New architecture of media Jeff Jarvis - CUNY - April 2008

Page structure Separation of content from presentation Ability to change design, navigation, brand Ability to adapt and personalize Ability to distribute content via other means in other media (e.g., RSS, mobile, widgets) Jeff Jarvis - CUNY

Separation of content from presentation

Ability to change design, navigation, brand

Ability to adapt and personalize

Ability to distribute content via other means in other media (e.g., RSS, mobile, widgets)

Ecology of links Do what you do best, link to the rest: Curation as editing (edit the world) Restructure stories (e.g., background is a link away) Fosters collaboration Readers as distributors (the Drudge phenomenon) Jeff Jarvis - CUNY

Do what you do best, link to the rest: Curation as editing (edit the world)

Restructure stories (e.g., background is a link away)

Fosters collaboration

Readers as distributors (the Drudge phenomenon)

Search as navigation Search-engine optimization Writing pages for SEO (clear heds) Structuring sites for SEO (e.g., topic pages) Also reduces the power of the brand as destination Google’s PageRank & TrustRank Jeff Jarvis - CUNY

Search-engine optimization

Writing pages for SEO (clear heds)

Structuring sites for SEO (e.g., topic pages)

Also reduces the power of the brand as destination

Google’s PageRank & TrustRank

Google is God. The “fastest growing company in the history of the world .” - Times 1/29/06 Controlled 86% of UK searches, 65% of US searches - Hitwise 2007 Searched 4.4 billion times (41 per searcher) U.S. in 10/2007 (3x Yahoo) - Nielsen. 112 million U.S. visitors in 11/2007 - Nielsen. Traffic up 22.4% in 2007 - Comscore. Earned $15 billion revenue , $6.4 billion profit in 2007. Profit margin: 26.9%. Revenue up 57% in Q4 2007 over 2006 - Yahoo Finance. S tock up 53% in 2007. Market capitalization: $207.6 billion . Controls estimated 79 percent of the pay-per-click ad market - RimmKaufman. Controls estimated 40 percent of all online advertising - HipMojo. E mployed 16,000 people at the end of 2007, a 50% increase in a year. No. 1 brand in the world - Millward Brown Brandz Top 100. Jeff Jarvis - CUNY

The “fastest growing company in the history of the world .” - Times 1/29/06

Controlled 86% of UK searches, 65% of US searches - Hitwise 2007

Searched 4.4 billion times (41 per searcher) U.S. in 10/2007 (3x Yahoo) - Nielsen.

112 million U.S. visitors in 11/2007 - Nielsen.

Traffic up 22.4% in 2007 - Comscore.

Earned $15 billion revenue , $6.4 billion profit in 2007. Profit margin: 26.9%.

Revenue up 57% in Q4 2007 over 2006 - Yahoo Finance.

S tock up 53% in 2007. Market capitalization: $207.6 billion .

Controls estimated 79 percent of the pay-per-click ad market - RimmKaufman.

Controls estimated 40 percent of all online advertising - HipMojo.

E mployed 16,000 people at the end of 2007, a 50% increase in a year.

No. 1 brand in the world - Millward Brown Brandz Top 100.

Aggregation GoogleNews, Daylife, et al Challenge of getting the cream to rise (via links, authority, recommendation, brand....) Jeff Jarvis - CUNY

GoogleNews, Daylife, et al

Challenge of getting the cream to rise (via links, authority, recommendation, brand....)

Think distributed Widgets & modules: embedded content Audience as network (- CBS) Further erosion of brand as destination Jeff Jarvis - CUNY

Widgets & modules: embedded content

Audience as network (- CBS)

Further erosion of brand as destination

Network architecture Mutual growth: the network effect Efficiency Jeff Jarvis - CUNY

Mutual growth: the network effect

Efficiency

Curation of networks Jeff Jarvis - CUNY

RSS Ability to subscribe and follow Presentation via hed and lede alone Jeff Jarvis - CUNY

Ability to subscribe and follow

Presentation via hed and lede alone

Feedthink The river of news vs. the packaged, prioritized presentation Demonstration in Facebook, Twitter, RSS, Jeff Jarvis - CUNY

The river of news vs. the packaged, prioritized presentation

Demonstration in Facebook, Twitter, RSS,

Think feeds Jeff Jarvis - CUNY

Think feeds Jeff Jarvis - CUNY

Think feeds Jeff Jarvis - CUNY

Peers’ links as editing Digg et al Reduces the power of brands as destinations Links as a means of discovery (link out to get links back) Technorati Links as a proxy for trust & authority Jeff Jarvis - CUNY

Digg et al

Reduces the power of brands as destinations

Links as a means of discovery (link out to get links back)

Technorati

Links as a proxy for trust & authority

Social Facebook: real identity and relationships Mark Zuckerberg: ‘Elegant organization’ Feeds Peers & authority Twitter & following Jeff Jarvis - CUNY

Facebook: real identity and relationships

Mark Zuckerberg: ‘Elegant organization’

Feeds

Peers & authority

Twitter & following

‘ How do I get a community?’ Jeff Jarvis - CUNY

‘ Elegant organization.’ Jeff Jarvis - CUNY

The social airline So what is social media? Jeff Jarvis - CUNY

Collaboration Empowering the public Jeff Jarvis - CUNY

Empowering the public

Collaboration Jeff Jarvis - CUNY

Collaboration Jeff Jarvis - CUNY

Collaboration Jeff Jarvis - CUNY

Mobilizing the public Jeff Jarvis - CUNY

Live Impact on editing Witnesses report Jeff Jarvis - CUNY

Impact on editing

Witnesses report

Omnimedia Any medium part of any story (a mix of text, photo, video, audio, data....) Any story in any medium Jeff Jarvis - CUNY

Any medium part of any story (a mix of text, photo, video, audio, data....)

Any story in any medium

New architecture The link and search are revolutionary Join a network Be a platform Think distributed Jeff Jarvis - CUNY

The link and search are revolutionary

Join a network

Be a platform

Think distributed

Jeff Jarvis - CUNY

Jeff Jarvis - CUNY

Jeff Jarvis - CUNY

Jeff Jarvis - CUNY

Jeff Jarvis - CUNY

Staff Citizens Collaboration Links Wisdom-of the-crowds Reporting Text Photos Audio Video Social Paper GU Feeds Blogs Video Audio Data Programming Live Social Networks Web Jeff Jarvis - CUNY

Staff

Citizens

Collaboration

Links

Wisdom-of the-crowds

Reporting

Text

Photos

Audio

Video

Social

Paper

GU

Feeds

Blogs

Video

Audio

Data

Programming

Live

Social

Networks

Web

Be a platform. Get used. Jeff Jarvis - CUNY

‘ Get out of the way.’ Jeff Jarvis - CUNY

What’s a newsroom? Jeff Jarvis - CUNY

Organizing principles The process in print leads to a product; online, the process is the product Section v. topic v. tag v. story Brand and business unit Medium Fast/slow Flow Pods - organized how? experiments? Jeff Jarvis - CUNY

The process in print leads to a product; online, the process is the product

Section v. topic v. tag v. story

Brand and business unit

Medium

Fast/slow

Flow

Pods - organized how? experiments?

New opportunities Curation: edit the world Collaborative, networked, pro-am reporting Mobilizing the public to report Networks as an opportunity to support journalism Do what we do best, link to the rest Any and all media Live (the mojo) Data as news Jeff Jarvis - CUNY

Curation: edit the world

Collaborative, networked, pro-am reporting

Mobilizing the public to report

Networks as an opportunity to support journalism

Do what we do best, link to the rest

Any and all media

Live (the mojo)

Data as news

New job descriptions Curator Organizer Editor Educator Producer Programmer Network manager (content & advertising) Inventor Jeff Jarvis - CUNY

Curator

Organizer

Editor

Educator

Producer

Programmer

Network manager (content & advertising)

Inventor