Dans un document téléchargeable sur le site WAN, la World Association of Newspapers publie 66 trends (!) qui vont influencer l'avenir des quotidiens dans les années à venir, selon 8 patrons de quotidiens. Plusieurs de ces trends, après examen, concernent aussi bien d'autres canaux de communication. La liste résume à elle seule tout ce qui se raconte sur le web, dans les cercles spécialisés, dans la presse, et dans le monde de la communication. Elle permet de se faire une idée des lignes de force qui structurent notre univers contemporain en matière de communication. J'ai donc décidé de la reproduire dans sa quasi-intégralité et dans sa langue d'origine. J'ai toutefois regroupé les trends qui concernent spécifiquement les quotidiens. De quoi alimenter pas mal de réflexions ...

Trends globaux

• Infotainment : games, DVDs, tickets, samples, etc. may become.

          increasingly important components in the media offering.

• Availability increasingly important. People not always buy what they like, but instead what is at     hand. 24/7 is becoming the norm.
• More single households, older people, irregular mixes of parents and kids.
• Less perceived time in life.
• Too many options makes it hard to decide what product/service to buy.
• Strong desire to be treated as a person, not as part of a group.
• Older and older people in the society (and wealthier and wealthier).  
• Climate panic.
• The customer is taking control over brands and media flows on the Internet (blogs, etc.).
• Consumer-generated ads.
• Mobile broadband.
• Design hype.
• Viral marketing offers personal trust.
• Digital media offer new possibilities to tailor content to niche audiences.
• Social networks.
• Young people don’t see the Internet as technology, but as something that has always been around.
• The search for authenticity.
• GPS and other positioning techniques make it possible to offer localized contents and ads.
• Simplify your life.
• Professional customers.
• “Prosumtion” : The consumer as the producer.
• News is distributed on more and more media platforms (web, podcasts, mobile phones, etc).
• Audience fragmentation.
• Online transactions a new revenue source.
• User-generated content.
• Simplified news :“News snacks” are becoming the norm as customer needs are oversaturated.
• Media sales staff is turning into media brokers.
• Moving towards more targeted audiences.
• Digital media offers better measures.
• Increasing part of revenue stream from digital media.
• We are consuming news when and where we want on various (mobile) devices.
• Globalization of media.
• More complex media mix.
• Towards more visual communication.
• Young people with new media behavior.
• Push services with RSS feeds and personalized web pages (e.g. iGoogle).
• Customers of today (especially young ones) don’t want to be told what to buy, but instead they want to be invited to a dialog and interact.
• The content becomes more important than the channel.
• Losing loyalty.
• Globalization leads to a situation where top news spread fast by its own force.
• One-to-one marketing.

Trends propres aux quotidiens

 

• As people are getting used to free media the willingness to pay for print subscriptions goes down.
• E-paper.
• Paper is starting to talk, sound and blink.
• Editorial content has higher impact than ads, which turns PR into a sales activity.
• Analytic journalism to help people navigate in an increasingly complex world.
• Newspapers are becoming exclusive.
• The emergence of free newspapers is impacting the newspaper business models.
• Newspaper companies are becoming “just another media player”.
• Low thresholds means new entrants will be in abundance.
• Multi channel strategies.
• Yesterday’s measurement tools will be less effective in the future, and new tools will be needed.
• Advertisers want to reach their customers directly.
• Citizen journalism.
• Decreased media freedom.
• Better print quality.
• Instantaneous information..
• Digital printing.
• Decreased mass market ad spending.
• Newspapers need new revenue models to keep being profitable.
• In most countries printed newspaper circulation is falling.
• Almost any company can be a future competitor when newspapers have TV channels, broadcasters offer news web sites, cell phone operators have news and mobile tv, and Internet companies offer searchable media.
• Local newspapers are becoming even more local.
• Online only-companies becoming newspaper competitors.