Weber Shandwick MD Moray Macdonald talks about where the media is in 2013 and offers some pointers as to the growing trends for coming years.

1. WHAT IS THE MEDIA
IN 2013?
April 2013
#SCOTMEDIA

2. ONLINE THE FUTURE BUT TV FAR FROM DEAD
Mainstream Western Print in (terminal?) decline
(but £2.5bn forecast spend for 2013)
TV stable (£3.5bn forecast spend for 2013)
Online in strong growth (£6bn forecast spend for 2013)
SOURCE: MediaEdgeCIA 2012 media report #scotmedia
©WEBER SHANDWICK 2012 All rights reserved

3. BUT ALTERNATIVE VIEWING IS THE FUTURE
12-17yo watch least traditional & 18-
24s watch most online
60% of UK adults watch on-demand
video monthly(4hpm)
Shows reaching 10% or more of
audience a rarity
50% of 3h US viewing time lost was
accounted for by time-shifted TV
In Chinese homes with WiFi, PC video
viewing leads TV by 12 hours to 9
Shows like Game of Thrones
downloaded 1million times per week
SOURCE: MediaEdgeCIA 2012 media report #scotmedia
©WEBER SHANDWICK 2012 All rights reserved

4. 2012 WAS A TIPPING POINT YEAR FOR DIGITAL
100,000,000,000 apps downloaded
1,000,000,000 facebook users
1,000,000,000 smartphones sold
1,000,000,000 mobile broadband subs
Mobile search > desktop search
SOURCE: MediaEdgeCIA 2012 media report #scotmedia
©WEBER SHANDWICK 2012 All rights reserved

5. LEARNINGS FROM THE US

6. Trend #1
PRODUCTION
IS HIGHLY
DIMENSIONALISED
• Stand-alone, text-based article is dying.
• Digital content played a role in two-
thirds of Pulitzer winners in 2012.
• Media companies delivering multi-
platform, multi-format storytelling
• Media today is social by design.

7. THE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTION
The New York Times is digitally-minded, with interactive elements, video, and photo slideshows
embedded across its wide range of topics. Beyond innovating formats, Facebook integration allows
readers to sign into nytimes.com via their accounts to see what articles their friends are
―recommending‖ and sharing.

8. A PAYWALL WALLS BUT DOES IT PAY?
US audience dropped 10-15%
International audience dropped 5-10%
Now has 668,000 digital subscribers – 13% rise
Circulation revenue larger than ad revenue
40million global unique visitors
SOURCE: MediaEdgeCIA 2012 media report #scotmedia
©WEBER SHANDWICK 2012 All rights reserved

9. Trend #2
EDITORIAL IS NOW
DEMOCRATISED
• Need to deliver a wealth of content
in a non-stop news cycle
• Need to drive page views for ad
revenue
• Media companies have opened up
their ranks to guest expert authors
• Increase depth and breadth
of coverage.

10. FORBES: A LEADER IN EXPERT-DRIVEN BUSINESS EDITORIAL
Forbes features expert contributors to broaden and deepen content across a
range of topics. Contributor points-of-view run side-by-side with journalist-
written pieces. Forbes benefits from networks of industry leaders and celebrity
authors—and has seen its page views rise and coverage spread dramatically
through social network distribution.
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

11. Trend #3
―BEATS‖ HAVE BECOME
HIGHLY SPECIALISED
(AGAIN)
• Media are not only broadening coverage,
they’re going deeper.
• While traditional media carries finite space that
demands professional editing, online media
knows no boundaries, beyond the editorial
agenda brought to readers.

12. Trend #4
EXPERIENCE IS
HIGHLY
PERSONALISED
• The front page is no longer the same for
everyone.
• Or any page for that matter.
• Publications have infused their online
properties with intelligence that delivers
highly unique content based on past
behaviors.
• Consumers now expect that each time
they return, they’ll be served up content
tailored to their specific needs.

13. Trend #5
SOURCING IS
MORE SOCIALISED
• Media companies now utilise social
media monitoring to listen in on real-
time conversations
• Take advantage of up-to-the-minute
trends—and provide content that
matters to their readership.
• Nine in ten journalists claim to have
investigated an issue further due to
information sourced from social media.

14. ASSOCIATED PRESS: REORGANIZING THE NEWSROOM AROUND
SOCIAL
The AP has set the precedent for sourcing content from social media – encouraging
reporters to research stories, source content, and incorporate socially generated
commentary and sentiment in the news. In addition, the AP uses social media monitoring
tools to track trends in online discussions to better understand how to deliver the most
salient, relevant and in-demand content.
―Social media allows us to go to the
public for news tips, eyewitness
accounts, amateur videos. It’s a tool
that makes journalism better if you
know how to use it.‖
Eric Carvin
Social Media Editor
The Associated Press
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

15. FURTHER INTO THE FUTURE – 6 CERTAINTIES
SOURCE: Media Guardian Changing Media Summit 2012

16. 1. The Age of the Digital Gatekeeper
Online paid-for video services
predicted to quadruple by 2020
64% of industry experts see this as
biggest threat to traditional model
Traditional broadcasters increasingly
threatened by online pretenders
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

17. 2. Brands as Broadcasters
60% of media industry
experts predict that a
major tech company will
acquire package of live
rights to premiership
football
…and 39% of UK consumers think that some brands could do a better job at
content than existing TV channels.
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

18. 3. Content – the new Precious Metal
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

19. 4. Brands own, publish and share their content
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

20. 5. We’re all the Daily Mail now
Last out the digital door to become
world’s biggest online newspaper
Has achieved profit through one
simple mechanism: content
Ad clicking model still highly simplistic
in UK/Scottish press
Everyone is chasing traffic and SEO
Content more geared towards
pushing emotional buttons - linkbait
Content increasingly geared towards
being easy to share/tweet and in small
chunks
The return of bullet points as a way of
getting information across
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

21. 6. Targeting the Second Screen
Rising trend in concurrent use
CONTENT REMOTE of devices whilst watching
INTERACTION
APPS
CONTROL
APPS
television
APP-
BASED 86% of smart device owners
VALUE- are dual-screening – a viewer-
ADD
driven phenomenon
REMOTE REMOTE
CONSUMPTION MANAGEMENT
APPS APPS Rise of app-based companion
experiences directly controlled
by the broadcaster
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved

22. And the third screens
The rise of Google Glass
Windscreen HUDs on the rise as
cars take apps
#scotmedia
©WEBER SHANDWICK 2012 All rights reserved