2014 Annual Conference: Chicago
Revenue Panel

Revenue 5.0?
Let’s start with 2.0!
JournalismAccelerator.com
“How to make money”
“…best news about the
news business is the
gigantic expansion of
the addressable
market…
…total addres...
“How to make money”
“…we all have to get
more sophisticated about
defining and segmenting
markets. It is critical to
reall...
@lskube | JournalismAccelerator.com
Game Strategy! More $
• Vet Demand = Articulate Value

•
•
•
•
•

CMS/CRM = Optimize Equity
Ask & Incentivize = Intel/Iter...
Vet Demand: Product
Principles of product:

Understand how your
product is used, of value,
shared & extends identity
@lsku...
Vet Demand: Product
Principles of product:

How to understand?

ASK
@lskube | JournalismAccelerator.com
Vet Demand: Product
Principles of product:

Why Ask?
To understand product requirements
To fine tune community “touch poin...
Articulate Value
Principles of practice/service:

Holding power accountable
Principles of product:

Serve the public ahead...
Articulate Value
Value Proposition: journalism impact?

Sustainable democracy
Value propositions are also referred
to as “...
Articulate Value
Product and service combined:

Q: What is my identity?

A:

of your

BRAND
@lskube | JournalismAccelerato...
Articulate Value
Brand identity attributes: Access
Experienced through touch points
Newsletter or Alerts or email or socia...
Ask & Incentivize
“When you’re running a nonprofit news organization, it
can seem like you’re always asking people for mon...
Ask & Incentivize
Survey Readers – let them weigh in on editorial focus
Pop Quiz – leverage humor or data in ways that eng...
Ask & Incentivize
Create

Revenue

programs (!!!)
Referred to as campaigns, initiatives, outreach
What are your communitie...
Ask & Incentivize
Create

Revenue programs (!!!)

Social Community: Convert to customer
Subscription: Renew community w/im...
Ask & Incentivize
Source here

@lskube | JournalismAccelerator.com
Ask & Incentivize
Source here

@lskube | JournalismAccelerator.com
CRM: Track & Optimize

“PauPress – a commercial CRM initiative built on top of the open
source WordPress platform, designe...
CRM: Optimize

http://paupress.com/

@lskube | JournalismAccelerator.com
CRM: Super Power
Future Proofing = Look Ahead
Expectations & Risk = Readiness
Trusted Advisors
You are “the source”
Know y...
$ Mix = Sustainability
Chasing Sustainability on the Net (collection of 69)
The Jbusinessmodels101.com database reflects
1...
$ Mix = Sustainability

http://e-benchmarksstudy.com/
@lskube | JournalismAccelerator.com
$ Mix = Sustainability

http://e-benchmarksstudy.com/
@lskube | JournalismAccelerator.com
Who’s JA?
A “neutral arbiter,” the JA brings online
collaborative capabilities, serving as “connective
tissue” across silo...
Resources: Resource Index
Analysis: Blog Index
Find us here:
www.journalismaccelerator.com
@journaccel
facebook
linked in
...
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The Media Consortium 2014 Conference: Revenue Panel

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This deck was shared with participants at The Media Consortium's Annual Meeting end of February, beginning of March of 2014. Three panelists rounded out the revenue talk, Pat Kitano of the Breaking news network talked about his #Support News crowdfunding platform, Mike Antares of TX Observer brought fresh ideas and proven methods that have sustained the Observer for decades, and mwa - Lisa Skube - offered this deck to launch the discussion - a transformative perspective for indies to start with an audience "service design" with tips & ideas how to diversify the revenue mix. An inspiring collection of publishers, producers, ethnic media makers and social change agents. Networking, conversation, breakouts and beer parties brought high impact indie news together for collaboration and learning. There was even a two hour conversation with Julian Assange (by Skype).

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The Media Consortium 2014 Conference: Revenue Panel

  1. 1. 2014 Annual Conference: Chicago Revenue Panel Revenue 5.0? Let’s start with 2.0! JournalismAccelerator.com
  2. 2. “How to make money” “…best news about the news business is the gigantic expansion of the addressable market… …total addressable market for news by 2020 is around 5 billion people worldwide…” @lskube | JournalismAccelerator.com
  3. 3. “How to make money” “…we all have to get more sophisticated about defining and segmenting markets. It is critical to really understand the who, where, when, and why to serve that massive market effectively.” @lskube | JournalismAccelerator.com
  4. 4. @lskube | JournalismAccelerator.com
  5. 5. Game Strategy! More $ • Vet Demand = Articulate Value • • • • • CMS/CRM = Optimize Equity Ask & Incentivize = Intel/Iterate Future Proofing = Look Ahead Expectations & Risk = Readiness Diversify $ Mix = Sustainability @lskube | JournalismAccelerator.com
  6. 6. Vet Demand: Product Principles of product: Understand how your product is used, of value, shared & extends identity @lskube | JournalismAccelerator.com
  7. 7. Vet Demand: Product Principles of product: How to understand? ASK @lskube | JournalismAccelerator.com
  8. 8. Vet Demand: Product Principles of product: Why Ask? To understand product requirements To fine tune community “touch points” To deepen connection = lasting relationship = tapping the love @lskube | JournalismAccelerator.com
  9. 9. Articulate Value Principles of practice/service: Holding power accountable Principles of product: Serve the public ahead of any other interest @lskube | JournalismAccelerator.com
  10. 10. Articulate Value Value Proposition: journalism impact? Sustainable democracy Value propositions are also referred to as “the customer promise” @lskube | JournalismAccelerator.com
  11. 11. Articulate Value Product and service combined: Q: What is my identity? A: of your BRAND @lskube | JournalismAccelerator.com
  12. 12. Articulate Value Brand identity attributes: Access Experienced through touch points Newsletter or Alerts or email or social (e.g. Ask for mobile # -- gain ability to share text) Comment threads, turn them into forums! Events --- be creative !!! (online & offline) Panels (online & offline) Website (integrate offline with online) @lskube | JournalismAccelerator.com
  13. 13. Ask & Incentivize “When you’re running a nonprofit news organization, it can seem like you’re always asking people for money. The reality is, you might not be asking them often enough. We made significant strides with our membership program at the San Francisco Public Press this year. Along the way, we learned that we weren’t giving our supporters enough different opportunities to support our brand of local public-interest journalism.” Lila LaHood, Publisher, SF Public Press @lskube | JournalismAccelerator.com
  14. 14. Ask & Incentivize Survey Readers – let them weigh in on editorial focus Pop Quiz – leverage humor or data in ways that engage readers Poll Readers – to show power where the readers stand on a topic and post the poll results Invite Feedback – to let readers know you think they’re smart and appreciate their perspective Host Conversation –features or stories that are complex or critical to community, vet questions for a fixed period of time, invite questions from readers in advance - are they angry or hopeful? Fulfill civic promise, serve as “tour guide” @lskube | JournalismAccelerator.com
  15. 15. Ask & Incentivize Create Revenue programs (!!!) Referred to as campaigns, initiatives, outreach What are your communities pride points? Your publication/org is a “town square” Events, panels, beloved civic leaders, music, affinity brands, other media producers, other community groups? @lskube | JournalismAccelerator.com
  16. 16. Ask & Incentivize Create Revenue programs (!!!) Social Community: Convert to customer Subscription: Renew community w/impact Membership: Renew community w/ identity • “Affinity” Ambassadors – Brand Advocates • “Whistle Blower” – Build Feedback Channels • “Rewards Programs” – Track Kindness • Participants in panels, events, source • Programs are expressions of identity @lskube | JournalismAccelerator.com
  17. 17. Ask & Incentivize Source here @lskube | JournalismAccelerator.com
  18. 18. Ask & Incentivize Source here @lskube | JournalismAccelerator.com
  19. 19. CRM: Track & Optimize “PauPress – a commercial CRM initiative built on top of the open source WordPress platform, designed specifically for contentrich workflows that are aligned with many of the needs of nonprofits and journalists in mind: http://paupress.com/ “ @lskube | JournalismAccelerator.com
  20. 20. CRM: Optimize http://paupress.com/ @lskube | JournalismAccelerator.com
  21. 21. CRM: Super Power Future Proofing = Look Ahead Expectations & Risk = Readiness Trusted Advisors You are “the source” Know your community They will reward you @lskube | JournalismAccelerator.com
  22. 22. $ Mix = Sustainability Chasing Sustainability on the Net (collection of 69) The Jbusinessmodels101.com database reflects 1) business models and production concepts, 2) work processes, and 3) journalistic identities @lskube | JournalismAccelerator.com
  23. 23. $ Mix = Sustainability http://e-benchmarksstudy.com/ @lskube | JournalismAccelerator.com
  24. 24. $ Mix = Sustainability http://e-benchmarksstudy.com/ @lskube | JournalismAccelerator.com
  25. 25. Who’s JA? A “neutral arbiter,” the JA brings online collaborative capabilities, serving as “connective tissue” across siloed news efforts where communities share a common stake. Hosting a shared conversation, showcasing emerging practices, analysis, resources and business models. JA design explored during a RJI Fellowship & seed funded by The Patterson Foundation. @lskube | JournalismAccelerator.com
  26. 26. Resources: Resource Index Analysis: Blog Index Find us here: www.journalismaccelerator.com @journaccel facebook linked in storify @lskube | JournalismAccelerator.com

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