Micro Content Influential Blogger Digg Today Show Amazon
The growth of snowballs requires user engagement and community.
Digital Natives Expect to:
the media they interact with .
The Snowball Economy Snowball Price Quantity A growing number of snowballs pushes the demand curve up Media 2.0 Supply Media 2.0Demand Media 2.0 Price Lower Demand for Blockbusters
This seems like chaos.
Steven Johnson: News Ecosystem
Smart Aggregator Reconstructor Entry Entry Entry Microplatform Blog Blog Blog Comment Personal Cast Personal Cast Personal Cast Entry Entry Entry Entry Entry Entry Selected Micromedia Selected Micromedia Selected Micromedia Entry Entry Entry Blog Blog Personal Cast Entry Blog Comment
Sources of Competitive Advantages in Media 2.0 Quantity: Aggregate more than competitors. Quality: Micro-differentiate more narrowly than competitors.
2 Roles for News Organizations in the Media 2.0 Economy Curate the News Ecosystem Create vertical content sites
Revelation – what’s good?
Aggregation – elegant organization
Plasticity – let me make it my own RSS Feeds
For the Star to thrive in the Media 2.0 world, we will need to make some key strategic changes.
Inside Out Outside In
Star staff are the only voices on the site
The site as a community
Listen well to our users
Users and editors collaborate to create the site experience
Commenting, discussion, polling, user suggestions on story ideas, questions for interviewees, etc.
All content on the site is produced by Star editors and freelancers
Bring elegant organization to info on the web
Finding what’s good requires excellent knowledge of our users, what they want and what works online
Stop paying for content that the web is already generating for us
Do what we do best and link to the rest
Us against them mentality with other sites
Linking to competitors, community bloggers, government sites, data and map sites
Working with smaller local sites and blogs to form advertising networks
Stories and articles professionally produced and packaged for delivery to an audience
Data, tools, links and content serve as a platform for discussion and interaction
Applications are created to allow for the syndication and distribution of the content across the web
Mass Niche/ Vertical
Smart aggregators will consolidate horizontally and fragment vertically.
- Umair Haque
Separate brands enable us to attract new audiences and to expand the verticals nationally.
The verticals are designed to be the ultimate resources for homes, health and parenting information in the GTA.
News and information
Local, national and classified advertising
Advertisers prefer contextual environments because they provide a higher return on investment.
Featured Advertiser Text Link Home Page of the Star: 0.02% CTR Parentcentral: 0.17% CTR
Display Ad thestar: 0.08% CTR Parentcentral: 0.16% CTR
Catfish Ad Toronto.com: 0.5% CTR Yourhome: 4.3% CTR
On average, revenue from the verticals is 115% higher than revenue attributed to the living section of thestar.com On average, TDC national revenue is 367% higher than revenue attributed to the entertainment section of thestar.com
The economics of media have shifted.
Scarcity and abundance have flipped.
Where mass was once king, now we see a mass of niches on the web.
This has caused hyperdeflation in media value and the end of the blockbuster age.
Hyperdeflation is countered by the snowball effect.
Snowballs are pieces of micro-content.
The old media blockbuster economy was built on exclusion.
The new snowball economy is built on being open to aggregators, micro-platforms and re-constructors.
And by capitalizing on economies of distribution, coordination and production.
As curators of the news ecosystem, we can provide three kinds of value.
Revelation – What’s good? Aggregation – Elegant organization Plasticity – Let me customize your content to meet my needs
This new economy requires radically different product strategies.
Letting the outside in. Curation rather than ownership. Becoming part of the ecosystem. Viewing the site as a service rather than a product. Moving from mass to vertical.