The print media – What are companies doing ‘online’?


New and emerging technologies have often been touted as meaning the ‘death’ of

traditional industries.

For example – the emergence of the home video recorder in the late ‘70s / early ‘80s

was meant to be the ‘death’ of cinemas. Yet anyone who has tried to see a popular film

at a cinema on a Friday or Saturday night will know that this is far from the case. Indeed

not only are many cinemas flourishing but film companies have new (and lucrative)

revenue streams such as cable TV, DVDs etc.

Many other industries have been largely ‘wiped out’ or fundamentally changed e.g.

bookstores, travel agents, record (music) shops etc. as a result of technology changes /


One industry that is facing major challenges from the Internet is the print media,

especially newspapers.

Your first job after graduating from TOP is that of Special Projects Analyst for a major

international media group: Carringbush Media that has interests in a wide range of

media including Internet, ‘free to air’ television, cable television, magazines and a large

number of newspapers.

The group operates all around the world.

You have been assigned to the Australian newspaper operations to assist them in

understanding where their industry is heading in terms of their market’s use of the

Internet and other technology issues or challenges.

You have met with the CEO of Carringbush’s Australian newspaper operations who has

briefed you on how they operate in Australia, what he thinks the major challenges are


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Your Mission

He has asked you to prepare his a briefing paper on what media companies outside of

Australia are doing to address the challenges of the Internet, tablets, apps etc.

He wants your report to cover two distinct areas:

1. Publishing

 attracting readers to its physical (paper) newspapers

 attracting readers to ‘electronic’ (tablet etc.) versions of its newspapers

 attracting visitors to its websites

2. Advertising

 continuing to attract ‘display’ advertising in its newspapers

 earning advertising revenue from its websites

 attracting ‘classified’ advertising for both its newspapers and websites

He wants your report to cover both areas.

(Lecturer note: each area will be 50% of your mark for this assignment.)

He is aware of what his major competitors in Australia (News Corporation Australia and

Fairfax Media) are doing in this area and doesn’t want your report to include the

Australian market.

He wants to know what major newspaper and media groups outside Australia are doing

in this area.

In particular he would like to know of:

 any ‘cutting edge’ (leading) uses of technology by media/newspaper companies


 any unusual and successful business strategies being undertaken by overseas

media/newspaper companies

He wants you to be ‘free’ with your research and reporting. Nothing can be considered

too ‘left field’ (unusual).

find the cost of your paper