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

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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New Business Models for News Presentation Transcript

  • 1. New business models for news Jeff Jarvis CUNY Graduate School of Journalism October 2008
  • 2. New worldviews... ...new models
  • 3. Content v. link economy
  • 4. Content economy •Own/control content •Syndicate/sell •Many copies •Monetized at the edge •Value created with content
  • 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. Product process v.
  • 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. 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. Article v. topic flow Article Wiki snapshot Blog Links process Discussion
  • 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. Centralized distributed v.
  • 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. 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. Newsroom efficiencies
  • 15. Newsroom v. Photos: WAN, Washington Post MoJo
  • 16. Newsroom v. network •Centralized v. distributed •Open to many relationships •Newsroom as classroom •Physical v. virtual •Staff plus relationships
  • 17. Network model
  • 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. Owned v. outsourced Edit Ad Edit Ad Mfg Dist Mfg Dist
  • 20. News company structure •Why own exclusive use of manufacturing, distribution, sales? •Spinoff or outsource? •Enables new, networked relationships •Planning post-paper
  • 21. Public support?
  • 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. Revenue models
  • 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. 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. 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. Who are we? Content Community Content Advertising
  • 28. Who are we?
  • 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. 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. 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. 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. 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. Your reward Photo: André Karwath