Digital Music Distribution by Hendrik Storstein Spilker

Author:Hendrik Storstein Spilker [Spilker, Hendrik Storstein]
Language: eng
Format: epub
ISBN: 9781138673908
Google: OSd7zAEACAAJ
Barnesnoble:
Goodreads: 32285307
Publisher: Routledge
Published: 2017-09-07T00:00:00+00:00

Ensure control #part 2

The newspaper houses, in turn, went from a period of relative stability by the mid-2000s to new times of turbulence from 2008 onwards. The financial crisis in 2008 resulted in a dramatic drop in the advertising revenues for that year. Even more troublesome, advertising revenues continued to decline even after the general economy stabilized and started to grow again from 2010.37 In parallel, the circulation of the paper editions took another brutal loop downwards. VG, Norway’s biggest non-subscription paper, halved its circulation in only five years from 2010 to 2015, from 233,000 to 113,000. For Aftenposten, the biggest subscription paper, the fall was not that dramatic, but also experienced a reduction from 240,000 to 172,000.38 Undoubtedly, both these downward trends are connected to the massification of smart phones (and tablets) in the same period, resulting in increased ubiquity and mobility of digital hardware and increased access and omnipresence of digital news. The advertisers have also moved much of their budgets to the digital domain, where larger parts have been devoted to social media and search engines with Facebook and Google in the forefront.

The newspaper houses’ responses to this situation have been intensified digital investments – in new types and forms of content – on new platforms and on an expansion of activities beyond journalism. Regarding content, one trend has been to develop special sections or sites or even apps targeted at specific – and especially interesting – audiences, such as Aftenposten’s “Junior” for children and Adresseavisen’s “Trondheim24” for young people and students. Another trend has been soaring investments in online video production, largely motivated by the belief that advertising yields will be growing in this area.

Even more noticeable is the (continued) proliferation of publishing platforms. The regional newspaper for Trondheim, Adresseavisen, is a good example. Already in the early 2000s, Adresseavisen staked out a new basis for its business operations, stating that they are not any longer only a newspaper, but a content provider. As a content provider, their new ambition was to be visible, deliver, spread out and recycle their journalistic products in as many channels as possible – resulting in the startup of Radio-Adressa and TV-Adressa in addition to Net-Adressa and Paper-Adressa.

With the events of social media and smart phones, the proliferation of platforms has continued (see Küng 2015). Mobile apps have become a new entry point for news distribution. Social media such as Facebook, Twitter, Snapchat, Instagram and YouTube are new channels for dissemination. In the emerging media landscape, users have a multitude of possibilities for access to content, creating both opportunities and challenges for the newspaper houses: “Direct access via websites and apps is becoming relatively less important, and search and especially social media are becoming more important” (Cornia et al. 2016: 35).

A further trend is represented by a move towards activities that have little to do with journalism, but are centered on the newspaper houses as a brand. For example, Adresseavisen offers their subscribers trips abroad, i.e., to China, Italy or France, typically with a culturally oriented program and guided by retired journalists.

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