Anitra Eggler: The Future of Media – Media of the Future

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Meine 2010-er Medienvorlesung am MCI (Management Center Innsbruck) für den internationalen Master-Studiengang "Management, Communication & IT". Bitte beachten: die Daten und Best practice-Beispiele …

Meine 2010-er Medienvorlesung am MCI (Management Center Innsbruck) für den internationalen Master-Studiengang "Management, Communication & IT". Bitte beachten: die Daten und Best practice-Beispiele sind auf dem Stand 1. HJ 2010 – 2011 hat sich hier bereits wieder einiges getan … .

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  • 1. THE FUTUREOF MEDIA,THE MEDIAOF THE FUTURE.FROM MEDIA FEUDALISM TO YOUCRACY.Management Center Innsbruck 02/11/2010
  • 2. Ive been Anitra Eggler for 37 years.I earn my life as a marketing-, media- andcommunications consultant, digitalmastermind of the advertising agency PKPBBDO, CCO of the online publishing companymamma media and lecturer at two universitiesof applied sciences .Before I became self-employed, I worked for15 years and with great passion as ajournalist, copy editor, creative director, headof an agency and CEO of a publishingcompany.More at www.anitra-eggler.com
  • 3. AGENDA01 THE MEDIA MARKET: FACTS & FIGURES02 BUSINESS MODELS: OLD AND NEW ONES00 COMMERCIAL BREAK03 TODAY & TOMORROW: MOST IMPORTANT TRENDS04 ONE THE JOB: OUTLOOK AND DEMANDS05 GOT THE ESSENTIALS? THE 7-QUESTIONS-TEST
  • 4. „The Internetand socialmedia arenta trend...
  • 5. 32 PERCENT.Market share of online advertising 2014.
  • 6. 2 BILLION.Videos are watched every day.
  • 7. 24 HOURS.Length of the video material that is uploadedonto every minute. © http://ignaciopilotto.wordpress.com/2009/03/06/YouTube-addict/
  • 8. 412 YEARSIs what it would take to watch all thevideos available on YouTube.
  • 9. 14.000.000Entries on Wikipedia. © http://www.kjefta.org/
  • 10. 4.000.000.000Photos on Flickr.That´s roughly 1photo per every 2people on theplanet. © http://www.flickr.com/photos/sicoactiva/3028402647/sizes/l/in/photostream/
  • 11. 1.382%Monthly increase inTwitter users fromJanuary toFebruary 2009.
  • 12. 27.000.000Tweets per day on twitter.com © http://www.flickr.com/photos/katiekirk/2570979445/
  • 13. 5 BILLIONMinutes are spent on facebook every single day. © http://www.themagentalinks.com/2010/06/21/the-like-stamp/
  • 14. ONE BILLIONThe amount of content sharedeach week on facebook.
  • 15. 1 in 3Women between theage of 18 and 34, whengetting up in themorning, first go onfacebook and then onthe can. © http://www.flickr.com/photos/melspace/2499073319/sizes/m/in/photostream/
  • 16. 2.051.000Austrians are registeredon facebook.
  • 17. 130 facebook user. Friends has the average© http://www.themagentalinks.com/2010/06/21/the-like-stamp/
  • 18. 1 VON 8Couples that got married in 2009 met through socialmedia. Only 1 in 12 met at offline events.
  • 19. 2010 There are more digital nativesthan baby boomers.
  • 20. „Technology isshifting the poweraway from theeditors, the publishers,the establishment,the media elite.No it´s the peoplewho are in control.Rupert Murdoch, Global Media Entrepreneur
  • 21. ARE YOU READY FOR THE MEDIA REVOLUTION?
  • 22. „REVOLUTION.
  • 23. IS THAT EXAGGERATED?
  • 24. WHAT DO YOU SAY WHEN YOU HAVE TO KNOWTHE TRUTH?
  • 25. THE PRESS IS HISTORY.JEFF JARVIS, JOURNALISM EXPERT AND MEDIA VISIONARY, AUTHOR OF „FREE“
  • 26. GOOGLE NEWS IS OUR ENEMY.JOHN LLOYD, CO-PUBLISHER OF THE FINANCIAL TIMES, DIRECTOR OF THE REUTERS INSTITUTE FOR THESTUDY OF JOURNALISM AT OXFORD UNIVERSITY
  • 27. IT IS NOT OUR GOAL TO MAKE MONEY BUT TOCHANGE THE WORLD.ERIC SCHMIDT, CEO OF GOOGLE INC.
  • 28. ALL GERMAN PUBLISHING COMPANIES COMBINEDGENERATE ABOUT 160 MILLION EUROS WITHADVERTISING. GOOGLES ADVERTISING TURN OVERIS TWO BILLION EUROS A YEAR.WITH 160 MILLION EUROS, QUALITY JOURNALISMCANNOT BE PAID FOR IN THE LONG RUN.CHRISTOPH KEESE, PRESIDENT PUBLIC AFFAIRS AT AXEL SPRINGER AG, GERMANYS BIGGESTNEWSPAPER AND THIRD BIGGEST MAGAZINE PUBLISHING HOUSE.
  • 29. NEWSPAPERS DO NOT SAVE THEMSELVES.ERIC ALTERMANN, PUBLICIST (AMONG OTHERS THE NEW YORKER) AND JOURNALISM PROFESSOR AT THECITY UNIVERSITY OF NEW YORK.
  • 30. WANTING TO SURVIVE IS NOT ENOUGH.SIMON WALDMANN, DIRECTOR OF DIGITAL STRATEGY AND DEVELOPMENT OF THE GUARDIAN MEDIAGROUP.
  • 31. WE SHALL SEE THE DAY WHEN PUBLISHERS LOSETHEIR NERVES.TYLER BRULÉ, MAGAZINE FOUNDER AND MEDIA ENTREPRENEUR
  • 32. THE NEWSPAPER PUBLISHING INDUSTRY IS GOINGTHROUGH ITS WORST YEAR IN HISTORY.TOM ROSENSTIEL, JOURNALIST, MEDIA CRITIC AND FOUNDER OF THE „PROJECT FOR EXCELLENCE INJOURNALISM“.
  • 33. „For companies, resistance to socialmedia is futile.Millions of people are creatingcontent for the social Web.Your competitors are already there.Your customers have been therefor a long time.If your business isnt putting itselfout there, it ought to be.BusinessWeek, February 19, 2009
  • 34. „ 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, Business in Social Media Study, September 2008 Cone, Business in Social Media Study, September 2008
  • 35. WAIT ANDSEE IS NOTA STRATEGY
  • 36. HOPING FORBETTER TIMESISNT EITHER.
  • 37. Taking action.Helps. Guaranteed.
  • 38. 01 THE NEW MEDIA MARKET: FACTS & FIGURES
  • 39. 2001: FOR THE FIRST TIME THERE ARE MOREINTERNET USERS THAN NEWSPAPER BUYERSWORLDWIDE – 500 MILLION VS. 439 MILLION MIO. QUELLE: WORLD ASSOCIATION OF NEWSPAPERS
  • 40. CIRCULATION FIGURES OF NEWSPAPERS ANDMAGAZINES IN GERMANY BETWEEN 1989 AND 2009. QUELLE: IVW/BDZV
  • 41. ANNUAL CHANGES IN ADVERTISING REVENUES BYREGION 2006 BIS 2012
  • 42. DEVELOPMENT OF ONLINE PRESENCES OF GERMANNEWSPAPERS. QUELLE: IVW/BDZV, 07/2009
  • 43. CONSUMER INTEREST IN ACCESSING DIGITALCONTENT VERSUS READING HARD COPY
  • 44. THE PERCENTAGE OF RESPONDENTS WHO SAYTHAT THEY WOULD CONTINUE TO BUY THEIRFAVOURITE MAGAZINES IF THOSE MAGAZINESWERE ONLY PUBLISHED ONLINE
  • 45. MEDIA TRENDS: COMPLEMENTARY ANDSUPERSEDING MEDIA FROM 1800 UNTIL 2015Source: Thomas Baekdal „Where is Everyone?“
  • 46. IF YOU WANT TO KNOW WHATS HAPPENING INTHE WORLD, WHERE DO YOU GET YOUR NEWS?
  • 47. WHAT ARE THE ONLINE PRESENCESWITH THE LARGEST REACH IN THE WORLD?RANK ACTIVE REACH % USETIME/PERSON/MONTH1 GOOGLE 84.10 2:46:342 MICROSOFT 75.18 3:09:593 YAHOO! 57.03 2:22:424 FACEBOOK 44.60 5:18:125 EBAY 38.26 1:38:046 AOL LLC 32.86 2:21:217 WIKIMEDIA 32.80 0:15:138 NEWS CORP. ONLINE 31.86 1:22:399 INTERACTIVE CORP 27.08 0:13:5310 AMAZON 26.82 0:22:45Quelle: Nielsen Netratings 2009
  • 48. WHAT ARE THE ALEXA TOP 20NEWS SITES IN THE US?1. http://news.yahoo.com 11. http://foxnews.com2. http://bbc.co.uk 12. http://guardian.co.uk3. http://cnn.com 13. http://reuters.com4. http://news.bbc.co.uk 14. http://reddit.com5. http://nytimes.com 15. http://online.wsj.com6. http://my.yahoo.com 16. http://washingtonpost.com7. http://weather.com 17. http://timesofindia.indiatimes.com8. http://news.google.com 18. http://weather.yahoo.com9. http://huffingtonpost.com 19. http://latimes.com10. http://msnbc.msn.com 20.http://money.cnn.com
  • 49. AND IN GERMANY?1. http://google.de 11. http://bild.de2. http://google.com 12. http://twitter.com3. http://facebook.com 13. http://gmx.net4. http://youtube.com 14. http://xing.com5. http://ebay.de 15. http://blogger.com6. http://wikipedia.org 16. http://studiverzeichnis.com7. http://amazon.de 17. http://leo.org8. http://yahoo.com 18. http://t-online.de9. http://spiegel.de 19. http://live.com10. http://web.de 20.http://1und1.de
  • 50. AND IN AUSTRIA?1. http://google.at 11. http://live.com2. http://facebook.com 12. http://ebay.at3. http://google.com 13. http://blogger.com4. http://youtube.com 14. http://gmx.net5. http://orf.at 15. http://twitter.com6. http://wikipedia.org 16. http://leo.org7. http://yahoo.com 17. http://gmx.at8. http://google.de 18. http://raiffeisen.at9. http://amazon.de 19. http://ebay.de10. http://derstandard.at 20.http://xing.com
  • 51. WHAT do thosefigures tell us?
  • 52. 1.SOCIAL MEDIA HAS BECOMEA NEW NEWS MEDIUM
  • 53. 1. SOCIAL MEDIA HAVE TURNED INTO A NEWSMEDIUM AND MEDIA FILTER• Facebook is among the top 20 in all of them• Private news from friends or so-called friends have turned into a new news genre• Companies and “real” media can also be friends• Generation Facebook consumes these news more frequently than the news media on the Internet• More and more brands and media distribute their news via Facebook• Facebook takes on the role of a gatekeeper: “The news that are relevant to me will find me!”
  • 54. 1. SOCIAL MEDIA HAVE TURNED INTO A NEWSMEDIUM AND MEDIA FILTER• „Let’s say that the real value in this equation is not content and information — both of which are now quickly commodified — but links, which are the new currency of media. Links can be exploited and monetized; get links and you can grab audience and show ads and make money. Content is becoming a cost burden, what you have to have to get the links, but in and of itself, content can’t draw value without an audience, without links.“ Jeff Jarvis, Author of „What Would Google Do?“
  • 55. TOP 10 companies on facebookwww.slideshare.net/.../top-50-facebook-pages-2009-2624154
  • 56. TOP 10 companies on facebookwww.slideshare.net/.../top-50-facebook-pages-2009-2624154
  • 57. MARCH 2010: TRADITIONAL MEDIA BRANDS ONFACEBOOK – 7 MONTH LATER?• The New York Times > 590.000 Fans• MTV International > 1.600.000 Fans• Hitradio Ö3 > 80.000 Fans• Spiegel Online > 40.000 Fans• ZDFheute > 24.000 Fans• Der Standard „>“ 3.300 Fans• Kleine Zeitung „>“ 2.000 Fans• Mashable (Blog) > 170.000 Fans• Guy Kawasaki (Blogger´) > 38.367 Fans
  • 58. 2.TWITTER HAS ESTABLISHED A NEW MEDIA GENRE:MICRONEWS
  • 59. 2. TWITTER HAS ESTABLISHED A NEW MEDIAGENRE: MICRONEWS• Micronews = Twitter• As with Facebook, it is a mix of private news as well as brand and media content ( = marketing + PR)• When you sign up for Twitter, they don’t ask you whether you want to follow the top 10 news, but rather whether you want to receive Tweets by celebrities such as Nelly Furtado• Media brands use Twitter as a PR instrument, i.e.• https://twitter.com/nytimes, https://twitter.com/SI_24Seven• Strategy: Expand your brand
  • 60. MOST „FOLLOWED“ GERMAN MEDIA ON TWITTER
  • 61. MOST „FOLLOWED“ GERMAN SPEAKINGJOURNALISTS ON TWITTER
  • 62. PETE CASHMORE, FOUNDER OF THE SOCIAL MEDIANEWS-BLOG MASHABLE ATTRACTS MORE THAN 2MILLION FOLLOWERS ON TWITTER
  • 63. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 64. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 65. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 66. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 67. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 68. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 69. http://blog.hubspot.com/blog/tabid/6307/bid/6050/The-Ultimate-List-100-Twitter-Statistics.aspx
  • 70. LET´S GET NOT TOO EXCITED ABOUT TWITTER:IF THE TWITTER COMMUNITY WAS 100 PEOPLE...
  • 71. twitter: facts AT http://webevangelisten.de/twitterumfrage/
  • 72. 3.AGGREGATE INSTEAD OF PRODUCE: INTERNETCOMPANIES BECOME MEDIA COMPANIES
  • 73. AGGREGATE INSTEAD OF PRODUCE: INTERNETCOMPANIES BECOME MEDIA COMPANIES• Google, Yahoo, Youtube, Facebook, Wikipedia lead the rankings in news consumption• Google, Yahoo, Youtube & Co. also aggregate the news of paid media and offer them for free• In contrast to the news producers, Internet distributors have no production and virtually no sales costs• The result: When everything is for free, nothing is valuable• Users are not willing to pay for online news, and the sales figures of newspapers, particularly, are plummeting
  • 74. 3. AGGREGATE INSTEAD OF PRODUCE: INTERNETCOMPANIES BECOME MEDIA COMPANIES• Another future problem: Generation Google is not at all loyal to traditional media brands such as daily newspapers.• Generation Google googles its news.• If traditional media brands dont succeed in creating a link to the young and coming group of consumers, the future reader and user market will die.• Solution of the “The State of the News Media 2010” Study: Just 35 % of Americans have a favorite news website, the rest surfs via Google and visits a maximum of 5 news sites.• More and more users also “just” read the headlines, and when those are published on aggregator portals, the originators dont even get a click.
  • 75. 3. AGGREGATE INSTEAD OF PRODUCE: INTERNETCOMPANIES BECOME MEDIA COMPANIES• A second group of qualitative aggregator portals is establishing itself besides the big search engines and access portals• They call their way of linking the headlines, stories and content of other media with one another “quoting” and consider themselves as “curators” or qualitative gatekeepers of the news flood, sometimes complementing it with their own content.• Three extremely successful examples of this are Huffingtonpost (editorial), Reddit (user generated) and Alltop (RSS-Feed- vacuum cleaner)• In Austria, since Q1/2010, there has been Relevant.at - Best of Media
  • 76. 4.NEWS – THOSE WERE THE DAYS OF DAILYNEWSPAPERS: YESTERDAY VERSUS REAL-TIME
  • 77. 4. NEWS – THOSE WERE THE DAYS OF DAILYNEWSPAPERS: YESTERDAY VERSUS REAL-TIME• News = News in real-time = Internet• Daily newspaper = yesterday‘s news = no news• Compared to the Twitter speed, even radio and television are old news• How could the online edition of the weekly magazine „Der Spiegel“ turn into Germany‘s most popular news site?• Because the editorial staff switched to real-time and introduced a smart crossmedia concept behind the multimedia appearance
  • 78. SIDE NOTE: WHAT IS THE NEWSPAPERS‘JUSTIFICATION TO EXIST BEYOND NEWS?• Explain the yesterday• Prepare for tomorrow• Use the readers‘ trust in the journalists‘ seriousnessThrough• Background pieces• Analyses• Experts‘ editorials• Forecasts• Specials
  • 79. SIDE NOTE: HOW CAN AND MUST NEWSPAPERSEXTEND THEIR BUSINESS INTO THE WEB?• Communities as a possibility for readers to engage in a discussion with the editorial staff, cp. Standard.at• Possibilities to interact, with a feedback channel to the print medium, cp. Kleinezeitung, Bild• Services and entertainment that allow for new income streams online: i.e. real estate, jobs, classified, event planer, dating, doctors‘ ratings, archives and databases• Allow for and develop reader reporters who cover local news• Offer exclusive shopping deals to subscribers, i.e. via e- commerce, compare Bild-Shop• For-pay mobile apps/subscriptions, compare Welt
  • 80. 5.BLOGS ARE ESTABLISHING THEMSELVES AS NEWDAILIES – CITIZEN JOURNALISM IS BOOMING
  • 81. 5. BLOGS ARE ESTABLISHING THEMSELVES ASNEW DAILIES – CITIZEN JOURNALISM IS BOOMING• In the US, expert blogs and blog platforms are now as popular as the newspaper content on the web• The Huffingtonpost, a progressive online newspaper published as a political blog, now attracts more users a month than the New York Times• Within expert circles, in particular, bloggers are considered to be the most reliable free information source there is• Example: Those seeking updated information on the demise of the newspaper business in the US, will find it in Paul Gillin‘s blog http://www.newspaperdeathwatch.com/
  • 82. 5. BLOGS ARE ESTABLISHING THEMSELVES ASNEW DAILIES – CITIZEN JOURNALISM IS BOOMING• Some big publishing houses, i.e. the WAZ, are moving towards letting amateur reporters do the local news reporting. This saves costs, and adds authenticity and competence.• In the US, in particular, there are more and more local communities that organize their own regional news coverage.
  • 83. 02 (NEW) BUSINESS MODELS: BEST PRACTICE.
  • 84. YOU CANT HAVE A SITUATION WHERE STUPIDOLD-SCHOOL-GUYS ARE INVESTING IN QUALITYCONTENT AND SMART NEW-SCHOOL-GUYS ARESTEALING IT.MATTHIAS DÖPFNER, CEO OF THE AXEL SPRINGER AG, TO ARIANNA HUFFINGTON, FOUNDER OF THEHUFFINGTON POST, THE MOST SUCCESSFUL JOURNALISTIC NEWS BLOG AND NEWS “CURATOR” OF THEWORLD.
  • 85. VS.
  • 86. THINGS ARE ONLY IMPOSSIBLE,UNTIL THEY ARE NOT.JEAN LUC PICARD, CAPTAIN ;-)
  • 87. EDITORS, GRAPHICS, PRINTING PRESSES, SALES:HOW DO PRINT MEDIA MAKE MONEY? Average figures of subscription newspapers in West Germany 2008 Source: Bund Deutscher Zeitungsverleger
  • 88. EDITORS, GRAPHICS, PRINTING PRESSES, SALES:HOW DO PRINT MEDIA MAKE MONEY?Advertising, Advertising, Advertising• Ads• Advertorials• Specials• Subscriptions• Customer magazines (writing on demand) – high margins!• In Austria: donations ;-) and foundations ;-)• Merchandising products, content recycling, cp. books• Side note: in addition, public media (TV, Radio) are funded by obligatory license fees
  • 89. EDITORS, GRAPHICS, PRINTING PRESSES, SALES:HOW DO ONLINE MEDIA MAKE MONEY? 5% 95% Display-Advertising Other (i.G. Affiliate-Advertising, Content-Syndication)
  • 90. EDITORS, WEBDESIGN, PROGRAMMING, SERVERS:HOW DO ONLINE MEDIA MAKE MONEY?Advertising, Advertising, Adverstising• Display Ads• So-called integrated advertising, i.e. games and promotions• Affiliate programs, i.e. Google AdSense, Amazon, Ligatus, Twyn promotion network – the publisher receives a return per click on the advertising that appears on his web site• Content syndication: content is sold to other web sites, i.e. sports content to aggregating platforms such as msn.at - often, however, in the form of barter deals, that is content in exchange for advertising and backlinks for the web site who donates the content
  • 91. EDITORS, WEBDESIGN, PROGRAMMING, SERVERS:HOW DO ONLINE MEDIA TRY TO MAKE MONEY?• Very rare: Subscriptions = paid content – only works when the paid content really offers an exclusive added value; which ones could that be, for example?• Which online content would you pay for?• ...• ...• ...• Paid content that works: i.e. Börseexpress.at• Failed: i.e. faznet, brandeins, even porn becomes gratis• Or to say it once again with Arianna Huffington...
  • 92. ONLINE SUBSCRIPTIONS ONLY WORK IF YOU ARESELLING PORN – ESPECIALLY WEIRD PORN – ORVERY SPECIAL FINANCIAL INFORMATION.ARIANNA HUFFINGTON
  • 93. 1.ONLINE USERS PAY FOR ONLINE-JOURNALISM:INNOVATIVE APPROACHES.
  • 94. http://www.journalismonline.comUS start-up, founded by media managers, goal: A globalpay platform, which will make paying for content easy.The range of possibilities includes subscriptions for ayear, a month, a day or pay per use.
  • 95. http://www.kachingle.comReaders support those content providers with5 dollars a month who have provided the bestcontent.
  • 96. http://www.propublica.comThe billionaire Herbert Sandler donates the money topay a team of 32 journalists. The goal: To produceinvestigative stories that uncover grievances.Journalists choose a newspaper or website that mayprint the story.
  • 97. http://www.guardian.co.ukThe Guardian allows other online media organizations viaan interface to easily integrate Guardian content into theirwebsites. The condition is that Guardian partners join theGuardian advertising network, so that online advertisingalso benefits from the increasing number of readers.
  • 98. 2.NEW BUSINESS MODELS MEDIA COMMUNITIES:SAVE MONEY, GENERATE EXTRA REVENUES, RETAINUSERS.
  • 99. BRAND COMMUNITIES: NEW BUSINESS MODELLFOR MAGAZINES AND DAILIES?• Brand Communities are used by print publishers as a customer retention instrument, in order to inspire their readers according to the expand-your-brand-principle• Currently digital advantages are often used to save costs and enrich the print product with user generated content.• The goal is also to prepare the readers for online only and to test their willingness to pay for content.• Well-known brand communities are mostly line extensions of magazines
  • 100. http://einestages.spiegel.de/page/Home.htmlSave on archives and interviews withcontemporaries – thanks to acommunity.
  • 101. http://view.stern.de/deSaving on photographers‘ fees thanksto the Stern photo community.
  • 102. STRATEGY CIRCLE OF BRAND COMMUNITIES ANDONLINE MEDIA CONCEPTS 1. CONTENT STRATEGY 2. RECRUITING STRATEGY Whats the unique content How are users made aware (content-drivers) the of it -> where is the traffic website offers? coming from? 3. RETENTION STRATEGY How do you make sure that users come back on a regular basis?
  • 103. GROUP TASK BOYS: WHICH CONTENT, RETENTIONAND RECRUITING STRATEGY LURKS BEHIND...
  • 104. GROUP TASK GIRLS: WHICH CONTENT, RETENTIONAND RECRUITING STRATEGY LURKS BEHIND...
  • 105. 3.ONLINE ADVERTISING VS. PRINT ADVERTISING:THIS IS WHY THE ONLINE MARKET WINS.
  • 106. WHERE DOES ADVERTISING IN THE MEDIAORIGINATE – PRINT AND ONLINE?• From the media‘s sales teams• From media agencies (advertising space realtors on a grand scale)• Directly from the customer• Additionally online: from online marketers, who market a great number of (media) web sites, among others to the media agencies
  • 107. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?• Well ...?• ...• ...• ...• ...
  • 108. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?1. THE ADVERTISING SPACE• In the print media, space is limited to page numbers, additional pages produce enormous costs at the press and occasionally also in sales• Online space is theoretically unlimited, since one can always build new sites such as microsites
  • 109. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?2. THE ADVERTISING FORMATS• Print is unidimensional• Online is multimedia-based: sound, video, interaction – everything is possible
  • 110. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?3. MEASURABILITY• The efficacy of print advertising can be assessed by market research• The efficacy of online advertising through clicks on each campaign
  • 111. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?4. POSSIBILITY TO OPTIMIZE• When online advertising doesn‘t attract the desired attention (click rates, ad impressions), the campaign can be optimized while it‘s running• Once a campaign is in print, it cannot be optimized
  • 112. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?5. THE POSSIBILITIES FOR DIALOGUE IN PRINT• Communication in print does not happen in real-time• E-mail, the publication’s web site or SMS can be added as response channels, i.e. in the context of a promotion, yet analyzing the data always results in a delay• And: in a media breach• All generated participant data often has to be administered in a time-consuming manner and aggregated into a data base
  • 113. WHAT IS THE DIFFERENCE BETWEEN A PRINT ADAND ONLINE ADVERTISING?5. THE POSSIBILITIES FOR DIALOGUE ONLINE• Online offers interactivity in real-time: „Download your favorite baby picture. Now and here.“• User data are assembled in one data base, without a media breach• They can be used for further marketing measures at will, i.e. the media newsletter
  • 114. 00 SHORT COMMERCIAL BREAK: BEST OF ANALOG ADVERTISING
  • 115. 00 SHORT COMMERCIAL BREAK: BEST OF DIGITAL ADVERTISING
  • 116. 03 TODAY AND TOMORROW: MEDIA TRENDS.
  • 117. STRATEGY CIRCLE OF BRAND COMMUNITIES ANDONLINE MEDIA CONCEPTS 1. CONTENT STRATEGY 2. RECRUITING STRATEGY Whats the unique content How are users made aware (content-drivers) the of it -> where is the traffic website offers? coming from? 3. RETENTION STRATEGY How do you make sure that users come back on a regular basis?
  • 118. 1.CROSSMEDIA:SUCCESSFUL HYBRID MODELS.
  • 119. www.bequeen.deSeveral web sites enjoy savings thanks to anall-in-woman community.
  • 120. www.monkeymag.co.ukMen‘s issues recycled with a profit by theprint publishing house.
  • 121. www.gofeminin.deRecycling women‘s issues that originated inprint with a profit.
  • 122. www.brandeins.deFree online content as a marketing weapon.
  • 123. www.monocle.comCrossmedia success from the scretch – butwill subscribers pay their online extras?
  • 124. http://de.redbulletin.com/print2.0Literally cross-mediated: The print magazineis complemented by “video” content.
  • 125. 2.ONLINE ONLY:INNOVATIVE STAND-ALONE MODELS.
  • 126. www.huffingtonpost.comThe most successful political blog in theworld, founded in 2005, today: 80employees, 2,000 volunteer bloggerjournalists.
  • 127. http://www.netzeitung.deNews aggregators dont produce, they “only”choose: Netzeitung.de provides up-to-datenews from 500 sources, including renowneddailies, trade publications and portals.
  • 128. www.alltop.comThe perfect news filter is Alltop: All therelevant news on one page, organized alongyour own interests.
  • 129. www.excitingcommerce.comThe expert blog for the online business.
  • 130. www.werbeblogger.deThe expert blog for advertising professionalsand wannabes.
  • 131. http://www.bildblog.de/A media watchblog of the special kind.
  • 132. http://www.autonet.atAustrias fastest auto magazine putstraditional automobile journalists underpressure – production pressure.
  • 133. THERE IS ONE COUNTER TREND: ONLINE GOESPRINT – A MODEL WITH FUTURE?• First of all: there hasnt been a single model that really works• Yet there are some models that are trying hard to be successful• So far, these are only in non-German markets• The idea is great, but will it work?• In an iPhonized and “always and everywhere online” world, will print products have a chance when they print this “always and everywhere online” world on paper and distribute it where people like to spend some downtime, such as in public transport, on the plane, etc.?
  • 134. 3.ONLINE GOES PRINT: ONLINE MEDIA ENTREPRENEURSTURN INTO PRINT PUBLISHERS. THE HYBRID MODELTHE OTHER WAY AROUND.
  • 135. http://www.jungfrauzeitung.chOnline first, then cross-media: The future ofthe local newspaper lies in the micro paper.
  • 136. http://www.theprintedblog.comBest of blogs as newspaper.
  • 137. http://www.ilikemystyle.netUser produce a fashion magazine and evencreate the advertising themselves.
  • 138. http://www.discoverygirls.com/Online as an editorial platform for theGeneration Google.
  • 139. 4.THE TCHIBO PRINCIPLE:PUBLISHERS SELL JUST ABOUT ANYTHING...
  • 140. http://www.bild.deThe Web-Shop of Bild.de
  • 141. http://www.bild.deMobile phone subscriptions from Bild.de
  • 142. http://www.bild.deYou can get the iPhone app for a cheap entry level price of79 cents, to decide after one month whether you want tosubscribe to the service offering a print PDF at 10 p.m.before the publication date, i.e. for 7,99 Euro for threemonths, yearly premium subscription: 29,99 Euro.
  • 143. http://www.si.comDie iPad app from Sports Illustrated – free forsubscribers, fee for iPad users.
  • 144. 04 ON THE JOB: OUTLOOK AND DEMANDS
  • 145. IN TEN YEARS FROM NOW JOURNALISM WILLLOOK LIKE SOMETHING COMPLETELY DIFFERENT.MARK FISHER, EDITOR AND BLOGGER OF THE WASHINGTON POST
  • 146. US, THE JOURNALISTS, WILL HAVE TO FIND ANEW HOME.ROBERT ROSENTHAL, FORMER REPORTER UND EXECUTIVE DIRECTOR AT THE CENTER FORINVESTIGATIVE REPORTING IN BERKELEY
  • 147. THE FUTURE BELONGS TO THE MULTISPECIALISTS.MITCHELL STEPHENS, PROFESSOR OF JOURNALISM AT THE NEW YORK UNIVERSITY, AUTHOR OF „AHISTORY OF NEWS“
  • 148. THE INTERNET IS A REAL MARVEL FORJOURNALISTS.NICHOLAS LEMANN, FORMER JOURNALIST, PROFESSOR AT THE JOURNALISM SCHOOL OF COLUMBIAUNIVERSITY, NEW YORK.
  • 149. THE INTERNET IS A REAL MARVEL FORJOURNALISTS.NICHOLAS LEMANN, EX-JOURNALIST, PROFESSOR AN DER JOURNALISM SCHOOL DER COLUMBIAUNIVERSITY, NEW YORK.
  • 150. IF YOU CANNOT SOLVE A PROBLEM IT‘S BECAUSEYOU ARE PLAYING BY THE RULES.PAUL ARDEN, FORMER CREATIVE DIRECTOR OF SAATCHI & SAATCHI, BEST SELLING AUTHOR, AMONGSTOTHERS, OF „Whatever You Think, Think The Opposite“.
  • 151. FIRST, BREAK ALL THE RULES!MARCUS BUCKINGHAM, AUTHOR OF „FIRST, BREAK ALL THE RULES: WHAT THE WORLD´S GREATESTMANAGERS DO DIFFERENTLY“.
  • 152. BREAK OLD RULES: FROM MULTI-MEDIA TOMULTIMEDIA
  • 153. ONLINE JOURNALISTS ARE LIKE SWISS ARMYKNIFES…• THEY ARE ALL IN ONE  journalists  Marketing managers for  graphic artists published stories  printers  Photo reporters & picture editors  filmmakers  Traffic managers  radio reporters  Google managers  junior programmers  SEO and SEM experts  content managers  Chief editors  layout managers  Project managers  proofreaders  Red Bull drinkers
  • 154. RULES FOR A NEW JOURNALISM BY DAN GILMORE
  • 155. 1.ONLINE-SALES:HIGHLY PAID, WITH MORE TO COME, YET: NOT FOR THEFAINT OF HEART.
  • 156. HIGHLY PAID, WITH MORE TO COME, YET: NOT FORTHE FAINT OF HEART.1.ONLINE SALES• These people are the super VIPs of the media sector• Why?• It‘s easy: their work bankrolls the paycheck of all others• That‘s why media sales people are equally loved and hated• The classic: Reporters hate sales people, because “they don‘t have a clue what journalism is”• Sales people hate reporters, because “they don‘t have a clue what sales is and look down on those who work for their paychecks!”
  • 157. HIGHLY PAID, WITH MORE TO COME, YET: NOT FORTHE FAINT OF HEART.JOB PROFILE: ONLINE SALES MANAGER• Selling online media‘s advertising space• Invent and sell special advertising (i.e. sweepstakes)• Constant new client acquisition and customer care• Customers are: direct customers (branded companies etc.), media agencies and online marketersJOB REQUIREMENTS:• Charisma, communication talent (= selling crap as gold)• A degree in marketing, business, or advertising, online experience (!)Gross salary: Fixed between 1.500 und 3.000, plus commissions
  • 158. 2.ONLINE MARKETING MANAGER:DO GOOD AND TELL GOOGLE ABOUT IT
  • 159. ONLINE MARKETING MANAGER: DO GOOD ANDTELL GOOGLE ABOUT ITJOB PROFILE: ONLINE MARKETING• Create, implement, manage, and optimize advertising campaigns for one‘s own media outlets (TV, print, outdoor, online, events etc.)• Management of all search marketing activities (i.e. Google)• Management of all affiliate marketing measures• Advertising cooperation with other media outlets and brandsJOB REQUIREMENTS:• Creativity, organizing ability, very good feeling for graphics• A degree in marketing, business, or advertising, online experience (!) Gross salary: Between 1.800 (beginners) and 2.800 (experienced)
  • 160. 3.ONLINE PROJECT MANAGER:BE A LUBRICANT AT ALL THE INTERFACES AND SMILE,SMILE, SMILE
  • 161. ONLINE PROJECT MANAGER: BE A LUBRICANT ATALL THE INTERFACES AND SMILE, SMILE, SMILEJOB PROFIL: ONLINE PROJECT MANAGER• Create and coordinate everything around the platform• Communication interface between webdesign, programming, editors, marketing, and management• Project management of big marketing projects, i.e. trade fairsJOB REQUIREMENTS:• Nerves of steel, diplomacy, carrot and stick• No particular degree. Important: organizing ability and the knowledge of all the interfaces along the online creation of value.Gross salary: Between 1.800 (beginners) and 2.800 (experienced)
  • 162. 4.ONLINE CONTENT MANAGER:BE A SWISS ARMY KNIFE OR DON‘T TAKE THE JOB
  • 163. ONLINE CONTENT MANAGER: BE A SWISS ARMYKNIFE OR DON‘T TAKE THE JOBJOB PROFIL: ONLINE CONENT MANAGER• Important: Content manager is not the same as editor• You can also manage the content of a classified ads platform• Publication of content, which means text, photos, videos – everything• Managing the content performance with the help of analysis tools• Permanently optimizing content• Marketing measures for the published content (Facebook etc.)JOB REQUIREMENTS:• Good writing skill, creativity, directing abilities, feeling for graphicsGross salaries: between 0 (internship) and 3.500 (experienced)
  • 164. 5.ONLINE SCREEN DESIGNER:MEDIA LIFE IS NOT A CANNES CAMPAIGN – OR IS IT?
  • 165. ONLINE SCREEN DESIGNER: MEDIA LIFE IS NOT ACANNES CAMPAIGN - OR IS IT?JOB PROFIL: ONLINE WEB DESIGNER• Graphic design and partial programming of all new improvements and new elements• Graphic implementation and flash programming of all marketing measures (banners, promotions, sometimes also print) und• Video production, photography, sound designJOB REQUIREMENTS• Degree in graphic design, good skills in flash programming, ideally in combination with video production skillsGross salary: Between 1.800 (beginners) and 3.500 (art director)
  • 166. 6.ONLINE DIRECTOR OF SOMETHING –MEANS NOTHING BUT: MASTER OF DISASTER
  • 167. ONLINE DIRECTOR OF SOMETHING –MEANS NOTHING BUT: MASTER OF DISASTERJOB PROFIL: DIRECTOR VON IRGENDETWAS• Taking responsibility for all the mistakes that others make ;-)• Either sales & financials responsibility or editorial & marketing responsibility - both in the worst case scenario• Strategy, budget, human resources development, organization, controlling (content, success, monetary)• Part of the customer care of the top 10 clientsJOB REQUIREMENTS:• At least 3 years work experience on a burning oil fieldGross salary (smart money ;-): Between 3.500 and 8.000 and rising
  • 168. 05 GET 101%: SHORT FINAL TEST.
  • 169. MEDIA FEUDALISM?YOUCRACY!
  • 170. THANK YOU.GETTING STARTED IS HALF THE WAY. NEVER STOP. LATER NEVER COMES! WWW.ANITRA-EGGLER.COM