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Reviewing the old business model / Proposing Web 2.0 strategies for online news publishing

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H. Iris Chyi …

H. Iris Chyi
Assistant Professor
School of Journalism
UT Austin

Published in: Business, News & Politics
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    • 1. Reviewing the old business model / Proposing Web 2.0 strategies for online news publishing H. Iris Chyi Assistant Professor School of Journalism UT Austin
    • 2. Today, let’s
      • Rethink some of the problems in the current business model
      • Discuss potential Web 2.0 strategies
      • Identify needs for future research
    • 3. From print to online
      • Most U.S. newspapers are transitioning from print to online.
      • But, problems in the current model deserve attention.
      • Take the Statesman as an example:
    • 4. Back in 1998 Source: Chyi & Lasorsa (2002) Newspaper Print penetration (%) Among all respondents (N = 818) Online penetration (%) Among Web users (n = 484) Online penetration (%) Among all respondents (N = 818) National Wall Street Journal 13 11 6 USA Today 12 14 8 New York Times 11 10 6 Regional Dallas Morning News 11 6 3 Houston Chronicle 9 6 3 Local Austin American-Statesman 74 30 18
    • 5. 2005-2006
      • MediaMetrix report
    • 6.  
    • 7. Comparing 1998 - 2006
      • USAToday.com reached 14% of Austin Internet users in 1998; 5% in 2006
      • NYTimes.com reached 10% in 1998; 6% in 2006
      • HoustonChronicle.com reached 6% in 1998; 3% in 2006
      • Statesman.com reached 30% in 1998; 28% in 2006
      • Surprised?
    • 8.
      • The impact of information oversupply is reflected not only in print circulations but also online readerships.
      • A typical visitor spent ____ minutes browsing NYTimes.com in Oct. 2007 (MediaMetrix).
      S 1 S 2 S 3 Information surplus D P 1 P 2 Q 1 Q 2 Price Quantify demanded
    • 9.
      • Austin, 1998
      • Substantial overlap between online and print readerships
    • 10. Online and print readerships
      • In 1998, 83% of the online visitors also read the print edition of the Statesman (during the past week).
      • Nationwide, 69% of Internet news users read newspapers regularly (Pew, 2004).
      • Overall, online readers are more likely to read the print edition, and vice versa.
      • So everything looks great – online and print editions complement each other. Really?
    • 11. Question
      • “ Imagine that you are provided with both print newspapers and online newspapers with the same news content and at the same price . Which would you prefer?”
    • 12. Back in 1998, here
      • Almost 80% said they would prefer the print format; 20% would prefer the online edition.
      • This was also true in Hong Kong (2002).
      • Is this still the case today?
    • 13. Issues that deserve a second thought
      • Preference for print format
      • Cannibalization of online free offerings on print readerships insignificant
      • Subscription model not working for online news
    • 14.
      • The relationship between online and print editions is intriguing
      • One plausible explanation: Online news is an inferior good (in economic terms)
    • 15. Strategies in the Web 2.0 era
    • 16. Open access
      • It took newspapers a while to allow search engines to index their articles.
      • Some still block users away with a registration process.
    • 17.  
    • 18. Video-Sharing
      • YouTube reaches 12% of U.S. Internet users (2006).
      • It serves more than ___ video clips per day (2006).
      • While Viacom was suing YouTube, the BBC decided to partner with it.
    • 19. Be blogger-friendly
      • “ How many blog-links point to a paper, per thousand copies of print circulation” (LpkC)
        • Christian Science Monitor - 134.90 New York Times - 63.08 Washington Post - 58.44 San Francisco Chronicle - 38.32 Boston Globe - 29.80 Seattle Post Intelligencer - 18.56 New York Post - 12.48 LA Times - 11.21
        • Charleston Post and Courier - 0.06 New Hampshire Union Leader and Sunday News - 0.22 Middletown (NY) Times Herald-Record - 0.39 The Wall Street Journal - 0.40 Fort Myers News Press - 0.50
        • Source: The Christian Science Monitor > The Wall Street Journal
    • 20. Think outside the box of news
    • 21. Music vs. News
      • What can online news learn from online music?
        • Recent discussion about iTunes’ micropayment model in Time magazine is not new at all.
        • Anything else?
    • 22.  
    • 23. Music vs. news
      • “ The natural unit of music is the track.”
      • The natural unit of news is _______.
      • “ You can create a playlist for your music.”
      • Can we create a playlist for news?
    • 24.  
    • 25.  
    • 26. Tagging
      • Used in every blog, but not by most newspaper sites
      • A great tool for personalization
      • Digital order kills traditional ways of categorizing things
        • Everything Is Miscellaneous: The Power of the New Digital Disorder
        • by David Weinberger
    • 27. Go “Hyperlocal”
      • User-generated online local communities
        • Neighborsgo.com (DMN)
    • 28.  
    • 29. Go BEYOND local
      • Information Advertising
      Long-Distance Local
    • 30. Local vs. long-distance users
      • Long-distance is a substantial market segment
      • The long-distance audience is your Long Tail!
    • 31. Need research more so than ever
      • Rational/empirical analysis of the situation/trends is important.
    • 32. It is 2005, and you are the publisher of the New York Times... Should you launch the fee-based premium program TimesSelect?
    • 33. It is 20__, and you are the publisher of the New York Times... China has the largest Internet population in the world. Should you launch a Chinese edition?
    • 34. Important research areas for newspapers
      • Information oversupply
      • Users’ choice-making process
      • Free paper as an alternative model
      • Opportunities outside the geographic market of the print edition
    • 35. Thank you for your attention and thank the Statesman for providing great research opportunities for a graduate student 10 years ago.

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