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John Paton
Digital First Print Last
Making The Switch from Print to Multi-Platform News
Most Of Our Industry Looks Like This ….
Confidential
…And Claims To
Be Multi-Media
●
“If the old model is broken, what will work in
its place?...
●
The answer is - Nothing. Nothing will work.
●
There is no general model for newspapers to
replace the one the Internet just broke.”
●
Clay Shirky
New York University
“Newspapers and Thinking the Impossible.”
The Model Is Broken
Stating The Painfully Obvious
●
Our legacy business model is too costly
●
Newspaper revenue is shrinking over the long
term
●
New multi-media revenues are slow to grow
and expensive to build
●
Capital Structure – Debt must be paid
The Business Model Must Change
“The survival of news organizations is a forgone
conclusion. There will, of course, be news
organizations that are newspaper businesses
transformed.”
Clay Shirky
New York University
How Do You Change?
Digital First
&
Print Last
How to Build Value?
Real Journalism
Arguing About Aggregators Is A Waste Of Time
Work With Them Not Against Them
What Is Journalism Today?
“A newspaper is an argument on its way to a deadline”
- Harry Evans
What does Deadline mean in a world of Smart
Phones?
How do you know what the Argument is when the
Argument no longer happens in the Newspaper?
***
Research
Plug In
Know the argument
And the desired platforms
What We Must Do
●
Create a new Business Model
●
Not just more Audience but Audience Engagement
●
Allocate resources solely on the new News Ecology
♦What customers Want and When on the Platform of
their Choice
●
The “Outside” has to be brought “In” to the company
Priorities
●
Be Digital First and Print Last
●
Cut the Legacy Model costs by 50%
●
Create an effective business plan:
●
Stabilizes and grows Offline EBITDA
●
25% of EBITDA from Digital within 3 Years
●
50% of EBITDA from Digital within 5 years
Get Rid Of The Bricks And Iron
•Outsource Printing and Mailroom services
•Outsource Delivery
•Outsource Pre-Press
•Outsource Back-end Digital and I.T.
•Sell Real Estate
•Downsize Leased Real Estate
Invest
In anything that facilitates doing more with less at a
higher rate of quality
• Training
• Content platforms
• Content and Audience partnerships
• Pre-press platforms
• Advertising and telephony systems
• Digital systems
• Editorial, marketing and sales improvements
Slow to Fast: Leveraging Print Online
2 –Multimedia
version
3 – Print and
upload to web
1 – Assign print content
Old Model: Print to Web
Why the Old Model Is On Life Support
Text text text text text text
text text text Text text text
text text text text text text
Text text text text text text
text text text Text text text
text text text text text text
Text text text text text text
text text text Text text text
text text text text text text
Text text text text text text
text text text Text text text
text text text text text text
Traditional Media Model
New Media Model
Survival of the Fastest
Goodbye Silos, Hello Matrix
Multi Media and Multi Directional
New Content Protocol: Fast to Slow
Brining the World of Content In
Beyond Leveraging Print
Matching Platform to Audience
Assets That Build Value
Different Platforms, Different Audiences
From Hyperlocal to Global Audience by Platform Velocity
Supply The Tools
• Better I.T.
• Better Laptops
• Better Broadband
• Journal Register Company Bought Every
Reporter a Flip Cam
• Better Attitude – Let Them Experiment
Allocate Resources To The New News Ecology & Protocol
Fast to Slow – Each platform must take advantage of its strength
1 – SMS Alert – Fast News
2 – On the Web
3 – Soc Media
4 – Update and
Add value
5 – In Depth -- Slow News
6 – Recap, enhance, create new
products – TV News Magazine
Video: Editorial Process
The New “Link Economy”
“Do what you do best
and link to the rest.”
Jeff Jarvis
City University of New York
Graduate School of Journalism
Author: “What Would Google Do?”
Bringing The Outside World In
Extended Networks
Content
` Traffic
Ad/Services
Platform
Pub/Online Growth
Markets
Template
Hyperlocal
Curate Network
Empower + train
Platform/
All Stars
by category.
Big Name Blogs
Curate Network
Our job: Add context to a news world driven by algorithms
Bringing The Outside In
Newspapers Are No Good At This - We Need Partners
JRC Is Now Working with SeeClickFix
Soon to be working with Growthspur and Others
Established New Advisory Board:
- Jeff Jarvis
- Jay Rosen
- Betsy Morgan
Video: Bringing The Outside In
What To Expect
Initially - Lots of Failure
We Are Living In A Revolutionary Time For Legacy Media
Much Of What We Do Is Breaking Down
Much Of What We Know Is Less Valuable
We Need The Courage To Experiment
The Experiments Will Point The Way
An Experiment
The Ben Franklin Project
In the next 30 days 1 of our
Dailies and 1 Weekly will:
- Assign
- Report
- Edit
- Produce: Web & Print
Products
Using Only Free Web-Based
Tools
http://jrcbenfranklin.wordpress.com
Video: Some Are Getting There
impreMedia Today – On It’s Way
WidgetsWeb Social
Media
TV/VideoMobile Audio Print
2006 - 9 products on 2 platforms
2010 - 100-plus products on 7 platforms
42% less employees
http://player.theplatform.com/ps/player/pds/6zc_PUGI8B?pid=rYdZvAQ_vAKAQMVx5h9wWe9n3ut43g8q
CLICK
Providing
radio
stations
with
newscasts
TV News
-magazines
SMS alerts
In-call newscasts
Downloads
Serving clients like MySpace and AOL,
non-traditional newspaper audiences
@http://noticias.aol.com/est

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Paton

  • 1. John Paton Digital First Print Last Making The Switch from Print to Multi-Platform News
  • 2. Most Of Our Industry Looks Like This …. Confidential …And Claims To Be Multi-Media
  • 3. ● “If the old model is broken, what will work in its place?... ● The answer is - Nothing. Nothing will work. ● There is no general model for newspapers to replace the one the Internet just broke.” ● Clay Shirky New York University “Newspapers and Thinking the Impossible.” The Model Is Broken
  • 4. Stating The Painfully Obvious ● Our legacy business model is too costly ● Newspaper revenue is shrinking over the long term ● New multi-media revenues are slow to grow and expensive to build ● Capital Structure – Debt must be paid
  • 5. The Business Model Must Change “The survival of news organizations is a forgone conclusion. There will, of course, be news organizations that are newspaper businesses transformed.” Clay Shirky New York University
  • 6. How Do You Change? Digital First & Print Last
  • 7. How to Build Value? Real Journalism Arguing About Aggregators Is A Waste Of Time Work With Them Not Against Them
  • 8. What Is Journalism Today? “A newspaper is an argument on its way to a deadline” - Harry Evans What does Deadline mean in a world of Smart Phones? How do you know what the Argument is when the Argument no longer happens in the Newspaper? ***
  • 9. Research Plug In Know the argument And the desired platforms
  • 10. What We Must Do ● Create a new Business Model ● Not just more Audience but Audience Engagement ● Allocate resources solely on the new News Ecology ♦What customers Want and When on the Platform of their Choice ● The “Outside” has to be brought “In” to the company
  • 11. Priorities ● Be Digital First and Print Last ● Cut the Legacy Model costs by 50% ● Create an effective business plan: ● Stabilizes and grows Offline EBITDA ● 25% of EBITDA from Digital within 3 Years ● 50% of EBITDA from Digital within 5 years
  • 12. Get Rid Of The Bricks And Iron •Outsource Printing and Mailroom services •Outsource Delivery •Outsource Pre-Press •Outsource Back-end Digital and I.T. •Sell Real Estate •Downsize Leased Real Estate
  • 13. Invest In anything that facilitates doing more with less at a higher rate of quality • Training • Content platforms • Content and Audience partnerships • Pre-press platforms • Advertising and telephony systems • Digital systems • Editorial, marketing and sales improvements
  • 14. Slow to Fast: Leveraging Print Online 2 –Multimedia version 3 – Print and upload to web 1 – Assign print content Old Model: Print to Web
  • 15. Why the Old Model Is On Life Support Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Text text text text text text text text text Traditional Media Model New Media Model
  • 16. Survival of the Fastest Goodbye Silos, Hello Matrix Multi Media and Multi Directional New Content Protocol: Fast to Slow Brining the World of Content In Beyond Leveraging Print Matching Platform to Audience Assets That Build Value
  • 17. Different Platforms, Different Audiences From Hyperlocal to Global Audience by Platform Velocity
  • 18. Supply The Tools • Better I.T. • Better Laptops • Better Broadband • Journal Register Company Bought Every Reporter a Flip Cam • Better Attitude – Let Them Experiment
  • 19. Allocate Resources To The New News Ecology & Protocol Fast to Slow – Each platform must take advantage of its strength 1 – SMS Alert – Fast News 2 – On the Web 3 – Soc Media 4 – Update and Add value 5 – In Depth -- Slow News 6 – Recap, enhance, create new products – TV News Magazine
  • 21. The New “Link Economy” “Do what you do best and link to the rest.” Jeff Jarvis City University of New York Graduate School of Journalism Author: “What Would Google Do?”
  • 22. Bringing The Outside World In Extended Networks Content ` Traffic Ad/Services Platform Pub/Online Growth Markets Template Hyperlocal Curate Network Empower + train Platform/ All Stars by category. Big Name Blogs Curate Network Our job: Add context to a news world driven by algorithms
  • 23. Bringing The Outside In Newspapers Are No Good At This - We Need Partners JRC Is Now Working with SeeClickFix Soon to be working with Growthspur and Others Established New Advisory Board: - Jeff Jarvis - Jay Rosen - Betsy Morgan
  • 24. Video: Bringing The Outside In
  • 25. What To Expect Initially - Lots of Failure We Are Living In A Revolutionary Time For Legacy Media Much Of What We Do Is Breaking Down Much Of What We Know Is Less Valuable We Need The Courage To Experiment The Experiments Will Point The Way
  • 26. An Experiment The Ben Franklin Project In the next 30 days 1 of our Dailies and 1 Weekly will: - Assign - Report - Edit - Produce: Web & Print Products Using Only Free Web-Based Tools http://jrcbenfranklin.wordpress.com
  • 27. Video: Some Are Getting There
  • 28. impreMedia Today – On It’s Way WidgetsWeb Social Media TV/VideoMobile Audio Print 2006 - 9 products on 2 platforms 2010 - 100-plus products on 7 platforms 42% less employees http://player.theplatform.com/ps/player/pds/6zc_PUGI8B?pid=rYdZvAQ_vAKAQMVx5h9wWe9n3ut43g8q CLICK Providing radio stations with newscasts TV News -magazines SMS alerts In-call newscasts Downloads Serving clients like MySpace and AOL, non-traditional newspaper audiences @http://noticias.aol.com/est

Editor's Notes

  1. We see our research capabilities as a strategic consultancy system that integrates insights across all our platforms and advertisers to better engage with Latino audiences. Audience is the at the center of everything we do and our job is to define it and understand it, measure it and connect advertisers with them across our 7 different platforms. We also play a very important role in understanding advertising trends and emerging media to support the Executive team’s strategies. <number>