Clark Gilbert, CEO Deseret Digital Media - Understanding the Digital Economy

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Clark Gilbert, CEO Deseret Digital Media - Understanding the Digital Economy

  1. 1. Always Pioneering
  2. 2. Our MissionPage 2 Trusted voices of light and knowledge reaching hundreds of millions of people worldwide  Align Actions  Pursue Excellence  Champion Virtues  Improve Lives  Work Together  Invest Personally
  3. 3. “In the early 1980s AT&T asked McKinsey to estimate how many cellular phones would be in use in the world at the turn of the “The „telephone‟ has too many short-comings to be seriously century. The consultancy … concluded that the total market considered as a means of communication. The device is would be about 900,000. At the time this persuaded AT&T to pull inherently of no value to us.” out of the market.” — Western Union internal — The Economist, 1999 memo, 18763
  4. 4. Sustaining versus Disruptive InnovationProduct Performance Disruptive Innovation Source: The Innovator‟s Dilemma Time Page 4
  5. 5. A Transformational Shift in Media Spending5Source: Borrell and Associations
  6. 6. "Overall, the newspaper industrys involvement with the Internet has been oneFinding a lot having a lot itswin." Growthlose it, as opposed to starting where it had New Market trying not to from scratch and to lose and to been --President of Online Newspaper Division Displacement Net New Growth Established Disruptive Business Business Starts Outside Established Business
  7. 7. Two Transformations Reposition the Core Launch Disruptive Growth Business
  8. 8. The Deseret News A Trusted Voice Since 1850Page 8 “We propose publishing a weekly sheet as far as our local circumstances will permit” Deseret News Prospectus, Willard Richards, 1850
  9. 9. Distinct Editorial VoiceSix Areas of Focus•The Family•Excellence in Education•Faith in the Community•Financial Responsibility•Care for the Poor•Values in the Media
  10. 10. Report Out: The Family
  11. 11. Report Out: Faith
  12. 12. Report Out: Media
  13. 13. Distinct Editorial Voice Paul Edwards, Opinion Editor •PhD / JD Berkely •Former Provost of SVU •Director of Mercatus Center in Washington D.C. •Former BYU Political Science Faculty
  14. 14. Deseret News National Sunday EditionPage 14 2011-12 Forecasted Growth: Fastest Growing U.S. 180,000 160,000 NP 140,000 120,000 100,000 80,000 60,000 40,000 20,000 -
  15. 15. Deseret News Innovation Strategy What is our distinctive voice? What innovations will we need to grow?
  16. 16. The Vision of the Deseret News The Deseret News will be the nation‟s largest news publication focused on faith and family oriented audiencesBy 2015, the Deseret News will be a Top 25 Newspaper Publication and a Top 10 Newspaper Website • This will require we reach 300,000 circulation • 8-10 Million Uniques and 100 Million Page Views
  17. 17. Growth in DDM Network: Deseretnews.com Unique Users (106%) Page Views (67% 4 Growth) 35M3.5 40 3.1M 3 302.5 21M 2 201.5 1.5M 1 100.5 0 0 December 2009 June 2011 December 2009 June 2011
  18. 18. Monthly Web Visitors
  19. 19. Deseret News Referrer Report
  20. 20. SEO and Referral Lift
  21. 21. New Content Model: FamilyPage 21 Media Product Strategy Data aggregation UGC Deseret Connect Evergreen “This is brilliant. Fantastic implementation. This is Social exactly the sort of thing newspapers need to do in order to survive: Create innovative Ties to Mission editorial constructs that take advantage of Monetizable the web, instead of trying to replicate their print version online. I can certainly seeMarket your coverage expanding beyond Utah -- Id find it far more useful as a repository of opinion, for instance, than what Rotten Tomatoes is doing.” Aris Christofides, CEO of critics.com and kids-in- mind.com
  22. 22. Research on New MediaInnovation Benchmarking Local Media Characteristics of High Online Market Share Market Share Sites  Separate Physical Location  Separate P&L  Separate Direct Sales  Separate Content, Product, andSouce: Borrell and Associates Technology Teams  Separate Talent Pool
  23. 23. Digital Team Leadership •Web Analytics •Design Resources •UI and Content Merchandising •Search Engine Optimization •Social Media OutreachChris Lee, VP of Digital •Digital Innovation Culture Deseret News
  24. 24. New Media Talent at DeseretDigital
  25. 25. DDM Revenue Growth Leads the Nation25 $1,400,000 140% $1,200,000 120% $1,000,000 100% $800,000 80% Revenue $600,000 60% $400,000 40% $200,000 20% $- 0% Jan 2010 Feb March Apr 2010 May June July Aug Sept Oct 2010 Nov Dec 2010 2010 2010 2010 2010 2010 2010 2010 2010
  26. 26. On the Frontier

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