Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog News is eating itself: new media business models for journalism

The offline model Sell ads Sell content Sell platforms (newspaper, cable)

Sell ads

Sell content

Sell platforms (newspaper, cable)

Is advertising dead?

“ Search will see its overall share of online ad dollars swell from 45% this year to 48% in 2009 as other segments slow down.” - eMarketer ( source )

"Most of [the growth in local advertising] comes from pure-play companies delivering lower cost advertising that intercepts consumers not as they are reading news online, but as they are using the Web to research products and prices." - Borrell Associates ( source )

Readers worth less

More competition

Lower costs

Don’t own platform

Don’t own distribution

“ Content wants to be free”?

How do you make money?

More readers?

More ‘channels’?

Content people will pay for?

Sell a service, not a product

Freemium/Velvet rope

Mobile (maps & local search?)

Events

Create a market?

How do you make money?

Do something now Think of a way to support journalism that doesn’t rely on advertising or subscriptions Think outside of content – people pay for platforms and services

Think of a way to support journalism that doesn’t rely on advertising or subscriptions

Think outside of content – people pay for platforms and services

Questions to ask What data/information on the purest level do we have, or is within easy reach? (e.g. sports data, crime information, contacts, council meeting minutes, biographies, etc.) Who would have an interest in that? Where are they, online and offline? How could it be packaged to service these people? How could it be distributed to service these people? Why would they want this service? What might they want to do with the data? (e.g. compare it, export it, transfer it, build with it...)

What data/information on the purest level do we have, or is within easy reach? (e.g. sports data, crime information, contacts, council meeting minutes, biographies, etc.)

Who would have an interest in that?

Where are they, online and offline?

How could it be packaged to service these people?

How could it be distributed to service these people?

Why would they want this service?

What might they want to do with the data? (e.g. compare it, export it, transfer it, build with it...)

Questions to ask Who are our existing users? What can they add to our data or services? Why would they want to do so? What would motivate them to do so? What are the big issues/interests in our area? (e.g. local industries, popular activities, events, attractions, personalities, etc.) What services would fill a need there?

Who are our existing users?

What can they add to our data or services?

Why would they want to do so? What would motivate them to do so?

What are the big issues/interests in our area? (e.g. local industries, popular activities, events, attractions, personalities, etc.)

What services would fill a need there?

Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog [email_address]