A new report from Newspaper Next 2.0, entitled Making the Leap Beyond Newspaper Companies, offers up a vision of what “newspaper companies must become if they are to survive in today's heavily disrupted media landscape.”
Newspaper Next 2.0 is the newest Newspaper Next research arm of the American Press Institute.
Amongst the report's findings is the idea that newspapers must become “local information and connection utilities,” meaning that a newspaper must offer products and services that will appeal to each consumer and to every business in their market.
"They're not tapping the fastest-growing local revenue streams in most markets, which are in other forms of online advertising," says the report, primarily authored by Stephen T. Gray, managing director of the research team.
Newspaper Next researchers also propose that newspapers must strive to reach “the whole market,” in other words, the network of consumers and businesses beyond the immediate readers and advertisers. In the same vein, newspapers should prioritize their “mega-jobs,” which the report describes as projects that “a wide cross section of the market will want and need.”
The second section of the report includes 24 cases studies of new newspaper products developed using Newspaper Next principles, and seven in-depth profiles of organizations that have made massive structural changes in the course of implementing the products.
The report also addresses questions of how newspapers can make money online through market analysis by Borrell Associates Inc.
Click here to view the full report.