Speaking at the World Newspaper Advertising Conference in Barcelona today, Juan Bascones, Havas Media global chief media investments officer, told senior delegates that newspapers must begin focussing on the way consumers connect with each other.
"Communications is now totally instant, interactive and context dependent. Consumers have taken control of their own conversations and the rate of evolution is so dramatic, it is almost impossible for the more traditional business models found in the newspaper industry to keep up.
"The industry needs to change its DNA, as looking to existing technologies to provide answers will not save it."
Bascones also said that the newspaper industry must focus on understanding and promoting new ways of communicating to consumers and accept the short-term risk this presents to their existing business models.
He said: "We can already see that consumers are calling to brands to widen their sphere of influence. Sustainability for example will become a key issue as we move forward - our research shows that 80% of consumers look to brands to lead in this area and are willing to reward and pay for those who take the lead - newspaper brands are no exception.
"Today consumers' new distribution model is based on conversations. The only way the newspaper industry will survive is for it to focus on leading and facilitating these conversations."
More on Brand Republic
.jpg)
.jpg)