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Zeitung Online 2010 presentation


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Presentation to Zeitung Online 2010 conference in Dusseldorf June 2010 by Professor George Brock of City University London

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Zeitung Online 2010 presentation

  1. 1. Hunting the elusive online business model in news<br />Professor George Brock<br />Head of Journalism<br />City University London<br />Zeitung Online 2010 - BDZV/WAN-IFRA<br />Dusseldorf, June 2010<br />
  2. 2. Health warning on this packet<br />Much of what I will say is “obvious”<br />There is a lot that I don’t know<br />Imagine that you are in Mainz, 1458….<br />
  3. 3. Online is not print<br />The flaw in the advertising-led model<br />We don’t know what will happen to the “bundle”<br />Transmission of all information is changed<br />Mobiles, not PCs<br />Defend words, not machinery<br />
  4. 4. Business models<br />They don’t arrive on schedule (“show me a newspaper website that makes money”)<br />What works in practice may not work in theory:<br />Fire market researchers: hire anthropologists<br />Ugly truth: it starts with content<br />Media and news are different<br />
  5. 5. Journalism’s “crisis”<br />Decline (in UK & US at least) is in income for <br />Printed daily news (worse for regionals)<br />Terrestrial broadcast news + current affairs<br />Demand for news is not an issue; print cost base is.<br />If anybody can publish, what defines a journalist?<br />The definition of engagement has changed<br />
  6. 6. Paywalls<br />Everyone is thinking; everyone is waiting. <br />Note that NewsCorp is experimenting<br />Challenges for The Times/Sunday Times<br />Creating a club (<br />The key is links, not money<br />If content is king, collaboration is queen<br />Are your inventors looking for the 3rd way?<br />Public broadcasters will gain share<br />
  7. 7. Don’t…<br />Confuse platforms with content<br />Assume that you’ve got captive audiences (they’ve escaped).<br />Lay big, expensive plans<br />Get addicted to cutting costs<br />Blame Google and Facebook<br />
  8. 8. Do…<br />THROW SPAGHETTI!<br />This is the moment for the crazies<br />Start with engagement (Twitter’s USP)<br />Remember that flexible agility is all<br />Watch how real people use devices<br />Worry about copywright<br />
  9. 9. A few hints<br />Use the data mountains that you have<br />Topic pages<br />Train people for the data mountains to come<br />Watch for the marriage between mobiles and the internet (e.g.<br />Encourage journalists to define their distinctive work: verification, sense-making, eyewitness, investigation.<br />
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  12. 12. iPad = white knight?<br />Who wrote the iPad’s most popular paid app?<br />Apps aren’t by print designers<br />Watch the devices evolve <br />No…bookmarking, linking, full text search<br />No good for blogging<br />Apple wants us to be an audience again<br />
  13. 13. iPadPulse reader<br />
  14. 14. Mobile/wireless<br />Content wasn’t king: the networks were in charge<br />Struggle between open and closed systems<br />Video slowed by: technical incompatibility and copywright<br />Think long: make your promise of value something that is hard to replicate<br />The demand of the future will be for signals in the noise.<br />
  15. 15. The takeaway<br />Compelling content is not made from the conclusions of market research but from what people need, feel and do.<br />News content of quality will be the best values of print journalism made real in new communications media.<br />
  16. 16. One last hint<br />Please read<br /><br />