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

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






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

    • Always Pioneering
    • 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
    • “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
    • Sustaining versus Disruptive InnovationProduct Performance Disruptive Innovation Source: The Innovator‟s Dilemma Time Page 4
    • A Transformational Shift in Media Spending5Source: Borrell and Associations
    • "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
    • Two Transformations Reposition the Core Launch Disruptive Growth Business
    • 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
    • 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
    • Report Out: The Family
    • Report Out: Faith
    • Report Out: Media
    • 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
    • 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 -
    • Deseret News Innovation Strategy What is our distinctive voice? What innovations will we need to grow?
    • 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
    • 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
    • Monthly Web Visitors
    • Deseret News Referrer Report
    • SEO and Referral Lift
    • 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
    • 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
    • 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
    • New Media Talent at DeseretDigital
    • 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
    • On the Frontier