Conference Presentation
Reference
Digital Strategies within the press: A theoretical and applied analysis – The example of Tamedia
BADILLO, Patrick-Yves, BOURGEOIS, Dominique
BADILLO, Patrick-Yves, BOURGEOIS, Dominique. Digital Strategies within the press: A theoretical and applied analysis – The example of Tamedia. In: 7th European
Communication Conference (ECC) , Lugano, 31.10 - 3.11, 2018
Available at:
Digital strategies within the press:
A theoretical and applied analysis ‐ The example of Tamedia
P.‐Y. Badillo, Professor, Director of Medi@LAB‐Geneva, University of Geneva D. Bourgeois, Professor, University of Fribourg, Switzerland
ECREA 2018 Lugano
7th European Communication Conference (ECC) Centres and Peripheries: Communication, Research, Translation
October 31 ‐November 3, 2018, Lugano, Switzerland
1. Introduction: the digital age and the media
2. A theoretical model of digital media: "googlization"
of the media
3. An applied analysis to the Swiss press
4. The strategy of digital development: the case of the Tamedia group
5. Conclusion
1. Introduction: the digital age and the media
A new technological era in the media
A digital tsunami
*Source Badillo, Bourgeois (2015)
Changes in the media
Changes in the production of content Changes in distribution and uses
Economic challenges for traditional media, particularly for the paid‐for press
Social problems: distrust in the media, Fake news…
1. Introduction: the digital age and the media
2. A theoretical model of digital media: "googlization"
of the media
3. An applied analysis to the Swiss press
4. The strategy of digital development: the case of the Tamedia group
5. Conclusion
The destruction of the traditional model, especially in the press
Advertising Revenues Direct
payments by the readers:
a marginal revenue
Media googlization:
the “advertising‐traffic‐data” model (ATDM)
A vital goal becomes getting digital traffic
The editorial logic fades in favor of data and traffic control Associated digital
services Data
©Badillo Source: Badillo & Bourgeois
The new model has no longer the central purpose of producing information
The production of information is no longer at the heart of the media model
Data collection and processing has become major and new digital services are offered
1. Introduction: the digital age and the media
2. A theoretical model of digital media: "googlization"
of the media
3. An applied analysis to the Swiss press
4. The strategy of digital development: the case of the Tamedia group
5. Conclusion
The Swiss model of the press
Switzerland is a press country
Long tradition of local newspapers: media are considered as a key pillar of the Swiss democracy
Diversity: languages, regional and local newspapers
But : the decline of the print paid‐for press in Switzerland is questioning the Swiss press model
Now: debates concerning changes in media regulation
Newspapers: number of titles and circulation
(Circulation, in millions) (Titles)
Swiss press: evolution of net advertising revenues, (in millions of Swiss francs)
Average on 10 years:
Net advertising revenues in millions Source of data:
Advertising revenues of the Swiss information media,
2005‐2016, in millions francs
Source: Badillo, Amez‐Droz, Bourgeois, & Kempeneers. 2015, p. 3 (our translation)
©Badillo
Will advertising revenues almost disappear in the Swiss
print press in the next 5 years ?
Net advertising revenues: illustration of the main trends
Net online advertising revenues: 2.1 in 2017 Net advertising
revenues of the press:
2.4 billions in 2008 1.1 in 2017
©Badillo
Net advertising revenues of TV 0.6 in 2008, 0.8 in 2017
Corollary: Concentration in the Swiss daily press
in 2017: 2549 in 2005: 1105
Methodology defined with Columbia University. See Badillo & Bourgeois. 2016. Oxford
HHI
FCC:
high concentration
over 1800
1. Introduction: the digital age and the media
2. A theoretical model of digital media: "googlization"
of the media
3. An applied analysis to the Swiss press
4. The strategy of digital development: the case of the Tamedia group
5. Conclusion
The Tamedia strategy
“two arms of our strategy”:
• “Core business”: paid-for daily newspapers: “ensure viable foundations for Independent journalism”
• “New offers”: “need to diversify our portfolio”
“we will endeavor to create lasting added value through quality journalism, attractive advertising opportunities and innovative digital offers”
Pietro Supino, Publisher and Chairman, 2017 Tamedia annual report
The Tamedia digital strategy
Tamedia has on line platforms dedicated to online news : 20minuten.ch, 20minutes.ch, tio.ch
newsnet.ch
Moreover Tamedia has horizontal on line platforms with four great platforms: search.ch, local.ch, tutti.ch and doodle
Tamedia has also a portfolio of vertical digital platforms which concern various segmented markets (homegate, car4you, auto.ricardo, ricardo.ch, Jobs, Fashionfriends, starticket, Olmero and renovero, zattoo)
The Tamedia digital strategy
Tamedia: total revenues and digital share of revenue
The Tamedia digital strategy
Recent purchases:
In 2017:
a 52 per cent majority stake in Neo Advertising SA, one of Switzerland’s companies in out‐of‐home advertising
In 2018:
– Basler Zeitung ‐ subject to approval by the Competition Commission (COMCO)
– Majority stake in Zattoo International AG (Internet TV) ‐ subject to approval by the COMCO
– 96,9% of Goldbach (advertising, particularly in TV and digital)
1. Introduction
2. The digital age of the media: "googlization" of the media
3. The crisis of the Swiss press
4. The strategy of digital diversification: analysis of the Tamedia group
5. Conclusion
The media Googlization model shows that some media companies could focus their activities on digital services rather than on information
Paradox:
Profitability is great in digital services, far from the press crisis But we can wonder what will be the future of journalism?
Lastly a good news: companies such as Tamedia could at any time reinvest the sector and produce more quality information, since they make high profits in digital services
Note that Tamedia has launched its own quality monitoring programme
References (1)
Badillo, P. Y., & Bourgeois, D. (2017). The Swiss press model. Democracy, concentration and digital diversification. Recherches en communication, (44), 9‐30.
http://sites.uclouvain.be/rec/index.php/rec/article/viewFile/10423/7983
Badillo, P.‐Y. (Coord.), Bourgeois,D., Deltenre, I., & Marchand, G. (2016).Médias publics et société numérique. L’heure du grand débat. Genève: Slatkine.
Chapter 2: Badillo, P.‐Y., & Bourgeois, D. (2016). Les médias publics : concentration ou concurrence exacerbée ?
Badillo, P.‐Y., & Bourgeois, D. (2016). Media Concentration in Switzerland. Chapter 14, in E.
Noam and The International Media Concentration Collaboration. (2016). Who owns the World’s Media? Media Concentration and Ownership around the World(pp. 357‐379).
New York, NY: Oxford University Press.
Badillo P.‐Y., & Bourgeois, D. (2015). Media “googlization”. The case of the Swiss media model and the press. Communication to theInternational Media Management Academic Association (IMMAA) Conference, Moscow, September 17‐18, 2015.
Badillo, P.‐Y., Bourgeois, D., Amez‐Droz, P., & Kempeneers, P. (2015). Le marché publicitaire suisse face au défi numérique. Enquête. Medi@lab‐Genève Laboratory, University of Geneva, May 21, 2015. http://medialab‐geneve.ch/wp‐content/uploads/2012/11/1‐
Enqu%C3%AAte‐rapport‐final1.pdf
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