Online media: growing pains

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A look at SA online media now, and also into the future

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  • 'The future of advertising is the internet', stated by Bill Gates - see slide 20<br /><br/>
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Online media: growing pains

  1. Online media GROWING PAINS Matthew Buckland Publisher [email_address]
  2. www.matthewbuckland.net www.blogmark.co.za/matthewbuckland www.mg.co.za/netsavvy [email_address]
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  5. all mediums eventually powered by the internet
  6. murdoch <ul><li>“ What is happening is a revolution in the way young people access their news. The next generation have a different set of expectations about the kind of news they will get, including when and how they will get it, where they will get it from, and who they will get it from.“ </li></ul><ul><li>“ They want control over their media , instead of being controlled by it.” </li></ul>
  7. murdoch <ul><li>“… unless we awaken to these changes, and adapt quickly, we will as an industry, be relegated to the status of also-rans, or worse, many of us will disappear altogether …” </li></ul><ul><li>Rupert Murdoch at American </li></ul><ul><li>Society of Editors (2005) </li></ul>
  8. background <ul><li>Dot.boom hype: </li></ul><ul><ul><li>Fast expansion, huge revenue predictions </li></ul></ul><ul><ul><li>Wild predictions: “Print dead in 10 years’ time” </li></ul></ul><ul><li>Dot.bomb industry crash: </li></ul><ul><ul><li>Online advertising dries; e-commerce slows </li></ul></ul><ul><ul><li>Tech stocks, perceptions about sector crash </li></ul></ul><ul><li>Dot.reality </li></ul><ul><ul><li>Unviable players disappear, serious players left </li></ul></ul><ul><ul><li>Online advertising recovery </li></ul></ul><ul><ul><li>Rise of Web 2.0 & Google </li></ul></ul>
  9. now... <ul><li>Hype turning into reality… </li></ul><ul><li>New revenue stream for company </li></ul><ul><li>New audiences (young/int’l) </li></ul><ul><li>New types of journalism </li></ul><ul><li>Empowered, active audience </li></ul><ul><li>Strong day-time/work channel </li></ul><ul><li>Aggregating to new platforms </li></ul><ul><li>Permanence of content </li></ul>
  10. south africa <ul><li>Elitist, niche medium </li></ul><ul><li>Expensive connectivity & socio-economic restraints </li></ul><ul><li>7-million worldwide readers </li></ul><ul><li>2,9-million local readers </li></ul><ul><li>OPA: www.opa.org.za </li></ul><ul><li>On same measurement platform </li></ul>
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  12. www.mg.co.za <ul><li>Run as a separate business with own editor, subs, journos </li></ul><ul><li>Create a competitive “online culture” </li></ul><ul><li>3X readership; but generates 1/10 revenue of paper </li></ul><ul><li>Profitable division first time in 11 yrs </li></ul><ul><li>Multimedia skills </li></ul>
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  14. <ul><li>Trust </li></ul><ul><li>Legally stronger </li></ul><ul><li>In-depth </li></ul><ul><li>Better story </li></ul>
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  19. advertising <ul><li>Online advertising recovery </li></ul><ul><li>Emerging as THE key day-time channel </li></ul><ul><li>Highly measureable </li></ul><ul><li>Access high LSM </li></ul><ul><li>Still in its infancy/rudimentary </li></ul><ul><li>Multimedia advertising </li></ul><ul><li>Convergence with TV ads via broadband </li></ul><ul><li>Search advertising (via Google adsense) </li></ul><ul><li>Google bringing model to radio & print </li></ul>
  20. bill gates <ul><li>Interactive Advertising Bureau conference, Oct 2005 </li></ul><ul><li>“ The future of advertising </li></ul><ul><li>is the internet” </li></ul><ul><li>(Saying that all media channels will ultimately be powered by the internet) </li></ul>
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  25. what ’ s next? <ul><li>Rise of citizen media </li></ul><ul><li>Power shift? </li></ul><ul><li>Media model changing </li></ul><ul><li>Segmented, 1-to-1, decentralised </li></ul><ul><li>Bloggers competing for audience </li></ul><ul><li>Bloggers competing for ad revenue </li></ul><ul><li>Reader = mini-media owner & competitor! </li></ul>
  26. web 2.0 lexicon <ul><li>blogging, splogging , wikiing, vlogging , tagging , podcasting , </li></ul><ul><li>Pluck , Digg , Flickr , Technorati , del.icio.us , blogosphere , </li></ul><ul><li>RSS feeds & RSS readers , cosmos links , trackbacks, pings , </li></ul><ul><li>mash-ups and folksonomies </li></ul>
  27. mainstream media <ul><li>Join in, or get left out </li></ul><ul><li>Embrace, learn & utilise citizen media </li></ul><ul><li>Symbiotic & competitive relationship </li></ul><ul><li>Not a replacement, but complementary media stream </li></ul><ul><li>Blogs: traffic / watchdog / niche topics / alternative views </li></ul><ul><li>Beware of the hype, ask the hard questions </li></ul>
  28. how? <ul><li>Create blogging platforms </li></ul><ul><li>Give up control, users to set news agenda? </li></ul><ul><li>Be part of the conversation: Link to & acknowledge blogosphere </li></ul><ul><li>Journalists to blog </li></ul><ul><li>Podcast your news & link to podcasts </li></ul>
  29. the big question <ul><li>… a shift in media via technological advances & changes in [reader/viewer/user/listener] behaviour </li></ul><ul><li>… is there a bigger shift, a shift in the very nature of society itself? </li></ul>
  30. the future? <ul><ul><li>Technology will empower individuals but disempower the control governments have over their citizens… </li></ul></ul><ul><ul><li>Nation states will become less important and probably collapse while the netocrats and their networks , their “electronic tribes”, will have a huge impact on world events. </li></ul></ul><ul><ul><li>Netocracy, by Jan Söderqvist and Alexander Bard (2001) </li></ul></ul>
  31. the future? <ul><li>“ To find something comparable, you have to go back 500 years to the printing press , the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. </li></ul><ul><li>“ Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” </li></ul><ul><li>Rupert Murdoch </li></ul>
  32. THANK YOU

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