Moscow this year or the World Editor's Forum, go to www.moscow2006.com and www.editorsweblog.org.