Introduction
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| Smart Newspaper |
Smart Newspaper, is an advanced
version/state of Newspaper cohesive to applied technology & analytics. It
is yet another step towards continuing journey of Newspaper evolution, wherein,
readers are empowered to respond to printed post (includes advertisement)
creating disruptive market. The very service enables newspapers to be more
responsive, interactive and inline with market trend. Smart Newspapers enables stakeholders to
build metric based business intelligence based on various applied analytics,
which can be further utilized by Newspaper stakeholders to align their
Socio-Commercial business model with respect to trending consumer behaviour and
needs.
Newspaper organizations which are
affiliated to “Smart Newspaper” (www.smart-newspaper.com)
have access to variety of analytics & Business intelligence, which further
enables them to position their newspaper with respect to geography, readership,
market etc. and validate RoI (Return of Investment) to advertisement providers.
This features helps in regaining and rebuilding confidence in the market and
attract more revenue through advertisements.
Smart Newspaper as a service let
their Readers sticky to the newspapers rather than completely drifting to other
media.
Definition
- A Technology-Agnostic Collaborative platform destined to suffice Publishing-Stakeholder’s needs by converting “Passive Posts” into measurable “Active Posts”, in turn validating investment/s on “Post” and enhancing end-user experience.
- Newspaper which suffice stakeholder’s Specific
needs, Measure their response/s at any given point of Time and Achieve
effective value of Investment by provisioning Relevant data and output. (SMART)
- Stimulating Measurable Methodology to Achieve Consumer’s (Readers & Advertisement Providers) delight through Technology Readiness.
Summary
Recently Newspaper industry is
experiencing the mighty effects of Digital Darwinism, wherein evolution of
Readers, Market & Technology is much faster than ability of Newspaper
Industry to adapt it. It’s not Newspaper industry which is dying, their readers
are. The industry is failing to replace older readers with younger individuals.
At some point, the newspaper audience may contract so severely that either publisher
cannot attract enough advertisers for revenues; and/or publishers no longer
enjoy the economies of scale necessary to print profitably. http://en.wikipedia.org/wiki/Decline_of_newspapers
Consumer behaviour, particularly
readership, is going through massive transformation; from paid news to free
news; and also market is becoming more receptive to “performance based model”
than conventional “space selling”.
Once a mammoth industry which was
supposed to be too big to die is now experiencing “Decline Phase” and losing
its placement to other Media/s, especially Digital Media. Digital Media is also
undergoing significant shift in order to pace-up with market demand and its
evolution. However Newspaper as an industry failed to impress its stakeholders,
including readers because of lack of warranted measures like innovation, adequate
technology adaption, user experience & enablement, measurability, validation
of RoI (Return of Investment) etc. For
these obvious reasons, readers & other stakeholders of newspaper prefer
migrating to other media which are evolving with time, need and trend.
In the race of being adaptive to
market demands and trend, majority of Newspaper organizations instead of
aligning technologies with their business objectives, in focus, transformed to
diversification. Many newspaper organizations have jumped to render contents to
Internet world which defeated their core business model. Instead of enabling
and empowering their reader-
base there initiatives made users to drift to other media.
Newspaper industry per say,
perhaps due to lack of vision and progressive roadmap adopted initiatives which
inturn helped other media to grow rather themselves.
Beyond Convergence Era
Smart Newspaper is evolving, to not
only sustain and make Newspaper Industry thrive but also enable other media and
audiences to coomptete (cooperation amongst competitor) and take media
industry, as a whole, to new heights. Ideal approach will transform the way
stakeholders advertise, read, respond, validate, measure and get the needful. Smart
Newspaper as an approach is way beyond Convergence. It fulfils objective of
following types of convergence: -
1. Convergence of Media
2. Convergence of Network
3. Convergence of Platform
4. Convergence of Technologies
5. Convergence of Communication
System
6. Convergence of Content
Platform
7. Convergence of Data
8. Convergence of People
9. Convergence of Culture
10. Convergence of Source
11. Convergence of Distribution
Channels
12. Convergence of Probability
Unlike “convergence era” which is
evolved with an approach of “All in One”, Smart Newspaper enables conventional
Newspapers approach to “Universalizing era” which works on the concept of
“All-in-All”. This approach stimulates the way stakeholders of Newspaper
Industry Post, read, advertise, respond, validate, measure, share, invest etc.
Features & Benefits
Capturing potential of the
opportunities and possibilities is yet to be explored in Smart Newspaper.
Various convergence combinations of largest and highly successful media like
Publishing & Printing, Broadcasting, Telecommunication & Internet has
opened plethora of attractive & “must have” features which take Newspaper
Industry to all new heights.
1. Collaborate: Smart Newspaper
as a Platform enables stakeholders to post, repurpose & share
contents/post/advertisement to gain humongous response for respective content
(postings or advertisement) from wide array of source/s. This outcome helps in
elevating confidence in Advertisement Providers to continue investing with
Newspapers for product promotion, candidate sourcing or otherwise.
2. Convenience: The most
attractive feature of Newspaper being a Smart Newspaper is its convenience and
user-friendliness. Irrespective of technology and end-user gadget, readers can
respond to specific post or advertisement irrespective of technology or
end-user gadget he uses. Imagine readers buying a product, published in
newspaper using their mobile phones.
3. Measurement: Now Newspaper
companies can validate and measure their subscriptions and readerships on
metric basis. Subscribing to Smart Newspaper enables them to capture and record
gamut of statistics which builds up their metric based Business Intelligence to
further position their newspaper more effectively and command advertising
pricing. Now a national newspaper can charge premium for their diverse reach
whereas a local newspaper can charge extra-premium for specific advertisement/s
targeted to his readers.
4. 24/7 Always ON: With smart
newspaper, readers can respond to postings based on their convenience &
availability. System can capture and do all the needful on behalf of the
newspaper or advertisement intender.
5. Targeting Trending Customers
(X,Y,Z): With Smart Newspaper, Newspaper can reach to non-customer (readers) as
its postings are universally (Print, telecom, Internet) available. This enables
newspapers to re-position themselves to these Y generations who are tech savvy
& action hungry. With Smart Newspaper, these to-be subscribers can be
attracted by offering them meaning solution aligned to their taste and
evolution.
6. Account Mapping: Newspapers,
when subscribed to Smart Newspaper are empowered to access response rate,
fulfilment rate, reader’s details etc with respect to given post of account.
This can further be shared with their client to assure optimal return of
investment and value of investment.
