New business models
     for news

             Jeff Jarvis
  CUNY Graduate School of Journalism
              October 2008
New worldviews...




         ...new models
Content v. link economy
Content economy
•Own/control content
•Syndicate/sell
•Many copies
•Monetized at the edge
•Value created with content
Link economy
•One copy, many links
•Made open (searchable, linkable)
•Monetized at the center
•(Do what you do best, link ...
Product        process


          v.
News as product
•Dictated by production & distribution
•Owned and controlled (and monopolized)
•Centralized
•Once-a-day
•O...
News as process
•Never starts, never ends
•Opens up news: transparent
•(Here’s& collaborationwhat we don’t
 Input
        ...
Article v. topic flow

 Article
           Wiki snapshot


            Blog
                     Links
           process

...
Past the article
•Blog = news as process (v. product)
•Wiki = Snapshot of current knowledge
•Links = Curation, aggregation...
Centralized distributed


           v.
Centralized
•The world comes to us
•We market for audience
•We hold onto audience as long as
  possible
•We claim large au...
Distributed
•We go to the world
•‘If the news is important, it will find
  me.’
•Brand as descriptor (quality,
  credibilit...
Newsroom efficiencies
Newsroom


                               v.


Photos: WAN, Washington Post
                                    MoJo
Newsroom v. network
 •Centralized v. distributed
 •Open to many relationships
 •Newsroom as classroom
 •Physical v. virtua...
Network model
Network model
•Collaborative
•Not all owned
•Enabling others to build
•Extracts minimal value to grow to
  maximum size (T...
Owned v. outsourced

               Edit   Ad
 Edit    Ad

 Mfg    Dist   Mfg    Dist
News company structure
  •Why own exclusive use of
    manufacturing, distribution, sales?
  •Spinoff or outsource?
  •Ena...
Public support?
Public support?
•Charitable money?
•Public money?
•Public work and support?
•What could be supported?
•How much does it co...
Revenue models
Revenue models
•New open ad networks & marketplaces
•New industry networks
•Hyperlocal networks
•New ad models (relationsh...
WWGD?
•Think distributed
•Do what you do best, link to the rest
•Join a network
•Be a platform
•Collaborate
•Small is the ...
WWGD?
•Free is a business model —Chris Anderson
•Beware the cash cow in the coal mine
•Encourage, enable, and protect
 inn...
Who are we?
    Content
   Community


    Content
   Advertising
Who are we?
Charge: Networks
•How can networks protect/expand
  journalism?
•What kinds of networks: ad, content...
•Local v. national...
Charge: Newsrooms
•Find new efficiencies
•What is the value of the newsroom in the
  future?
•What is the core of the newsr...
Charge: News orgs
•What are new corporate and operational
  structures for newsrooms?
•React to the Roussel/Morgan models
...
Charge: Revenue models
  •Where is the value?
  •Where are the opportunities?
  •New ad models? New measurements?
  •Netwo...
Charge: Public support
 •What would the public support?
   Investigative? Beat? Collaborative?
 •How much does that cost n...
Your reward




Photo: André Karwath
New Business Models for News
New Business Models for News
New Business Models for News
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First draft of a presentation setting the stage for the New Business Models for News Summit at the CUNYGraduate School of Journalism

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  • Jeff, your talk in fora.tv makes me want the book.
    I will buy it soon I hope.

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    but what a beautiful typography!

    What font it is?
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New Business Models for News

  1. 1. New business models for news Jeff Jarvis CUNY Graduate School of Journalism October 2008
  2. 2. New worldviews... ...new models
  3. 3. Content v. link economy
  4. 4. Content economy •Own/control content •Syndicate/sell •Many copies •Monetized at the edge •Value created with content
  5. 5. Link economy •One copy, many links •Made open (searchable, linkable) •Monetized at the center •(Do what you do best, link to the rest) Links bring efficiencies: •Value created with links
  6. 6. Product process v.
  7. 7. News as product •Dictated by production & distribution •Owned and controlled (and monopolized) •Centralized •Once-a-day •One-way •One-size-fits-all •Perfection as a standard
  8. 8. News as process •Never starts, never ends •Opens up news: transparent •(Here’s& collaborationwhat we don’t Input what we know & at all stages know—what do you know?) •Enabled by links •Enables networks
  9. 9. Article v. topic flow Article Wiki snapshot Blog Links process Discussion
  10. 10. Past the article •Blog = news as process (v. product) •Wiki = Snapshot of current knowledge •Links = Curation, aggregation (Do best/link rest) •Discussion = Input, correction, addition (What do you know?)
  11. 11. Centralized distributed v.
  12. 12. Centralized •The world comes to us •We market for audience •We hold onto audience as long as possible •We claim large audiences •We charge(d) for total audience •Brand as magnet
  13. 13. Distributed •We go to the world •‘If the news is important, it will find me.’ •Brand as descriptor (quality, credibility, voice, perspective) •Audience is distributor •Need to monetize distribution
  14. 14. Newsroom efficiencies
  15. 15. Newsroom v. Photos: WAN, Washington Post MoJo
  16. 16. Newsroom v. network •Centralized v. distributed •Open to many relationships •Newsroom as classroom •Physical v. virtual •Staff plus relationships
  17. 17. Network model
  18. 18. Network model •Collaborative •Not all owned •Enabling others to build •Extracts minimal value to grow to maximum size (T. Evslin) •Critical mass faster, cheaper •Curation, vetting, education as key skills
  19. 19. Owned v. outsourced Edit Ad Edit Ad Mfg Dist Mfg Dist
  20. 20. News company structure •Why own exclusive use of manufacturing, distribution, sales? •Spinoff or outsource? •Enables new, networked relationships •Planning post-paper
  21. 21. Public support?
  22. 22. Public support? •Charitable money? •Public money? •Public work and support? •What could be supported? •How much does it cost now? •Local v. national (NPR, ProPublica)? •Spot.us ... Zivity ... other models
  23. 23. Revenue models
  24. 24. Revenue models •New open ad networks & marketplaces •New industry networks •Hyperlocal networks •New ad models (relationships, new targeting...) •New measurements •New side-door revenue (data, service...) •Google?
  25. 25. WWGD? •Think distributed •Do what you do best, link to the rest •Join a network •Be a platform •Collaborate •Small is the new big •‘Elegant organization’ —Mark Zuckerberg •‘Get out of the way’ —Craig Newmark
  26. 26. WWGD? •Free is a business model —Chris Anderson •Beware the cash cow in the coal mine •Encourage, enable, and protect innovation (where’s our 20% rule?) •Life is a beta •Decide what business you’re in
  27. 27. Who are we? Content Community Content Advertising
  28. 28. Who are we?
  29. 29. Charge: Networks •How can networks protect/expand journalism? •What kinds of networks: ad, content... •Local v. national v. international •Define network models that would work today: Who is in them, what kind of relationship, what value and benefit for each party, how they are supported...
  30. 30. Charge: Newsrooms •Find new efficiencies •What is the value of the newsroom in the future? •What is the core of the newsroom in the future? •Is there still a room? • Model the new newsroom: size, functions, jobs, relationships, costs
  31. 31. Charge: News orgs •What are new corporate and operational structures for newsrooms? •React to the Roussel/Morgan models •Where is the value? •What services are needed? •Model a reorganized company •Model a from-scratch company
  32. 32. Charge: Revenue models •Where is the value? •Where are the opportunities? •New ad models? New measurements? •Network sales? Outsourced sales? •Anything other than ads? •Define best prospects to pursue as companies, networks, or the industry and what is needed to do that
  33. 33. Charge: Public support •What would the public support? Investigative? Beat? Collaborative? •How much does that cost now? How much should it cost? •What sources are there? Local? •Relationship of public v. private? •Define best opportunities for public support. Be realistic.
  34. 34. Your reward Photo: André Karwath
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