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Newsrewired
Newsrewired
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Newsrewired

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Making digital journalism sustainable …

Making digital journalism sustainable
Look at what readers are prepared to give in return for quality journalism: money and/or data. Publishers will discuss examples of how money can be generated through advertising solutions and paid subscription models; and how audience data can be gathered. There will also be examples of how news organisations are diversifying their revenue streams.

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  • ----- Meeting Notes (13/07/2012 09:54) -----This was a study over time across a number of sites, it is not the last click but the journey of a user from site visits to click through, where the user was more likely to click through from a quality content site over time which makes it more valuable.
  • ----- Meeting Notes (13/07/2012 10:01) -----fly by is ad revenue only = 1 the 11x effect on fans is ads at higher cpm, data value, and subs
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    • 1. News Rewired - Making digital journalism sustainable Presented by John Barnes May 2012 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 2. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential Evolution of Incisive strategy over time 1990’ 2000’ 2010’ Audience / Platform Brand Community Short-term extensions Reach / Platform / Brand User engagement / Multi-screen / / products Synchronous use “Deep and narrow” strategy focusing Focus on reach and extensions of “Multi-screen”, web-first strategy on vertical communities served with print brands into online, and focused on engaging communities print publications adjacent markets through multiple media – web, print, tablet, mobile Emails Risk books Risk Magazine Infinite publishing Lead Risk.net generation Apps Asia Risk Journals and magazines 18 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 3. Making digital journalism sustainableWhat remains true for all publishers: the value of trust For advertisers in this study, each 10 index points of trust <value of trust slide> in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers. There is a proven Trust Multiplier Effect for online advertising, on original content sites driving traffic to brands‟ sites. Source: AOP/Comscore – The Value of Trust, 20113 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 4. Making digital journalism sustainableTrust and quality are the foundations to build engagement and value  As analytics has developed, the focus is now on the customer and understanding individual customer engagement ie less about reach and volume and more about engagement and quality4 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 5. Making digital journalism sustainableMoving readers from Flybys to Fans is key to building value Fly bys Occasionals Regulars Fans Low Engagement High Engagement Unregistered Registered Click Lead Unqualified Qualified Browsing Researching Implicit Explicit Low Value = 1 High Value = 11x5 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 6. Making digital journalism sustainableB2B Data: April 2012 – Gated data breakdown AOP B2B Average Incisive Media example Non-subs Subs Non-subs Subs Bounce Rate - - 70% 44% Dwell Time 5.47 mins 7.55 mins 6.22 mins 10.34 mins Source: AOP B2B website traffic sharing initiative – April 20126 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 7. Making digital journalism sustainableMultiple devices, adaptive design, and the publishing challengeDifferent Devices Browsers, Editions & Apps Smart Phone One hand Digit Multi function On demand Compulsive Tablet Two hands Gestures Linear task Lean back immersive Browsers, Editions & Apps – Editorial email example Computing Browsers Editions & Apps & Tools Issues Computer Computing.co.uk Fortnightly zMag chrome app in Q2 Computer Desk SmartPhone m.Computing.co.uk ? Anti Virus app Type and Pointer (with Symantec for sign off) Multi-task Lean forward Tablet t.Computing.co.uk Pixel Mag edition CTG Resources (moving to Quark (available on IoS Practicality app studio and Android, produced version) available in Apple, Android, Samsung and Amazon app stores) All have a browser, mail client, apps & digital issues!7 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 8. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential Platforms Mobile Desktop Tablet “Creating value” is putting the content the audience wants where it needs it  Immediate  Informative One size does not fit all platforms  Reflective  News the core  News + Analysis the  Analysis + Features + offering core offering Interviews the core offering  Quick reference is  Video is vital expected  Education is the  Research + Exploration mindset  Quick fix is the the user mindset mindset  Serendipity a core  Core for social media part of the  A close second for experience Social media  Reference library or archive is expected 8 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 9. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential  In the past journalists would: Research Write Publish & Repeat.... 9 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 10. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential  Now the relationship between a story and an audience is ongoing  Journalists still have to research, write and publish but they also need to: - Make content visible - Curate - Develop the story - Own the content - Adapt for device 10 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 11. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential High quality content = most engagement and loyalty from readers  A content strategy that is based on high quality, subscriber-focused viewpoint ● Content that is not available from Reuters, Bloomberg, or other news websites ● Exclusivity, not speed ● Deep and narrow ● Useful ● Making creative connections  Publishing strategy that has always been focused on a fat layer of subscription income ● Print always had subs, so why shouldn‟t online? ● News on site was free at first, but attracting the “wrong” crowd ● Locked down site now seeing successful site license sales strategy execution = £££ ● Commercial strategy now focused on selling readership as people we know, people who are the “right” sort  High quality editorial content takes editorial resources ● Journalists with sufficient depth of knowledge in the industry ● Ability to integrate print and online editorial work effectively ● Ultimately you also want journalists and editors to be able to lead online dialogue via social media 11 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 12. INCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential Case study: Japan crisis coverage  Headlines demonstrate how we took a global event and drilled down to report on it for our core markets - Japan crisis – business continuity amid a one-in-1,000- year event - LNG supplies for EU could be diverted to Japan - Audio: Investors urged to keep faith with Japan (interview with Martin Currie Absolute Return Fund’s manager) - Catastrophe bonds hit by Japanese quake - Yen will strengthen as it did after Kobe, say currency strategists - Japanese CDS spreads stable despite negative risk report  Headlines we DIDN’T write… - Global supply chains to suffer extensive disruption - Japan nuclear accident “worst in 25 years” - Yen hits record high against dollar - Euro markets tumble on fresh Japan radiation fears 12 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 13. IPC Data Immersion session – April 2012Making digital journalism sustainableOur assumptions for the future  B2B publishers will increasingly become customer businesses therefore require a deeper intelligence about user preferences and needs as well as the ability to track behaviour, consumption and habits, in effect B2P “Business to Person”  The depth and quality of data will become a key asset in building more sophisticated lead generation and marketing services offerings for advertisers.  The importance of big data. Data sourced internally about readers/users/customers can be used to drive content and product development, marketing, pricing and other commercial decisions. Technology is changing fast with more data being captured in the cloud. There is opportunity to create value through organising and packaging this data.  Advertisers are moving towards more engaging and integrated advertising formats. To compete requires expertise in effectiveness, engagement, performance, and scale, and it will be valued totally on customer insight  Increasingly media businesses are adopting a „multi device, multi-screen, multi format‟ product approach. B2B publishers will need to tailor content to maximise the features and benefits of different digital distribution channels e.g. play to the strengths of the device, and by adapting content strategies to the UX and persona of customers is critical to building long term value Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
    • 14. Questions?John BarnesE: john.barnes@incisivemedia.comT: +44 (0)20 7316 9007Twitter @johnmnbarnes Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

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