On Monday we presented an example of innovation in the media, and for my presentation I chose to focus on the 'i', a cheap quality paper from the Independent Group.
Below are the slides used for my presentation.
The innovation I was keen to point out in particular was the way the i avoided the expected routes of being a free paper or going digital, and instead managing to make a profit from print format - which was and still is considered a dying format. The i did this by focusing instead on a gap in the market and examining what customers really wanted from print papers that was causing them to leave the current crop in favour of online or free alternatives. The reason was a combination of not enough time for quality papers and not enough quality in tabloid papers - yet this had not been addressed in any real way by the current market.
The innovation behind the i therefore is in many ways depressing - it is the way that customer wants and needs haven't been fully explored and examined, and the i's willingness to make this happen allowed it to take the lead where many other newspapers had simply not bothered.
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