Change Faces Media Business

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The Chief executive of the Guardian Media Group, Carolyn McCall, talks to Sky's Joel Hills about the challenges faced by her media businesses as the economic climate worsens.

We're heading into the downturn, um, how is this affecting your group and the way it does business?

Well, I think that actually there has been so much structural change in media that we’ve actually been grappling with change, for quite a long time. Er, I think what was happening now, is that we got a very severe down turn and I think it’s gonna get worse next year. And so on top of the structural change we are dealing with kinda very negative economic conditions. So I think all media is being affected by this. I think what’s interesting about this is that audiences aren't affected. In fact, audiences are growing, so the issue is how you capitalize on that, how you continue to grow your businesses and your quality audiences while ad revenue is going to be severely affected. I think also there are different affects depending on what business you are in. So, if your are consumer-oriented in terms of the display advertising, that's been hit very badly. I think if your are in business-to-business, you are much more resilience. And you are dependent on different revenue streams. So, actually as a group, certainly, the Guardian Media Group is in better shape as result of diversifying in portfolio of having business-business in e-map, having trade media group which is predominant in digital business. Um, and certainly, our consumer businesses are all being affected more.

One part of the businesses that has traditionally lost money and continually lose money are the titles Observer and Guardian. Last year, I think, 25million pounds have been lost. How sustainable is that over the long term, presumably cost to lose money at paramount level indefinitely.

Well, all quality newspapers, I don't think there is any one quality newspaper that actually makes money, and all the others lose a lot of money. Times loses money, Independent Group loses money, and we are no exceptions to them. So I think you have to ask yourself why is them. That is partly because quality journalism is extremely expensive. If you are going to put your own reporters into Iraq, if you are gonna and you'er gonna cover the world as you want to cover it independent accurate reporting, you are going to have to pay for it, and I think what's happening is that we are also sustaining digital businesses, which are, have been in growth. So we are having to develop and capitalize those businesses. So you've got two different media businesses actually, which are now beginning to integrate. And I think we are gonna have to look at the economics so far, integrated businesses, as we go forward, are kinda be very responsible at how we size those businesses, if you see what I mean. I'm fortunate and our group is fortunate, because our entire purpose is about the sustained ability of the Guardian, the long term sustained ability.

All you have said is how you see exactly what you are enjoying. You exist to provide the money to keep those titles...

We exist, in order to keep the independence of the Guardian both financial and editorial independence. That is our reason for being. So all our activity, our profitable regional papers, the radio stations, e-map, trade media is all about profit maximization in order to sustain the future of Guardian. So we have a very different model to a lot of other publishers, or media groups. And it's a very healthy model, I think, to have especially in the downturn, because we are able to take long term decisions. Why not success about quality reporting? Of course we have to be granular, of course, we have to perform ,but we can take long term decisions, which I think it / very difference / to other media groups.

文本参考中文翻译

英国卫报传媒集团总裁Carolyn McCall接受Sky新闻的Joel Hills采访，谈论在恶化的经济形势下媒体行业面临的挑战。

我们先正处于经济低迷中，这会对你们的集团和经营方式产生什么样的影响呢？

我认为长期以来，媒体行业就已经有了很多结构性的变化，我们也经历了很多变化。我认为现在的问题是我们出现严重的下跌，明年的情况可能更糟。所以处在结构变化的风口浪尖上，我们也在应对非常消极的经济形势。所以，我认为，所有的媒体都受到了经济危机的影响。我认为，有趣的一点是，读者和观众没有收到影响。实际上，读者还增加了，所以问题的关键是你怎样使它资本化，你怎样使你的企业继续发展，怎样在广告收益下降的情况下增加读者群。我认为，收到怎样的影响还取决于你们的经营模式。如果你的企业是消费者导向的以发布广告为主的，那么你们公司受到打击就很大。我认为如果你们是针对企业的，你们会更加有弹性，因为你有多样化的收入来源。所以，作为一个集团，卫报因为有着多样化的经营方式，现在状况还比较好。当然，我们面对消费者的业务相对也受到了更大的影响。

其中一直亏损现在也还在持续亏损的一部分就是观察者和卫报。去年，我认为，我们在这方面损失了2500万英镑。长期以来，这两份报纸都在亏损。

所有高质量的报纸，我不认为有任何高质量的报纸是真正赚钱的，其他报纸也都亏损很多。时报亏损，独立集团亏损，我们也毫不例外。所以我认为你必须问一下自己这是什么原因。我认为，部分原因是因为高质量的报纸都很贵。如果你派遣记者进入伊拉克，如果你想在世界范围内做独家报道，你必须承担很高的费用。我认为，现在的情况是我们的企业都是可持续发展的，现在也一直在发展。我们必须发展，必须将我们的业务资本化。所以就有了两种不同的媒体业务，而现在这两种业务即将整合。我认为我们必须自信观察一下目前的经济，在我们前进的过程中，整合的业务对我们经营那些业务非常重要，如果你明白我的意思的话。我很幸运，我们的集团很幸运，因为我们的整个目的都是关于卫报的可持续发展能力，长期的可持续发展能力。

你所说的都是比较乐观的方面。你会提供资金给那些报纸？

我们存在的目的是保持卫报财政和编辑双方面的独立性。这就是原因。所以我们所有的活动，我们有收益的区域性报纸，电台，电子地图，贸易型媒体都尽量实现收益最大化来支持卫报的未来。所以我们和其他很多出版商和媒体集团有着不同的经营模式。这是非常健康的模式，我认为，尤其是在下滑的情况下，因为我们得以制定长期的决策。为什么不继续高质量的报道呢？当然，我们必须积少成多，当然，我们必须行动，但是我们可以采取长期策略，我认为这和其他媒体集团是不同的。