Zeitung Online 2010 presentation
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Zeitung Online 2010 presentation



Presentation to Zeitung Online 2010 conference in Dusseldorf June 2010 by Professor George Brock of City University London

Presentation to Zeitung Online 2010 conference in Dusseldorf June 2010 by Professor George Brock of City University London



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Zeitung Online 2010 presentation Zeitung Online 2010 presentation Presentation Transcript

  • Hunting the elusive online business model in news
    Professor George Brock
    Head of Journalism
    City University London
    Zeitung Online 2010 - BDZV/WAN-IFRA
    Dusseldorf, June 2010
  • Health warning on this packet
    Much of what I will say is “obvious”
    There is a lot that I don’t know
    Imagine that you are in Mainz, 1458….
  • Online is not print
    The flaw in the advertising-led model
    We don’t know what will happen to the “bundle”
    Transmission of all information is changed
    Mobiles, not PCs
    Defend words, not machinery
  • Business models
    They don’t arrive on schedule (“show me a newspaper website that makes money”)
    What works in practice may not work in theory: www.naseadresa.cz
    Fire market researchers: hire anthropologists
    Ugly truth: it starts with content
    Media and news are different
  • Journalism’s “crisis”
    Decline (in UK & US at least) is in income for
    Printed daily news (worse for regionals)
    Terrestrial broadcast news + current affairs
    Demand for news is not an issue; print cost base is.
    If anybody can publish, what defines a journalist?
    The definition of engagement has changed
  • Paywalls
    Everyone is thinking; everyone is waiting.
    Note that NewsCorp is experimenting
    Challenges for The Times/Sunday Times
    Creating a club (http://www.timesplus.co.uk/welcome/index.htm)
    The key is links, not money
    If content is king, collaboration is queen
    Are your inventors looking for the 3rd way?
    Public broadcasters will gain share
  • Don’t…
    Confuse platforms with content
    Assume that you’ve got captive audiences (they’ve escaped).
    Lay big, expensive plans
    Get addicted to cutting costs
    Blame Google and Facebook
  • Do…
    This is the moment for the crazies
    Start with engagement (Twitter’s USP)
    Remember that flexible agility is all
    Watch how real people use devices
    Worry about copywright
  • A few hints
    Use the data mountains that you have
    Topic pages
    Train people for the data mountains to come
    Watch for the marriage between mobiles and the internet (e.g. www.ushahidi.com)
    Encourage journalists to define their distinctive work: verification, sense-making, eyewitness, investigation.
  • iPad = white knight?
    Who wrote the iPad’s most popular paid app?
    Apps aren’t by print designers
    Watch the devices evolve
    No…bookmarking, linking, full text search
    No good for blogging
    Apple wants us to be an audience again
  • iPadPulse readerhttp://nyti.ms/9gmCk9
  • Mobile/wireless
    Content wasn’t king: the networks were in charge
    Struggle between open and closed systems
    Video slowed by: technical incompatibility and copywright
    Think long: make your promise of value something that is hard to replicate
    The demand of the future will be for signals in the noise.
  • The takeaway
    Compelling content is not made from the conclusions of market research but from what people need, feel and do.
    News content of quality will be the best values of print journalism made real in new communications media.
  • One last hint
    Please read