Entertainment & Media Outlook 2011-2015 - PwC

Newspaper circulation (thousands)Historical dataForecast data2006 2007 2008 2009 2010 2011 2012 2013 2014 20152011-2015CAGRDaily print circulation 705 700 696 667 645 620 620 615 610 605 -1.3%Daily digital circulation n/a n/a n/a n/a n/a 1 4 9 22 40 n/aSources: Audit Bureau of Circulations, PwC New Zealand, Wilkofsky Gruen AssociatesDemand for visual content is increasingin the digital world and publishingmust adapt. Video is expected to makeup most traffic on the Government’sUFB network. 32 APN’s Chief Executive,Brett Chenoweth, sees video contentas key to attracting an audience. Hepredicts video traffic will increase overthe forecast period and ultimatelymedia companies, including traditionalprint media, will need to make theirown. He does not however see APNdirectly competing with broadcasters.Rather, they will provide: “moreniche broadcasting and richerreporting of the news.” 33Publishers are becoming ambivalentabout the medium through whichthey deliver content as the boundariesbetween media blur. Mediaweb publisherToni Myers says: “We don’t considerwe deliver consumer magazines to anaudience or readership; we deliver acommunity of interest to anyone whowants to engage with that community inwhatever forum – print, online, belowthe line or in social media.” 34“Social media is great for buildinga following or targeting a specificaudience but you need a wayof driving your audience fromsocial media platforms back toyour mobile/online platform.”APN’s Chief Executive, Brett Chenoweth32 ‘ISPs at risk of being left out in the cold’, Hamish Fletcher, The New Zealand Herald, 9 April 2011.33 Brett Chenoweth, APN, to PwC, 18 April 2011.34 ‘Magazine showcase: primed & loaded’, Patricia Moore, Admedia, 1 November 2010.New Zealand Entertainment and Media 2011-2015 | Outlook 27