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Content Marketing Strategies Conference: David Smith Content Generation & Distribution-The Seismic Shift
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Content Marketing Strategies Conference: David Smith Content Generation & Distribution-The Seismic Shift


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The 2011 Content Marketing Strategies Conference ( had some amazing speakers and lively conversation. This is one great example. Continue the conversation at …

The 2011 Content Marketing Strategies Conference ( had some amazing speakers and lively conversation. This is one great example. Continue the conversation at

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  • 1. Content Generation & Distribution
    The Seismic Shift
  • 2. Past and Present
    Historically, content and journalism has been inextricably linked… 
    …Is the future of journalism and the future of content intertwined?
  • 3. The Significance of Journalism
    Journalism has performed a great service for society, and will always be needed
    “Were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”
    -Thomas Jefferson
  • 4. One More Quote…
    “A journalist is a grumbler, a censurer, a giver of advice, a regent of sovereigns, a tutor of nations. Four hostile newspapers are more to be feared than a thousand bayonets.”
    -Napoleon Bonaparte
    From Heat and Light: Advice for the Next Generation of Journalists
    By Mike Wallace and Beth Knobel
  • 5. The Lay of The Land
    • Newspapers and magazines are folding in droves
    Costs start to outstrip their revenues
    • Almost every print publication is shrinking
    Fewer and fewer readers are willing to pay for something they can get for free on the Internet
    • Network television, too, is attracting fewer and fewer viewers to its news programs
  • Journalism’s Constant Unique Power
    Here are a few modern examples…
    • Edward R. Murrow: brought down McCarthy who was destroying people's lives by accusing them of being Communists
    • 6. Walter Cronkite: helped bring down Vietnam when he said after visiting there in 1968 that the war was unwinnable
    • 7. Woodward and Bernstein: Watergate
    • 8. Egypt: real time reporting in the current crisis (a combination of Journalism and Social Networks)
  • 60 Minutes Changed Journalism
    • Bill Paley built CBS News on a premise that it did not have to make money
    • 9. Yet 60 Minutes did so in such a way that it made news a profitable venture in broadcast
    • 10. And as a result, large news organizations were built out profitably
    • 11. But the technology of the Internet has the risk of bringing all of that down
  • The Future of Journalism
    • The vast majority of print publications will no longer print hard copies
    • 12. All media will change
    • 13. News on demand will become the rule
    • 14. News will become more focused and more personalized
    • 15. Multitasking will be the norm
  • The Future of Journalism (cont.)
    • Technology will continue to drive news coverage
    • 16. Information overload will be omnipresent
    • 17. Trusted providers will still be important
    • 18. News will still made by people
    • 19. Content comes from everyone, not just journalists
    • 20. Resources matter
  • Pressure on the Financial Model
    • Brought on by the low or no pay factors like Demand Media, HuffPo and others
    • 21. The long tail of publishing and news will cut into some organization’s ability to survive
    • 22. But resources and brands providing the content matter, and always will
  • Some Good News
    • According to Reason Magazine:
    Before the merger, AOL, already employed 900 journalists, or more than the L.A. Times does now
    Gawker Media, reportedly employs 130 people
    SB Nation, a sports blog network has a reported 410 paid writers
    • So the question is… Are there really fewer jobs in journalism or less total journalist compensation?
    • It used to be words on a page
    • 23. But that changed with radio, then the movie newsreels, then TV and now with the Web and social media 
    • 24. Content is
    • 25. Words
    • 26. Music
    • 27. Video
    • 28. Games
    • 29. Entertainment
    • 30. Applications
    • 31. Data
    • 32. And much more
    What Is Content?
  • 33. Is There An Effect?
    • How content is being generated and how it is being consumed is undergoing a drastic change
    • 34. Do these drastic changes affect understanding?
    • 35. Andrew Heywood of CBS…
    “Research by CBS among teens and pre teens showed that even though few of them finished a single article or show about a current events topic, they snacked from enough sources to have an amazingly complete picture of the overall issues. He calls this Media Impressionism.”
  • 36. Your Old Models Are Rapidly Changing
    • Publishers with specific dates
    Agency mindset has been on monthly scheduling and bars on a flow chart
    Publishers survive on edit calendars
    • We are in an “always on” dialogue with the consumer
    Bars on a flow chart with hiatus periods do not work any more
  • 37. New Models
    • Articles become available when written, edited, curated and posted onto content server
    • 38. e.g., WSJ on iPad, SkyGrid, Google News
  • New Models (cont.)
    • Published centrally vs. shared via social (push vs. pull)
    • 39. Informal posting of news via various feeds on Facebook, Twitter, etc.
    • 40. Central curation by “friends” as curators
    • 41. e.g., Flipboard
  • Aggregators and Social Distribution
    • Aggregators ranging from Skygrid to Pulse to Yahoo! will continue to be a threat to content providers 
    • 42. Brands will also serve as content generators
    • 43. Some brands will have their own APIs
    RSS and Twitter feeds are an early example of this
    • Twitter feeds
    • 44. Facebook pages
  • Summary
    • Content providers will be increasingly pressured by low paying competitors
    • 45. It will take more than high quality for the current providers to survive
    They must change the way that they do business with everything from technology to format to timing of release to how they deal with distribution through syndicators and aggregators
    • But the public will continue to consume more content than ever
    And they will snack on a lot of different options
  • 46. The Hope
    “Television saved the movies. The Internet is going to save the news business.”
    Matt Drudge (The Drudge Report)
  • 47. Thank You!
    David L. Smith
    Founder & CEO, Mediasmith
    Twitter: @mediadls