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1、MEDIAS FUTURE IN A POST-COVID WORLD02UPM&FIPP THE FUTURE OF MEDIAINSIDEAuthor John Wilpers|Editor Sylkia J.Cartagena|Sub-editor Victoria Etherington|Designer Ian Crawford FIPP All rights reserved0102030405THE POST-COVID WORLD OF WORK:Were rebooting the world of work,which means no one knows the answ

2、ers yet PAGE 05REVENUE MODELS:There are things digital ads cannot do and never will be able to do PAGE 11SUSTAINABILITY:Attract customers,save money,and avoid legal penalties PAGE 25STORYTELLING:Storytellers have never had more tools,platforms,reach and power PAGE 38THE FUTURE OF PRINT Print has eme

3、rged from the pandemic with a better sense of its place in the media universe PAGE 57The pandemic continues to be a super-charged Darwinian event.It has accelerated change and rendered some things extinct much sooner than might have otherwise been the case.But at the same time,it has enhanced the fu

4、ture of those members of the media species that adapted to the new media ecosphere.The differentiators between extinction and survival?Flexibility.Compelling content not available anywhere else.Paywalls.Reader-centricity.An innovative culture.Diverse revenue streams.Engaged audiences.Strategic use o

5、f platforms and a variety of different media.In this white paper,we examine each of those differentiators.Surviving and thriving in the post-pandemic world begins internally with a culture that is not only innovative,but also mission-focused,experimental,flexible,and respectful of team members and t

6、heir input.The road to creating a successful corporate EXECUTIVE SUMMARYThriving in the post-pandemic worldThe past 18 months proved that the future of media is not just about survival but thriving,if we take hard-earned lessons to heart03UPM&FIPP THE FUTURE OF MEDIA04UPM&FIPP THE FUTURE OF MEDIAcul

7、ture in the new hybrid work era is lined with landmines,but it is also loaded with new opportunities for more diverse,more motivated,and more talented workforces.Financial sustainability was already a dicey challenge pre-Covid.Companies producing undifferentiated content for unengaged audiences on t

8、he back of display advertising were doomed in the long run.That long run was shortened to a matter of months.The companies that were already diversified were able to adapt and diversify further bolstering streams that were working(subscription-driven newsletters),pivoting on streams that had to chan

9、ge(live events to virtual events),and adding new or enhancing existing streams that fit the moment(e-learning,clubs,and ecommerce).Publishers who were already creating unique content found readers willing and eager to pay for it.Readers reacted positively to long-form journalism,while also finding u

10、tility in quick-hit,information-packed short-form pieces and graphic-only content.Video in all its glories searchable,animation,personalised,live,interactive,social media(TikTok),etc.flourished.Some print publishers,while taking the expected hit from newsstand shut-downs,pivoted to a strategy of inc

11、reasing quality and price while decreasing frequency,and they found ready,hungry,and growing audiences.Other print publishers leveraged the print medias reputation as a trusted source of information to drive subscriptions and sales of one-off topical publications.In a world awash in misinformation,r

12、eaders have shown a willingness to pay for information they know they can trust.Audiences also began to reward media companies who engaged in and promoted their sustainable activities by voting with their subscription payments and donations for corporate environmental responsibility.All told,while r

13、ecognising the tragic consequences for so many companies and their staffs,the media industry is coming out of the pandemic poised for a better future than before if we can embrace the lessons weve learned.EXECUTIVE SUMMARYThriving in the post-pandemic world begins internally,with a culture that is i

14、nnovative,mission-focused,experimental,flexible,and respectful of team members input.05UPM&FIPP THE FUTURE OF MEDIADont expect normal for a long timeThe whole world is rebooting the world of work,which means no one knows the answers yetOno Kosuki01 THE POST-COVID WORLD OF WORK0601 THE POST-COVID WOR

15、LD OF WORKUPM&FIPP THE FUTURE OF MEDIAAlmost everyone acknowledges that there is no going back to normal.“Covid-19 hasnt just changed the way we perform our jobs today its also kick-started a broader deep-rooted rethink of the world of work,”wrote Bloomberg Asia Digital Managing Editor Alyssa McDona

16、ld.In the wake of the pandemic,what old practices can we return to,which new practices should be dropped and which kept,and how should we physically change our offices?As multiple studies of workforces across industries indicates,the pandemic-era change most desired and most likely to be maintained

17、in some form is the hybrid work schedule:a mix of remote and in-office work.But hybrid work has its opponentsGoldman Sachs Group CEO David Solomon has made headlines with his position that remote work is“an aberration that we are going to correct as quickly as possible.”Solomon is not alone.Asked wh

18、ether he sees anything positive about working remotely,Netflix co-founder and CEO Reed Hastings told The Wall Street Journal,“I dont see any positives.Not being able to get together in person,particularly internationally,is a pure negative.”Is there a price to pay for sticking to the past?“If you sl

19、ip back into old ways quickly,you will lose employees,”London consulting firm Fluxx partner Jenny Burns told Bloomberg.“Employees are unlikely to return happily to a workplace driven by the old deal in which the employer sets standard rules of employment and the workforce acquiesces,”Joseph Fuller,a

20、 professor of management practice and co-leader of Harvards Managing the Future of Work initiative,told Harvard Working Knowledge,an organisation that connects the schools leading edge research and ideas on business management with practitioners,thought-leaders,and academics.What does the workforce

21、expect?“They will expect not only the right to determine the adequacy of workplace safety measures,but also expect employers to consider their individual circumstances,like care-giving obligations,when designing their roles and evaluating their performance,”said Fuller.“That is a major departure fro

22、m what many see as the time-honoured definition of the employer-employee relationship,”he said.Companies must figure out how to meet multiple needs:While making sure that business goals are met,executives must now also ensure that their premises are Covid-secure,0701 THE POST-COVID WORLD OF WORKUPM&

23、FIPP THE FUTURE OF MEDIAand that their staffs needs are met and that they feel comfortable,safe,empowered,and that they are being treated fairly.A global re-start of workplaces but how?For the first time in world history,the workplace is facing a simultaneous global remake,which means that no one kn

24、ows what will work.We are entering an experimentation phase,and with experimentation will come surprising successes and equally surprising failures.Only one thing is certain:“The workplace as we used to know it,quite frankly,is dead,”wrote Dina Gerdeman,a senior writer at Harvards Working Knowledge.

25、“Not only is remote work considered table stakes to employees,but the pandemic has also challenged conventional thinking about work in other ways,too perhaps permanently.”Hybrid working arrangementsHaving had a taste of the benefits of remote work,staffers at companies trying to return to“normal”wil

26、l start looking for a new job.A March 2021 Prudential workplace study found that 87%of workers want to continue to work remotely at least one day per week and 55%would prefer to be remote at least three days a week.Almost half(42%)of workers surveyed also said they would not work for an employer who

27、 required full-time work on-site.“Offering flexible working arrangements will be key in retaining employees and ensuring higher levels of satisfaction and engagement,”Ashira Prossack,an internationally recognised communication coach,told Working Knowledge.And yet,despite the clear indications that e

28、mployees value flexibility and some form of hybrid working arrangement,a recent U.K.study found that just 63%of employers Michael Burrows 0801 THE POST-COVID WORLD OF WORKUPM&FIPP THE FUTURE OF MEDIAexpect to implement hybrid work policies in 2021,and fewer than half(48%)plan to expand flexitime,the

29、 single most popular flexible-work option,”according to Bloomberg U.K.Business Reporter Lucy Meakin.“A lack of true flexibility is a really valid concern,”Margarete McGrath,the global head of strategic propositions at Dell Technologies Inc.,told Bloomberg.Reactions to hybrid working are variedAbove

30、and beyond hybrid work arrangements in general,different employees have different reactions to remote working,often depending on age groups and personal situations.During the pandemic,executives and staff with family got to spend more time with loved ones,while young and single execs and staff exper

31、ienced long periods of loneliness.“It could be absolutely chaotic.Thats our fear,that actually they havent pulled together a hybrid working strategy,”McGrath said.“There are lots of organisations that are lagging behind,saying were not going to change anything,were just going to get our staff back i

32、n.“Theyre not fully grasping the extent of this paradigm shift around work.”The challenge is that the best solution for one set of employees may not be the best solution for others.The future may be more difficult than the pastIronically,it may turn out that managing staff during the pandemic when e

33、veryone had to do the same thing(work remotely)may prove to be easier than what managers will face going forward.“Perhaps managers will need to step in to impose some sort of Solomonic compromise,”wrote Harvards Gerdeman.“Some days of the week may become mandatory in the office for all to avoid the

34、need to manage any possibly conflicting views.”Other challenges facing managers include the question of mandatory vaccination proof,frequency of Zoom meetings that include remote and in-house staff,face time with individual staffers,expectations of hours kept by remote and in-house staff,etc.Workpla

35、ce safetyAs important as solving the hybrid work schedule problem is the issue of safety.After more than a year of working in near isolation and living in fear of large groups and enclosed spaces,its going to take a lot of reassurances from employers that the workspace is physically safe.Companies a

36、re spending money on capital improvements to deliver better air filtration,add ultraviolet lighting,install touch-less bathrooms and kitchens,erect plastic barriers 0901 THE POST-COVID WORLD OF WORKUPM&FIPP THE FUTURE OF MEDIAbetween desks,increase spacing between desks,etc.Others are revising work

37、rules about distancing,meeting capacity,interpersonal interactions,etc.And some are limiting the number of staff in the building at any one time.What will the new office be like?In the early years of this century,many media companies trashed their cubicles and went to the open office concept,forcing

38、 hundreds of staff to sit at long tables in wide-open spaces with little or no privacy or distancing and often chaotic,noisy surroundings.“The open office is dead,”Clive Wilkinson Architects Associate Amber Wernick told Fast Company.“We really see that being one of the biggest changes to come out of

39、 this pandemic and the way people are going to feel coming back into the workplace after working from home for over a year.”Ironically,Clive Wilkinson Architects was one of the biggest champions and practitioners of open space offices,designing spaces for big hitters like Google and Microsoft.Servin

40、g a variety of needs“We strongly believe that the one-size-fits-all office cannot exist in the future of work,with even stronger reasons now than there were pre-pandemic,”Clive Wilkinson Associate Caroline Morris said on the company website.“A homogenous solution doesnt address the variety,the wide

41、range of needs that each employee has.You end up with an incredibly flawed workplace strategy and an incredibly flawed workplace.”“The energy of the workplace should be designed with intention and purpose,”said Clive Wilkinsons Wernick.“We often call this the acoustic landscape of the office as it m

42、aps the full spectrum of spaces from hot or active to cool or quiet.The hot zones support louder,more energetic activities,while the cool zones support more focused work.Our New Workplace Kit of Parts covers the full energy spectrum with a variety of hot spaces,cool spaces,and transition spaces in b

43、etween.“While we believe the new workplace will prioritise collaborative and community space,it must accommodate and promote all styles of work collective and individual,active and quiet to enhance employee performance and ultimately improve satisfaction and retention,”said Wernick.Raj Rana 1001 THE

44、 POST-COVID WORLD OF WORKUPM&FIPP THE FUTURE OF MEDIADifferent spaces for different functionsWilkinson envisions three types of spaces:hot,transition,and cool.For the“hot”spaces,they suggest four types of areas:the Plaza,Multipurpose,Pitch,and Team rooms.The Plaza is a highly functional and social s

45、pace where employees can work,socialise,eat,grab coffee and attend events.The Multipurpose Room is a large space for a variety of all-day sessions for large groups,including remote workers.The Pitch room is a“wow factor”room for making presentations to clients or visitors.The Team room is seen as a

46、co-creation hub for internal ideation and problem-solving with everything from sit/stand desks and ergonomic chairs to lounge furniture,write-on walls,and monitors.The“transition”spaces are the Reception area,the Park,the Avenue,and the Booth.Multiple options for interactionsThe Reception area has t

47、wo purposes:Create a sense of safety with all the now-ubiquitous sanitizing/checking functions,and also make a great first impression.The Park,an indoor or outdoor natural oasis,is a place where employees can recharge or relieve stress in a natural environment.The Avenue takes the place of long,bori

48、ng corridors by placing standing-height work surfaces,lockers,booths,along the corridor.The Booth is an area with lots of high-back,cosy booths for individual work or small group gatherings.The“cool”spaces are the Desk area,the Remove Pod,the Library,and the Wellness Room.The Desk area will be made

49、up of“neighbourhoods”for teams with common purpose of no more than 25 stand-up or sitting desks with some accommodation for privacy.The Library is a space with a long table as well as chairs and small booths and couches for concentrated,quiet work(they recommend the equivalent of a train car“quiet c

50、ar”rule of no talking).The Remote Pod is a soundproof enclosure for virtual connections.And the Wellness Room is a restorative retreat space with wrapped soft walls,a daybed,low lighting,and customised ambient music.More collaborative,appealing officesWith an office like this,it shouldnt be hard to

51、convince staffers to return!The workplace of the post-Covid era has the potential to be much more rewarding,productive,collaborative,and enjoyable than any of its predecessors.But if old-school thinkers are allowed to force workers back into the old workplace model,everyone and everything will suffe

52、r:people,product,and profits.UPM&FIPP THE FUTURE OF MEDIA11Print and digital revenue models are on the cusp of a new realityThe post-pandemic,post-cookie worlds offer unique opportunities for print and digitalJack Sparrow02 REVENUE MODELS02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA12Coming out of t

53、he pandemic,both print and digital revenue models are years ahead of where they were pre-Covid.Necessity was indeed the mother of invention.But new systems take a long time to build,new habits a long time to form,and old mindsets a long time to change.So,what is the state of print and digital revenu

54、e?Print isnt dead,its evolvingNone of the media that followed print(radio,television,cable,etc.)died.With the arrival of each new medium,they morphed and kept finding a revised equilibrium in each successive media universe.While the print industry was already changing before the ravages of Covid-19,

55、the pandemic super-charged that evolution.Covid-19 has given many magazine brands an immediate reason to focus on the future of their print businesses,according to FIPP CEO James Hewes.“Print is finding its place in the long-term media mix,”he said.Hewes said the pandemic changed that trajectory.Pre

56、-crisis,print was finding its place in a predominantly digital ecosystem.Post-crisis,print is finding a niche of its own.“What we see is that print is a very important medium still,”Hewes explained.“But it is undergoing a big repositioning based on two things:one is print becoming a luxury product,a

57、nd the other is increased public trust.”The first trend is being driven by consumers growing willingness to pay for better quality publications that are published less frequently,but with increased pagination,higher quality paper and a higher price tag.“Rolling Stone Magazine in the U.S.is a great e

58、xample of this,”says Hewes.On the second point,studies are showing time and again that in an era of fake news and unregulated social media,print is one of the most trusted if not the most trusted medium in the market.“I really think Jason Briscoe02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA13we have

59、nt made the most of this as an industry;we could do more to enhance our credentials,”said Hewes.He cited a recent Edelman Trust Barometer report,which found that more than 60%of people trust traditional magazines and newspapers,versus between 30-40%for digital media and particularly social media net

60、works.High quality,trustworthy content has never been more in demand.“If print publishers can focus on these two things,well be in a good place as an industry,”Hewes said.Digital advertising is evolving for a cookie-less worldWhile you cant argue with the compelling advantages of digital advertising

61、 the data it generates,the tracking it enables,the reach it achieves,the interactivity it offers the sector does face some challenges.These challenges include fraud,ad blocking,ad“blindness”,ad density,privacy abuse,to name just a few.There is also the soon-to-be internet-wide abolishment of third-p

62、arty cookies when Google removes them from its Chrome browser in 2022.Googles Chrome browser owns 64%of the browser market.The Safari browser(ranked second at 19%)and Firefox(ranked third at 4%)both stopped tracking users via third-party cookies more than a year ago.Third-party cookies are tracking

63、codes placed on a website by someone other than the owner of the website(the first party)to track users behaviour across the web,amassing enough data on an individuals browsing habits to target those individuals with highly specific adverts.“The end of third-party cookies will be one of the greatest

64、 internet disruptions ever seen,”declared global professional services network Deloitte in a recent report.“Third-party cookies have been around for more than 25 years and are the bedrock of digital advertising.”“Traditional digital advertising and monetisation methods will become less effective or

65、even stop working altogether,”according to Yaroslav Kholod,director of programmatic operations at ad tech services provider Admixer.“A recent IAB Interactive Advertising“Print is undergoing a big repositioning based on two things:one is print becoming a luxury product,and the other is increased publ

66、ic trust.”James Hewes,CEO&President,FIPP02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA14Bureau report revealed that publishers could lose up to$10 billion in ad revenue when third-party cookies are disabled because their ad personalisation options will shrink,”said Kholod,writing on Marketing Tech Ne

67、ws.“According to Googles research,most publishers could lose 50-70%of their revenue if they dont reconfigure their approach to ad and data management by 2022.”What strategies should publishers consider?There are several actions publishers can take now when it comes to the challenges of digital adver

68、tising.The first is to build or enhance your first-party data strategy.With your editorial and advertising teams,and sponsors,determine what first-party data you need.Then build the tech stack and methods to gather that data,including content access.Another strategy is contextual targeting.Building

69、on your first-party data using tech tools and analytics,you can learn which contextual signals can be used to target ads.Contextual targeting plays to publishers strengths:Top-quality content.It is absolutely critical to run concrete tests with partners,tests that offer actionable and not theoretica

70、l cookie-less monetization capabilities.Having a plan is not enough.You must test it in real time.A third strategy is to create strategic partnerships with other publishers.Collaborating and sharing second-party data will increase the volume of data signals you can get on readers,thus scaling your a

71、udiences and offering advertisers larger-scale buys.The last and still evolving strategy involves identity solutions.Instead of using privacy-abusing cookies to identify users,identity solution tools use readers anonymised email addresses gathered when a user logs into a website or app.As of June,20

72、21,there were at least 80 companies offering identity solution software to publishers.This approach is so new and untested that it behoves publishers to educate themselves before making any commitments.The proven impact of print advertisingPeople are 70%more likely to recall a business seen in print

73、 compared Mattias Diesel02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA15with digital advertisements,according to a study by the Canada Post and neuromarketing firm True Impact.Nearly 80%of consumers act on direct printed mail advertisements compared to 45%of consumers who act on digital advertisement

74、s,according to a Penn State University study.And purchase intent of consumers who notice print ads increased to 22%in 2020 from 7%in 2009,according to a 2020 Newsworks study.By combining print and digital ads,online campaigns are 400%more effective,according to Top Media Advertising.Prints response

75、rate is also surprisingly high:Print and direct mail marketing deliver a 9%customer response rate compared to 1%or less for digital marketing channels,according to a 2020 study by U.S.-based printer R.C.Brayshaw.The same study found that print ads generate a 20%higher motivation response.Print ads e

76、nhance rather than reduce credibilityThen,when it comes to trust in media(a sentiment in short supply among the reading public these days),82%of internet users in the United States trust print advertising more than digital marketing,according to the Marketing Sherpa agency.“Just know that advertisin

77、g in newspapers and magazines will tend to add credibility to your product or service,while an online pop-up ad will reduce the credibility for your product or service,”according to a Marketing Sherpa consumer attitude survey.“Despite the print markets declining growth and the competition faced from

78、 the newer advertising media such as internet and mobile advertising,print advertising still accounts for a significant share in the global advertising market,”according to a new report from market research company IMARC Group.“This can be attributed to a number of factors.A large portion of the glo

79、bal population still subscribes to newspapers and magazines either because they are in the habit of reading it or it is considered a symbol of respectability for educated families.“Moreover,print ads are less intrusive and at the same time provide unlimited exposure unlike other forms of media becau

80、se the print reader can study the advertisement at his leisure without any time limit or interruptions,”according to the IMARC authors.“Print media also provides position flexibility as it offers a choice to the advertisers as to where to place the ad in a publication.”Bottom line:Print advertising

81、works where it excels“We think that just because the entire world has moved online,print 02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA16advertising is dead and buried,”Jennifer Willy,editor at ETIA(the European Travel Information and Authorization System),recently told brand-marketing firm Latana.“B

82、ut this is far from the truth.Advertisers who make print a part of their marketing mix can significantly increase their response rates.Why?Because of credibility.Print publications consistently offer readers high-quality,reliable content,and advertisers can easily leverage this credibility.The conte

83、nt is trustworthy and generates leads and sales more easily.Willy added that an MRI Survey of the American Consumer found that influentials are themselves significantly influenced by print ads:51%by magazines and 53%by newspapers.“Print media also benefits from not being a form of interruption marke

84、ting,which occurs while the consumer is trying to digest information,”she said.“TV ads are a form of interruption marketing,as are banner ads on the web.”So,how are publishers making print revenue work?Not the way their grandfathers did it.Print revenue models evolveIn the face of the digital onslau

85、ght,print has had to adapt.One great example of the print industry adapting is what several top publishers did to meet challenges posed by the aforementioned problem of verification of print campaign ROI versus the very measurable impact of digital advertising.In what was considered a bold if not in

86、sane idea at the time,several large publishers including Time Inc.,Cond Nast,Meredith Corp.,Hearst Magazines,and others introduced“guarantees”on media placements.If a print campaign fails to deliver sales results,the publishers simply issue refunds or offer additional advertising space for free.Roma

87、n Kraft02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA17Another adaptation has been the pairing of print and digital.Three recent strategies blending print and digital have worked for both the marketers and the media.1.Creating augmented reality experiences with printMarketers and media can use the ub

88、iquity of smartphones to their advantage in developing creative print marketing campaigns.Using augmented reality(AR),smartphones bring print messaging to life by overlaying and enhancing a static image using computer-generated enhancements to animate a shopping experience.F Data from tech platform

89、company Vertebrae indicated that since the beginning of 2020,AR engagement increased 20%,and that conversion rates are 90%higher when people engage with AR.2.Driving digital engagement through print and vice versaDirect mail is known for high conversion rates;and when direct mail is paired with digi

90、tal ads,conversion rates are 28%higher,according to a 2018 Data&Marketing Association report.For example,USAA Insurance used a direct mailer that highlighted positive Twitter quotes from actual customers,according to a FedEx report on integrated marketing.Like many brands,USAA Insurance offered cust

91、omer support on Twitter and often registered spikes in engagement via positive,public customer exchanges.That also helped its goal of increasing customer support engagement on social media,USAA told FedEx.3.Integrating physical and virtual interactions with your brandQR codes have become increasingl

92、y pervasive over the past few years after starting slowly 11 years ago.According to a 2020 MobileIron poll,83%of respondents have scanned a QR code at least once,and 72%of people have scanned a QR code within the past month.And these numbers are currently rising,according to marketing tech company B

93、lueBite.According to Global Web Index,twice as many people scanned a QR code in North America in 2018 than in 2015.Statista estimates that 11 million U.S.households will have scanned a QR code in 2020,and most Fortune 500 companies have added QR codes to their marketing strategies,according to Beaco

94、nstac.Best Buy was ahead of the curve in integrating the in-store print and digital shopping experiences by adding QR codes to in-store product tags,according to FedEx.When shoppers scan a printed QR code,they can research,review,and share product information the way theyre accustomed to on their ph

95、one.02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA18Revenue models for post-pandemic successWe knew it before,but the pandemic reinforced the need for a diversity of revenue sourcesIf the pandemic taught us anything beyond how to dress from the waist up for meetings its that media companies need a di

96、versified portfolio of revenue sources.The publishers who succeeded during the pandemic were those who were able to be flexible and quickly boost revenue areas that were talking off(ecommerce,virtual events,memberships,digital subscriptions)while decreasing their reliance on revenue models in declin

97、e(digital advertising,in-person events,print subscriptions).02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA19While advertising revenue remains a significant source of income for media companies,the growth in global ad spending is not ending up in publishers pockets.Thanks to the pandemic,global ad spe

98、nding declined 8.8%,but it is expected to rebound 5.8%in 2021.That is small consolation to media companies as the benefits of any ad growth are concentrated in five global companies.Three of those companies Google,Facebook,and Amazon alone received 60%of 2020 global ad revenue,according to emarketer

99、.Add in TenCent and Alibaba,and those five companies alone accounted for almost three-quarters(72.4%)of global ad revenue,according to emarketer.02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA20So publishers looking for future sources of revenue growth must concentrate elsewhere:1.Digital subscription

100、s:The first thing to do when building a subscription model is to identify not only the readers who already visit your site on a regular basis but also those who regularly open your newsletters and regularly click on your content on multiple platforms and devices all behaviours you can identify throu

101、gh analytics.“All of those actions indicate an engaged audience,which is more important than the size of the audience itself,”Matt Skibinski,reader revenue advisor at the Lenfest Institute for Journalism,told Folio magazine.“There are cases where smaller,niche publishers have a really high conversio

102、n rate and have enough of a digital subscription business to be meaningful,”Skibinski said.“Even though their overall audience pales in comparison to larger brands,the people who access their content use it in their everyday lives,consider it valuable,and feel a strong affinity to it.”So how do you

103、identify those ideal readers who are most likely to become subscribers?The Economist,for example,created a personalised,engaging experience online by leveraging its rich customer database and a machine-learning-driven engine called Lytics to leverage an exhaustive database of audience data.“The stra

104、tegy has been responsible for an 80%decreased cost of customer acquisition,a 3x increase of digital subscriptions since 2016 by using behavioural scoring and predictive modelling,and increased dwell time on-site with recommended stories for targeted readers,”according to the Paywall Report.02 REVENU

105、E MODELSUPM&FIPP THE FUTURE OF MEDIA212.EcommerceIn the U.S.,ecommerce rose by 47%in the second quarter of 2020,according to GroupM.This was significantly ahead of the 15%growth rate observed during the first quarter.Hearst U.K.s ecommerce revenue grew 322%during the second quarter of 2020,according

106、 to Digiday.New York Magazines shopping site,The Strategist,saw an 85%year-over-year increase in revenue during the second quarter of 2020,and Marie Claires ecommerce revenue in the first seven months of 2020 was equal to all the revenue it generated for the entire year in 2019,according to Digiday.

107、As publishers,“youre turning yourself into an arena for interactivity and deeper relationship with your customer wholl come back,”Tipser founder and CEO Axel Wolrath told FIPP.Because of their close,trusted,and long-term relationships with readers,publishers are in a great position to cash in on the

108、 ecommerce boom.Readers regularly visit media sites looking for information and inspiration.“Publishers can leverage their brand and capitalise on consumers directly where inspiration strikes,”said Jonas Sjostedt,Founder and CTO of Tipser,an ecommerce platform for publishers.“Publishers can leverage

109、 their brand and capitalise on consumers directly where inspiration strikes.”Jonas Sjostedt,Founder and CTO,Tipser02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA223.Memberships/clubsTo build a successful membership revenue stream,the first thing publishers must do is figure out a way to identify their

110、“whales”.“You know your whales when you see them,”Rob Ristagno,Founder and CEO of the Sterling Woods Group,told Whats New In Publishing(WNIP).“Theyre wearing a hat with your logo on it.They treat your editors like celebrities.They read and comment on everything you send them.Theyre the most committe

111、d 10-15%of your audience and generate as much as 70 to 90%of reader revenue.”The Guardian is a model for memberships,growing from 12,000 members in 2016 to more than 900,000 monthly supporters in late 2020.“The Guardian has gained 268,000 new digital subscriptions and recurring contributions over th

112、e last year thats an increase of 43%,and a joining rate of one person every two minutes,”wrote Editor in Chief Katharine Viner in December 2020.“Total digital recurring support now stands at more than 900,000 people,up from 632,000 only a year ago.”The Daily Beasts membership product,Beast Inside,sa

113、w an almost 100%growth in sign-ups in the second quarter of 2020 compared to the first,and helped the publisher recoup some of their revenue losses,according to Digiday.“The key is focus:We need to stop being everything to everyone and start honing in on our best readers,”Ristagno said.“Survey them

114、to understand their needs and wants,followed by developing a value proposition to address them.”“You dont need a boatload of features to be successful with memberships,”Ristagno added.“Rather,just two or three things on top of a subscription to your content is usually enough to drive conversions.Jus

115、t make sure these offerings solve the tangible and emotional needs of your whales,including things like access to experts or editors,tools that make it easier for members to do their jobs or pursue their hobbies,and educational resources,like videos and eBooks.”02 REVENUE MODELSUPM&FIPP THE FUTURE O

116、F MEDIA234.E-learningHow many of your revenue models deliver 20-70%margins?“E-learning is a very validand high-margin business opportunity forpublishers(both B2C and B2C)if they make a commitment to learning productdevelopment and the marketing of the programs I have seen(once a program is operation

117、al)anything from 20%-70%margins,”said Barry Kelly,CEO,Thought Industries.One really good thing about e-learning business models is that,even though you could do it yourself with internal staff,there are people out there who can help,from a little to a lot.Rather than let your expertise and assets go

118、 un-or under-leveraged,you can partner with academic and commercial institutions who can turn your physical and human assets into gold because online education is part or all of what they do.“Partnering with educational institutions presents a hidden source of revenue for publications,”said Rob King

119、yens,founder and CEO of the online education technology firm Yellowbrick in speaking with Folio.02 REVENUE MODELSUPM&FIPP THE FUTURE OF MEDIA245.EventsIs it trite yet to say:“Things will never be the same”?Well,trite or not,when it comes to events,its true:Things never will be the same.Theyll actual

120、ly be better.Once we get through this pandemic,events will become what they should have become five or even 10 years ago:Hybrid!“I think,long term,actually well have a much better business,a more diverse business,and a more sustainable business going forward,”Simone Broadhurst,MD of sustainable even

121、ts company Incisive Media,said at the FIPP World Congress in the autumn of 2020.Events were a fast-growing revenue source before the pandemic,and when the restrictions are lifted,publishers are expected to see an explosion of interest from media folks releasing their pent-up frustration at being iso

122、lated for so long.“When real-life events return,they will endeavour to have an online side to them if they can,”said Edie Lush,executive editor of Hub Culture,an invitation-led social network service,in the FIPP 2020 Future of Events report.“After all,if online events have been a success,why stop no

123、w?Even as the strictest lockdown conditions ease and physical events begin to return,online events are now an established part of the ecosystem,”concluded the authors of the FIPP report.“We can have the best of both worlds,”said Orson Francescone,managing director of FT Live,the Financial Times even

124、ts arm,speaking to Press Gazette.“No matter what happens in the future,all events are going to be hybrid I dont think anyone is ever going to run a large public-facing B2B event without a digital component ever again.”“Event businesses that cant experiment with new models will be left behind,”Sterli

125、ng Woods CEO Rob Ristagno said in his introduction to the FIPP Congress.UPM&FIPP THE FUTURE OF MEDIA25Save the planet03 SUSTAINABILITY(and your company)By reducing your environmental impact,you attract customers who value sustainability,save money,and you avoid legal penalties03 SUSTAINABILITYUPM&FI

126、PP THE FUTURE OF MEDIA26Self-interest and the public good are rarely comfortable bedfellows.But in the case of sustainability,they are.Assessing your companys environmental impact and then creating a plan to reduce it will not only save your company money,attract environmentally conscious consumers,

127、and avoid increasing governmental pollution penalties it also helps slow climate change,improve water security,slow deforestation,and increase biodiversity.Good bedfellows,indeed.Better yet,the citizens of the world support you,and are pushing you to become a good environmental citizen.Consumers wil

128、l change habits to support green companiesIn a June 2020 IBM study involving more than 18,000 consumers worldwide,“nearly six in 10 respondents said they are willing to change their shopping habits to reduce environmental impact,”the report found.Eight in 10 indicated sustainability is important for

129、 them.And for those who said it is very or extremely important,more than 70%said they would pay a premium of 35%,on average,for brands that are sustainable and environmentally responsible.“More than seven in 10 consumers said its at least moderately important that brands offer clean products(78%),ar

130、e sustainable and environmentally responsible(77%),support recycling(76%),or use natural ingredients(72%),”the report found.Environmentalism is not just for the young“While Millennials may be leading the change in sustainability awareness,every age group indicates that sustainability,environmental,a

131、nd/or personal wellness attributes are significant considerations in selecting brands,”the report found.“Enlightened self-interest is driving a lot of conversations about sustainability right now,”said Immediate Media CEO Tom Bureau speaking at the 2020 FIPP World Congress.“The thing is,if youre not

132、 supporting green credentials youre an investment risk.”“A lot of it is driven by global warming and climate change,the impact of which is so immediate in many places of the world,especially in Central Europe,”said Stefanie Eichiner,Senior Manager Sustainability at UPM.60%Percentage of consumers wil

133、ling to change shopping habits to help environment03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA27“Now with a few drought years,you actually have visible changes in the landscape,especially in the forests in Central Europe.”Climate change:in your face“Its not just like some complicated scientific deb

134、ate,”she said.“It has become tangible now you can see it in the fields and in the cities.”Not only is the impact increasingly visible,but a global youth movement including Fridays for Future(FFF)is giving the scientific debate around climate change a human face.FFF started in 2018,when then 15-year-

135、old Greta Thunberg skipped school to conduct a one-student school strike for climate.Her action inspired youths around the world who organised to skip Fridays classes to demonstrate and urge political leaders to take action on climate change and transition from fossil fuels to renewable energy.A glo

136、bal strike in March 2019 gathered more than one million strikers at 2,200 sites organised in 125 countries.That was topped during the 2019 Global Week for Future in September,with four million protesters attending 4,500 strikes across over 150 countries.Going green is becoming increasingly important

137、 to commercial success.“You need certain measures in place to be interesting to your customers and to differentiate yourself,”said Eichiner.“You create a value to your customers through sustainability.”Motivation beyond saving the planetBut if global climate safety isnt enough motivation to launch a

138、 sustainability initiative at your company,self-interest is also served.Sustainability can save your company money,attract green-friendly consumers,and avoid pollution penalties.“If you know what resources you are using,and youre monitoring them,then you can find ways to cut down on them,”said Eichi

139、ner.“If you dont know,how can you cut back on it?”asked Eichiner.Until you monitor,you cant be efficient“Ive seen companies with water pipe leaks that they never detected until they started monitoring it,and then they discovered the direct costs you buy it,you pay for all the sewage,”said Eichiner.“

140、When you monitor,you can be more efficient.”Despite clear benefits of being a The thing is,if youre not supporting green credentials youre an investment risk.Tom Bureau,CEO,Immediate Media03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA28good environmental corporate citizen,many companies are still eit

141、her resistant or inactive.If you work at a company like that,what can you do?One argument for your management is that it enables you to get ahead of regulations and legislation.Almost every government in the world is looking at legislation and regulations to rein in environmental abuses.If your comp

142、any is at the forefront of that process,you will not only be prepared for the laws and regulations but you might also be able to influence them.Your company will be ahead of the curve.You will avoid being surprised and having to play catch-up and pay penalties.How should a company get started?The fa

143、vourite phrase in corporate public relations lingo these days is“reducing our carbon footprints”,but it turns out thats a misleading and incomplete measure.The term“carbon footprint”is used as a proxy for sustainability or environmental friendliness,but using any single measure,like a carbon footpri

144、nt,doesnt give you a full picture of your companys entire impact,from your products and your processes to your physical facility and your supply chain.Issues like biodiversity,chemicals,safety,human rights,etc.arent covered in your carbon footprint.Collect data,analyse it,create targets,build a plan

145、Sustainability programmes cannot be reduced to a one-size-fits-all solution.No two companies are the same in what they do,how they do it,and how they distribute their products and services.So it is impossible to say that there is one thing every media company should do.While there is no single solut

146、ion for every media company,there is a process every company should follow:01 Find out what youre doing02 Measure it03 Create a plan“What that means in practice is first:You have to assess what are my biggest impacts,and then collect them and assess the status quo,”said Eichiner.“Then you will know,

147、is it my energy?Is it my products?My supply chain?What is my impact really?“Second,you have to set targets,and validate those targets and the ways to achieve them,”she said.“Then you have to regularly measure your success,review it,adjust the plan,and repeat.”A system will help you see the forest fo

148、r the treesThe process can appear to be daunting,but there are systems out there to give a sustainability project some structure.03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA29“An environmental management system can help you assess the status quo and set meaningful targets,”Eichiner said.“That is th

149、e very first thing I would recommend,not just because it sets you up to meet the international standards,but also because it forces you to review the greatest risks,the greatest impacts,and then have them prioritised and approach them systematically.”UPM has had good experiences with ISO 14001 and t

150、he European Eco-Management Scheme(EMAS).These both have continuous improvement built in.For setting climate-specific targets,a publisher can use the guidance offered by the UN Sustainable Development Goals and by the UN Global Compact industry initiative.UPM uses both for its target-setting and maki

151、ng decisions on suitable actions.(See sidebar for explanations of ISO 14001,EMAS,etc.)Before acquiring the software and trying to gather data and assess it,companies need to acquire the talent to guide and organise the process.Companies can go the route of hiring talent to be in-house,or they can us

152、e a sustainability consultant.After collecting the talent,then what?The enormity of the task might make one high-visibility activity appealing.“Some companies might be inclined to say,Okay,Ill do one thing.But that one thing might just be a Band-Aid,and the real impact is somewhere else,”said Eichin

153、er.There is simply no substitute for finding out and understanding your total impact,and then,based on those findings,setting yourself up in the right way,and consistently following up.Resist the temptation of a simple PR stuntSustainability has become an essential part not only of doing business in

154、 the 21st century,but also an essential part of surviving on the planet.“In the very long term,the price of not engaging in sustainability is that you will have a degraded planet,”Eichiner said.“You will have social unrest because of inequitably distributed resources.It will not be a good life,and n

155、ot a good operating environment for your business.“Very selfishly,for a company to create value,it will be incredibly easier if you have a safe,stable,engaging,happy environment rather than people having to worry about water,food and safety,”she said.“So you have dual motivations:self-interest and t

156、he health of the planet.”03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA30PRACTISING WHAT THEY PREACHUPM sets an example for measuring,assessing,and acting upon a sustainability missionSOMETIMES A FEW WORDS can say more than an entire book.Thats the case with UPMs guiding sustainability principle:“If

157、the oil can stay in the ground,it cannot fuel global warming.”“Overall,our mission is to move beyond fossils:We strive to replace fossil resources with renewable ones,”said Stefanie Eichiner,Ph.D.,Senior Manager Sustainability at UPM.UPM has two levels of focused sustainability activities:01 Product

158、ionContinuous improvement through Environmental Management02 ProductsEco-design:Renewable and recyclable products.Circular economy.Substitution.“On the production side,we work on continuous Improvement through Environmental Management,”she said.“Its more of an efficiency innovation initiative.”With

159、its products,UPM uses an eco-design approach planning with the end in mind.UPM aims to make products from renewable resources that are fully recyclable.This approach keeps the raw materials in the loop for as long Stefanie Eichiner,Ph.D.,Senior Manager Sustainability,UPM03 SUSTAINABILITYUPM&FIPP THE

160、 FUTURE OF MEDIA31as possible,contributing to the circular economy and substitutes fossil raw materials with renewable materials.For the fifth consecutive year,UPM has been recognised as a UN Global Compact LEAD participant for its strong commitment to responsible business.It is the only forest indu

161、stry representative and the only Finnish company among the 41 LEAD participants.The UN Global Compact is the worlds largest corporate sustainability initiative.UPM signed the initiative in 2003.UPM has been ranked 22nd in the list of 100 most sustainable corporations by the Canadian-based media and

162、research company Corporate Knights.“The Global 100 Index uses determined quantitative sustainability indicators in its evaluation,”said UPM Vice President,Responsibility Sami Lundgren.“The approach fits well in UPMs approach which highlights the importance of ambitious long-term targets and transpar

163、ency of performance and data.”“Sustainability is at the core of everything we do,”wrote UPM President and CEO Jussi Pesonen in the companys 2020 annual report.“During the year,we committed to the UN Business Ambition for 1.5 C and science-based measures to mitigate climate change.“We were recognised

164、 as an industry leader in several renowned sustainability listings.We also established our first Green Bond.Our syndicated revolving credit facility is also linked to biodiversity ad climate targets.”03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA32Determine the right data,gather it,assess it,set goal

165、s,measure progress,adjust.Repeat.“First,assess your biggest impact,”said Eichiner.“If you dont know think the UN SDGs and where you can have the most impact.Use GRI.Think of a software system like SOFI or WeSustain.”(See explanations in next sidebar.)Here is Eichiners nine-step process to get starte

166、d:01 Contract with a sustainability consulting firm or hire the talent in-house02 Start by assessing your status quo in figures most likely using GHG Protocol for the company,CEPI guideline for products.(See explanation of GHG Protocol and CEPI in sidebar.)03 Set targets 04 Validate targets05 Determ

167、ine ways to achieve those targets,e.g.,through Science Based Targets Initiative06 Measure success07 Review08 Adjust09 Repeat“An environmental management system can help assess the status quo and set meaningful targets,”said Eichiner.“For setting climate-specific targets,a publisher can use the guida

168、nce offered by the UN Sustainable Development Goals and by the UN Global Compact industry initiative,”she said.“We use these both for our target setting and making decisions on suitable actions.”NINE STEPS TO GET STARTEDA strategy that avoids wasting time and money on ineffective initiatives03 SUSTA

169、INABILITYUPM&FIPP THE FUTURE OF MEDIA33THE WORLD OF SUSTAINABILITY IS crammed with acronyms,organisations,processes,and regulations that are not in everyones everyday vocabulary.So,to give you a helping hand as you begin to explore sustainability initiatives,here are some of the things you need to k

170、now:GRI(Global Reporting Initiative)The GRI(Global Reporting Initiative)is the independent,international organisation that helps businesses and other organisations take responsibility for their impacts by providing QUICK:WHATS AN ISO 14001?The terms and organizations you need to know03 SUSTAINABILIT

171、YUPM&FIPP THE FUTURE OF MEDIA34them with the global common language to communicate those impacts.The GRI provides the worlds most widely used standards for sustainability reporting the GRI Standards.CDPCDP(formerly called the Carbon Disclosure Project until the end of 2012)is a not-for-profit charit

172、y that runs the global disclosure system for investors,companies,cities,states and regions to manage their environmental impacts.Over the past 20 years,the CDP has created a system that has resulted in engagement on environmental issues worldwide.The CDP focuses investors,companies,and cities on tak

173、ing urgent action to build a truly sustainable economy by measuring and understanding their environmental impact.CDP runs the global environmental disclosure system.Each year,CDP supports thousands of companies,cities,states and regions to measure and manage their risks and opportunities on climate

174、change,water security and deforestation.THE UNs SDGsThe UN Global Compacts Sustainable Development Goals(SDGs)address the global economic,social,and environmental challenges we are facing by 2030.The SDGs consist of 17 goals,each of which has specific aims.Together,they have 169 targets.The 17 goals

175、:01 No poverty02 Zero hunger03 Good health and well-being03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA3504 Quality education05 Gender equality06 Clean water and sanitation07 Affordable and clean energy08 Decent work and economic growth09 Industry,innovation and infrastructure10 Reduced inequality11

176、Sustainable cities and communities12 Responsible consumption and production13 Climate action14 Life below water15 Life on land16 Peace and justice strong institutions17 Partnerships to achieve the goalThe GHG ProtocolThe GHG(Green House Gas)Protocol establishes comprehensive global standardised fram

177、eworks to measure and manage greenhouse gas emissions from private and public sector operations,value chains,and mitigation actions.Building on a 20-year partnership between World Resources Institute(WRI)and the World Business Council for Sustainable Development(WBCSD),GHG Protocol works with govern

178、ments,industry associations,NGOs,businesses,and other organisations.The GHG offers online training on GHG standards and tools,as well as the“Built on GHG Protocol”review service,which recognises sector guidance,product rules and tools that are in conformance with GHG Protocol standards.In 2016,92%of

179、 Fortune 500 companies responding to the CDP used GHG Protocol directly or indirectly through a programme based on GHG Protocol.CEPIThe CEPI is the Confederation of European Paper Industries,the European association representing the paper industry.CEPI is a non-profit-making organisation.03 SUSTAINA

180、BILITYUPM&FIPP THE FUTURE OF MEDIA36SBTi(The Science Based Targets initiative)The Science Based Targets initiative(SBTi)drives ambitious climate action in the private sector by enabling companies to set science-based emissions reduction targets.The SBTi is a partnership between CDP,the United Nation

181、s Global Compact,World Resources Institute(WRI),and the World-Wide Fund for Nature(WWF).Science-based targets show companies how much and how quickly they need to reduce their greenhouse gas(GHG)emissions to prevent the worst effects of climate change.The SBTi:Defines and promotes best practice in e

182、missions reductions and net-zero targets in line with climate science.Provides technical assistance and expert resources to companies who set science-based targets in line with the latest climate science.Brings together a team of experts to provide companies with independent assessment and validatio

183、n of targets.EMASThe EU Eco-Management and Audit Scheme(EMAS)is a premium management instrument developed by the European Commission for companies and other organisations to evaluate,report,and improve their environmental performance.EMAS is open to every type of organisation eager to improve its en

184、vironmental performance.It spans all economic and service sectors and is applicable worldwide.ISOThe International Organization for Standardization(ISO)represents the national standards bodies in 165 different countries and brings together experts from all over the world to develop International Sta

185、ndards.03 SUSTAINABILITYUPM&FIPP THE FUTURE OF MEDIA37ISO 14001In 1996,the International Organization for Standardization(ISO)created the ISO 14000 family of standards.ISO 14001 underwent revision in 2004.ISO 14001 sets out the criteria for an environmental management system.It maps out a framework

186、that a company or organization can follow to set up an effective environmental management system.Designed for any type of organization,regardless of its activity or sector,ISO 14001 can provide assurance to company management and employees as well as external stakeholders that environmental impact i

187、s being measured and improved.Sphera(formerly SoFi)Sphera is a software company producing the Corporate Sustainability Software(former SoFi Software)that enables professional reporting and advanced performance management.The software features:automated data collection,powerful reporting tools,advanc

188、ed planning,and the most comprehensive source of sustainability data available globally.The Sphera sustainability management software facilitates reporting and performance management.WeSustainWeSustain is a company offering solutions for businesses and other organisations to enable successful and ef

189、ficient sustainability,impact,ESG,and compliance management.UPM&FIPP THE FUTURE OF MEDIA3804 STORYTELLINGtime everIts the bestto be astorytellerStorytellers have never had more tools,more platforms,more reach,and more power04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA39 Let me start the chapter on sto

190、rytelling by telling a story.An old Italian gentleman sat weeping on the granite steps of the smouldering shell that hours ago had been his apartment building.“My Stradivarius,my Stradivarius!Its gone!”he moaned as he rocked back and forth.The Boston Herald city desk had called me at the crack of da

191、wn on a Sunday in 1977.A fire had gutted a row house in the Italian North End of Boston.“Get over there now and get some colour,”the editor said.The weeping mans neighbours had gathered around,comforting him in Italian.He had been out of town for the night and only discovered the fire moments before

192、.Then suddenly,from up the street,we heard a mans voice crying out:“Marco,Marco,Ive got it!I saved your Stradivarius!”Bursting through the crowd,the man laid the precious violin in the arms of Marco,who now was crying tears of joy.The rescuer breathlessly recounted how hed dashed into the burning bu

193、ilding and up the stairs to Marcos apartment where he knew hed find the violin.He then invited Marco and me up to his nearby third-floor apartment,where he poured Chianti into three short,clear wine glasses,and we sat around his Formica kitchen table drinking wine and listening to Marco play his pre

194、cious violin.The story text and a couple of photos came out the next day.In print.One day.One city.Limited print circulation.And then it was gone.Imagine if I could have used all the storytelling tools available to storytellers today!Storytelling tools that could have made a differenceI could have l

195、ive-streamed the whole thing.I could have had videos of Marco crying,the dramatic return of the Stradivarius,and Marco playing his kitchen concert.I could have had a slide show accompanied by Marcos music,a live interview,an interactive map of the rescuers dangerous dash into the burning building.I

196、could have had links to the history of the Stradivarius.We could have had enticing Instagram posts and TikTok videos with Marcos own music.And we could have had a crowd-sourced fund-raiser to help rebuild Marcos apartment.The story could have been shared with the world,gone viral,and lived on foreve

197、r.My point:Todays storytellers can craft stories that come alive and have a multimedia,multi-sensory,visceral,long-lasting impact with potentially massive audiences that not that long ago was impossible to achieve.Lets take a look at some of those tools and storytelling trends.04 STORYTELLINGUPM&FIP

198、P THE FUTURE OF MEDIA40LONG-FORM JOURNALISMLong-form journalism doesnt necessarily mean 3,000 or more words or a 10-to 20-minute video.It can correlate to length,but it also means story packaging that uses multiple elements to make the complete story experience a richer one,well beyond just 3,000 wo

199、rds.For long-form text stories,there is no widely accepted word count that defines a long-form piece.Some insist it must be longer than 700 words,while others draw the line at a minimum of 1,800 words.Who cares?Its how the story is handled,not its precise length that counts.The qualities of long-for

200、m journalismWhile long-form sceptics insist that internet readers have the attention spans of guppies,long-form advocates are attracted by the impact,engagement,depth,and quality of long-form journalism as well as the results that long-form journalism can deliver in terms of subscription conversion

201、if the package is done right.“We used to be sceptics,too,”said Dan Shewan,then web content specialist at marketing services firm WordStream.“Our average piece of content was around 1,000 words or fewer.We focused heavily on SEO,including keyword optimization.“The only problem with this strategy?We w

202、ere getting a lot of search traffic,but not a lot of return traffic,direct traffic,or brand searches,and our user engagement metrics stuff like bounce rate and time on site were pretty low,”Shewan wrote on the WordStream blog.A successful switch to long-form“So we switched up our tactics a bit and s

203、tarted incorporating more long-form articles into our content strategy,”Shewan wrote.“The goal was to increase user engagement and it worked extraordinarily well.”It sure did.The average time on site tripled,from 1:33 to 4:35.“Longer,more in-depth content provided tons of value to our audience and h

204、as been a successful part of our content strategy,”he wrote.“In fact,some of our longest posts have been our most successful.For example:Our most popular post of the past year,Find Your Old Tweets:How to See Your First(Worst?)Tweet,clocked in at more than 2,300 words.Its been viewed more than 100,00

205、0 times just in the past few months,with average time-on-page of almost eight minutes!”Long-form impacts search-engine resultsShewan also pointed out that long-form content can also have a positive impact on a pages rank in the SERPs.The top-ranked content is around 04 STORYTELLINGUPM&FIPP THE FUTUR

206、E OF MEDIA412,450 words “definitely not light reading!”he wrote.Over at the blog platform Medium,the most successful posts turned out to be around 1,600 words and took seven minutes to read,according to Mediums own research.Beyond word count,though,is the idea of long-form as a“package”.Today,few lo

207、ng-form stories are published without some sort of accompanying audio,video,graphics,data,photos,interactive,and social and/or newsletter component.Print,and digital replicas of print editions,can host long-form journalism,but digital long-form story packages can also deliver a quality long-form exp

208、erience with interactive,and multimedia components.Digital long-form packages offer much more“While there are of course digital editions of print newspapers,there is no good reason why their digital counterparts cant do something that offers a genuinely different experience for the reader,engaging t

209、hem differently and making the most of the capabilities that online offers,”Washington Post Graphics Editor Emily Chow told Dutch digital tech publishing company SmartOcto.“Where journalists are embracing the potential,the results are often breathtaking.“And when journalists embrace the potential an

210、d build multi-element long-form stories,they are giving readers the option to keep reading or enrich their experience by diving into the videos,soundbites and interactive tools,”she said.SHORT-FORM JOURNALISMIn considering the roles of long-and shot-form journalism,the Bible has some guidance:“To ev

211、ery thing there is a season,and a time to every purpose under the heaven”.Not every story deserves long-form treatment.Nor is every reader always in the mood or at a moment in time where they can spare 15 minutes for a story.“Todays storytellers can craft stories that come alive and have a multimedi

212、a,multi-sensory,visceral,long-lasting impact with potentially massive audiences that not that long ago was impossible to achieve.”04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA42Sometimes,people just want a quick update or insight.They want a“just the facts,mam”story.Mobile and user preferences drive s

213、hort form“A greater reliance on mobile and user preferences are driving a push for shorter content,”according to B2B marketing agency Walker Sands.“Snack-size(or snackable)content will increasingly serve as a factor in brand success.”For example,“long-form bylines and white papers dont belong on soc

214、ial media,”according to Walker Sands.“But a snackable version of the message most certainly does.Short-form content offers a storytelling medium that is bite-sized,relevant to the platform and informative.”Short-form journalism is born out of respect for where readers are at most moments of their da

215、y.“Newsrooms are pivoting away from large chunks of text online because the format doesnt suit readers attention spans on mobile phones,”wrote Axios Media Trends author Sara Fischer.Word counts falling;engagement time shortMedia consumption data bear her out.The average word count for online news ar

216、ticles fell 15%from 449 in September of 2019 to 380 in February 2020,according Chartbeat.Similarly.the average engaged time on individual articles is only 31.24 seconds per article,a stark contrast to the long-form range of seven to 15 minutes.Just as long-form journalism initially was defined by wo

217、rd count,so,too,is short form often defined by length(generally less than 350 words).Short-form content offers media companies storytelling options that are bite-sized,relevant to targeted platforms,appealing,entertaining and informative.Some examples of storytelling assets and activities that are c

218、onsidered short form include GIFs,six-to 15-second videos,TikTok posts,Instagram posts,Tweets,Facebook posts,and sub-350-word stories.Short attention spans make long-form a tough sell“Todays readers have shorter attention spans and are unlikely to commit to lengthy content unless they are convinced

219、of its value,”according to Walker Sands.“The right piece of short-form content enables media companies to rapidly communicate key messages,improving the storys or editorial elements ability to capture the attention of target audiences.“Short-form content is also a ready-made resource for users who c

220、onsume content on mobile devices a growing segment of most brands customer bases,”according to Walker Sands.“Words can tell powerful stories.04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA43But the use of video,animation,and graphics makes complicated messaging more digestible for a broader range of rea

221、ders.”For example,short-form videos(think TikTok)are a powerful short-form asset.“For both individuals and brands,short-form video provides the space to push traditional boundaries and enter into a fun,creative environment that is loved by a diverse range of users essential for capturing imagination

222、s,driving engagement,and increasing brand affinity,”said TikTok Head of Product Marketing/Europe Kris Boger in a piece for the Internet Advertising Bureau/U.K.Short form enhances story completion rates“Done right,short-form videos can cater to increasingly short attention spans,while removing delibe

223、ration amongst viewers about whether they should keep watching or not,”wrote Boger.“But,importantly,brand content needs to have creativity and authenticity at its heart to really capture an audiences imagination and drive results.“Platforms such as TikTok offer brands a great opportunity to achieve

224、their marketing goals,to form new connections,and to build consumer advocacy amongst a continuously growing audience in a brand-safe environment,”wrote Boger.Short-form journalism can also service long-form journalism.“Forward-thinking brands are creating snackable videos that capture audience atten

225、tion and drive traffic to higher-value content assets content that is more likely to generate actual business results,”according to Walker Sands.GRAPHIC DATA STORYTELLINGIf what they say about pictures is true(“A picture is worth a thousand words”),then a data-based“info-graphic”should be worth a fe

226、w thousand words possibly more depending on your audience.Graphic data storytelling compresses what could be a long-form story into one or more tight,compelling,intense,illuminating charts,graphs and/or maps.Data storytelling is the process of combining graphics and narratives to help audiences unde

227、rstand complex stories in which data play a starring role.cottonbro04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA44Data stories have five advantages over all other forms of storytelling,according to online infographic and design platform Venngage.Data stories:01 Provide deeper analysis into information

228、02 Promote problem-solving03 Engage internal and external audiences04 Improve reporting abilities05 Provide wide reachAdvantages of data journalism:Provides deeper analysis into information“A text post or report can do the same work as a data chart or graph,but that text story will require much more

229、 labour from the reader increasing the chances of them leaving your page for shorter content,”said Ronita Mohan,a Vengage content marketer,writing on SearchEngineW.“A graphic,on the other hand,gives the same information in a shorter time,”added Mohan.“This improves engagement and conversions.Visuals

230、 convey patterns,easily allowing the reader to analyse information quickly by connecting the dots themselves.”Promotes problem-solving“Data stories are succinct materials that boost the problem-solving process because readers and decision-makers dont have to consume reams of text or sift through inf

231、ormation on their own the graphics do the work for them and speed up problem-solving,”wrote Mohan.Engages audiencesGreat visuals grab the readers eyes.Visual elements are more attractive than blocks of text and well-designed data graphics even more so than others.“This is because a data story is com

232、pelling in itself numbers,percentages,relationships,and connections are all reasons for a reader to stop what theyre doing and look at your graphic,”wrote Mohan.“As a result,you increase traffic and views to your content and your website,all while promoting a favourable impression of your brand,”she

233、 wrote.Improves reporting abilitiesSome complex stories,especially about government and industry,are awash in data that could be mind-numbing for most readers.Stories using a lot of numbers and tables will bore their audiences and pretty quickly lose them.That is why great data storytelling through

234、exquisite charts and graphs 04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA45is so important to be able to keep people interested,inform and educate them,and to tell a good story.Delivers wide reach“Graphics can be repurposed in multiple ways and for a variety of channels,”said Mohan.“Social media platf

235、orms like Twitter,which are chock-full of information,require a strong visual to get attention.Bite-sized visuals arrest the viewer as theyre scrolling through their feed theyre also easy to absorb and more shareable.“Visualised data makes for great content whether for social channels,newsletters,bl

236、og posts,or website landing pages,”she said.“A great graphic has the potential to go viral,widening the reach of your content and influence.”VIDEO STORYTELLINGVarious sources of statistics tout the efficacy of visual storytelling over text.Some seem beyond belief:Visuals are processed 60,000X faster

237、 in the brain than text The brain can process an image in just 13 milliseconds And the brain can then attach meaning to that image in less than 1/10 of a secondThese statistics are easier to wrap your brain around and also affect the impact of your video content:Cisco projects that global internet t

238、raffic from videos will make up 82%of all consumer internet traffic by 2022.(Cisco)Nearly three-quarters(70%)of YouTube viewers watch videos for“help with a problem”theyre having in their hobby,studies,or job.(Think With Google)Globally,YouTube is consumers leading source of video content,at 83%;Fac

239、ebook is second,at 67%.(HubSpot)In a 2018 HubSpot survey,54%of consumers wanted to see more video content from a brand or business they support.(HubSpot)More video content gets uploaded in 30 days than what the major U.S.television networks have broadcast in 30 years.(Wordstream)More than 2 billion

240、people use YouTube thats one-third of all internet users(YouTube)82%Percentage of consumer internet traffic coming from videos,by 202204 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA46Its no surprise,then,that video storytelling should not only be a key element in your editorial packages,but also that it

241、 should be growing and evolving.What are the video storytelling trends in 2021?According to digital marketplace Evato,there are six trends for publishers to keep an eye on:01 Social media video02 Interactive video03 Vertical and live video04 Personalised video05 Animation06 Searchable video01 Social

242、 Media Video“Social media has totally changed the way we view and consume content online especially video,”wrote Kelsie Rimmer,editor of the Evato blog.“As a result,both the vertical and ephemeral video trends have emerged.So we predict that short,snackable social media videos will continue to grow

243、in popularity.”Ephemeral videos usually available only for a 24-hour period were initially made popular by Snapchat,followed in short order by Facebook and Instagram Stories.The quick-hit,limited-time nature of ephemeral videos makes them engaging and incredibly addictive.In fact,Instagram now has o

244、ver one billion monthly active users worldwide,with 500 million accounts using Instagram Stories every day,according to Evato.Vertical videos arrived with the smartphone but took a while to catch on.But now theyre all the rage.According to mobile video ad platform MediaBrix,vertical videos have a 90

245、%higher completion rate than horizontal videos,with less than 30%of mobile users watching videos horizontally.Once limited to our Instagram feeds,vertical videos are now everywhere including Instagram Stories,Snapchat and,of course,TikTok.“Adding to the explosive growth of video-based social platfor

246、ms like Instagram Stories,Reels,TikTok,and Snapchat,users now expect short,succinct and to-the-point video content,”said Envato Video Specialist Mark Brodhuber.“And because were talking about mobile consumption,the preferred orientation is trending towards vertical video.”02 Interactive VideoInterac

247、tive video is the newest video trend on the scene and Evato expects it to spread like wildfire in 2021.As the name suggests,interactive video is a new form of video that allows viewers to directly interact with the content theyre viewing,in particular,shoppable videos that will most likely change th

248、e ecommerce game,according to Evato.“Interactive videos enable the viewer 04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA47to purchase items directly from the video theyre watching,”wrote Evato blog Editor Kelsie Rimmer.“Shoppable videos typically feature a drop-down menu linking to a product and purcha

249、se options.”The Jungle Book recently released an interactive video allowing viewers to go behind the scenes of how the movie was made,and Netflixs original interactive film,Bandersnatch,took audiences by storm when it allowed viewers to choose their own ending,according to Evato.On a smaller scale,c

250、reators can add quizzes,polls or reactions to their videos or live streams to make them more interactive.03 Live VideoIn 2019,internet users watched a whopping 1.1 billion hours of live video,according to Evato.And then,during the pandemic,live video,with its convenience and relatability,became the

251、saviour for both consumers and industries desperate for substitutes for interaction and shopping experiences.In 2021,Evato says the live video trend shows no signs of slowing down.In fact,a study by 99firms found that 80%of consumers would rather watch a live video than read a blog.One in five Faceb

252、ook videos are live streams and 1 million Instagram users watch live video every day,according to Evato.“Live video is quickly becoming the new normal due to its real and authentic nature not to mention the fact that it offers an easier and cheaper way to hold an event,show or gig and connect to a w

253、ide audience,”wrote Rimmer.04 Personalised VideoPersonalised videos incorporate the readers personal details such as their name,email address,age or profile picture to create content specifically for them.“Personalised videos are often created using one base video,which is then edited with video eff

254、ects that can sub in a recipients personal information,similar to a personalised email,”wrote Rimmer.“Personalisation is generally achieved through the addition of on-screen graphics,”Brodhuber said.“Companies that publish personalised video content have reported an increase in engagement and conver

255、sions by up to 20%.”75%Percentage of YouTube viewers who watch videos for help with a problem in their hobby,studies,or job04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA4805 AnimationAnimation became an essential tool during the pandemioc when no one could shoot real footage.According to Evato,many exp

256、erts are predicting that animated videos will gain even more momentum in 2021,as the industry continues to see a wide range of animation styles and techniques emerging.“Animation is easy to produce remotely and,in a time where many countries still have limits on face-to-face contact,the design-based

257、 video format is set to rise,bridging the gap for businesses who are safety conscious but still want to deliver their message through video,”said Envato Video Marketing Specialist Jen McKinnon.“As lockdowns lift and studios open up,well begin to see a fusion of live action and animated elements take

258、 to our screens.”06 Searchable Video“Search engines have always favoured written content because its easier for the algorithms to understand and catalogue,but thats all changing with advanced AI,”wrote Rimmer.“Were now seeing video featured in the Google SERPs and it has become imperative for conten

259、t creators to optimise their videos for search in order to be found by the right audience.”Google offers lots of tips for structuring video content to make it search-engine friendly but here are Evatos top four tips:01 Include target keywords in video file names,titles and descriptions.02 Add releva

260、nt tags and popular keywords related to your topic.03 Add subtitles and closed captions.04 Create original thumbnail images.PRINT STORYTELLINGThe second oldest method of storytelling(after voice)is still one of the most effective.Print can do what digital never will be able to do,and in what it does

261、 well,print has no equal.“Print reading is kind of like meditation focusing our attention on something still,”Anne Mangen,a literacy professor at the University of Stavanger in Norway,told BrainFacts.“And its a whole different kind of immersion than responding to digital stimuli.I think its healthy

262、for us as human beings to sit down with something that doesnt move,ping,or call on our attention.”The touted speed of digital is actually a pitfall“We read digital text more quickly,so we think we must understand it better,”Lauren Singer Trakhman,who studies reading comprehension at the University o

263、f Maryland,told BrainFacts.“Its one of the best parts of our digital world everything 04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA49is at our fingertips and we can get the headlines in a second but it may also be one of the pitfalls.Everythings so quick and accessible that we may not be truly digesti

264、ng what we read anymore.”In a spring 2021 New York Times review of reading differences between print to digital,an American University professor emeritus of linguistics,Naomi Baron,reported that“because we use screens for social purposes and for amusement,we all adults and children get used to absor

265、bing online material,much of which was designed to be read quickly and casually,without much effort.The digital approach to reading defeats comprehension“And then we tend to use that same approach to on-screen reading with harder material that we need to learn from,to slow down with,to absorb more c

266、arefully,”she told The Times.“A result can be that we dont give that material the right kind of attention.”Baron cited experiments with middle school and university students who were asked to read a passage and then take a test on the contents.Researchers found there was a mismatch between how the s

267、tudents felt they learned and how they actually performed.“Students who think they read better or more efficiently on the screen will still do better on the test if they have read the passage on the page,”wrote paediatrician and published author Dr.Perri Klass in the Times.“And college students who

268、print out articles tend to have higher grades and better test scores.There is also research to suggest that university students who used authentic books,magazines or newspapers to write an essay wrote more sophisticated essays than those just given printouts.”Print storytelling boosts trust,ad engag

269、ementBeyond the comprehension benefits,print storytelling delivers on a number of other fronts.“Year after year,magazines consistently score higher than“Who do you trust to tell the truth?Magazines beat websites by 19 points and TV by 38 points(MPA)04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA50televi

270、sion and the Internet on key engagement attributes,”according to the 2020 Magazine Fact Book from the Association of Magazine Media(MPA).“Compared to users of those other two mediums,not only are magazine readers more likely to find magazine content trustworthy,inspiring,and life-enhancing,but their

271、 engagement with ads is also significantly stronger.”As a result of this,magazine media maintain an ability to persuade readers to take action on ads and help them make purchase decisions,according to the report.Additionally,magazine ads are effective and drive consumer actions regardless of placeme

272、nt in the book.What neuroscience tells us about print readingA white paper commissioned by the MPA entitled“What Can Neuroscience Tell Us About Why Print Magazine Advertising Works”,concluded that print media has the following attributes:Preferred by a majority of readers(even Millennials!)More focu

273、sed attention,less distraction Stimulates emotions and desires Slower reading speeds Drives sensory involvement,which contributes to reader impact Higher comprehension and recallGetting down to impact on readers and their impression of print versus the internet and television,magazines come out ahea

274、d,in some cases far ahead,of the other two media,according to the white paper.When the white paper researchers asked readers about the impact of each media in their lives,respondents rated print magazines ahead of websites and ad-supported television on eight major measures,including trust,inspirati

275、on,accuracy,and happiness:01 Inspires me in my own life:Magazines beat websites by 33 points and TV by 45 points02 Touches me deep down:Magazines beat websites and TV by 37 points03 Trust to tell the truth:Magazines beat websites by 19 points and TV by 38 points04 Is a treat for me:Magazines beat we

276、bsites by 35 points and TV by 13 points05 Dont worry about accuracy:Magazines beat websites by 21 points and TV by 32 points06 Improves my mood,makes me happier:Magazines beat websites by 35 points and TV by 8 points04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA5107 Affects me emotionally:Magazines bea

277、t websites by 20 points and TV by 16 points08 Is one of my favourites:Magazines beat websites by 20 points and TV by 11 points“Magazine readership is diverse and wide-reaching,”the MPA Fact Sheet reported.“Magazines enjoy strong readership across every age,income level,ethnicity and sexual orientati

278、on.”Readers love the print magazine experienceThe average age of readers tracks with that of the total U.S.adult population,with valuable demographic segments reading at least seven different magazines a month,putting them at or above the average.The survey added:“A clear majority of readers still l

279、ove the experience of the printed magazine,no matter their age or income.Magazines reach more adults than television,proving that the medium continues to maintain relevance for advertiser media plans.”The majority of readers of all ages said that even in this digital age,they still loved the feel of

280、 print,including 63%of 18-34 year-olds.In a review of studies of print media,Sappi Papers was able to show that:Digital isnt the only place for reader engagementPrint has its own engagement metrics,such as the fact that one in two people share advertisements they read in magazines with friends and f

281、amily.Eight out of 10 people have bought an item or visited a place after reading about it in a magazine.Everyone,from digital natives to Boomers,makes time for printAccording to MNI Targeted Media,Baby Boomers read 9.2 printed magazines per month,Gen Xers read 9.1 magazines,and Millennials 8.9.Even

282、 Gen Z wants to disconnect The 16-24 age group spends,on average,three hours and 23 minutes per day on their smartphones.But 9.2 Baby boomers9.1 Gen Xers8.9 MillennialsPRINT MAGAZINES READ PER MONTH04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA52this hard-to-shake habit is something Gen Z-ers are acute

283、ly aware of,with many wanting to find ways to switch off.Almost two-thirds(61%)believe they and their peers would benefit from unplugging more.Digital cant compete with print on trustAccording to a Kantar poll of 8,000 in the U.S.,France,Brazil and the U.K.,printed news magazines are the most truste

284、d resource for news,followed by 24/7 TV news,radio bulletins and national newspapers.Print holds the attentionConsumers make time for print media 60%of newspaper readers do not consume any other media at the same time as reading their newspaper.The coronavirus pandemic,meanwhile,has seen people find

285、 even more time for print with time spent reading magazines up from 44 to 56 minutes a day.Print offers consumers a unique experienceAlmost half of magazine and newspaper readers agree that these channels offer them something that they cant get elsewhere.Print is a sustainable optionToday,brands and

286、 consumers alike are rightly conscious of the environmental impact of their choices.Printed media in Europe is produced responsibly from well-managed forests making a crucial and increasing contribution to carbon capture.According to the UN,in the 10 years up to 2015,the total area of forestry in Eu

287、rope grew by 58,390 km2 an area greater than that of Switzerland.Messages in print stay in your headAs a media company,one of your objectives is to create brand awareness and recognition.To build a lasting impression with customers so that they retain your messages you should give them something the

288、y can explore by touch.By almost 25%,people value something they can both touch and see more highly than something they can only see.Physical material literally seems more real to the brain leading to greater engagement with the right content.04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA53LAST SEPTEMB

289、ER,TikTok newbie Lauren Meeker launched her TikTok account.In November 2020,she was getting more than 14 million video views a month.“So youre wondering how to go viral on TikTok?I dont blame you!,”she wrote on the blog of her marketing agency,Altitude Social Media in late 2020.“Its the social media

290、 platform everyone cant stop talking about,and the app has experienced tremendous growth.Its no longer a place where pre-teens do silly dances and lip sync,but a community where people of all ages share a variety of content on anything from goofy dog vids,to life as an astronaut,or how to trade a bo

291、bby pin for a house.Any type of content can succeed its what makes it so much fun.“TikTok is a meritocracy that gives every video a chance by showing it to a small audience on the For You Page(FYP).Yes,even if you have just a few followers,if your video performs well with your small group,TikTok wil

292、l How to go viral on TikTok04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA54continue to push it to people they think will like it.Typically you can tell in the first hour or two if you have a viral video on your hands.”18 rules for Going Viral on TikTokMeeker offers 20 rules for going viral on TikTok(re

293、printed here with permission):01 Kick your video off with a bangSet the tone and topic of the video within the first few seconds.02 When deciding on video length,keep it as short as possibleTikTok looks at the average length of watch time compared to the length of the video to evaluate quality.Youre

294、 more likely to have people watch eight seconds of a 10-second video than 48 seconds of a minute-long one.03 Record your own audioBy using a voiceover on your video,youre giving TikTok significantly more keywords and information on what your video is about for them to be able to show your content to

295、 the right audience.04 Use trending music or soundsUse current songs.Layer them quietly in the background with a voiceover,too but be mindful of copyright issues.05 Tell a storyYoure more likely to go viral by telling an interesting and compelling story than dancing.Tell a story,and keep the plot fl

296、owing quickly.“Its no longer a place where pre-teens do silly dances and lip sync,but a community where people of all ages share a variety of content.”Lauren Meeker,Altitude Social Media04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA5506 Share tips,advice,favourite thingsPeople love learning on TikTok.C

297、reate informational videos to help them learn about your topic of expertise.Quick bullet point videos work great.Likewise,people love shopping on TikTok,so sharing favourite products is also a surprisingly easy way to gain traction(and monetise).07 Have a strong call to actionThis is crucial:it help

298、s make a video go viral and you grow your following.When TikTok sees lots of people engaging with a video,they will push it out to more people.Adding a strong CTA on a video can make the difference between 2M views with 2K new followers and 9M views with 40k new followers.Have your CTA be at least a

299、 few seconds long so that people have time to follow you before moving on to the next video.08 Include random details for people to comment onPeople love commenting on random things in the video.People love spotting little details that arent the main focus of the video,and commenting on them.The mor

300、e comments you can get,the more likely you are to go viral.So the more random details you can give people to comment on,the more likely you are to get comments.09 Leave some questions unansweredComments help you go viral.If your video prompts an obvious question,Do Not Answer It.This will lead to a

301、ton of comments and help your video perform well.10 Do something slightly controversialBecause commenting drives virality,having something controversial will help.11 Be relatable,aspirational.hateableIf your video is one of these,you will inevitably get a rush of comments.12 Enable some parts of the

302、 video to be rewatchedFor example,if the text is too fast to read,someone will likely 04 STORYTELLINGUPM&FIPP THE FUTURE OF MEDIA56rewatch it.They spend more time on your video and signal to the algorithm that its a better video,which will in turn get TikTok to show it to more people.13 Have text on

303、 the opening video frameViewers in the FYP will then likely spend a few seconds reading it and stay on the video for a few seconds longer than normal.This is good for average watch time and you might retain some of them.14 Dont use generic hashtagsWildly generic hashtags such as#FYP,#foryou add noth

304、ing.Use niche tags,or none at all.If you have a super niche video,niche hashtags might help TikTok serve your video to the right crowd.15 Reply to all your commentsThe more comments on a video,the more likely it is to go viral.This works well if you engage with commenters and get them to continue co

305、mmenting on your video.However,if your video is going viral,dont reply to comments too fast or youll be blocked.16 Post frequentlyGoing viral is a numbers game.The more often you post,the more likely you are to have a video go viral.Dont skimp on quality,but push yourself to consistently create vide

306、os your videos probably get better and your chances of going viral go up.17 Spend at least 15-30 mins a day watching videos on the FYPIt might be tempting to only go on TikTok to post your video.Its important to spend time each day watching FYP videos.You will get new ideas and keep up with the curr

307、ent trends.18 KEEP AT IT!It takes most people at least a month to figure out their style and how to make videos work well,so if you dont go viral right away,dont give up and keep trying!UPM&FIPP THE FUTURE OF MEDIA5705 FUTURE OF PRINTStrong gripDespite the pandemics widespread disruption,print has e

308、merged with an even better sense of its place in the media universe and its relationship with readersUPM&FIPP THE FUTURE OF MEDIA5805 FUTURE OF PRINTNothing is forever,but some things seem to have a tenacious hold on life.Like print.Print wasnt killed by radio or television.Nor will it be killed by

309、the internet although it has taken a healthy beating from it.No new major medium has killed the media that existed before the newcomer arrived on the scene.But every medium is constantly having to discover its new equilibrium in each new media universe.As publishers search for the next equilibrium,s

310、everal trends have appeared that may indicate what prints future purpose will be.The latest of these trends,especially in the aftermath of the pandemic,is a mix of the best of prints eternal powers and a discovery of new attributes driving new roles for it.Were seeing readers buying more print subsc

311、riptions and spending more time with print.Were seeing certain niches,especially those focusing on crafts and hobbies,tie the tangible attributes of their niche to the tangible nature of their print product.Another trend is the increasing consumer attraction to print because of its performance in te

312、rms of sustainability compared to digital media.Consumers are only just beginning to understand the negative impact of digital media on the environment.And finally,we are seeing a trend of consumer appreciation of print for all the things it does NOT share with digital media:spam,privacy violations,

313、obnoxious ads,data theft,tracking,etc.Lets take a look at some of these print media trends:TREND 01Certain print media subscriptions are increasingMedia reports at the beginning of the pandemic tended to focus on Covid-19s negative impact on print advertising and newsstand sales.But those reports mi

314、ssed the story about the pandemics opposite effect on many niche magazine print sales.According to Samir Husni,a professor at the University of Mississippis School of Journalism and self-titled“Mr.Magazine”,print subscriptions have increased between 25%and 30%during the pandemic.Husni is not alone i

315、n his assessment.“Print subscriptions have been proving more popular than digital,”said Carola York,VP/Publishing at digital marketing company Jellyfish,writing on Whats New in Publishing.“Although uptake in digital magazine subscriptions has risen,interest in print subscriptions has risen by at lea

316、st twice as much as digital since the start of lockdown.”That is exactly the experience of one of the largest magazine publishers in the world:the U.S.-UPM&FIPP THE FUTURE OF MEDIA5905 FUTURE OF PRINTbased Meredith Corp.“Over the course of the pandemic,print subscriptions have gone up 40%,”said Mere

317、dith National Media Group President Catherine Levene at FIPPs D2C June 2021 Summit.On a smaller scale,in February 2021,ITP Media Group launched print editions of two of its most prized brands,Harpers Bazaar and Esquire,in Saudi Arabia.While Harpers Bazaar and Esquire Saudi have only been in the mark

318、et for a few months,the titles have already raked in readers an encouraging sign for print publications during a time when,globally,publishers are increasingly moving content online.“I believe premium print titles will be desirable in this market for a number of years to come,”said ITP Managing Dire

319、ctor Sue Holt.“Weve been inundated already with subscription requests for both editions,plus luxury fashion is still arguably a magazine sector where its readers enjoy the physical copies to pour over the visuals.”The print circulation uptick has also been noticed by paper producers.“Certain publish

320、ers have been incredibly successful,”said UPM Communication Papers Area Sales Director Thomas Waltasaari.“Those publishers are building their brand and seeing circulation and the print runs clearly going up.For them,the overall publishing business,including print,is also expanding.Theyre purchasing

321、titles from other magazine publishers,which dont deem these titles to be profitable anymore,and they are refocusing the journalism to make it work and then expanding again.“Niche publishing definitely gives us hope that theres going to be a continuation of good print journalism moving forward in mag

322、azine publishing,”Waltasaari said.“We get very,very happy when there are publishers who look at print magazines as a part of the solution for their business,not being a drain.”TREND 02Time spent and engagement with print is increasingDuring and after the height of the worst lockdowns,we started seei

323、ng more readers actually increasing their time with print products.And that trend seems to be continuing.“There is some evidence to suggest that the Covids digital bump may be on the wane,”declared University of Over the course of the pandemic,print subscriptions have gone up 40%.Catherine Levene,Pr

324、esident,Meredith National Media Group UPM&FIPP THE FUTURE OF MEDIA6005 FUTURE OF PRINTOregon journalism professor Damien Ratcliffe writing for Whats New In Publishing in October 2020.Throughout the pandemic,media intelligence firm Kantar regularly conducted surveys of 150,000 consumers in 60 markets

325、 to come up with the“Kantar Covid-19 Barometer”.The Kantar researchers discovered a trend toward print and away from digital.“Surprisingly,our digital existence has lost some of its charm lately with media consumption,including social media,having fallen considerably despite having enjoyed a surge a

326、t the beginning of the pandemic,”Kantar reported.“Perhaps the sensory deprivations of an increasingly digital lifestyle will find future counterbalance in an uber-analogue to come.”When it comes to engagement,print more than holds its own.“These days everyones favourite metric is engagement,and yet

327、theres nothing more engaging than a well-made magazine,”said Mens Health U.K.Editor-in-Chief Toby Wiseman.“In many ways print is still the most flexible and interactive medium out there:It can be consumed anywhere,pages can be saved,content can be shared,and the battery life is unbeatable”an argumen

328、t backed by the 59%year-on-year increase in Mens Health U.K.print subscriptions last year.TREND 03 The value of print media tangibility is risingAfter more than a year of virtual experiences,consumers are craving something tangible.Print magazines proved to be one of those haptic outlets,and it turn

329、ed into a trend that looks like it will continue post-pandemic.cottonbroUPM&FIPP THE FUTURE OF MEDIA6105 FUTURE OF PRINTOne great example is Burda Style.“As the Covid-19 pandemic hit and lockdowns became part of everyday life,Burda Style found itself at the forefront of helping people cope with the

330、crisis,with sewing not only boosting the environment,but also mental health,”said Henning Rper,CEO of Burda Create!,a unit at Hubert Burda Media.“Our magazines are utilised for hours of sewing and knitting,and collected by our readers.“Readers love the inspiration of a composed magazine and apprecia

331、te the pattern sheets coming with these magazines,”said Rper.“Moreover,about 30 patterns in a Burda Style issue for 7.90 is a striking deal.”That physical activity and psychological benefit of the tangible properties of Burda Style led to unprecedented engagement.“This is a much higher engagement le

332、vel than other magazine types have,”said Rper.“Our subscriber numbers for Burda Style,Burda Easy,and Burda Knitting are rising.This is why we have a continued belief in the power of print magazines.Crafting magazines are here to stay.”Another example of a magazine benefitting from reader attraction

333、to a tactile reading experience is BBC Gardeners World.As scores turned their thumbs green during the Covid outbreak,BBC Gardeners World raked in new readers the magazines circulation increasing by 33%year-on-year to 227,000 in the second half of 2020.Subscriptions have increased by 37%year-on-year,reaching 162,000,which is 71%of total circulation.Hall believes the striking figures show the close