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De Toekomst Van Vlaamse Kranten in Het Digitale Tijdperk

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De Toekomst Van Vlaamse Kranten in Het Digitale Tijdperk Academiejaar 2011 – 2012 UNIVERSITEIT ANTWERPEN FACULTEIT TOEGEPASTE ECONOMISCHE WETENSCHAPPEN De toekomst van Vlaamse kranten in het digitale tijdperk Student: Femke De Souter Masterproef voorgedragen tot het bekomen van de graad van: Promotor: Master in de Toegepaste Economische Prof. dr. Chris Peeters Wetenschappen – Bedrijfskunde Inhoudsopgave Inhoudsopgave .................................................................................................................................................................... 2 Lijst van de figuren ............................................................................................................................................................ 4 Inleiding ................................................................................................................................................................................. 6 1. De huidige Vlaamse dagbladmarkt ........................................................................................................................ 8 1.1 Inleiding ......................................................................................................................................... 8 1.2 Huidige Vlaamse dagbladmarkt .................................................................................................... 8 1.2.1 Spelers op de markt ................................................................................................................ 8 1.2.2 Toegevoegde waardeketen geschreven pers ......................................................................... 9 1.2.3 Financiële situatie van de spelers ......................................................................................... 10 1.2.4 Marktaandeel op basis van betaalde verspreiding en algemene oplage ............................. 12 1.2.5 Marktconcentratie ................................................................................................................ 14 1.2.6 Inkomstenwerving ................................................................................................................ 15 1.2.7 Kosten- en opbrengstenstructuur ........................................................................................ 18 1.3 Samenvatting hoofdstuk 1 ................................................................................................................................... 19 2. Vlaamse dagbladen in de huidige digitale omgeving ................................................................................... 20 2.1 Inleiding ....................................................................................................................................... 20 2.2 Maatschappelijke ontwikkelingen met gevolgen voor de huidige mediamarkt ......................... 20 2.2.1 Vergrijzing ............................................................................................................................. 20 2.2.2 Individualisering ................................................................................................................... 21 2.2.3 Toename van het opleidingsniveau ..................................................................................... 22 2.2.4 Dominantie van de beeldcultuur .......................................................................................... 24 2.2.5 Stijgende betrokkenheid mediagebruikers .......................................................................... 25 2.3 Internetgebruik............................................................................................................................ 26 2.4 De digitale media en Vlaamse dagbladen ................................................................................... 27 2.4.1 Geschiedenis digitale kranten op het net tot en met 2005 ................................................. 27 2.4.2 Huidige digitale Vlaamse dagbladmarkt ............................................................................... 29 2.4.3 Verschillen digitale nieuws en gedrukte kranten ................................................................. 34 2.4.4 Strategieën Vlaamse kranten in verband met digitalisering ................................................ 35 2.5 Evolutie van de papieren krantenverkoop .................................................................................. 38 2.5.1 Losse verkoop ....................................................................................................................... 38 2.5.2 Abonnementen ..................................................................................................................... 40 2 2.5.3 Oorzaken .............................................................................................................................. 40 2.5.4 Gevolgen ............................................................................................................................... 42 2.5.5 Beschouwing mediagroepen ................................................................................................ 44 2.7 Samenvatting hoofdstuk 2 .......................................................................................................... 45 Hoofdstuk 3: De toekomst voor Vlaamse kranten ............................................................................................. 47 3.1 Inleiding ....................................................................................................................................... 47 3.2 Kan het digitale nieuws wel gratis blijven? ................................................................................. 47 3.3 De toekomst voor gedrukte dagbladen ....................................................................................... 49 3.4 Mogelijke strategieën voor heden en toekomst ......................................................................... 51 3.4.1 Internetstrategieën .............................................................................................................. 51 3.3.2 Strategieën printeditie ......................................................................................................... 55 3.3.3 Andere mogelijkheden ......................................................................................................... 55 3.5 Eigen besluit ................................................................................................................................ 56 3.6 Samenvatting hoofdstuk 3 .......................................................................................................... 57 Appendix: De weg naar de digitale omgeving en de invloed hiervan op Vlaamse kranten ............. 58 Bijlagen ................................................................................................................................................................................ 70 Bijlage 1 ............................................................................................................................................. 70 Bijlage 2 ............................................................................................................................................. 72 Bijlage 3 ............................................................................................................................................. 73 Bijlage 4 ............................................................................................................................................. 76 Bijlage 5 ............................................................................................................................................. 77 Literatuurlijst .................................................................................................................................................................... 79 Bibliografie figuren ........................................................................................................................................................ 84 3 Lijst van de figuren Figuur 1: Tabel Vlaamse dagbladen en bijhorende uitgeverijen, 2011 ................................................... 9 Figuur 2: De toegevoegde waardenketen van de geschreven pers ...................................................... 10 Figuur 3: Financiële gegevens uitgevers van Vlaamse dagbladen, 2010 .............................................. 11 Figuur 4: Evolutie financiële waarden voor betalende dagbladen, 2005-2010 .................................... 12 Figuur 5: Marktaandeel van Vlaamse dagbladen op basis van betaalde verkoop per titel, 2011 ........ 12 Figuur 6: Marktaandeel van Vlaamse dagbladen op basis van oplage per titel, 2011 .......................... 13 Figuur 7: Evolutie van de marktaandelen van Vlaamse kranten volgens oplage, 2002-2009 .............. 14 Figuur 8: Concentratiemaatstaven van Vlaamse dagbladen, 2006-2010 ............................................. 15 Figuur 9: Prijsevolutie dagbladtitels, 2007-2011 ................................................................................... 16 Figuur 10: Verdeling uitgaven reclame per medium, 2010 ................................................................... 17 Figuur 11: Evolutie bruto tarieven advertentieruimte t.o.v. basisjaar 2004 in %, 2004-2009 .............. 17 Figuur 12: Bevolkingsstructuur van België, 2010 .................................................................................. 21 Figuur 13: Opleidingsniveau in België, 1987-2011 ...............................................................................
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