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.
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
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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.
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.
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
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
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
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.
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.
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.
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?
Talk to real people Don’t
assume you just know their interests, concerns, desires, etc. Ask! Share your idea, request frank feedback. Listen carefully.
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
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.
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.
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.
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.
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.
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
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.
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
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.
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.