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How not to suck at online publishing and advertising
- 1. WINDY CITIZEN How not to suck at online publishing and advertising Brad Flora @bradflora @windycitizen
- 3. Prior: Princeton English (‘04), College admissions officer, Northwestern Journalism (’08)
- 4. Recently: Won 2010 Knight News Challenge
- 5. Find and pass along what’s hot in Chicago
- 7. Founded in May ‘08
- 8. Bootstrapped company based in Chicago
- 11. Addressed point of view problem
- 12. The Year
- 13. Phase 1: The Routine
- 14. Phase 2: Ads
- 17. Not an engineer
- 20. Semi-hostile environment (news organizations not interested in covering)
- 22. City blogs on the rise (Chicagoist, Gapers Block)
- 23. Dozens of young, underemployed writers
- 25. Traffic = Money
- 27. Journalism background gives me access to content
- 29. Building a local audience is HARD
- 30. Lessons Learned
- 32. If 1:1 relationship between growth and your effort, you’re doomed.
- 34. If 1:1 relationship between growth and your effort, you’re doomed.
- 36. If 1:1 relationship between growth and your effort, you’re doomed.
- 40. If 1:1 relationship between growth and your effort, you’re doomed.
- 42. If 1:1 relationship between growth and your effort, you’re doomed.
- 44. If 1:1 relationship between growth and your effort, you’re doomed.
- 46. If 1:1 relationship between growth and your effort, you’re doomed.
- 48. The Internet: Where sane people go to read and experience crazy things.
- 51. No Point of View = Death
- 53. Average 20-something city dweller thinks: "I don't do local politics. That ****'s boring. Have you heard of Groupon?“
- 54. Average 20-something city dweller thinks: "I don't do local politics. That ****'s boring. Have you heard of Groupon?“-My sister's cute friend (20-something Chicago-based consultant)
- 57. Addressed point of view problem
- 58. The Year
- 59. Phase 1: The Routine
- 60. Phase 2: Ads
- 64. Addressed point of view problem
- 65. The Year
- 66. Phase 1: The Routine
- 67. Phase 2: Ads
- 69. Problem: Had to figure out how to make money. Wanted to sell ads.
- 72. Audience too small to get into large ad networks that actually pay
- 73. Ad networks serve irrelevant ads
- 75. Another idea, what if you gave them more control over their ad creative?
- 77. Price it on a negotiated monthly basis rather than CPM
- 81. $5 million dollars to new ideas for the news industry
- 84. 2008: Applied with Windy Citizen Idea (Cut in first round)
- 86. 2008: Applied with Windy Citizen Idea (Cut in first round)
- 87. 2009: Applied a year into Windy Citizen (Cut in final round)
- 91. Better prepared this time around
- 92. Able to draw on contacts made through WC to find first customers and build our founding team
- 98. Launching Fall 2010!If you care about the future of newspapers, join our e-mail list.
- 100. Better prepared this time around
- 101. Able to draw on contacts made through WC to find first customers and build our founding team
- 102. Web: NowSpots.com
- 103. Twitter: @nowspots
- 105. Single threaded doesn’t work.
- 106. You have to have a point of view.
- 107. If people aren’t reading and sharing your content, it’s probably because your stuff sucks.
- 108. The only thing worse than making these mistakes is chickening out for fear of making these mistakes.