Saving Newspapers Using Search & Social Media
 
 
 
 
Shrinkage <ul><li>AUDIENCE </li></ul><ul><ul><li>Circulation  </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul>...
Solutions <ul><li>AUDIENCE </li></ul><ul><ul><li>Circulation  </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul>...
Social News Organization <ul><ul><li>Authoritative Content </li></ul></ul><ul><ul><li>Distribution  Channels </li></ul></u...
The Walled Garden
The Public Park
SEO <ul><li>First Click Free </li></ul><ul><li>To include highly relevant content in Google's search index.  </li></ul><ul...
Social Media <ul><ul><li>User Profiles </li></ul></ul><ul><ul><li>APIs </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>
User Profiles <ul><ul><li>Register User Base </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Data  </li></...
APIs <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Data  </li></ul></ul>
Mobile Audience <ul><li>Apps </li></ul><ul><ul><li>Content Syndication </li></ul></ul><ul><ul><li>FourSquare </li></ul></u...
Breaking News <ul><li>Trust in newspapers fell by 14 points, from 46 to 32 percent. </li></ul><ul><li>-- Edelman Trust Bar...
Mobile Costs Cutting <ul><li>Mojos </li></ul><ul><ul><li>Mobile Journalists </li></ul></ul><ul><ul><li>Fact Checking </li>...
Ad Revenues <ul><ul><li>Diversified Ad Offers </li></ul></ul><ul><ul><li>Hyper Targeting </li></ul></ul><ul><ul><li>Ad Pla...
Diversified Ad Offers <ul><ul><li>CPM </li></ul></ul><ul><ul><li>CPC </li></ul></ul><ul><ul><li>CPA </li></ul></ul>
Hyper Targeting <ul><ul><li>User Generated Data </li></ul></ul><ul><ul><ul><li>Social Media Data </li></ul></ul></ul><ul><...
Ad Placement <ul><ul><li>Onsite </li></ul></ul><ul><ul><li>Mobile App </li></ul></ul><ul><ul><li>Email </li></ul></ul>
Letters to the Editor <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>www.GypsyBandito.com </li></ul>...
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Social News Organizations: Saving Newspapers with Search & Social Media

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Digital media continue to (1) erode the demand for daily print content, (2) depreciate the value of print ad space, and (3) divert more advertising budgets to online media. What each of these trends indicates is that the conventional newspaper distribution and revenue models are obsolete — they both fail to address modern market realities. Newspapers, then, musta dapt to a predominately digital landscape by evolving into social news organization (SNOs).

Essentially, the newspaper business model focuses on (1) producing authoritative content so that they can (2) sell advertising. There is nothing in that model that necessitates that content be printed on actual paper or that readers pay for their subscriptions.

An SNO also uses up to four channels to grow and maintain its registered user-base and generate revenues: SEO, social media, the mobile web, and an optional (free) print edition.

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Social News Organizations: Saving Newspapers with Search & Social Media

  1. 1. Saving Newspapers Using Search & Social Media
  2. 6. Shrinkage <ul><li>AUDIENCE </li></ul><ul><ul><li>Circulation </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><ul><li>Ad Revenues </li></ul></ul>
  3. 7. Solutions <ul><li>AUDIENCE </li></ul><ul><ul><li>Circulation </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><ul><li>Ad Revenues </li></ul></ul>
  4. 8. Social News Organization <ul><ul><li>Authoritative Content </li></ul></ul><ul><ul><li>Distribution Channels </li></ul></ul><ul><ul><li>Paper? </li></ul></ul>
  5. 9. The Walled Garden
  6. 10. The Public Park
  7. 11. SEO <ul><li>First Click Free </li></ul><ul><li>To include highly relevant content in Google's search index. </li></ul><ul><li>To provide promotion and discovery for pulishers with restricted content. </li></ul>
  8. 12. Social Media <ul><ul><li>User Profiles </li></ul></ul><ul><ul><li>APIs </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>
  9. 13. User Profiles <ul><ul><li>Register User Base </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Data </li></ul></ul>
  10. 14. APIs <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Data </li></ul></ul>
  11. 15. Mobile Audience <ul><li>Apps </li></ul><ul><ul><li>Content Syndication </li></ul></ul><ul><ul><li>FourSquare </li></ul></ul><ul><ul><li>Data </li></ul></ul>
  12. 16. Breaking News <ul><li>Trust in newspapers fell by 14 points, from 46 to 32 percent. </li></ul><ul><li>-- Edelman Trust Barometer, 2010 </li></ul>
  13. 17. Mobile Costs Cutting <ul><li>Mojos </li></ul><ul><ul><li>Mobile Journalists </li></ul></ul><ul><ul><li>Fact Checking </li></ul></ul><ul><ul><li>Office Space </li></ul></ul>
  14. 18. Ad Revenues <ul><ul><li>Diversified Ad Offers </li></ul></ul><ul><ul><li>Hyper Targeting </li></ul></ul><ul><ul><li>Ad Placement </li></ul></ul>
  15. 19. Diversified Ad Offers <ul><ul><li>CPM </li></ul></ul><ul><ul><li>CPC </li></ul></ul><ul><ul><li>CPA </li></ul></ul>
  16. 20. Hyper Targeting <ul><ul><li>User Generated Data </li></ul></ul><ul><ul><ul><li>Social Media Data </li></ul></ul></ul><ul><ul><ul><li>Previous Conversions </li></ul></ul></ul><ul><ul><li>Geo-Location </li></ul></ul>
  17. 21. Ad Placement <ul><ul><li>Onsite </li></ul></ul><ul><ul><li>Mobile App </li></ul></ul><ul><ul><li>Email </li></ul></ul>
  18. 22. Letters to the Editor <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>www.GypsyBandito.com </li></ul><ul><li>@gypsybandito </li></ul>

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