With traffic from Facebook and X to news publishers’ destinations in decline, distribution is shifting to other platforms where they have more control, such as feeds served on WhatsApp and newsletters on LinkedIn

There is no one silver bullet platform to replace Facebook, on which certain publishers became overly reliant, or X. News publishers are trying out a myriad of platforms to see which work best for the specific audiences and use-cases they are cultivating

WhatsApp and LinkedIn are still platforms that are mediated for news publishers, so risks remain. These platforms have highly differentiated alignment with the needs of enterprises producing journalism
 

The decline in print display advertising in national newspapers accelerated to -16% in 2015, while growth in digital advertising is slowing, and will be unable to offset revenue decline for the foreseeable future.

We believe this decline is structural and irreversible, continuing at a sharper pace than before despite the recovery in the UK economy in 2013-2015, and very different from the cyclical decline of 2009.

Publishers must convince brands and agencies that in the mobile era their superior content environments have added value. If scale newsrooms are to survive, costs must be reduced through collaboration and outsourcing.

Paid placements for content marketing online in Europe will increase by 186% from 2014-2020, to over €2 billion

It is a particularly exciting area for premium publishers, who can leverage their content expertise to reverse the flight of ad money to lower-cost properties. Almost all are developing creative content offerings to capture this value

Metrics and measurement, disclosure and cost remain as challenges for content marketing online, but growth is strong due to high commitment to spend from advertisers

Enders Analysis co-hosted its annual conference in conjunction with Deloitte, Moelis & Company, Linklaters and LionTree, in London on 8 March 2016. The event featured talks from 22 of the most influential figures in media and telecoms, and was chaired by Sir Peter Bazalgette.

This report provides edited transcripts of the talks, and you will find accompanying slides for some of the presentations here.

Videos of the presentations are available on the conference website.

The distribution side was slightly weak again, but the prospects for the Christmas quarter are much better, with the iPhone exclusivity a big help even if its sales prove to be weak

The Apple iPhone will finally be available in the UK on 9th November, sold exclusively through Apple, O2 and Carphone Warehouse, and costing a hefty £269 when bought with a minimum £35 a month 18 month contract

Carphone Warehouse is seeking to position itself as an impartial guide to the broadband products from 6 different brands, although it is not selling the product sets of BT, Sky or Tiscali

The distribution business was slightly weak despite good like-for-like store sales, due to the lower quality ‘off-the-page’ newspaper advertisement business being successfully cut back by the mobile operators

The distribution business had a strong year, marred by a longer than usual Christmas hangover in the last quarter, but the early signs for the new financial year are promising