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Sylvie Slide 1 Sylvie Slide 2 Sylvie Slide 3 Sylvie Slide 4 Sylvie Slide 5 Sylvie Slide 6 Sylvie Slide 7 Sylvie Slide 8 Sylvie Slide 9 Sylvie Slide 10 Sylvie Slide 11 Sylvie Slide 12 Sylvie Slide 13
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Sylvie

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ISOJ 2008

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Sylvie

  1. 1. DEVELOPING AN ONLINE NEWSPAPER BUSINESS MODEL LONG DISTANCE MEETS THE LONG TAIL
  2. 2. Online Newspaper Backgrounder  Revenues up, market share down  Online ad gets 20-30 % of print ad’s worth  Online profit margins half of other media
  3. 3. Current Models  Pay-by-view  Free  Free w/some pay-by-view  Result: Publishers say, “Online is key, but I won’t be experimenting or doing anything positive about it as part of my investment strategy” (WAN 2006 survey)
  4. 4. The Search for Competitive Advantage  Implies: Resource-based view theory  Suggests: A firm’s strengths lies in its resources  The place to start: A firm’s value chain  Process: Dis-assemble, then re-assemble the parts or elements to meet the new market’s needs
  5. 5. Then what?  Core competencies  Mistake: Match products w/demographics  Better: Deliver convenience, comprehensiveness, timeliness; not a niche  Examine assets for value, from customer’s viewpoint, but also for “inimitability”
  6. 6. Distance in Online Context  Online = global reach  Online value in eyes of customer  “Proximity” takes on new meaning in online  Two online audiences: local and long-distance (Chyi & Sylvie, 1998 & 2007)  Distance audience basically ignored
  7. 7. Along Comes the Long Tail  LT: In distributing a commodity, info tech – specifically the Internet – increases the share of niches (Anderson, 2006).  Online Benefit: Internet markets arm audience members with search capabilities.  A Big “But”: The consumer – not the newspaper – determines the product (GLT)
  8. 8. Key: Partnering & Distribution  Why?: Media have intended & unintended uses, rendering the newspaper ill-equipped in marketing, audience knowledge, delivery systems and context of use.  So: Make news for non-newspaper delivery vehicles  Such as?
  9. 9. Possible Partners  Mobile media; it…  moves  has willing-to-pay users  headed to broadband sophistication  allows time shifting  is growing in use
  10. 10. Possible Partners (cont.)  Local, retail businesses; they… $ aren’t classified ads $ attract people and invite socializing $ have bonded with their customer bases $ are venues that make papers unobtrusive $ invite informational searching $ spend $ online
  11. 11. GLT Pluses  Content-as-search eliminates much guessing about what attracts consumers.  Searchable content resolves usability design issues and provides “original” content and eliminates need to ally with a popular browser to drive traffic.  Offers a sense of community without imposing the journalist’s or editor’s view of that sense.
  12. 12. Challenges What’s Not to Like?
  13. 13. Challenges (seriously)  Training – creating value for some, learning value for others  Organization – serious local R&D  Organization – outsourcing  Organization – tech infrastructure (search interface)  Organization – planning (continuously)

ISOJ 2008

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