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Joakim Jardenberg

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Presentation at the INMA Seminar in Copenhagen "Re-creating Value in an age of Abundance"

Presentation at the INMA Seminar in Copenhagen "Re-creating Value in an age of Abundance"


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  • 1. Thursday 4 February 2010
  • 2. This is a free world (so what are you talking about?) Thursday 4 February 2010
  • 3. M Y M ISSIO N Thursday 4 February 2010
  • 4. The laws of nature Thursday 4 February 2010
  • 5. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 6. N UL ÄGE T Thursday 4 February 2010 One line of code is not cheaper than one line of editorial content. Google invests aprox $175K/employee/year
  • 7. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 8. FR AMT I DE N ? Thursday 4 February 2010 content isn't king - conversation is
  • 9. CO N TE N T I S K I NG Thursday 4 February 2010 Så det finns en tradition. Men är ”besökare” verkligen den viktigaste?
  • 10. CO N TE N T I S K I NG Thursday 4 February 2010 För så här kan man också se på utvecklingen...
  • 11. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 12. GO O GLE A S T HE E N E M Y Hubert Burda: ” Google is not too powerful, Google is opening new markets for us. We have to be creative everyday to build our brands for meeting the new markets that Google bring us The problem is that we don't understand that software is what is most important. People think that a website with 40 editors is better than 20 editors. And then Google comes and take over the world with an algorithm. Nobody in my business vicinity has written an interesting algorithm.” Thursday 4 February 2010 somewhat 30 trafic from google
  • 13. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 14. FO RM P RIN T TO DIGI TAL Thursday 4 February 2010 the trade from print do digital. At the same time markets grow
  • 15. FR AMT I DE N ? Thursday 4 February 2010 but digital is losing to digital
  • 16. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 17. T HE AD M O DE L ( FAI LE D) Thursday 4 February 2010 Svenskar med bredband hemma
  • 18. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Newsmedia is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 19. SUSTAI NAB LE BUSI NE SS Thursday 4 February 2010 this toddler will not pay.
  • 20. WH AT I H E AR D The laws of nature • Journalism is expensive • Content is king • Google is the enemy • Revenue is lost from print to digital • The failure of the ad model • Free conversation is a pillowstone of democracy Thursday 4 February 2010 admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we don't invent beyond the paper.
  • 21. I S TH IS YOU ? Thursday 4 February 2010 hur det känns att tvingas prata om framtiden
  • 22. Thursday 4 February 2010 50% 55% 60% 65% 70% 75% 80% 19 90 19 91 19 92 19 93 19 94 19 95 19 96 19 97 19 98 19 99 20 00 20 01 20 02 20 03 20 04 20 05 20 06 20 07 H AR D F AC TS
  • 23. H ISTOR Y ” I’m old enough to know a lot of things from life experience. I know that newspapers is where you get your political news and how you look for a job. I know that music comes from stores. I know that complicated things like software and encyclopedia have to be created by professionals. And in the last 15 years, I’ve had to unlearn every one of those things and a million other because they stopped being true.” Thursday 4 February 2010 Också en wired-snubbe (+ NYT, WSJ etc). Om hur historien leder oss fel. Den hjälper liksom inte heller...
  • 24. N OTE S TO ME DIA Five action points • Conversation matters • Size matters • Pure players matters • Grey matter matters • Walk the talk Thursday 4 February 2010 It's not ok to not blog, not know twitter, not be on facebook.
  • 25. WH E RE IS E VE R YON E Thursday 4 February 2010 men hur blev det så? Tomas Baeckdahl
  • 26. N OTE S TO ME DIA Monetize the audience Not the content (the users money may not be the best currency...) Thursday 4 February 2010 It's not ok to not blog, not know twitter, not be on facebook.
  • 27. N OTE S TO ME DIA It's not a law of nature that Google ads are smart and ours are stupid. So why is it still so? Thursday 4 February 2010 It's not ok to not blog, not know twitter, not be on facebook.
  • 28. TH AN KS http://mindpark.se http://jardenberg.se joakim@jardenberg.com @jocke jardenberg@googlewave.com +46 735 187700 Thursday 4 February 2010