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Costs, value and streams

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Presentation to students on the Entrepreneurship module at City University's School of Journalism, March 2012

Presentation to students on the Entrepreneurship module at City University's School of Journalism, March 2012

Published in: Education, Technology, Business

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Transcript

  • 1. Costs, value, streams EntrepreneurshipMonday, 12 March 2012
  • 2. What I’ll cover: The role of costs Finding value EngagementMonday, 12 March 2012
  • 3. Why did Wired give away its photos?Monday, 12 March 2012
  • 4. Where are the costs? Speed and depth again.Monday, 12 March 2012
  • 5. Analogue costs 10-20% (corporate machinery)Monday, 12 March 2012
  • 6. Digital costs 80% (your new networks)Monday, 12 March 2012
  • 7. Analogue costs Editorial - 10-25% Ad sales Production (layout, ink and paper) Marketing DistributionMonday, 12 March 2012
  • 8. Digital costs - web Editorial - 80% (Telegraph) Ad sales - ad networks? (e.g. Google AdSense, Addiply, etc.) Production = CMS Marketing = Distribution = SEO and SMOMonday, 12 March 2012
  • 9. “Having their photos run on someone else’s website costs Wired exactly zero — and they’ll get some small but real financial benefit out of it.” Source http://www.niemanlab.org/2011/11/wired-releases-images-via-creative- commons-but-reopens-a-debate-on-what-noncommercial-meansMonday, 12 March 2012
  • 10. Costs - mobile and tablet Editorial - 80% (Telegraph) Ad sales - do you control platform? Production = HTML5, CMS, bespoke Marketing = iTunes Distribution = sales, SEO and SMO (30% cut and data goes to Apple)Monday, 12 March 2012
  • 11. Barriers to entry Competition drives pricing down Print costs become weakness Apps = false security of ‘closed garden’. (Partial barrier)Monday, 12 March 2012
  • 12. Monday, 12 March 2012
  • 13. Monday, 12 March 2012
  • 14. Case study: Al JazeeraMonday, 12 March 2012
  • 15. Case study: Birmingham MailMonday, 12 March 2012
  • 16. Case study: Guardian APIMonday, 12 March 2012
  • 17. Monday, 12 March 2012
  • 18. Where is the value? Speed and depth again.Monday, 12 March 2012
  • 19. “When hunting and gathering were the main sources of food, few had the luxury to be particular about its quality. But farming carried such an abundance that a greater variety of processing became feasible ... We started thinking about vitamin content.” Source Philip Meyer,Monday, 12 March 2012
  • 20. What does media sell? Content? Copies? Ad space? Audiences? Identity? Community?Monday, 12 March 2012
  • 21. Monday, 12 March 2012
  • 22. Cutting out the middleman The Telegraph’s wooden coathangers NME’s tickets and merchandise Marie Claire’s in-app purchases Trinity Mirror’s PR services FT’s app services Lauren Luke’s merchandiseMonday, 12 March 2012
  • 23. Monday, 12 March 2012
  • 24. Magazines: Marie Claire“Marie Claires Beauty Genius app offers how-to videos shotwith leading make-up artists and shows readers how to applyfashionable looks ... The app, which is filmed in IPCs studios,sells at £1.19. Further in-app videos, such as "Flawless FaceFixers", are offered at 59p each to keep the revenue streamflowing. "Having your mobile phone by the mirror with yourmake-up bag, and watching a video that you can stop and startwhen trying to get that look, it makes sense really – rather thanwatching on a PC" http://www.independent.co.uk/news/media/online/horse-amp-hound-hotter-than-the- sun-2261211.htmlMonday, 12 March 2012
  • 25. Monday, 12 March 2012
  • 26. Monday, 12 March 2012
  • 27. Engagement Changing economics of supply and demandMonday, 12 March 2012
  • 28. “Repeat monthly users consume more content, making them more valuable to our business and marketers” - Coates Bateman, Forbes http://www.forbes.com/sites/lewisdvorkin/2012/01/17/inside-forbes-how-our-94 year-old-brand-engages-and-finds-success-in-a-social-world/Monday, 12 March 2012
  • 29. Monday, 12 March 2012
  • 30. From SEO to SMO Search engine results (SERPs) increasingly shaped by social networks ‘Banner blind’; compete on metrics: bounce rate, dwell time, interactions Traffic and engagement from SMMonday, 12 March 2012
  • 31. The Post noticed, for instance, that photo galleries — without sound — get better play during the day (with workplace usage), while video supplements to stories get more used in the evening. Twitter is best at multiplying traffic on big breaking stories, while Facebook referrals will relay the trend stories better. http://newsonomics.com/the-newsonomics-of-the-washington-posts-reader-dashboard-1-0/Monday, 12 March 2012
  • 32. The future? APIs and linked data RBI’s platform-neutral content (XML- driven)Monday, 12 March 2012
  • 33. Guest Q&A: Martin Moore Media Standards Trust .Monday, 12 March 2012
  • 34. Further reading. Delicious.com/paulb/cityent Delicious.com/paulb/enterprise Delicious.com/paulb/BMMonday, 12 March 2012