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'A Splat Today, But Tomorrow Who Knows...' Presentation by Addiply ceo Rick Waghorn to City University, 13/05/11... Sustaining Local Journalism.

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City uni1

  1. 1. A splat today, but tomorrow who knows…?<br />Rick Waghorn, ceoAddiply, founder MFW<br />May 13, 2011<br />
  2. 2. Hyper-local: A splat of pure Green…<br /><ul><li>Nothing works, but everything might…
  3. 3. ‘Here’s the problem: Journalists just don’t understand their business…’ (Randall Rothenburg]
  4. 4. GuardianLocal; combined ‘audience’ of 100,000-plus.
  5. 5. ‘Unsustainable’. </li></ul>LP: Oh, Edmund can it be true? That I hold here, in my mortal hand, a nugget of purest Green?<br />BA: Yes indeed, Percy, except that it's not really a nugget. More of a splat. LP: Yes, my Lord. A splat today, but tomorrow, who knows… <br />
  6. 6. MyFootballWriter<br /><ul><li>Journalist as ‘brand’, ie ’06
  7. 7. Networks, MFW/Yeovil, MyBaseballWriter/RedSox
  8. 8. “What will the newsreading experience be years from now? … it will be personalised… (E Schmidt]
  9. 9. 400,000 pages = $140, ’07.
  10. 10. Show me the money…</li></ul>"We've got a fantastic group of lads here that want to win every week for each other… When you've got a good team spirit and a group of lads who enjoy playing as much as they do, it's fantastic… (Grant Holt)."<br />
  11. 11. The World Turned Upside Down<br /><ul><li>Years of tumult and revolution 1643-1660
  12. 12. Cost Charles I his head
  13. 13. Freedom of Movement
  14. 14. Liberty of Printing
  15. 15. ‘Those that come out of the North are the greatest pests of the nation…’ (Southwark MP,1656]</li></ul>“This book deals with… the attempts of various groups of the common people to impose their own solutions to the problems of their time… (Christopher Hill)<br />
  16. 16. From the Lancashire hills he came<br /><ul><li>Richard Jones
  17. 17.
  18. 18. Population: 24,351 (2001)
  19. 19. 17,549 ‘unique visits’ in April 11. Engagement.
  20. 20. Oldham Evening Chron
  21. 21. Population:217,273 (2001]
  22. 22. Circ:15,273 (ABC, July’10-Jan ’11]</li></li></ul><li>The Batavian: It’s a P2P thing<br /><ul><li>B2B, B2C, why not P2P?
  23. 23. Person to Person…
  24. 24. ‘I don’t want to put a computer between me and a business…’
  25. 25. 6,000 unique visitors a day and turns a profit.
  26. 26. I’m a local business too…</li></ul>“Some of my advertisers took eight visits to sign. <br />“It’s worth it to invest the time to build the relationship… <br />“You’re selling yourself as much as you’re selling the site…” (Howard Owens)<br />
  27. 27. The Dawn of the new ‘Age of Participation’?<br /><ul><li>News orgs publishing ads they think readers should see…?
  28. 28. Age of Participation in ad selling? Gathering news and ads from that local community…
  29. 29. Via better understanding of who the advertiser is.</li></ul>“Outlets should move away from the editorial models of the ‘Age of Representation’, where news organisations published what they thought readers should know to an ‘Age of Participation’ and a better understanding of who the audience is... (Emily Bell)<br />
  30. 30. Community to ‘participate’ in ad sales…<br /><ul><li>Google + Places; Facebook + Deals.
  31. 31. ‘Each will use distant sales…’ (Jarvis)
  32. 32. ‘Grouponand Patch will attack with the brute force of local sales staff…’
  33. 33. ‘Crowd selling’ tool…</li></ul>‘Scaling local sales is the key opportunity… establishing new, independent, entrepreneurial sales forces… (Jeff Jarvis, April ‘11)<br />
  34. 34. Can’t all be Hyper-Local Supermen<br /><ul><li>…or Superwomen
  35. 35. Batman needs Robin. Or Robins.
  36. 36. 90% revenue return; sell me an ad, I’ll give you 25%...
  37. 37. Keep pre-approval
  38. 38. Keep it local, keep it simple…</li></li></ul><li>And finally…<br /><ul><li>‘Revolutions create a curious inversion of perception…’ (C Shirky)
  39. 39. Ie witnessing a world turning upside down
  40. 40. ‘Top down… not to Jeremy’s taste…’
  41. 41. Media to be re-built from ‘EveryBlock’ up.
  42. 42. Re-launched in P2P format. Data relegated.
  43. 43. It’s a people thang…</li></ul>“The importance of any given experiment isn’t apparent at the moment it appears… Even the revolutionaries can’t predict what will happen… “ (Clay Shirky)<br />
  44. 44. And thank you…<br />Rick Waghorn, May 2010<br />