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Newspapers aiming to transform themselves into newsmedia companies must use the final moments of The Great Recession to re-imagine the value of audiences to their emerging business models, according to a report from INMA.

In “Newsmedia Outlook 2010: Last Minutes of Danger, Last Minutes of Opportunity,” INMA:

  • Looks at strategies and planning prisms for publishers in 2010, and what the decade ahead has in store for the newsmedia industry.

  • Breaks the audience challenge into digestible parts for publishers to make strategic choices.

  • Peeks inside the collective minds of the advertising community and how they are rethinking the value of audiences.

  • Examines revenue and expense projections and trends in the year ahead.

Each of these topics is covered with a looming deadline in mind: the end of the recession. For INMA argues that cultural and organisational change at news companies typically only happens when there is danger. And that danger is expected to dissipate in 2010 – taking with it the opportunity to implement change.

Written by INMA Executive Director Earl J. Wilkinson, this strategic report is based on feedback from exclusive interviews with and feedback from newsmedia companies worldwide, confidential surveys, association materials, INMA analysis of global data, and an aggregation of secondary sources. This marks the ninth annual INMA “Outlook” report, the most anticipated annual effort aimed at strategies facing the global newsmedia industry.

The major focus of the 81-page report is the shifting sands of audiences, lured by smarter and faster digital platform options and an enhanced ability to control their media choices.

How newsmedia companies view their roles in serving these increasingly atomised audiences, define the value of audiences, and organise themselves to pursue audiences is covered in the report. How advertisers are discarding the CPM-based view of buying advertising and refocusing on the evolving value of audiences also is covered.

Meanwhile, the INMA report looks at advertising and circulation projections for the year ahead, as well as how companies expect to allocate expenses. The report also looks at the changing mindsets of consumers and advertisers in today's recession, and profiles the free versus paid content debate and efforts by newsmedia companies to create deep, rich vertical content sites.

“Newsmedia Outlook 2010: Last Minutes of Danger, Last Minutes of Opportunity” is an indispensable tool for newsmedia companies looking to inject a transformational mindset into their organisations. It is the ultimate strategic benchmark for the year ahead.

Click here to download a table of contents for “Newsmedia Outlook 2010: Last Minutes of Danger, Last Minutes of Opportunity”

Who should order the report? “Newsmedia Outlook 2010: Last Minutes of Danger, Last Minutes of Opportunity” is written for chief executive officers, senior commercial and marketing managements, editors, strategists, audience managers, and those influencers of the newsmedia industry's future. It is considered “required reading“ for all INMA members.