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FUTURE OF LATIN MEDIAIs it going where it wants to go or where it should go?

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About meMANAGING DIRECTOR BOARD MEMBER BOARD MEMBER DIGITAL CONTENTS ONLINE CLASSIFIEDS DIRECT RESPONSENATIONAL NEWS JOBS CONTACT CENTERSPORTS PORTAL REAL ESTATE BENEFITS CLUB9 DIGITAL MAGAZINES•Women (3) CARS DAILY DEALS•Gossip•Men DATING E-COMMERCE•Turism•Rolling Stone•Home Improvements SPANISH LATAM•Gardening BRAZIL SPAIN

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“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

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FACT #1Internet is a disruptive technology for mediabusiness

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FACT #2Disruptive technology changes the valueproposition in any industry

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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.

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And some don’t …

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“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

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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

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Along came the Internet

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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

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The naked truth (FACT #2 )

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The naked truth (FACT #2 )The Internet disruption has happened, and the business has been irrevocably altered.

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FACT #3The only way to survive disruption is tounderstand the value you need to deliver andshape your oganization accordingly(and it will be painful …)

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AUDIENCE ADVERTISERS VALUE ORGANIZATION

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Where should LATIN MEDIA go? 1

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The DO NOTS are much more clear than the DO’s

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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)

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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.

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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. IF SOME ELSE IS GOING TO TAKE YOUR REVENUES AWAYInnovator’s Dilemma. BE And that is the IT WOULD BETTER YOURSELF, BUT PLAYING BY THE NEW RULES The giants won’t eat their young.

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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

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Newsroom and product egocentrismForget about ‘content management’ and focus on ‘audience development’ DON’T LET YOUR STATUS QUO DETERMINE THE VALUE PROPOSITION. Content is just a means to an end. DON’T FALL IN LOVE WITH YOUR CMS. The end, and media’s greatest asset, is audience.Advertisers don’t pay to reach content , they pay to reach DON’T FALL FOR GEEKIE STUFF. audience PRODUCT (TECH) & NEWSROOMS ARE CONSECUENCES, NOT CAUSES

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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.

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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.

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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 ENCOURAGE READERS for content. who pay TO SEE THEMSELVES AS Subscription prices and newsstandCLUB have always been MEMBER OF AN EXCLUSIVE sales WITH PERKS subservient to advertising. AND REWARDS. Besides paywalls are a privilege only for a few producers of BUILD RELATIONSHIP FIRST, THEN differentiated content. MONETIZATION FLOW FROM THERE.

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Direct response immitation

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Advertising dollars are already online, just going elsewhere (evil companies …)

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This confirms a much feared trend. By and large, in a news context, the performance of digital advertising is on the decline. All indicators are now flashing VALUE FORMATSthousand DELIVER ADDED red: CPM (cost per impressions), costRICH MEDIA per click, volumes, yields, etc. CONTENT MARKETING NOBODY CLICKS ON A BANNER IN A NEWS SITE INTRUSIVE ADVERTISING The cause is well-known, and way more acute for digital than for print: ads and news contents do compete for the same eyeballs. BRANDING SOLUTIONS LEAVE TRANSACTIONAL TO GOOGLE

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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 …)

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SELF SERVICE ADVERTISINGPLATAFORM

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VIDEO PORTAL

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We did it many times and failed.But lucky enough, we knew how to fail fast IF YOU ARE GOING TO FAIL, FAIL FAST

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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.

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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 REMEMBER. NEW GAME & NEW RULES ecosystem underneath it, and this shiny tablet has taken media ZITE AND FLIPBOARD eyes off of THE BENCHMARK companies’ ARE SETTING the ball.Probably youOF THE CAPABILITIES OF THE DEVICE, VALUE IS STILL THE ONLY faithful REGARDLESS will only be successful in migrating your actual THING THAT MATTERS base of paper products to a new device.

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The one thing Latin Media should do?BUILD A NEW VALUE PROPOSITION FOR AUDIENCE AND ADVERTISERS

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Fights a legion of super-villians in the QUEST FOR VALUEMEDIA SUPER HEROVALUE MAN DOCTOR CONVERGENCE CAPTAIN BUNDLE LADY PAST GLORY TECHIE SERIAL COPIER

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Chinesse walls strategy Digital On line DirectNewspaper Magazines Events Contents Classifieds Response Custom Publishing FOCUS IN FINDING THE VALUE PROPOSITION OF EACH BUSINESS

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AutonomyIndependent decisionsSpecializationFocusNo interest conflictsSacrcityThe need to survive100% responsible of your future

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Alive and kicking

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Newspaper Sunday circulation +44% 375,000 357.920 357.920 350,000 Ejemplares 325,000 246.948 300,000 275,000 246.948 Ejemplares 250,000 225,000 200,000 2008 2009 2010 2011 2012 175,000 150,000 2008 2009 2010 2011 2012 Fuente IVC – Venta Neta total de ejemplares día domingo Enero 2008 - Marzo 2012

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Club La Nación 800000 700000 687.500 600000 573.409 539.048 500000 403.251 400000 300000 267.794 215.136 200000 100000 0 2008 2009 2010 2011 Abr-12 Objetivo 2012

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LA NACION and Impremedia

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Digital On line DirectNewspaper Magazines Events Contents Classifieds Response BUSINESS LEARNINGS BEST PRACTICES COST SINERGIES TECHNOLOGY SHARE CONTENT

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THANK YOUTwitter @gdantur