OPA 2006: Consumers may rule, but content still counts

More do or die from EW Scripps president and CEO Ken Lowe this morning, who outlined how TV and newspaper publishers are extending their brands by creating innovative content for new platforms.

"We are compelled to develop ahead of the trends, or we will perish," he said.

Defining these trends and the industry's challenges is a consistent theme throughout this conference. Mr Lowe's take is that the industry is now driven by new media technologies that have been relentlessly evolving for more than two decades.

He described three 'unstoppable media trends' - fragmentation of media, interaction with readers and a greater accountability to readers.

"We have reached a zenith where content is ubiquitous and the consumer in charge," said Mr Lowe.

"The good news for us is that it is the quality of the content that gives value to high-quality devices - from Gutenberg to broadband that has always been so. But citizens have far more options and no longer have to reply on mainstream media."

Adapting to this change does not mean compromising quality and traditional journalism values, but is about developing new types of business built around the migration of advertising dollars and eyeballs to the web.

He said that local newspapers and TV stations are in a powerful position to build on their long-established relationships with readers and viewers.

"These are solid businesses built on goodwill, brand recognition and, most importantly, trust," said Mr Lowe.

"One of the most important affinity groups is our neighbours."

He said that around 20 per cent of EW Scripps' local newspaper readership is online and that the company is working on solutions for classified advertising and local search to strengthen these communities. Traffic to the group's sites has grown from 9.4 million unique monthly users in 2003 to 16.7 million in 2006.

Thirteen per cent of EW Scripps' consolidated revenue is expected to come from the web in 2006.

"We subscribe to the concept of restless self renew - staying ahead of, and not just reacting to, media trends," he said.

"There is no turning back from the day when we had absolute control, but frankly who would want to turn back the clock anyway?"

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