Free Press, Profitable Press


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This is a shorter version of my earlier C3 presentation for the Press Development Institute-Siberia, for presentation Dec. 4, 2009. For the full Blueprint for the Complete Community Connection: For the Google translation into Russian of my C3 overview:

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  • I will note how newspapers’ audience is dwindling (to 13% of population in 2009)
  • And newspapers’ advertising is falling even faster than audience
  • I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • More and more people are getting information and connecting with their world on cell phones. Media companies need to think of phones as our primary publishing platform.
  • After the exercises and discussion, we will wrap up with a discussion of how printing and digital communication have changed and are changing the world, and the opportunities if we see them right.
  • Free Press, Profitable Press

    1. 1. The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute-Siberia 4 December 2009 [email_address] @ stevebuttry on Twitter
    2. 2. <ul><li>“ The best guarantee of a free press is a profitable press.” </li></ul><ul><li>– Andrew B. Davis, president </li></ul><ul><li>American Press Institute </li></ul>
    3. 3. Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
    4. 4. Graphic from Reflections of a Newsosaur, Alan Mutter
    5. 5.
    6. 6. C3’s digital marketplace <ul><li>Move beyond advertising </li></ul><ul><li>Direct sales (tickets, reservations, gift registries, sports paraphernalia) </li></ul><ul><li>Lead generation & targeted ads </li></ul><ul><li>Sponsorships, memberships & events </li></ul><ul><li>Mobile ads & applications </li></ul><ul><li>Handle multiple needs (yes, competing ads) </li></ul>
    7. 7. Harris is already moving here, too
    8. 8. Changing the relationship <ul><li>From expense line in budget to revenue line </li></ul><ul><li>From inefficient to high-value </li></ul><ul><li>Ad revenues dropping to new revenue sources </li></ul>
    9. 9. Community Content <ul><li>Driving </li></ul><ul><li>Home </li></ul><ul><li>Conversation </li></ul><ul><li>Calendar </li></ul><ul><li>Local knowledge </li></ul>
    10. 10. Personal content <ul><li>Births </li></ul><ul><li>Graduation </li></ul><ul><li>College life </li></ul><ul><li>Military service </li></ul><ul><li>Weddings </li></ul><ul><li>Parenthood </li></ul><ul><li>Retirement </li></ul><ul><li>Obituaries </li></ul>
    11. 11. Entertainment <ul><li>Traditional entertainment in digital form </li></ul><ul><li>Entertainment news </li></ul><ul><li>User-generated entertainment, events </li></ul><ul><li>Games </li></ul>
    12. 12. Business services <ul><li>Direct sales </li></ul><ul><li>Local search </li></ul><ul><li>Mobile applications </li></ul><ul><li>Communication & marketing services </li></ul>
    13. 13. Enriched news content <ul><li>What’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming) </li></ul><ul><li>Community engagement in news, enterprise, sports coverage </li></ul><ul><li>Storytelling (narrative, multimedia) </li></ul><ul><li>Aggregation, curation </li></ul>
    14. 18. C3 at Gazette Communications <ul><li>Reorganized to separate content, product </li></ul><ul><li>Developing new processes, tools to develop content independently from products </li></ul><ul><li>Hoping to launch C3 projects in 2010 </li></ul><ul><li>Long way to go </li></ul><ul><li>Hoping to learn from your efforts </li></ul>
    15. 19. Our mobile future – and present <ul><li>Projected 2009 worldwide cell-phone sales: 1 billion </li></ul><ul><li>7.4 million iPhones sold last quarter (+7%) </li></ul><ul><li>More than 90,000 iPhone apps available </li></ul><ul><li>News orgs need mobile-first strategy </li></ul>Sources: GB Guide blog, Apple
    16. 20. Do we want to be the monks or Gutenberg?
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