Unilever CMO: Apple’s iPad will save newspapers

Apple Online Store“Apple’s iPad, and devices like it, will prove to be the saviour of the newspaper industry, according to Unilever’s chief marketing and communications officer, Keith Weed,” Arif Durrani reports for Marketing Magazine.

“Speaking to Media Week at the Media Guardian Changing Advertising Summit today, the man responsible for more than $7bn of global media spend waxed lyrical about the significance of the tablet device on the business of news,” Durrani reports. “‘iPads will save newspapers,’ he said ‘they really will.'”

Durrani reports, “Earlier at the conference, 49-year-old Weed described one of his first decisions as CMO to give all of Unilever’s top marketers and its executive board an iPad as ‘one of the best investments I ever made.'”

Read more in the full article here.

[Thanks to MacDailyNews Reader “Jack K.” for the heads up.]

24 Comments

  1. I wonder how much longer the NYT (and others) will keep the “newspaper” visual reference? Say, for Nostalgia sake? (ie. black type on grayish white background, columns of type, etc.) There is a whole generation who have never even opened a newspaper.

  2. I wonder how much longer the NYT (and others) will keep the “newspaper” visual reference? Say, for Nostalgia sake? (ie. black type on grayish white background, columns of type, etc.) There is a whole generation who have never even opened a newspaper.

  3. @ DWJ,

    That whole generation that has been saving trees by never opening a newspaper has also been killing trees by filling their disposable diapers.

    Digital newspapers have not been around for that long of a time.

  4. @ DWJ,

    That whole generation that has been saving trees by never opening a newspaper has also been killing trees by filling their disposable diapers.

    Digital newspapers have not been around for that long of a time.

  5. The newspaper format works great. Im not a regualr newspaper reader, I jsut dont have the time. But when I make the time its awesome to be able to jump around from page to page reader articles i never would have otherwise.

    I like that about news papers and i hope they keep that. The NYT does a decent job of this online, and hopefully it stays that way and is implemented on others.

  6. The newspaper format works great. Im not a regualr newspaper reader, I jsut dont have the time. But when I make the time its awesome to be able to jump around from page to page reader articles i never would have otherwise.

    I like that about news papers and i hope they keep that. The NYT does a decent job of this online, and hopefully it stays that way and is implemented on others.

  7. @Fandango

    I will resist the urge to call you an imbecile and simply suggest that you have not done your homework. Nothing is ever all one way.

    The business model that sustained newspapers for an incredibly long period of time has shifted without question but the WAY in which newspapers function has not and will not be replaced by conventional websites (or blogs) simply because people have preferences for the way they consume information.

    Right now the value of an online reader…(the conventional metric is the pageview) varies from 1/20th of a cent to possibly as high as a penny when calculated as a CPM (Cost Per Thousand).

    Print readers are still valued at a higher rate. So much higher in fact that display ads and inserts in newspapers are still profitable.

    With the advent of tablets in the form the iPad represents, the value of the advertising will transcend that of conventional web banners, and square matchbook style ads that are essentially unread today. Advertising presented in the context of a sequential presentation can and will be more engaging, more entertaining, more effective and will command a higher CPM than websites could ever hope to generate.

    Those media companies that leverage this platform and presentation have the best chance to do well. Those are in fact newspapers and magazines.

    You might find it worth knowing that in recent study conducted by Poynter.org they found that 92% of the news generated in a major American city was developed and presented first by the daily newspaper. The remainder was largely hyperlocal and had less citywide (think mass audience) impact.

    Newspapers perform an important service in a democracy because they have the scale, tradition, structure and institutional memory to carry out the role of the fourth estate.

    Newspapers will change…just as radio did when television came along, just as television has (and continues to) when the cable and later the internet came along.

    The central function they serve will continue and won’t be met by people in their living rooms banging away on keyboards.

  8. @Fandango

    I will resist the urge to call you an imbecile and simply suggest that you have not done your homework. Nothing is ever all one way.

    The business model that sustained newspapers for an incredibly long period of time has shifted without question but the WAY in which newspapers function has not and will not be replaced by conventional websites (or blogs) simply because people have preferences for the way they consume information.

    Right now the value of an online reader…(the conventional metric is the pageview) varies from 1/20th of a cent to possibly as high as a penny when calculated as a CPM (Cost Per Thousand).

    Print readers are still valued at a higher rate. So much higher in fact that display ads and inserts in newspapers are still profitable.

    With the advent of tablets in the form the iPad represents, the value of the advertising will transcend that of conventional web banners, and square matchbook style ads that are essentially unread today. Advertising presented in the context of a sequential presentation can and will be more engaging, more entertaining, more effective and will command a higher CPM than websites could ever hope to generate.

    Those media companies that leverage this platform and presentation have the best chance to do well. Those are in fact newspapers and magazines.

    You might find it worth knowing that in recent study conducted by Poynter.org they found that 92% of the news generated in a major American city was developed and presented first by the daily newspaper. The remainder was largely hyperlocal and had less citywide (think mass audience) impact.

    Newspapers perform an important service in a democracy because they have the scale, tradition, structure and institutional memory to carry out the role of the fourth estate.

    Newspapers will change…just as radio did when television came along, just as television has (and continues to) when the cable and later the internet came along.

    The central function they serve will continue and won’t be met by people in their living rooms banging away on keyboards.

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