Telephone Newspaper: A stentor reading the day's news to 15,000 subscribers! http://en.wikipedia.org/wiki/Telefon_Hirmondo
Proizvodi nove generacije se konzumiraju drugacije.
Nisu vise novine! <ul><li>Online novine su nesto drugo. </li></ul><ul><li>Konzumiraju se na potpuno drugi nacin. </li></ul>
Ovako je bilo ranije… <ul><li>Vest = Cinjenica = Citanje vesti </li></ul>
… a ovako je sad. share vote send read watch comment recommend keep buy make yours Music Celebrities News Pictures Video Audio Opinion Authors Places Status Media Facts
Tradicionalni novinari nemaju FEEDBACK. … I on ih ne zanima!
6/5/2008 4:50:07 PM Memo to Tribune employees Partners, Instead of recapping our first quarter numbers, which you can see in our news release online, we want to get to the heart of what we're sure all of you are focused on after our earnings call today -- our discussion around the changing business model for publishing. What has become clear as we have gotten intimately familiar with the business is that the model for newspapers no longer works. Supply and demand are not in balance, and that manifests itself in two ways: 1. We are not giving readers what they want, and 2. We are printing bigger papers than we can afford to print First, our publishing business -- and to reiterate, it IS a business -- needs to retool itself to a customer-centric model. We have now reviewed dozens of reader studies done by Tribune over the years, and they present clear and consistent findings. Readers want: * Unbiased, honest journalism * LOCAL consumer and community news * Maps, graphics, lists, ranking and stats Some of our papers do some of these things well, and some of our papers do them better than others. But, ALL of our papers need to improve in this area . We're in the business of satisfying customers , and we WILL respond to what they say they want. The first paper to embrace this new customer-centric design will be the Orlando Sentinel, and it will debut on June 22. You'll see all of our papers incorporate some level of redesign by the end of September. Second, we must also strategically align the size of the paper we produce with what advertisers want. We will be assuming a 50/50 ad-to-editorial ratio base as a floor to right-size our papers. With that benchmark we can significantly scale back the size of the papers we print, and take significant costs out of our operating run rate. We must find the balance between producing excellent products and producing products we can afford. And, we will find it. We'd also like to mention interactive, which will be a primary source of revenue in our future. We are in the final stage of developing a platform for our websites that will enable us to take advantage of all the opportunities on the web -- from e-commerce to social networking to selling key words and other activities. This new product will come to each of the business units fully loaded and ready for prime time. It will be a simple tool kit that is pre-populated, but you’ll be able to customize and design it for your market, and your individual audiences. But the new sites will come with a budget, and with the expectation that they will be fully leveraged to generate revenue. The new websites will roll out to the TV stations first, and we expect this phase to be completed by the end of August. Within the coming year, our papers will have transitioned to the new sites as well. You can preview a sample of this product line at KPLR-TV in St. Louis at cw11tv.com. We started this year by rattling the cages, and since then we’ve continued to reinforce the urgency for change. We expect by now you understand the 'do-or-die' challenge that has been placed in front of us. We now have a roadmap to turn that challenge into opportunity. Sam & Randy Source: Poynter.org
News lives in an ecosystem! <ul><li>It meets the demands of users who seek context and a </li></ul><ul><li>360-degree view of issues. </li></ul>
Make KNOWLEDGE searchable. <ul><li>Don’t just make DATA searchable. </li></ul>
The power law of participation <ul><li>1% of the people create content </li></ul><ul><li>10% will modify content that’s there </li></ul>Source: Ross Mayfield
What is the wisdom of crowds? <ul><li>Aggregated opinions of the many are smarter than consensus decisions of the few. </li></ul>
Audience Editori: <ul><li>Audience advocacy </li></ul><ul><li>Quality control </li></ul><ul><li>Quantity control </li></ul><ul><li>Promoting interactivity </li></ul><ul><li>Communication </li></ul><ul><li>Coordination </li></ul>
News 3.0 / Web 3.0 <ul><li>Highly specialized information silos, moderated by a cult of personality, validated by the community, and put into context with the inclusion of meta-data through widgets. </li></ul>
1. Budite originalni <ul><li>Sve online novine su iste, sa istim problemima </li></ul><ul><ul><ul><li>Nefleksibilne platforme </li></ul></ul></ul><ul><ul><ul><li>Malo multimedijalnih editora </li></ul></ul></ul><ul><ul><ul><li>Pasivni citaoci </li></ul></ul></ul>
<ul><li>Citaoce ne interesuje organizaciona struktura, beta verzije, ili bilo sta slicno. Oni hoce da se zabave. Procitaju najnovije vesti. Obave posao. </li></ul><ul><ul><ul><li>Added value vs. latest news </li></ul></ul></ul><ul><ul><ul><li>Kraci tekstovi </li></ul></ul></ul><ul><ul><ul><li>Vece slike </li></ul></ul></ul><ul><ul><ul><li>Vise video sadrzaja </li></ul></ul></ul>1. Budite originalni
4. Izaberite format <ul><li>Izaberite prepoznatljiv format koji animira konzumenta. </li></ul>
5. Ne budite AGNOSTICNI za razlicite platforme <ul><li>Each device covers different needs in different situations. </li></ul><ul><li>The news industry’s capacity to deliver news, information and interactivity to mobile seriously lags audience adoption and use. </li></ul>
6. Day parting! <ul><li>Frequency </li></ul><ul><li>Plenty of updates </li></ul><ul><li>Web-first publishing </li></ul><ul><li>Sta se desava u MOM gradu </li></ul>
6. Day parting <ul><li>BIG STORIES! </li></ul><ul><ul><li>Hammer it! </li></ul></ul><ul><ul><li>Own it! </li></ul></ul><ul><ul><li>Flood of information, video, blogs, forums, public documents, maps, graphics, databases… ONE CLICK AWAY! </li></ul></ul>
7. Izgradite poverenje <ul><li>Konzumenti su promiskuitetni </li></ul><ul><li>One way to keep people on a site is to serve as information hub </li></ul>
Dakle… <ul><li>1. Budite jedinstveni </li></ul><ul><li>2. Uradite domaci </li></ul><ul><li>3. Automatizujte sve sto vas proizvod ne cini jedinstvenim </li></ul><ul><li>4. Izaberite format </li></ul><ul><li>5. Ne budite agnosticni za razlicite platforme </li></ul><ul><li>6. Definisite day-parting </li></ul><ul><li>7. Izgradite poverenje </li></ul>And don’t forget the audience!
Hvala na paznji. <ul><li>Boris Krstovic, firstname.lastname@example.org </li></ul>
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