FUTURE OF LATIN MEDIAIs it going where it wants to go or where it                should go?
About meMANAGING DIRECTOR            BOARD MEMBER          BOARD MEMBER  DIGITAL CONTENTS       ONLINE CLASSIFIEDS        ...
“Don’t tell me what you believe,      tell me what you know”From a grumpy old-timer to a flamboyant     young politician i...
FACT #1Internet is a disruptive technology for mediabusiness
FACT #2Disruptive technology changes the valueproposition in any industry
Some companies deliver new value The Chicago-based company now generates 85% of its revenue from digital sales, and      a...
And some don’t …
“Newspapers took two cents of journalism andwrapped in ninety-eight cents of overhead and                distraction”  A v...
Newspaper value proposition in the Golden Age                                           SENSE OF                          ...
Along came the Internet
And changed this value proposition                                    SENSE OF                                   BELONGING...
The naked truth (FACT #2 )
The naked truth (FACT #2 )The Internet disruption has happened, and the    business has been irrevocably altered.
FACT #3The only way to survive disruption is tounderstand the value you need to deliver andshape your oganization accordin...
AUDIENCE                  ADVERTISERS           VALUE           ORGANIZATION
Where should LATIN MEDIA go?             1
The DO NOTS are much more clear than the DO’s
Profit from the time window opportunity and learn from the mistakes the big guys made       Try to avoid 6 frequent sins o...
Cold feet (a.k.a Denial)   When the net blossomed in the 90′s, why didn’t newspapers                          respond?Beca...
Newsroom and product egocentrismForget about ‘content management’ and focus on ‘audience                       development...
The paywall mirage     The “original sin” of the online news     business     A failure to charge for content when the    ...
Some publishers say, “They bought it before, they’ll buy it again,” or  “We need to get people back into the habit of payi...
Direct response immitation
Advertising dollars are already online, just going elsewhere (evil                          companies …)
This confirms a much feared trend. By and large, in a newscontext, the performance of digital advertising is on the declin...
Boxing Mike TysonDo everything pure play Internet companies are doing but with                   a worst value proposition...
SELF SERVICE ADVERTISINGPLATAFORM
VIDEO PORTAL
The tablet paper replica illusion [The iPad is] a fatal distraction for media companies. Too manypublishers looked at the ...
The one thing Latin Media should do?BUILD A NEW VALUE PROPOSITION FOR    AUDIENCE AND ADVERTISERS
Fights a legion of                   super-villians in the                    QUEST FOR VALUEMEDIA SUPER HEROVALUE MAN    ...
Chinesse walls strategy                                         Digital       On line         DirectNewspaper   Magazines ...
LA NACION and Impremedia
Digital     On line      DirectNewspaper   Magazines   Events                                     Contents   Classifieds  ...
Twitter @gdantur  THANK YOU
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Portada Conference 2012 - Gabriel Dantur

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Portada Latam Summit 2012 - The Future of Latin Media: Is Latin Media going where it wants to go or where it should go?

Gabriel Dantur discusses the challenges of transitioning from traditional media to digital media and the ways in which Latin America is carving its own path in the global industry.

Watch this event on YouTube - http://www.youtube.com/edit?video_id=EXH-l-dN3MM

Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013.

Learn more at: http://www.portada-online.com/conferences

Published in: Business, Technology
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Portada Conference 2012 - Gabriel Dantur

  1. 1. FUTURE OF LATIN MEDIAIs it going where it wants to go or where it should go?
  2. 2. About meMANAGING DIRECTOR BOARD MEMBER BOARD MEMBER DIGITAL CONTENTS ONLINE CLASSIFIEDS DIRECT RESPONSENATIONAL NEWS JOBS CONTACT CENTERSPORTS PORTAL REAL ESTATE BENEFITS CLUB9 DIGITAL MAGAZINESWomen (3) CARS DAILY DEALSGossipMen DATING E-COMMERCETurismRolling StoneHome ImprovementsGardening
  3. 3. “Don’t tell me what you believe, tell me what you know”From a grumpy old-timer to a flamboyant young politician in a TV show
  4. 4. FACT #1Internet is a disruptive technology for mediabusiness
  5. 5. FACT #2Disruptive technology changes the valueproposition in any industry
  6. 6. Some companies deliver new value The Chicago-based company now generates 85% of its revenue from digital sales, and also recently started offering a digital encyclopedia for tablet computers. The company began digital publishing in the late 1980s with CD-ROM versions of thebooks, before going online in 1994. Online versions of the encyclopedia are now used by around 100m people worldwide.
  7. 7. And some don’t …
  8. 8. “Newspapers took two cents of journalism andwrapped in ninety-eight cents of overhead and distraction” A very harsh vision of the newspaper value proposition by digital guru Seth Godin
  9. 9. Newspaper value proposition in the Golden Age SENSE OF BELONGING ON DEMAND COMMUNITY TRUST & PORTABLE REPUTATION SERVICES & BREAKING GUIDES NEWS SWEEPSTAKES NEWS & CURATION PROMOTIONS OPINION & CLASSIFIEDS ANALYSIS DEALS & SALES
  10. 10. Along came the Internet
  11. 11. And changed this value proposition SENSE OF BELONGING ON DEMAND COMMUNITY TRUST & PORTABLE REPUTATION GUIDES & BREAKING SERVICES NEWS SWEEPSTAKES NEWS & CURATION PROMOTIONS OPINION & CLASSIFIEDS ANALYSIS DEALS & SALES
  12. 12. The naked truth (FACT #2 )
  13. 13. The naked truth (FACT #2 )The Internet disruption has happened, and the business has been irrevocably altered.
  14. 14. FACT #3The only way to survive disruption is tounderstand the value you need to deliver andshape your oganization accordingly(and it will be painful …)
  15. 15. AUDIENCE ADVERTISERS VALUE ORGANIZATION
  16. 16. Where should LATIN MEDIA go? 1
  17. 17. The DO NOTS are much more clear than the DO’s
  18. 18. Profit from the time window opportunity and learn from the mistakes the big guys made Try to avoid 6 frequent sins of digital transition for media companies (the bigger the company, the higher the frequency)
  19. 19. Cold feet (a.k.a Denial) When the net blossomed in the 90′s, why didn’t newspapers respond?Because classified ads were a cash-cow and CEOs were responsible to Wall Street, so few had the courage to see Craigslist as a threat and blow up their cash-cow. And that is the Innovator’s Dilemma. The giants won’t eat their young. IF SOME ELSE IS GOING TO TAKE YOUR REVENUES AWAY IT WOULD BETTER BE YOURSELF, BUT PLAYING BY THE NEW RULES
  20. 20. Newsroom and product egocentrismForget about ‘content management’ and focus on ‘audience development’ Content is just a means to an end. The end, and media’s greatest asset, is audience.Advertisers don’t pay to reach content , they pay to reach audience DON’T LET YOUR STATUS QUO DETERMINE THE VALUE PROPOSITION. DON’T FALL IN LOVE WITH YOUR CMS. PRODUCT (TECH) & NEWSROOMS ARE CONSECUENCES, NOT CAUSES
  21. 21. The paywall mirage The “original sin” of the online news business A failure to charge for content when the web was new But this theory that newspapers could have somehow won a war against the internet if they had just charged users for content misses the point.
  22. 22. Some publishers say, “They bought it before, they’ll buy it again,” or “We need to get people back into the habit of paying for news.” But consumers never did pay the true costs.Newspapers have never made the bulk of their income from readers who pay for content. Subscription prices and newsstand sales have always been subservient to advertising. Besides paywalls are a privilege only for a few producers of differentiated content. ENCOURAGE READERS TO SEE THEMSELVES AS MEMBER OF AN EXCLUSIVE CLUB WITH PERKS AND REWARDS. BUILD RELATIONSHIP FIRST, THEN MONETIZATION FLOW FROM THERE.
  23. 23. Direct response immitation
  24. 24. Advertising dollars are already online, just going elsewhere (evil companies …)
  25. 25. This confirms a much feared trend. By and large, in a newscontext, the performance of digital advertising is on the decline. All indicators are now flashing red: CPM (cost per thousand impressions), cost per click, volumes, yields, etc. NOBODY CLICKS ON A BANNER IN A NEWS SITEThe cause is well-known, and way more acute for digital than forprint: ads and news contents do compete for the same eyeballs. DELIVER ADDED VALUE FORMATS. RICH MEDIA. CONTENT MARKETING. INTRUSIVE ADVERTISING. BRANDING SOLUTIONS. LEAVE TRANSACTIONAL TO GOOGLE
  26. 26. Boxing Mike TysonDo everything pure play Internet companies are doing but with a worst value proposition We did it many times and failed. But lucky enough, we knew how to fail fast. (let me share our two worst cases …)
  27. 27. SELF SERVICE ADVERTISINGPLATAFORM
  28. 28. VIDEO PORTAL
  29. 29. The tablet paper replica illusion [The iPad is] a fatal distraction for media companies. Too manypublishers looked at the tablet as the road home to their magazine format, subscription model, and expensive full-page ads. The format of a single device does not change the fundamental ecosystem underneath it, and this shiny tablet has taken media companies’ eyes off of the ball.Probably you will only be successful in migrating your actual faithful base of paper products to a new device. REMEMBER. NEW GAME & NEW RULES. ZITE AND FLIPBOARD ARE SETTING THE BENCHMARK.
  30. 30. The one thing Latin Media should do?BUILD A NEW VALUE PROPOSITION FOR AUDIENCE AND ADVERTISERS
  31. 31. Fights a legion of super-villians in the QUEST FOR VALUEMEDIA SUPER HEROVALUE MAN DOCTOR CONVERGENCE CAPTAIN BUNDLE LADY PAST GLORY TECHIE SERIAL COPIER
  32. 32. Chinesse walls strategy Digital On line DirectNewspaper Magazines Events Contents Classifieds Response Custom Publishing FOCUS IN FINDING THE VALUE PROPOSITION OF EACH BUSINESS
  33. 33. LA NACION and Impremedia
  34. 34. Digital On line DirectNewspaper Magazines Events Contents Classifieds Response BUSINESS LEARNINGS BEST PRACTICES COST SINERGIES TECHNOLOGY SHARE CONTENT
  35. 35. Twitter @gdantur THANK YOU

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