SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
3.
The audience business
• Aggregate an audience that is of
commercial interest
• Sell the attention of that audience to
an advertiser
• On the web, that means targeted
marketing, not just mass marketing
4.
Forget about paid content
• Charging for content works only when
there is a shortage of content
• We now live in a world where
information is in extreme surplus
• The very few paid-content success
stories all exploit spot shortages
• Print is going free
5.
Info scarcity <-> Info
overload
Our products, processes,
organizational structures and basic
journalistic forms all evolved in an
environment of scarcity
Today's scarce resource isn't
information ... it's time and attention
6.
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
0
10
20
30
40
50
60
70
80
90
100
Compound growth is a cool thing
Column B
Column C
Column D
7.
A $1.5 billion business in 2005
• Most reporting profit margins > 50%
• Targeting, search, CPC-based “mom
and pop” ads still largely untapped
potentials
• Most laggards have internal issues in
committment, compensation
8.
Source: Phillip Meyer, “The Vanishing Newspaper
9.
Take it seriously, but don't panic
• Even if practically nobody reads a
paper every day, newspapers are still
likely to be the strongest mass ad
vehicle, because all other media are
suffering the same way
• Supporting the print edition is still a
viable business model for the web
10.
Why targeted advertising is key
to our future
We must break the connection between
sponsorships and content
We can now focus on building an
audience with features the audience
wants and delivering that audience in
ways the advertiser wants
11.
News junkies are a niche
market
12-17 18-24 25-34 35-49 50-64 65-74 75-84 85-up
0
5000
10000
15000
20000
25000
30000
Registrants vs actives, 1 week, Athens
Registrants
Audience Population
12.
The participative network
It's a many to many world. Anyone can
play. Eventually anyone will play.
13.
An emerging view
It's all about ME!World
Local
ME
14.
It's all about ...
• Me
• My family
• My friends
• My neighborhood
• My little circle
ME
16.
Bluffton, SC
• Adjacent to Hilton Head
• 15,000 households, mostly high-end
• Extraordinarily high broadband penetration
• Explosive growth – planned/gated developments,
golf courses
• Morris plan of attack: Free daily newspaper with a
participative website, flowing web content to print
17.
Major Communities
Bluffton
Beaufort
Hilton Head
Rural Areas
18.
Everything has changed
Guides not gatekeepers
Facilitators and participants
0 likes
Be the first to like this
Views
Total views
182
On SlideShare
0
From Embeds
0
Number of Embeds
1
You have now unlocked unlimited access to 20M+ documents!
Unlimited Reading
Learn faster and smarter from top experts
Unlimited Downloading
Download to take your learnings offline and on the go
You also get free access to Scribd!
Instant access to millions of ebooks, audiobooks, magazines, podcasts and more.
Read and listen offline with any device.
Free access to premium services like Tuneln, Mubi and more.