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Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
Future of news
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Future of news

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This is my first try, so please be tolerant. I am very sorry to not include all the great resources used in the presentation (especially TED.com) as I did not plan to publish the material when it was …

This is my first try, so please be tolerant. I am very sorry to not include all the great resources used in the presentation (especially TED.com) as I did not plan to publish the material when it was done many months ago.

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  • 1. Future of newsnovakdav@gmail.com
  • 2. Corporate strategies grew from military modelsIt may be essentialbut not only one corporate strategy
  • 3. Military models evolved from trivial market situations with verylimited know-how to secure prosperity
  • 4. Typical symptom of "direct confrontation" mindset is giving enormous emphasisto competitive benchmark in strategic decisionsWhere everyone follows what everyone do,human brain creates its own virtual market boundariesDeadly arena with limited resources to fight for
  • 5. Your network influence youmuch morethan you would think.
  • 6. What if all major players give more emphasis on competitive benchmark instead of customer experience? market pressure Grow lazy Get crazy In low market pressure situations, Driven by fear as market pressure grows competitive benchmark competitive benchmark spins unwise moves slows down the innovation cycle becouse what others do is treated supperior to that leaves opportunity window what customer needs for unexpected challengers. Challengers have open doors again.
  • 7. How to exit market boundariesDo you plan to close or incease the gapwith your competitors?
  • 8. Internet is changing media landscapeDead of deadlines. Readers want online information anytime they want it.Old news are old. Publishing stories become continous process.Glocal reach. A Squirrel dying in your front yard may be more relevant to yourinterests right now than people dying in Africa.Driving performance. Reducing the gap between thought and action.Improving specialisation due direct access to specific content.Low loyalty. As cost of distribution is almost zero,oversupply of information and simple switchingdecrease reader’s loyalty.Aggregators, not content providers grow now.Readers turning in content providers.More points of view are available to more peoplethan ever before. The marketplace of ideas is bigger.
  • 9. Amount of contentchange the internet Connected web Triggered by tsunami of accessible information, trivial link became obsolete. More complex relations between elements evolved and became more important than documents itself. Searchable web Relevance indicators now defines unique network structure to Search box with direct access to each user. broader range of content brings more effective exploration of the Alive, moving, proactive, and Catalogue web online world. intimate experience leaving the traditional document as buried Decade was defined by rise of artifact. You can reach it, but First technique to organise search giants and the searchable someone (something) have to growing amount of internet content web. Content publishers create give you a clue. adopted from analogue world. content around top keywords. Web knows who we are, Scaling limitations made catalogue Suited as a universal reference, but wherever we go, threads our obsolete and closed era of hardly a personal experience. The relationships and delivers richer walled garden portals. unbeatable page rank failed. experiences.
  • 10. How internet is changing society In the past, the print media had total control over published content They only accepted articles from people with quality writing skills from widely acceptable sources Public opinions were created and formed by these white collar people. Now blue collars from all social levels can publish their opinions and easily find readers in the network Internet users get used to authentic and firsthand experiences News written by their peers This leads into a culture revolution and crisis of education.
  • 11. Magnifier of official institutions?Carefully publishing widely acceptable messages?Balanced? Unbiased? Uncommited?
  • 12. Where could traditional publishing house possibly win against blue collars? Quantity? Speed? Quality? Millions smartphone users connected People walking in the streets. Journalist is a person who knows to the internet. Ready to capture any encounter how to make articles. and share it to the web. Real people knows how to make real things.
  • 13. 2 3 1Infiltration, asimilation, confrontation: All these strategies could bring strong benefit, but all share the roots in military mindset ..the same mindset that slowly gravitates corporates into "grow lazy" or "get crazy" situations..
  • 14. And how react your fellow colleagues? Facebook integration2 Integration into Facebook Buy MySpace 1 3 Murdoch says $580 Million MySpace Buy was a "Huge Mistake"
  • 15. Media experience of the futurePersonal edition anywhere you go, available on any device. It will know what I have already read orviewed, including how deep was my engagement with particular topics.Understanding my preferences and interests based on tracking every bit of my activity for many years.Featuring powerfull recommendation engine capable to predict what major news and events I do not yetknow about, but I should.Offering various level of detail on broad range of topics justified to my personal taste - ranging fromafternoon grandsons fotball photos to molecular structure of new protein just discovered in Australia.As the information overload will continue, new indicators of what should I pay attention to mustemerge to fit growing speed of live.Role of content creators and such aggregators might separate as each of them features differentdisciplines.But in connected web overloaded with generated content, those aggregators controlling information flowand developing value to readers will become the new media.New influencersMagnet for advertisersthat will dismiss traditional advertising model
  • 16. What you think is outcome of equation Sacrifice Value In order to achieve happiness, humans choices result from trading off its percieved value with sacrifice. Value management understands, that the enterprise needs to focus on providing a better value proposition than competitors. Customers willingness to sacrifice (spent time, tolerate advertising, subscription) is given by overall value that product generates. Minus opportunity costs.
  • 17. And here are the milion dollar questions! Brain teaser
  • 18. Brain teaserWhen will be readers willing to pay for content?
  • 19. Brain teaserWhen will be readers willing to pay for content? When its total value can outweigh the money.
  • 20. Brain teaserWhy they do not generate more pageviews?
  • 21. Brain teaserWhy they do not generate more pageviews? The opportunity cost grows over time.
  • 22. Brain teaserWhy you still read the presentation?
  • 23. Brain teaser Why you still read the presentation?Your brain realised that value you can get is worth the few minutes of sacrifice.
  • 24. Alternative content sources In-house creation Free lancersExample of value proposition Partnershipsin content creation. Crowd-sourced Advertising partners Libraries Universities What are the overcrowded "red oceans" and what are the unexplored "blue oceans"?
  • 25. Online education Education provides positive impact on media brand. Allows to achieve higher levels of specialisation (remember the 12-years hackers) Brings new business partnerships and opportunities Accounts for $34 billion business with government support Valueable content people are even willing to pay for (which is not true in case of traditional online outcomes) MORE FACTS 75% of public learning institution have online education in long term plans By 2020 it is projected that more than 50% of classes thougt will be online Education-Specific URL will be submitted to search engines soon
  • 26. All what matters is value to a reader The more he can personaly benefitThe more he remebers from (earn, save) from consuming youryour article, the more value is content.being generated.It determinates success oftypography and inforgraphics. The more he can personally contribute to your content.The better he understands thecauses and consequences The easier he can access the content on various platforms.The more point of view he willconsume, the better his mind The better you recognise hiscan evolve. activity and drive actions around it.The more relevant content(topic selection, location, age) The better you help himyou can expose to him. render experience Encourage him to better decisions the more valuable he will feel itDont just serve informations,but guide how to use them oreven help to use them. The more you can overdeliver on his expectation.
  • 27. DANGER of personalisation Sofware agents tailor search results, setup facebook page and control content flows We encounter only what we "Liked" in past not what we need to see and we enjoy it so much!We are trapped by reminiscence of our past identity and the death squirrels could easily replace the democracy
  • 28. Ultimate mission Everyone wants to be someone who saw latest play by Vaclav Havel, but now he wants to see Spiderman for the third times. Lets fight an epic battle for our future aspirational selves versus our present spontaneus ones. If media fails on being unconfortable, challenging and bringing opposite perspectives, over time, it will be very hard for human to accept informations that have not been tailored for them.
  • 29. Official authorities are loosing control over information flowDecide on strategy how to reborn as connected webFuture generations must not remember your brandas the white collars club
  • 30. Focus on core related value innovation as it is theonly strategy that makes a whole more valuablethan sum of its partsYou want invest limited resources ...and not to end-up with this, which isover time to end-up with this. destiny of your persuers, who do not have the plans of engine.
  • 31. Embrace the online education as single biggest "blue ocean"opportunity for traditional media.Product that will greatly benefit from global recessionas growing number of connected unemployed readers will seekthe opportunity for tapping new resources
  • 32. Answer the awaken demmand for authentic stories Rendering experiences and development

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