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Content Generation & Distribution<br />The Seismic Shift<br />
Past and Present<br />Historically, content and journalism has been inextricably linked… <br />…Is the future of journalis...
The Significance of Journalism<br />Journalism has performed a great service for society, and will always be needed<br />“...
One More Quote…<br />“A journalist is a grumbler, a censurer, a giver of advice, a regent of sovereigns, a tutor of nation...
The Lay of The Land<br /><ul><li>Newspapers and magazines are folding in droves</li></ul>Costs start to outstrip their rev...
Walter Cronkite: helped bring down Vietnam when he said after visiting there in 1968 that the war was unwinnable
Woodward and Bernstein: Watergate
Egypt: real time reporting in the current crisis (a combination of Journalism and Social Networks)</li></li></ul><li>60 Mi...
Yet 60 Minutes did so in such a way that it made news a profitable venture in broadcast
And as a result, large news organizations were built out profitably
But the technology of the Internet has the risk of bringing all of that down</li></li></ul><li>The Future of Journalism<br...
All media will change
News on demand will become the rule
News will become more focused and more personalized
Multitasking will be the norm</li></li></ul><li>The Future of Journalism (cont.)<br /><ul><li>Technology will continue to ...
Information overload will be omnipresent
Trusted providers will still be important
News will still made by people
Content comes from everyone, not just journalists
Resources matter</li></li></ul><li>Pressure on the Financial Model<br /><ul><li>Brought on by the low or no pay factors li...
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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 (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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

  1. 1. Content Generation & Distribution<br />The Seismic Shift<br />
  2. 2. Past and Present<br />Historically, content and journalism has been inextricably linked… <br />…Is the future of journalism and the future of content intertwined?<br />
  3. 3. The Significance of Journalism<br />Journalism has performed a great service for society, and will always be needed<br />“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.”<br />-Thomas Jefferson<br />
  4. 4. One More Quote…<br />“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.”<br />-Napoleon Bonaparte<br />From Heat and Light: Advice for the Next Generation of Journalists <br />By Mike Wallace and Beth Knobel<br />
  5. 5. The Lay of The Land<br /><ul><li>Newspapers and magazines are folding in droves</li></ul>Costs start to outstrip their revenues<br /><ul><li>Almost every print publication is shrinking</li></ul>Fewer and fewer readers are willing to pay for something they can get for free on the Internet <br /><ul><li>Network television, too, is attracting fewer and fewer viewers to its news programs</li></li></ul><li>Journalism’s Constant Unique Power<br />Here are a few modern examples…<br /><ul><li>Edward R. Murrow: brought down McCarthy who was destroying people's lives by accusing them of being Communists
  6. 6. Walter Cronkite: helped bring down Vietnam when he said after visiting there in 1968 that the war was unwinnable
  7. 7. Woodward and Bernstein: Watergate
  8. 8. Egypt: real time reporting in the current crisis (a combination of Journalism and Social Networks)</li></li></ul><li>60 Minutes Changed Journalism<br /><ul><li>Bill Paley built CBS News on a premise that it did not have to make money
  9. 9. Yet 60 Minutes did so in such a way that it made news a profitable venture in broadcast
  10. 10. And as a result, large news organizations were built out profitably
  11. 11. But the technology of the Internet has the risk of bringing all of that down</li></li></ul><li>The Future of Journalism<br /><ul><li>The vast majority of print publications will no longer print hard copies
  12. 12. All media will change
  13. 13. News on demand will become the rule
  14. 14. News will become more focused and more personalized
  15. 15. Multitasking will be the norm</li></li></ul><li>The Future of Journalism (cont.)<br /><ul><li>Technology will continue to drive news coverage
  16. 16. Information overload will be omnipresent
  17. 17. Trusted providers will still be important
  18. 18. News will still made by people
  19. 19. Content comes from everyone, not just journalists
  20. 20. Resources matter</li></li></ul><li>Pressure on the Financial Model<br /><ul><li>Brought on by the low or no pay factors like Demand Media, HuffPo and others
  21. 21. The long tail of publishing and news will cut into some organization’s ability to survive
  22. 22. But resources and brands providing the content matter, and always will</li></li></ul><li>Some Good News<br /><ul><li>According to Reason Magazine:</li></ul>Before the merger, AOL, already employed 900 journalists, or more than the L.A. Times does now<br />Gawker Media, reportedly employs 130 people<br />SB Nation, a sports blog network has a reported 410 paid writers<br /><ul><li>So the question is… Are there really fewer jobs in journalism or less total journalist compensation?</li></li></ul><li><ul><li>It used to be words on a page
  23. 23. But that changed with radio, then the movie newsreels, then TV and now with the Web and social media 
  24. 24. Content is
  25. 25. Words
  26. 26. Music
  27. 27. Video
  28. 28. Games
  29. 29. Entertainment
  30. 30. Applications
  31. 31. Data
  32. 32. And much more</li></ul>What Is Content?<br />
  33. 33. Is There An Effect?<br /><ul><li>How content is being generated and how it is being consumed is undergoing a drastic change
  34. 34. Do these drastic changes affect understanding?
  35. 35. Andrew Heywood of CBS…</li></ul>“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.”<br />
  36. 36. Your Old Models Are Rapidly Changing<br /><ul><li>Publishers with specific dates</li></ul>Agency mindset has been on monthly scheduling and bars on a flow chart<br />Publishers survive on edit calendars<br /><ul><li>We are in an “always on” dialogue with the consumer</li></ul>Bars on a flow chart with hiatus periods do not work any more<br />
  37. 37. New Models<br /><ul><li>Articles become available when written, edited, curated and posted onto content server
  38. 38. e.g., WSJ on iPad, SkyGrid, Google News</li></li></ul><li>New Models (cont.)<br /><ul><li>Published centrally vs. shared via social (push vs. pull)
  39. 39. Informal posting of news via various feeds on Facebook, Twitter, etc.
  40. 40. Central curation by “friends” as curators
  41. 41. e.g., Flipboard</li></li></ul><li>Aggregators and Social Distribution<br /><ul><li>Aggregators ranging from Skygrid to Pulse to Yahoo! will continue to be a threat to content providers 
  42. 42. Brands will also serve as content generators
  43. 43. Some brands will have their own APIs</li></ul>RSS and Twitter feeds are an early example of this<br /><ul><li>Twitter feeds
  44. 44. Facebook pages</li></li></ul><li>Summary<br /><ul><li>Content providers will be increasingly pressured by low paying competitors
  45. 45. It will take more than high quality for the current providers to survive </li></ul>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<br /><ul><li>But the public will continue to consume more content than ever</li></ul>And they will snack on a lot of different options<br />
  46. 46. The Hope<br />“Television saved the movies. The Internet is going to save the news business.” <br />Matt Drudge (The Drudge Report)<br />
  47. 47. Thank You!<br />David L. Smith <br />Founder & CEO, Mediasmith<br />smith@mediasmith.com<br />Twitter: @mediadls<br />
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