The document discusses the evolution of content management and a subscriber content initiative. It outlines how content consumption has changed from the 1990s through search and sharing platforms of the 2000s-2010s. It argues that while platforms are currently popular, paid subscriber content can level the playing field for publishers. The initiative aims to provide easy access to content in exchange for a relationship with subscribers to achieve long-term monetization, which is difficult without that relationship. Quality content and quantifying audiences are important, and the Dallas Morning News needs to focus on its local relevance rather than competing with larger national publications.

1. The Subscriber Content Initiative
Hasn’t it always been Paid?
Mark Medici
Director of Audience Development
B2C Print and Digital
mmedici@dallasnews.com
214-977-7729
Grant Moise
General Manager of Digital
Content and Advertising
gmoise@dallasnews.com
214-977-7768

2. The world has changed and innovation is required
Here is what happens when you forget to innovate
The Subscriber Content Initiative
The Evolution of Content Management

3. The Subscriber Content Initiative
The Evolution of Content Management
The 1990’s; Scale
The dawn of the information age – everyone could get access to
content and everyone wanted it.
2000 – ’05; Search and Link
Moved from a consumption environment to a “search” environment.
“Just Google it.”
Everyone wanted to share everything – except the music industry.
2006 – ‘10; Web 2.0 and Share (or something like that)
Web 2.0 was born and with it came open software platforms where
search was no longer enough. Preferred search and “decision
engines were born.”
Site scraping, reorganizing of original content and cease and desist
begin to take shape.
2010; the great equalizer - Platforms
Platforms are now the rage – and in the short term, they are the
future.

4. Print
iPad
iPhone
Sub. Services
DallasNews
.com
The Subscriber Content Initiative
How platform management levels the playing field

5. Sub. Services
DallasNews
.com
Subscriber
The Subscriber Content Initiative
Adoption First; Engagement Always

6. First and Foremost, content is king – it always has been. Remember,
ultimately, the consumer defines content.
Music, Apps, Books, Podcasts, Publishing Content, Magazine Content, Video, Broadcast
Manage your content
There are very few business models that scale – Google, Yahoo and Facebook are the
exception – not the rule.
If Quality is the King, then quantifying and qualifying your audience is the Prince.
Be who you are and believe in what you are
The Dallas Morning News is not the New York Times or the Wall Street Journal but we are
relevant to our local audience.
Provide easy access – and create a relationship for that access
Long term monetization is hard to achieve without a relationship. This goes for B2B and B2C.
The Subscriber Content Initiative
Why paid content will work

7. The Subscriber Content Initiative
Q&A
Mark Medici
Director of Audience Development
B2C Print and Digital
mmedici@dallasnews.com
214-977-7729
Grant Moise
General Manager of Digital
Content and Advertising
gmoise@dallasnews.com
214-977-7768