Judy Sims ACNA Keynote Presentation

9
Things
1

Scarcity
Abundance
4

Online Newspaper Visit: 10 Mins
AvgYoutube video: 3.5 Mins
TV Show: 30 – 60 Mins
Print Newspaper: 40 Mins
Blog Post:
3-10 Paragraphs
Tweet:
140 characters
5

Scarce
Media
Abundant
Attention
8

Scarce
Attention
Abundant
Media
9

Supply
Price
Demand
Quantity
Basic Supply and Demand
10

Supply
Demand
Quantity
Media 1.0 Supply and Demand
Price 2
Price
Demand 2
11

Media 1.0 The Age of the Blockbuster
UmairHaque
12

Media 2.0 Supply and Demand
Supply
Media 2.0 Supply
HYPERDEFLATION
Price
Media 2.0 Demand
Media 2.0 Price
Demand
Quantity
13

Media 2.0
The End of the Blockbuster Age.
15

and
The Beginning of the Age of Snowballs.
16

Snowballs = Micro Content
17

Aggregators
Micro-platforms
Re-constructors
18

Value
Blockbuster Growth
Email marketing, etc.
thestar.com
Metro
The Star
Output
19

Value
Snowball Growth
High Traffic Site
Aggregator+
Social Media
Blogger
Micro Content
Output
20

Today Show
Amazon
Influential
Blogger
Social Media
Micro Content
21

The growth of snowballs requires user engagement and community.
22

Digital Natives Expect to:
Interact with
Contribute to
Organize
and Share
the media they interact with .
Clay Shirky
23

The Snowball Economy
Lower Demand for Blockbusters
Media 2.0 Supply
A growing number of snowballs pushes up the Media 2.0 demand curve
Snowball Price
Media 1.0 Demand
Media 2.0 Price
Quantity
24

Media 1.0
Media 2.0
Closed
Dominant
Portal
Open
Distribution
Coordination
25

Twosources of competitive advantage in Media 2.0
26

Become the ultimate destination for news, information and connectivity in your market.
Quantity
Aggregate more than competitors
27

What can you be best in the world at?
Make it local, make it mobile, make it super- relevant.
Quality
Differentiate more narrowly than competitors
28

Quality + Quantity
Higher User Engagement
Higher ROI for Advertisers
Higher % Revenue from Digital
A Digital Future
29

9
Things
(At Least)
30

1.
Structure for the Company You’re Becoming.
Not the One You’ve Been
31

Clark Gilbert:
President & CEO, Deseret News
32

Companies achieving 15% to 20%of their revenue from digital have dedicated digital sales teams.
Borrell and Associates
2010 Local Advertising Report
33

2.
Find Unbelievably Great Digital Talent
Don’t wait for the print guys to figure it out.
34

3.
Get comfortable with being uncomfortable.
Learn the art of the pivot.
Don’t Kill Innovation
36

4.
Start experimenting with mobile
Even if no one really knows where it’s going.
37

Mobile Advertising in Canada
CAGR: 115%
Millions
Source: IAB
42

LocationLocationLocation
43

5.
That means cutting costs. A lot.
Do More With Less
46

Invest:
Content, Sales, Disruption
Journal Register Company
Outsource:
IT, Delivery, Prepress, Printing & Mailroom
2009
2010
Bankruptcy
$41 million Profit
48

6.
Train your people, give them the right tools and create incentive programs to get them going.
Set Big Digital Goals
49

There is a Digital Future
JRC
Deseret News
Goals
% of revenue from digital in
3 years: 25%
5 years: 50%
Q1 2011 digital advertising up 70% over Q1 2010.
2010 digital revenue was up 75% over 2009 revenue
Digital revenue already makes up more than 50% of total company revenue
50

7.
Start Selling ROI and Service
Not just lines and columns, banners and big boxes.
51

Only half of Canada’s 2,000,000 businesses have websites
52

Make a better Daily Deal.
One-time customers
Damage to brand
No customer caps allowed
50% deal required
50% cut to daily deal site
Top Daily Deal Advertiser Complaints
55

8.
Become Social
Don’t surrender your critical role in your communities.
Reflect, Affect, Connect
58

Become a platform for discussion about local obsessions and big problems.
59

Community Newspapers
Academics
Community Organizers
Local Obsessions
Big Problems
Experts
Bloggers
Politicians
Other Mainstream Media
60

The family
Financial responsibility
Faith in the community
Excellence in education
Care for the poor
Values for media
62

64
Curate.
Become the go-to place for news and information about your community.

Stop broadcasting and start communicating
67

9.
Understand the Thing that is Disrupting You
Until you experience it first hand, you won’t truly know it.
70

Quora
75

http://judysims.com@judy_sims
84

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Judy Sims ACNA Keynote Presentation

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