The document discusses innovation in journalism and news delivery. It proposes that traditional print-centric news organizations must transition to become fully integrated digital and online newsrooms. This allows producing multi-format content and engaging audiences across multiple platforms. The document also discusses pricing strategies, arguing that only scarce or unique content and services can be charged for, while bulk contacts and ads have become nearly worthless. News organizations must define what they uniquely provide and align prices across all platforms.

1. INNOVATION
APPLE’S iPAD
A NEW BEGINNING
CARLO CAMPOS
INNOVATION VICE-PRESIDENT
SPAIN
INMA, COPENHAGEN FEBRUARY 4 2010
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7. INNOVATION

8. INNOVATION

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10. INNOVATION

11. i BEST EUROPEAN
NEWSPAPER 2009
• JOURNALISM CAVIAR”
“
• OST INTERNET
P
NEWSPAPER
• ICRO-TABLOID
M
• 6 FULL COLOR PAGE,
5
STAPLED
• TORIES, STORIES,
S
STORIES
• HE i-POD NEWSPAPER
T
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36. NEW GOVERNMENT PROGRAMME
ANNOUNCED AT 7 PM
A 9-PAGE COVER STORY
DONE ON DEADLINE BY 7
JOURANALYSTS
WITH THE HARD NEWS AND FACTS
THE OPINION OF THE EXPERTS
ALL THE NUMBERS AND CHARTS
GRAPHICALY RATED (LEFT TO RIGHT)
AND EXPLAINING HOW THIS WILL AFFECT YOU
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42. WE HAVE TO CHANGE
OUR NEWSROOMS’
ORGANIZATION
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43. PAPER VERSUS ONLINE
A FALSE DICHOTOMY
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44. A MONO-MEDIA
NEVER GENERATES
A MULTIMEDIA
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45. NEWSPAPERS &
MAGAZINES
RADIOS & TELEVISIONS
ARE MONO-MEDIA
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46. INTERNET
IS THE ONLY
MULTIMEDIA
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47. THEREFORE, ONLY
FROM AN INTERNET
BASE
CAN ONE BUILD A TRUE
MULTIMEDIA NEWS
ORGANIZATION
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48. TRADITIONAL
TEXTS
PRINT-CENTRIC
NEWS ORGANIZATION
ON LINE GRAPHS
PHOTOS
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49. THE NEW
TEXTS
ONLINE-CENTRIC
NEWS ORGANIZATION
PHOTOS ONLINE
ON LINE
GRAPHS
VIDEO AUDIO
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50. INNOVATION’S
MODEL
TOTAL MULTIMEDIA INTEGRATION
BASED ON AUDIENCES + CONTENT
WITH A PLATFORM AGNOSTIC
STRATEGY IN THE NEWSROOM AND
BOARDROOM
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51. NEWSROOM
INTEGRATION
NOT FROM BRANDS,
MEDIA OR PLATTFORMS
BUT FROM CONTENT AND
AUDIENCES
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52. INNOVATION

53. INFORMATION PRODUCTION PASSIVE
INTAKE OUTPUT
AUDIENCE
BREAKING
NEWS
WORLD
AUDIO
NATIONAL POOL
VIDEO GRAPHIC
POOL POOL
POLITICS
PRINT
BUSINESS
SPORT
SUPERDESK
BLOGS-ONLINE
AUDIO/VIDEO
LOGISTICS TEXT
COMMENTS
REPORTERS
MOBILE
PR-SOURCES
INFOGRAPHICS
ONLINE
ONLINE
PLANNING
TEXT
WIRES
INFOGRAFIA
PHOTO
ONLINE
ARTS
AUDIO ACTIVE
MACROEDITORS VIDEO AUDIENCE
ASSIGNMENTS MOBILE
LIFESTYLE
OPINION
&
COMMENT
ANALYSIS MOBILE
INVESTIGATIVE
PROGRAMING
UNIT DESIGN
POOL
POOL
PHOTO
POOL
CREATION
ELABORATION
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54. ONE
DIGITAL KITCHEN
SEVERAL
MEDIA RESTAURANTS
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57. NEW INTEGRATED NEWSROOM
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58. Sojormedia (Portugal)
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60. NEW INTEGRATED NEWSROOM
60
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61. NEW INTEGRATED NEWSROOM
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62. WE HAVE TO BECOME
MORE TECH SAVVY
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63. WE NEED A CTO
THAT KNOWS MORE
THAN HOW TO
INSTALL A PRINTER
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64. WE NEED MANY, MANY
DEVELOPERS
IN-HOUSE AND
OUTSOURCED
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65. WE NEED MORE DEMOS
AND LESS MEMOS
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67. THE QUESTION IS NOT
“TO CHARGE OR
NOT TO CHARGE?”
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68. THE QUESTION IS
“WHAT TO CHARGE
FOR?”
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69. ECONOMICS 101
“WHAT WILL PEOPLE
PAY FOR?”
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70. PEOPLE WILL NOT
PAY FOR
USEFULNESS,
RELEVANCE,
VALUE
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71. PEOPLE WILL
CONSUME WHAT IS
USEFUL,
RELEVANT,
VALUABLE
BUT WON’T NECESSARILY
PAY FOR IT
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72. ECONOMICS 101
"... (Economics is) the science which studies human
behaviour as a relationship between ends and scarce
means which have alternative uses."
– Lionel Robbins, 1932
Scarcity means that available resources are
insufficient to satisfy all wants and needs. Absent of
scarcity and alternative uses of available resources
there is no economic problem
WIKIPEDIA – ECONOMICS
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73. ONLY WHAT IS SCARCE
CAN BE CHARGED FOR
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75. ORIGINAL STORYTELLING
INFORMED COMMENT
ANALYTICAL OPINION
EXCLUSIVE INFORMATION
PRACTICAL RECOMMENDATIONS
LOCAL REPORTING
EDITING (BRAND)
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76. FREEMIUM MODEL
ABUNDANT CONTENT
FREE
SCARCE CONTENT
PAY
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77. REGARDLESS OF THE
MODEL YOU ADOPT,
MAKE IT FLEXIBLE
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78. BREAKING NEWS – ALL YOU CAN
EAT
1-2 “EXCLUSIVE” STORIES PER
DAY FREE
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79. BEYOND THAT:
SUBSCRIPTION
JOIN THE COMMUNITY
DAILY PASS
PAY-PER-PIECE
ADS
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80. ZERO HORA
PORTO ALEGRE, BRAZIL
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81. SINGLE COPY SALES
FULL VERSION – 2 R$
ZERO HORA LIGHT – 1 R$
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82. SUBSCRIPTIONS
BUSINESS – MON TO FRI
COMPLETE – MON TO SUN
COMPLETE VIP – 2 ADDRESSES
LIGHT – ONLY MAIN BODY
SPORTS – SAT TO MON
WEEKEND – SAT, SUN
LEISURE – FRI TO SUN
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83. INNOVATION

84. NEED A COHERENT
PRICING STRATEGY
ACROSS ALL
PLATFORMS
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86. ECONOMICS 101
OVERABUNDANCE
OF BULK CONTACTS
DRIVES AD
PRICES TO ZERO
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87. MESSAGE
CONTEXT
INTENTION
AUDIENCE PROFILE
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88. iPAD CAN DO ALL FOUR,
BUT NEED TO WORK WITH
APPLE, ADVERTISERS
AND AUDIENCES
TO CREATE A
“SCARCE AD MODEL”
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91. SO
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92. THANK YOU
www.innovation-mediaconsulting.com
CAMPOS@INNOVATION-MEDIACONSULTING.COM
COPENHAGEN, FEBRUARY 2010
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