Leading your colleagues toward prosperity
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Leading your colleagues toward prosperity

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I will discuss innovation with newsroom leaders at the Maynard Academy Thursday, March 18, at the Nieman Foundation at Harvard University.

I will discuss innovation with newsroom leaders at the Maynard Academy Thursday, March 18, at the Nieman Foundation at Harvard University.

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  • I will be leading a workshop for the Maynard Academy at the Nieman Foundation at Harvard University on Thursday, May 18. We will cover the C3 business model, mobile opportunities, why and how newsrooms can get involved in business-model innovation and what middle managers can do.
  • We’ll start by identifying obstacles to innovation in the companies of the participants.
  • I will note how newspapers’ audience is dwindling (to 13% of population in 2009)
  • And newspapers’ advertising is falling even faster than audience
  • Ad revenues for otherh
  • I’ll quote Alan Mutter on how timid media executives tend to be.
  • I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • I’ll discuss the media use by college students, as a set-up for discussion of mobile opportunities.
  • 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.
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • I’ll discuss my own experience with CaringBridge during my nephew’s illness and discuss how the concept of big news in small circles can open important opportunities in personal news.
  • We’ll discuss the importance of newsroom involvement in business-model innovation: Our failure to innovate has cost thousands of newsroom jobs
  • I’ll field questions.
  • 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.

Leading your colleagues toward prosperity Leading your colleagues toward prosperity Presentation Transcript

  • Leading your colleagues toward prosperity
    Steve Buttry, Allbritton Communications
    Maynard Academy, Harvard University
    March 18, 2010
    sbuttry@allbrittontv.com
    @stevebuttry on Twitter
    Slideshare.net/stevebuttry
  • What are obstacles to innovation in your organization?
  • 2009: 12.9% of population buys newspaper
    Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
  • Graphic from Reflections of a Newsosaur, Alan Mutter
  • Advertising market collapsing
    Magazine ad revenues fall 17% in 2009
    Radio ad revenue down 22% in 2009
    Local broadcast TV ad revenues down22% in 2009
    Source: “State of the Media,” Project for Excellence in Journalism
  • “Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”
  • C3’s new relationships
    For the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.
  • C3’s new relationships
    For businesses: We will be their essential connection to customers, often making the sale and collecting the money.
  • Our current relationshipwith business customers
    Huge expense line in budget
    Lots of inefficiency
    Ad rates dropping
    Ad revenues dropping
    Lots of digital competition
  • C3’s digital marketplace
    Move beyond advertising
    Direct sales (tickets, reservations, gift registries, sports paraphernalia)
    Lead generation & targeted ads
    Sponsorships, memberships & events
    Mobile ads & applications
    Handle multiple needs (yes, competing ads)
  • The new relationshipwith business partners
    Revenue line in budget (maybe still expense line, too)
    Delivering high value, tailored to needs
    One-stop shop for connecting with customers
  • Aspects of C3
    Community content
    Personal content
    Business services
    Entertainment
    Enriched news content
  • College students’ media use
  • Our mobile future – and present
    • 2009 worldwide cell-phone sales: 1 billion
    • 140,000+ iPhone apps available
    • 3 billion+ iPhone apps downloaded
    • Droid, Nexus One, BlackBerry, Pre, iPad …
    Sources: GB Guide blog, Apple, NY Times
  • Mobile-first strategy
    Executives must emphasize mobile priority
    Journalists focus on mobile news & info delivery & presentation
    Tech staff focuses on mobile apps
    Sales staff meets business customers’ mobile needs
  • Mobile-first strategy
    Text messages
    Email
    Applications
    Tweets
    Easy-to-use mobile web sites
    Podcasts
    Location-based news & commercial info
  • Pursuing mobile-first
    What are some mobile revenue opportunities your organization could pursue?
    How should your newsroom pursue a mobile-first strategy?
  • Driving
    How often do you buy a car?
    How often do you drive, gas up, service car?
    Databases, conversations, services focused on drivers’ everyday needs
    Connect auto services with drivers (emergency repair services)
  • Personal content
    Births
    Youth milestones
    School
    Graduation
    College life
    Military service
    Weddings
    Parenthood
    Divorce
    Jobs, pets, holidays, food, interests, health
    Illness
    Empty nesters
    Retirement
    Reunions
    Obituaries
  • Personal news
    Big news in small circles
    Some we do as formula, some we ignore
    Great opportunities
    National players are moving fast
  • Newsroom losses
    Newsroom jobs in 2000: 56,400; newsroom jobs in 2009: about 40,000
    Newsroom payroll spending, 2006: $6 B; newsroom payroll, 2009: $4.4 B
    Source: “State of the Media,” Project for Excellence in Journalism
  • What can you do?
    Seek role in companywide innovation efforts
    Lead newsroom discussion of innovation possibilities
    Offer to lead company mobile-first push
    Use smart phone & consider opportunities
    Lead innovative efforts w/ your staff (Twitter, liveblogging, multimedia, databases …)
  • In innovation, as in news …
    Don’t let obstacles become excuses
  • Do we want to be the monks or Gutenberg?