Innovation and entrepreneurship in journalism, and some emerging technologies and trends to watch. From Dan Pacheco, the Horvitz Chair of Journalism and Innovation at the S.I. Newhouse Schooll at
Innovation and entrepreneurship in journalism, and some emerging technologies and trends to watch. From Dan Pacheco, the Horvitz Chair of Journalism and Innovation at the S.I. Newhouse Schooll at Syracuse University.
1. 1Copyright 2013, Newhouse School at Syracuse University
2. Chair of Journalism Innovation  My job description:  “To chart, not fear, the future.”  Teach students to think entrepreneurially, whether or not they want to launch or join a startup.  Teach the business model, both the past (successes and failures) and future opportunities.  Train “intrapreneurs” to be agile and nimble within rapidly changing legacy industries.2
3. ,o hot ,p ign dia er ion st ne des ltime pap io a Film i adc s gaz Rad evi ws Mu Bro Ma Tel NeJournalism innovation – new ideas, approaches,technologies, opportunities.New business opportunities, entrepreneurial training, startup acceleration (inconjunction with Center for Digital Media Entrepreneurship.
4. My Background Denver Post: Reporter. Washingtonpost.com: Launch team (1994-97). AOL.com: Principal product mgr, community products. Consultant: Rocky Mt News (YourHub), Denver Post. Bakersfield Californian: Social media in 2004 (pre-Facebook). Startups: Printcasting, BookBrewer.
5. The new normal
6. True or false? The launch of the consumerInternet in 1994 is what caused the newspaper industry’s decline.
7. FALSE! It started in 1949. 1994: consumer internet Newspapers launches Radio, TV, Cable, Niche pubs Accelerated decline 10 yrs later Martin Langeveld: http://bit.ly/40MZM8
8. A tale of two cities.
9. Comics Local, The Coupons national D a ily and global N ew Find a job spa news per Car ads Sports Apartment listings ShareDelivered to Crosswords opinionsyou every dayin one nice Servicepackage! directories Source: WikiMedia Commons
10. Newspapers’ view of InternetMisconception: “The Internet is a new, more efficient delivery vehicle for our content.”
11. The network view Share opinions: Twitter,Local, Facebook, blogsnationaland globalnews “Unbundled” articles Consumer: get Find a job: what you want, Craigslist mostly for free. Service directories: Angie’s List, local discussion boards.Comics: online,apps Apartment listings: Craigslist
12. The article as a scalpel This is fundamentally different from the newspaper model.Local, national andglobal news News articles, or increasingly just individual facts (in tweets), are the product. Everything else that was delivered in a newspaper you get online from “Unbundled” wherever you want. articles “Delivery” is no longer the goal. Relevance and driving continued engagement are key. Consumer
13. Horsey Horseless Carriage 1899 by Uriah Smith. Misunderstood problem: “People won’t buy automobiles because they don’t want to scare horses.”
14. Horsey Horseless Carriage 1899 by Uriah Smith. Misunderstood problem: “People won’t buy automobiles because they don’t want to scare horses.”
15. What drives change? It’s not just about one media form (digital) replacing another (analog). It’s about consumers evolving, aided by technology. Fundamental forces have always eroded away at incumbents’ advantage while encouraging more nimble competition. Digital just speeds that up.
16. Innovator’s Dilemma
17. Phone industry Fiber Friends & optic family iPhone – Long lines “Phone” means distance data, mobility. plans Blackberry and Treo w/Landline First cell internetphones phones Car phones – huge, bulky
18. Writing on the wall in ‘02Source: KPCBhttp://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
19. Everything, and I meaneverything, is changing. Andthe change is only happeningmore quickly!
20. Mary Meeker’s “reimagination” slides Watch here:http://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
21. So how do you prepareyourself for a career in aworld of constant change?
22. Get basic digital skillsThese skills are all important, but to get or keep ajob, you’re expected to have them. (If you don’t, startlearning now!)•Basic web publishing, including HTML.•Basic mobile sites & informational apps.•Multimedia storytelling.•Using social media for audience engagement.•Basic business understanding, and entrepreneurialthinking.
23. Think like an entrepreneur Important whether or not you’re in business yourself. Get comfortable with “The B Word.” Business means:  Making money, but also …  Sustaining operations for your dream.  Paying for great journalism and civic information that will improve the world.  Controlling your own destiny.
24. Avoid the field of dreams The “If you build it, they will come” fallacy.
25. Just a few questions Who are “they?” Do they want it?How will they know it exists?How will you convince them to come?
26. Start with a problem What’s the pain, and what’s your painkiller? What’s broken for someone, and how do you fix it? What personally drives you crazy, and how do you solve your own problem?
27. Talk to real people Don’t assume you just know their interests, concerns, desires, etc. Ask! Share your idea, request frank feedback. Listen carefully.
28. Once you have a target …  Get some real data to determine how large the target market is.  Government data  Census.gov, data.gov, opendata.socrata.com  Wikipedia (but check primary sources)  Analyst reports  Forrester, Gartner, Nielsen
30. KeywordspyShows which keywords your competitors buy.
31. Cheap online tests Set up a “coming soon” page with a video demo and beta signup form. Create a one-page site around an idea. Pay for one Google ad w/ specific keywords to see if there’s interest. Make a prototype using free tools (Cacoo.com), post online, tweet it and ask for feedback.
32. Types of biz models Subscription model – not realistic for most topics. Currently the fad in newspaper companies, but out of whack with how people use the Internet. “Freemium” model. Most free, but the best requires small payment or subscription.
33. Revenue sources Advertising – Put Google Adsense ads on your site (why not?) but don’t expect huge payments without millions of pageviews. Syndication – other, more established sites pay you for your content.
34. Revenue sources Premium reports – If you’re an expert in something, create a report and sell it for $300 to businesses. Events – Once you have an audience, create a conference and invite experts to speak. Sell tickets to your audience.
35. Revenue sources Services – Freelance the skills you use daily for your business (writing, editing, page design, social media marketing, etc.) Solicit donations – Tip jar. Put a PayPal button on your site encouraging people to contribute if they like what you’re doing.
36. (The opposite: red ocean!)
37. e.g. Cirque du SoleilCirque “… did not win by taking customersfrom the already shrinking circus industry… it created uncontested new market spacethat made the competition irrelevant.” - Blue Ocean, Chapter 1
38. How to find blue ocean?Live on the digital edge. What I’m currently watching:1.Live content curation.2.Interactive data visualization.3.Made-for-mobile content (phone, tablet).4.Immersive experiences.5.Robots (both physical and software) and automation.
39. 1. Live Content Creation http://instacane.com
40. Curated from social Media APIs http://embedstagram.com
41. 2. Data visualizationHelp, we’re all drowning in zettabytes! Help me understand … Source: KPCB http://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
42.  Some stories are easier to see and explore through data than to read about and imagine. http://hint.fm/wind/
44. 3. MobileGlobal: mobile is 13% of all traffic. In India, mobile has already surpassed desktop internet usage.Source: KPCB.http://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
45. Mobile “Infosnacking” Cir.ca
46. Mashable – responsiveWeb (on a laptop) – made for your mouse.
48. iPad – Index-finger friendly.
49. 4. Immersive experiences Moving from telling a story, to letting you step in and experience it. Video: http://bit.ly/QPsECH
50. Until now …1. Get personal computer.2. Connect to internet.3. Computer  pocket (smartphone). Rise of the tablet. Transition is over, right?
51. Wrong! Up next: 1. Devices  clothing. SixthSense Camera + projectorhttp://www.ted.com/talks/pranav_mistry_the_thrilling_potential_of_sixthsense_technology.html
52. Beyond clothing 2. Devices  bodies. Google Glass. Screen.Camera thatwatches yourworld and tracksyour eye. http://www.flickr.com/photos/thomashawk/7050489913/sizes/c/in/photostream/
53. Beyond devices Leapmotion.com
54. And into our bodieshttp://www.cmu.edu/news/stories/archives/2012/june/june8_retinalprosthesis.html
55. 5. Robots and automation Rewritten for display on a mobile phone by software, which was written by a 17-year- old. Summly
56. Get ready for flying cameras  FAA Modernization and Reform Act of 2012 – “The Drone law” – makes it legal to fly in federal air space for commercial reasons by Sept. 30, 2015.  FAA projects that 30,000 drones could be in the nation’s skies by 2020.  FAA working on rules and licensing procedures.
57. 60 Minutes footage FAA: 30,000 commercial drones in U.S. airspace by 2020. 60 Minutes used drones for a piece on salvage operation of the Costa Concordia cruise ship in Italy in December, 2012.
58. What are yourpredictions for the future?
59. Dan PachecoChair of Journalism and Innovation S.I. Newhouse School Syracuse University @pachecod @journovationSU email@example.com