Media in Belgium (part 2)
Types of media
Course content
1. Types of media
1.1 Publishing - Newspaper press
1.2 Publishing - Periodical (and free) press
1.3 Broadcasting – Radio and Television
1.4 Online & social media
1.5 Out of home media
1. Newspaper press
1. Essential characteristics of the newspaper
-> All these characteristics are still valid.
1. It should be timeliness
2. Periodicity
-> The newspaper gets published every day (except on Sunday). News never stops, they
gather all the news they got the day before.
-> If it’s not published every day, it is not considered a newspaper. They see it as an
magazine.
3. Continuity
4. Public nature
-> Everyone has access to the newspaper; it is not just for a specific group.
-> They aim for a large public
5. Universality
-> They don’t deal with one specific point of information; they are not just about politics
but also about economics, cultural activities…
2. Wall street journal
Newspapers has changed through the years;
1. At first there was a booming of newspapers, there were more than 100 newspapers
published in Belgium alone. They were not trustable: there was sensation or pillarization.
2. When people had the need for trustable news, there was a change in newspapers and
what they published. News became dependable, trustworthy. They made it less
sensational there was less pillarization…
3. In the meantime, there were new media types. Ex the radio: the news was faster. After
that came the television: you could watch the news and they updated the news very
quickly.
BUT PEOPLE KEPT READING NEWSPAPERS
,3. Variety of (daily) newspapers
1. Reach and scope: the newspaper is meant for (inter)national use. They can also be
regional or local
-> Belgium: language makes sure there is a community bound. Newspapers are connected
to languages
(in Belgium there are Flemish newspapers and French newspapers)
2. Distribution: morning vs. evening paper
-> An evening paper makes sure the news is being collected in through the day. The
newspaper is printed in the afternoon and then you can buy your newspaper around 5
o’clock.
-> We don’t have an evening paper In Belgium
3. Content specific: general, sports, business… newspaper
-> Newspaper content is universal but there are some differences.
4. Independent or opinion newspaper: progressive of conservative
5. Popular of referential (‘quality’): ‘tabloid’
-> Referential: for certain people, it’s not for everyone
-> Tabloid: gossip papers
4. Are (paper) newspapers history?
1. No longer the primary source of news and information
2. Slow and labor-intensive business model
3. Online competition: Google News, Facebook News…
4. Sharply falling reading figures and sales: readers show little willingness to pay (DNR: 16%)
5. ‘Premium’ and paywall models still uncertain
6. Growing competition in the advertising market
Strengths:
1. Newspaper is a thorough, in-depth, reliable news source
2. Features, research and background, reflection, opinion…
5. Transition to (E-)news brand model
1. Handy formats (‘tabloid’) and attractive, contemporary layout: colors, visuals, graphics,
thematic sections
2. Focus is shifted towards comprehensive weekend editions
3. (Cheaper) digital version of the daily paper
4. Transition to ‘digital first’ news strategy, apps, social media
5. Various measured subscription packages (complete, weekend, digital, ‘plus-access’)
6. Attention shifts to ‘Total Brand’ experience
7. Newspapers reach app. 60% of Belgians on daily basis
, 6. Transition to (e-)news brand model, examples
1. NEW YORK TIMES: 8 million readers, of which 89% digital subscribers. Subscription
revenues are three times those of advertising revenues (Source: Media Marketing)
2. HLN.BE is Belgium’s ‘leading news brand’ (integrated with ‘vtm nieuws’). AIR brand: 2,6
million daily users. Transmedial approach (see: HLN Live)
7. External synergies
1. Legacy news brands on social media
-> ex. Google News Showcase
2. Google only ‘distributes’ news, made by others
3. Invests 1 billion $ in a ‘deal’ with publishers worldwide
4. Aim: ‘selection and distribution of high-quality news content’
5. But: is it a fair deal?
8. Overview of Belgian newspapers
9.
Advertising in newspaper media and its strengths
(You need to give a few examples EXAM)
1. High market penetration and frequency (daily)
2. Brand loyalty
-> You want to reach the same people not people who always change from newspaper to
newspaper
3. High credibility
4. Inexpensive to create
5. Selective on highly educated readers
6. Selective geographical reach (local, national)
7. Creative advertising possibilities, flexibility
8. Timeliness, recency (top topicals)
9. Aim: brand awareness, direct response…
10. Scores on internal pacing
-> Internal pacing: you are de boss of your media. You are managing your media.
Types of media
Course content
1. Types of media
1.1 Publishing - Newspaper press
1.2 Publishing - Periodical (and free) press
1.3 Broadcasting – Radio and Television
1.4 Online & social media
1.5 Out of home media
1. Newspaper press
1. Essential characteristics of the newspaper
-> All these characteristics are still valid.
1. It should be timeliness
2. Periodicity
-> The newspaper gets published every day (except on Sunday). News never stops, they
gather all the news they got the day before.
-> If it’s not published every day, it is not considered a newspaper. They see it as an
magazine.
3. Continuity
4. Public nature
-> Everyone has access to the newspaper; it is not just for a specific group.
-> They aim for a large public
5. Universality
-> They don’t deal with one specific point of information; they are not just about politics
but also about economics, cultural activities…
2. Wall street journal
Newspapers has changed through the years;
1. At first there was a booming of newspapers, there were more than 100 newspapers
published in Belgium alone. They were not trustable: there was sensation or pillarization.
2. When people had the need for trustable news, there was a change in newspapers and
what they published. News became dependable, trustworthy. They made it less
sensational there was less pillarization…
3. In the meantime, there were new media types. Ex the radio: the news was faster. After
that came the television: you could watch the news and they updated the news very
quickly.
BUT PEOPLE KEPT READING NEWSPAPERS
,3. Variety of (daily) newspapers
1. Reach and scope: the newspaper is meant for (inter)national use. They can also be
regional or local
-> Belgium: language makes sure there is a community bound. Newspapers are connected
to languages
(in Belgium there are Flemish newspapers and French newspapers)
2. Distribution: morning vs. evening paper
-> An evening paper makes sure the news is being collected in through the day. The
newspaper is printed in the afternoon and then you can buy your newspaper around 5
o’clock.
-> We don’t have an evening paper In Belgium
3. Content specific: general, sports, business… newspaper
-> Newspaper content is universal but there are some differences.
4. Independent or opinion newspaper: progressive of conservative
5. Popular of referential (‘quality’): ‘tabloid’
-> Referential: for certain people, it’s not for everyone
-> Tabloid: gossip papers
4. Are (paper) newspapers history?
1. No longer the primary source of news and information
2. Slow and labor-intensive business model
3. Online competition: Google News, Facebook News…
4. Sharply falling reading figures and sales: readers show little willingness to pay (DNR: 16%)
5. ‘Premium’ and paywall models still uncertain
6. Growing competition in the advertising market
Strengths:
1. Newspaper is a thorough, in-depth, reliable news source
2. Features, research and background, reflection, opinion…
5. Transition to (E-)news brand model
1. Handy formats (‘tabloid’) and attractive, contemporary layout: colors, visuals, graphics,
thematic sections
2. Focus is shifted towards comprehensive weekend editions
3. (Cheaper) digital version of the daily paper
4. Transition to ‘digital first’ news strategy, apps, social media
5. Various measured subscription packages (complete, weekend, digital, ‘plus-access’)
6. Attention shifts to ‘Total Brand’ experience
7. Newspapers reach app. 60% of Belgians on daily basis
, 6. Transition to (e-)news brand model, examples
1. NEW YORK TIMES: 8 million readers, of which 89% digital subscribers. Subscription
revenues are three times those of advertising revenues (Source: Media Marketing)
2. HLN.BE is Belgium’s ‘leading news brand’ (integrated with ‘vtm nieuws’). AIR brand: 2,6
million daily users. Transmedial approach (see: HLN Live)
7. External synergies
1. Legacy news brands on social media
-> ex. Google News Showcase
2. Google only ‘distributes’ news, made by others
3. Invests 1 billion $ in a ‘deal’ with publishers worldwide
4. Aim: ‘selection and distribution of high-quality news content’
5. But: is it a fair deal?
8. Overview of Belgian newspapers
9.
Advertising in newspaper media and its strengths
(You need to give a few examples EXAM)
1. High market penetration and frequency (daily)
2. Brand loyalty
-> You want to reach the same people not people who always change from newspaper to
newspaper
3. High credibility
4. Inexpensive to create
5. Selective on highly educated readers
6. Selective geographical reach (local, national)
7. Creative advertising possibilities, flexibility
8. Timeliness, recency (top topicals)
9. Aim: brand awareness, direct response…
10. Scores on internal pacing
-> Internal pacing: you are de boss of your media. You are managing your media.
