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Investigation. Analysis.
Conversation. Intelligence.
A Personalized News World
• Newspaper comes to you.
• TV comes to you.
• Internet asked you to go to its sources.
– That was worth it! They were good sources.
– But it was still took away the passive
consumption.
• Now the best of all of it is coming back to
you. But you can interact.
The Bundled Model
• Traditional news sources compiled all news you
supposedly needed.
– Competition was to be best at presenting a package.
– From Israel to stock quotes.
– From sports to local news.
– Get it all here!!! Not there!
– A tremendous service.
1/26/17 3
The Bundled Model
• So we were asking a newspaper to:
– Perform what is an artistic, academic, intellectual
exercise: journalism, photography and design
– Perform a commercial activity: advertising
– Perform an industrial process
– Print, organize and produce a daily “book”
– Distribute it – trucks
– Oh and be a digital technology company too!
1/26/17 This is the footer 4
Something Happened
• The internet.
• You’re no longer dependent on what the
bundlers brought you.
• You could go look for the best sources on
the news and information you wanted.
Unbundling of Content
• Content was unbundled.
– Better sources for news on stocks, Israel
and sports.
1/26/17 6
Problems
• You had to go to it.
– Removed the leisure from news consumption.
• Too Much!!
• Killed subsidy that funded news operations
– Ad inventory became near infinite, price plummeted.
Users Fought Back
• Demanded ability to filter the fire hose.
– Rise of aggregators.
– People you could ‘trust’ to filter.
– Drudge
– Huffington Post
– Your uncle
• Companies responded to need to filter.
– RSS  the return of passive but it was confusing.
It Started Coming Back to You
• RSS allowed you to set
up your perfect news
page.
• Theory: Others might be
able to distribute news
better than news source.
• But it’s geeky=difficult
What Twitter Teaches Us
• It’s not that Twitter is the answer.
– The answer is what Twitter shows us.
– We can now consume again, rather than seek.
– Filter perfectly to our tastes
– But people now punish publishers.
– Not by changing channel or stopping subscription.
– Simply ‘unfollowing.’
– You get unfollowed, you’re out!
Twitter
• NYTimes:
– At its best, the social medium is a perpetual,
personalized news service about topics of
your choosing — whether health care reform,
tech news or the latest episode of
“Gossip Girl” — filtered and served to you by
people who care a lot about what you care a
lot about.
Perfect News Sources:
Bundled by You!
Challenge for Producers
• We have to be something they want to
bundle.
• We have to decide who we want to include
us.
• We cannot duplicate.
– They’ll punish duplicators.
– Either be better or different.
voiceofsandiego.org
• Mission:
– To consistently deliver ground-breaking
investigative journalism for the San Diego
region. To increase civic participation by
giving residents the knowledge and in-depth
analysis necessary to become advocates for
good government and social progress.
Investigative Success
• Known around country for journalistic
success.
• Won’t cover anything unless
– A. No one else is doing it.
– B. Or we can do it better.
‘Revenue Promiscuity’
• Generate loyalty and passion of users
– Users to donors to participant members
• Loyalty and Passion of Philanthropists
– Realize without information, whatever else they support is compromised.
• Build Corporate Memberships
– Offer more than advertising.
– Workshops, event presence.
• Content Services
– For profit distributors
– Photostore
• Contain Costs!
– Don’t innovate, incorporate
Membership
• Users to donors.
• Donors to participant members.
• Participant members to long-term
supporters, advocates, mavens.
• 1,080 members right now.
– Goal is 10,000 by 2013
Philanthropy
• Don’t support journalism.
– Support information.
– If you care about education, government, environment,
housing, anything, you support information.
• Aren’t unaccustomed to supporting public service
enterprises.
– Public broadcasters.
– Museums.
– Arts organizations.
Corporate Memberships
• ‘Corporate’ could mean unions, nonprofits,
steak houses...
• Must convince them to support...
• ...then offer service.
• Not content but ...
– Workshops.
– Event sponsorships.
– Web presence.
Content Services
• NBC partnership.
– San Diego Explained
– San Diego Fact Check
– Corporate sponsor on website.
– Segment for tv.
– Revenue from both.
– Mission from all.
– Dynamic, interesting resource.
– Perfect.
Contain Costs
• That’s the ultimate secret.
– $1M, $2M comparatively not a lot.
– Choose content/engagement innovation or
choose technological innovation.
– Can’t be both.
– If content and engagement, must incorporate
technology not innovate.
– Imagine had we had an extra $1 million...

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Lewis

  • 2. A Personalized News World • Newspaper comes to you. • TV comes to you. • Internet asked you to go to its sources. – That was worth it! They were good sources. – But it was still took away the passive consumption. • Now the best of all of it is coming back to you. But you can interact.
  • 3. The Bundled Model • Traditional news sources compiled all news you supposedly needed. – Competition was to be best at presenting a package. – From Israel to stock quotes. – From sports to local news. – Get it all here!!! Not there! – A tremendous service. 1/26/17 3
  • 4. The Bundled Model • So we were asking a newspaper to: – Perform what is an artistic, academic, intellectual exercise: journalism, photography and design – Perform a commercial activity: advertising – Perform an industrial process – Print, organize and produce a daily “book” – Distribute it – trucks – Oh and be a digital technology company too! 1/26/17 This is the footer 4
  • 5. Something Happened • The internet. • You’re no longer dependent on what the bundlers brought you. • You could go look for the best sources on the news and information you wanted.
  • 6. Unbundling of Content • Content was unbundled. – Better sources for news on stocks, Israel and sports. 1/26/17 6
  • 7. Problems • You had to go to it. – Removed the leisure from news consumption. • Too Much!! • Killed subsidy that funded news operations – Ad inventory became near infinite, price plummeted.
  • 8. Users Fought Back • Demanded ability to filter the fire hose. – Rise of aggregators. – People you could ‘trust’ to filter. – Drudge – Huffington Post – Your uncle • Companies responded to need to filter. – RSS  the return of passive but it was confusing.
  • 9. It Started Coming Back to You • RSS allowed you to set up your perfect news page. • Theory: Others might be able to distribute news better than news source. • But it’s geeky=difficult
  • 10. What Twitter Teaches Us • It’s not that Twitter is the answer. – The answer is what Twitter shows us. – We can now consume again, rather than seek. – Filter perfectly to our tastes – But people now punish publishers. – Not by changing channel or stopping subscription. – Simply ‘unfollowing.’ – You get unfollowed, you’re out!
  • 11. Twitter • NYTimes: – At its best, the social medium is a perpetual, personalized news service about topics of your choosing — whether health care reform, tech news or the latest episode of “Gossip Girl” — filtered and served to you by people who care a lot about what you care a lot about.
  • 13. Challenge for Producers • We have to be something they want to bundle. • We have to decide who we want to include us. • We cannot duplicate. – They’ll punish duplicators. – Either be better or different.
  • 14. voiceofsandiego.org • Mission: – To consistently deliver ground-breaking investigative journalism for the San Diego region. To increase civic participation by giving residents the knowledge and in-depth analysis necessary to become advocates for good government and social progress.
  • 15. Investigative Success • Known around country for journalistic success. • Won’t cover anything unless – A. No one else is doing it. – B. Or we can do it better.
  • 16. ‘Revenue Promiscuity’ • Generate loyalty and passion of users – Users to donors to participant members • Loyalty and Passion of Philanthropists – Realize without information, whatever else they support is compromised. • Build Corporate Memberships – Offer more than advertising. – Workshops, event presence. • Content Services – For profit distributors – Photostore • Contain Costs! – Don’t innovate, incorporate
  • 17. Membership • Users to donors. • Donors to participant members. • Participant members to long-term supporters, advocates, mavens. • 1,080 members right now. – Goal is 10,000 by 2013
  • 18. Philanthropy • Don’t support journalism. – Support information. – If you care about education, government, environment, housing, anything, you support information. • Aren’t unaccustomed to supporting public service enterprises. – Public broadcasters. – Museums. – Arts organizations.
  • 19. Corporate Memberships • ‘Corporate’ could mean unions, nonprofits, steak houses... • Must convince them to support... • ...then offer service. • Not content but ... – Workshops. – Event sponsorships. – Web presence.
  • 20. Content Services • NBC partnership. – San Diego Explained – San Diego Fact Check – Corporate sponsor on website. – Segment for tv. – Revenue from both. – Mission from all. – Dynamic, interesting resource. – Perfect.
  • 21. Contain Costs • That’s the ultimate secret. – $1M, $2M comparatively not a lot. – Choose content/engagement innovation or choose technological innovation. – Can’t be both. – If content and engagement, must incorporate technology not innovate. – Imagine had we had an extra $1 million...

Editor's Notes

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