REVISED & ADAPTED JOHN WILPERS JUAN SEÑOR EDITORS A SURVEY BY INNOVATION MEDIA CONSULTING FOR FIPP — CONNECTING GLOBAL MEDIA INNOVATION Nome do artigo IN MEDIA WORLD REPORT Table of Contents 2 2020-21 4 Introduction James Hewes, FIPP President & CEO 6 Editors’ Note John Wilpers and Juan Señor, Innovation Media Consulting 9 The Post Covid-19 World of Work 31 How to Recruit and Retain the Very Best Talent 53 Direct 2 Consumer 91 Going Green : No More Slacking On Sustainability 105 Podcasts : The Latest New Revenue Subscriptions Tool 125 Even You Can Be Creative : It's Easier Than You Ever Thought 147 Monetisation: 13 Business Models To Drive Financial Success 187 Print & Offbeat : Our Annual Dose of Human Genius and Imagination 202 Good Journalism is Good Business Innovation Media Consulting 204 Empowering Members To Build Market-Leading International Businesses FIPP Author Commercial ISBN Not all digital replicas John Wilpers John Schlaefli IMWR Digital Edition: 978872274706 [email protected] Editors Digital Edition: free to FIPP members John Wilpers, US Director and Senior Consultant Publisher INNOVATION Media Consulting James Hewes, FIPP President & CEO To order, go to: www.fipp.com are built the same www.innovation.media [email protected] [email protected] | +1-1-617-688-0137 FIPP Editor Branded Editions, our award-winning digital edition Juan Señor, President Sylkia Cartagena INNOVATION Media Consulting [email protected] solution, is the not-so-secret ingredient that leading www.innovation.media [email protected] | +44-79-3275-4732 Content Management publishers use for engaging digital replicas. Our secret Cobus Heyl Sub-editing [email protected] Victoria Etherington sauce, on the other hand, is constant innovation. FIPP – Connecting Global Media Design [email protected] www.fipp.com Your readers deserve the very best. Vasco Ferreira A Survey and Analysis by On Behalf of Fonts Staff and Gliko from r-typography.com Marketing, Sales & Finance Come innovate with us. Marta Torres brandededitions.com/solutions First edition published 2010, 13th edition copyright © 2021 by INNOVATION Media Consulting Group and FIPP. All rights reserved. No parts of this book may be reproduced in any form without written permission of the copyright owners. Powered by INNOVATION Introduction IN MEDIA WORLD REPORT 4 2021 “NECESSITY IS THE MOTHER OUR OF INVENTION” PERSPECTIVE PLATO ON THE FUTURE ell yes, and never more so than in the last 12 months. When I wrote the welcome note for last year’s Innovation in Media World Report, no-one could have guessed what was in store OF MEDIA for us all. The pandemic has forced all of us to do an awful lot of extremely rapid adaptation. In the rapidly changing media landscape, This was certainly the case for FIPP, where we’ve gone from running physical events and working out of an office, print publishing continues to thrive. to an entirely virtual set-up, all in a very short space of time. The coexistence of print and digital media I’m sure you’ve all had similar experiences. For us, this has been largely positive, giving us the opportunity both to learn constantly takes new forms and offers new skills and to experiment with new products and services, and it’s with that media owners new sources of revenues. Win mind that we present this year’s Starting with issues around people and culture and moving through One thing is clear: print adds value podcasting, new approaches to creativity, and sustainability, and we provide the right choice of this year’s report captures all of the key innovations we’re seeing across the media industry. We’ve also included a paper for varying purposes. substantial new chapter on direct-to-consumer business models. Building direct, monetised relationships with consumers is a key priority for media businesses everywhere, as they move away from advertising-funded business models. In each case we’ve found a host of examples of innovative thinking and I hope these will help you to think differently about your own business. The last year has required us all to adapt not only our products and services but also our thinking and our approach to work. It’s clear that those companies that had a flexible, innovative culture have been best able to adapt to the challenges of the pandemic. The coming year promises further uncertainty, as different economies – drive by wildly different rates of general vaccination – emerge from the crisis at different speeds. Here again, further agility and innovation will be needed to take advantage of the new challenge of hybrid working methods (and hybrid products) that span the physical and virtual worlds. Of one thing you can be sure, though. Our industry, with it’s tremendous track record of innovation, will continue to adapt and to innovate to take advantage of these new opportunities. I look forward to showcasing them in the next edition of the Repot. Which new opportunities does Having opened with a well-known quote from Plato, I’ll leave you with a print provide for publishers? less well-know one : “Be kind, for everyone you meet is fighting a hard battle”. And how does the digital-to-print That’s never been more true than today. model add engagement and I hope you find this year’s edition of the Report enjoyable and useful, thank value for media users? you again for reading it. Download the UPM and FIPP white paper using the QR code or at go.upmpaper.com/fom James Hewes FIPP PRESIDENT & CEO Grañena Luis INNOVATION INNOVATION Editors’ Note IN MEDIA IN MEDIA WORLD REPORT WORLD REPORT 6 2021 2021 7 Global crises always change something for- relationship we have endured for over a decade. ever. In the past, they put an end to the gold This is such an important subject, we will address 1.standard, employment for life, and cheap in a separate white paper to come from INNOVA- consumer credit. This crisis has put an end to the TION Media Consulting in the coming weeks. fixed Monday-to-Friday 40-hour work week and HOW TO ADAPT TO replaced it with a hybrid flexible office model There is now a definitive global recogni- where we will have staffers commute to work tion that quality news and information is possibly only 3 to 4 days per week. This does 4.worth paying for. When your life depends not mean the end of the editorial office, open on knowing what is true and what is fake, the newsrooms and our collaborative ways of mak- role a quality media brand can play to keep one ing great content, but technology will be part of informed with what is independently verified as this new abnormal normal way of publishing and reliable news, is valued and people are paying for THE NEW ABNORMAL broadcasting. In our Human Capital chapter, we it the same way they are paying for digital music, delve into this in detail. movies and data. The rise in digital subscriptions he past 52 weeks have changed the in the past year has been a record for the industry IN LENIN'S UNCHARACTERISTICALLY media landscape in profound ways. The death of print has been telegraphed globally. As we have been saying for years, only Trends that would have taken for decades. Print, however, is eternal and journalism, will save journalism. Consumer 10 years to become the norm have 2.as a good opera soprano, will not die a journalism, local journalism, relevant journalism INSIGHTFUL WORDS: “THERE become the ‘new normal’ in less ‘definitive’ death. But the accelerated migration published without fear or favour. This is an inflec- than 10 months. So, what are the of readers from print to digital platforms during tion point for our industry. It is, in a way, our ARE DECADES WHERE NOTHING most salient new realities we must this crisis is notable and universal. Many media Netflix moment. Publishers are rushing to launch adapt to? We have identified 5 we houses have responded by shutting down their data-walls and paywalls. We have been selling HAPPENS, AND THERE ARE need to act upon with the informed print operations to offset costs. But you cannot the wrong thing; stop selling ads and clicks, as analysis and insights we include in cut your way to growth. Desperate measures in now there is a willing audience who will pay for WEEKS WHERE DECADES HAPPEN.” this edition of Innovation in Media. desperate times are justified, but they cannot your journalism. In our monetisation chapter we TWelcome to the new abnormal: become the norm. We worry, though, when we address a plethora of ways you can generate sub- see so many claiming to ditch print to become stantial reader revenue – whether it be via digital ‘digital-first’ when their revenues are not yet subscriptions or membership programmes. ‘digital-first.’ The trick for many is to become digitally sustainable before you become print Finally, mindsets have changed forever. unsustainable. Once you get past that inflection Media owners and some editors who were point, then it makes sense to explore reducing 5.wishing that this ‘new normal’ would end publishing frequency. Not before. In our Direct- up being the ‘old normal’ have let go of the past to-consumer chapter we explore a panoply of to accept and adapt to a new abnormal. This spe- ways to diversify revenue and avoid becoming cial and revised edition of Innovation in Media is digital-first in name only. for them, and for you as we recover in this fragile world. This year has been described as ‘Social Me- dia Independence Day (year).’ The invest- Happy reading and be positive while remain- 3.ments we have made in social media audi- ing negative.