The Future of News, Publishing, and Media:
How to Monetize Content in the next 3 Years




Gerd Leonhard, Media Futurist, ...
Foresight is absolutely crucial




Image via Slideshare.net/unknown
Global connectivity will increase faster than you may think




From Wikipedia: By allowing direct connection to core netw...
Fragmentation is one of the chief results
 of cheap, fast and mobile Connectivity
...and increasing Disembodiment of Content
The other 3 Billion
(O3B) are coming
And they will not use Computers to connect
Computer = Work
iPhone | Smart Phones = Kind of Work
  iPad | Tablets = not Work (mostly)
The Future will be a lot less linear
Governments    Telecoms




Authors & Creators               Search Engines




   Advertisers                        Publ...
Content 2.0 Collaboration Examples
Right now: Transition Trauma   *hat tip to Alan Moore




   The old business logic is failing
 but new models are still v...
A painful but very promising transition
And so the weapons are coming out...




                            Image via flickr.com/dunechaser
But Monetization will only
be found at the Intersections

          Content
       CE / Devices
Advertising     Telecom
New kinds of Advertising
will fund a lot of ‘free’ content




  Video Source: ‘Built by the Factory’ / Youtube
Data is the new Oil

           $1 Trillion
Moving to the Cloud: Content as a Service
Content in the Cloud •• $ in the Cloud
•Content Bundles with Mobile
Operators, Telcos and ISPs
(flat-rated, revenue-shared...
Connected
Audiences:
$ from Trust
not Control
The reality is that consumers have changed
Build new Ecosystems or risk Failure
Walled Gardens can be nice - but most will fail




                              Image via drm.info
The connected user pays because of
Trust, Value, Peer Recommendation
     - not because they are forced to.
Getting paid for Digital Content
Strong Values & Compelling Reasons
                             Irresistible
            ...
Few will pay for the words, the flow, the
pure information, the copies of 0s and 1s
Many will pay for packaging,
curation, filtering, sense-making...
Curation & Filtering
     Aggregation & Selection
   Sense-Making & Relevance
Quality Control (Trust Guarantee)
 Customiza...
Curation is a real $ Value
Personalization is a real $ Value
I pay, you pay, they pay   *Inspired by Shelly Palmer




Subscriptions
                                       Micro-Payme...
Who will pay, for what, when, how?
Defining Content 2.0
       Mobile
     Immersive
  Cross-Media
Participatory
Experiences
Immersive
Cross-Media
Participatory
Sharing will drive real $$
Experiences
         Source: HBR.org
Reasons for Optimism
It’s not the ‘End of the Old’
It’s the complete convergence
         of Old and New.
Print & Digital
           Web & TV
 The Cloud & Smart Devices
Selling Copies & Selling Access
         Control & Trust
Ex...
Things will get better. New $ will flow.
Summary
• Think mobile, web-native, social, location
• Solid monetization will only be achieved
  via a new, collaborative...
Thanks for your attention!
email me at gerd@mediafuturist.com
  twitter.com/gleonhard
   Facebook: gleonhard
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The Future of News, Publishing, and Media (INMA 2010 Presentation)

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Gerd Leonhard's presentation at the 2010 INMA World Congress in New York, April 27, 2010 (International News Marketing Association) http://www.inma.org/modules/event/2010WorldCongress/

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The Future of News, Publishing, and Media (INMA 2010 Presentation)

  1. The Future of News, Publishing, and Media: How to Monetize Content in the next 3 Years Gerd Leonhard, Media Futurist, CEO: The Futures Agency www.mediafuturist.com Twitter: @gleonhard
  2. Foresight is absolutely crucial Image via Slideshare.net/unknown
  3. Global connectivity will increase faster than you may think From Wikipedia: By allowing direct connection to core networks and 3G Cellular/WiMAX towers, the O3b Networks system will completely change the economics of telecommunications infrastructure in the world's fastest-growing markets for communications services
  4. Fragmentation is one of the chief results of cheap, fast and mobile Connectivity
  5. ...and increasing Disembodiment of Content
  6. The other 3 Billion (O3B) are coming
  7. And they will not use Computers to connect
  8. Computer = Work iPhone | Smart Phones = Kind of Work iPad | Tablets = not Work (mostly)
  9. The Future will be a lot less linear
  10. Governments Telecoms Authors & Creators Search Engines Advertisers Publishers Consumers Device Makers
  11. Content 2.0 Collaboration Examples
  12. Right now: Transition Trauma *hat tip to Alan Moore The old business logic is failing but new models are still very sketchy
  13. A painful but very promising transition
  14. And so the weapons are coming out... Image via flickr.com/dunechaser
  15. But Monetization will only be found at the Intersections Content CE / Devices Advertising Telecom
  16. New kinds of Advertising will fund a lot of ‘free’ content Video Source: ‘Built by the Factory’ / Youtube
  17. Data is the new Oil $1 Trillion
  18. Moving to the Cloud: Content as a Service
  19. Content in the Cloud •• $ in the Cloud •Content Bundles with Mobile Operators, Telcos and ISPs (flat-rated, revenue-shared, ad-supported etc) •Flat-rate Access bundled into Cloud-Connected Devices
  20. Connected Audiences: $ from Trust not Control
  21. The reality is that consumers have changed
  22. Build new Ecosystems or risk Failure
  23. Walled Gardens can be nice - but most will fail Image via drm.info
  24. The connected user pays because of Trust, Value, Peer Recommendation - not because they are forced to.
  25. Getting paid for Digital Content Strong Values & Compelling Reasons Irresistible Price-Points i.e fair & transparent metering Ease of Payment, Packaging & Interface
  26. Few will pay for the words, the flow, the pure information, the copies of 0s and 1s
  27. Many will pay for packaging, curation, filtering, sense-making...
  28. Curation & Filtering Aggregation & Selection Sense-Making & Relevance Quality Control (Trust Guarantee) Customization & Personalization Cloud-to-Device Management Interfaces and Packages Location-based services A better way to share experiences
  29. Curation is a real $ Value
  30. Personalization is a real $ Value
  31. I pay, you pay, they pay *Inspired by Shelly Palmer Subscriptions Micro-Payments Bundles Applications Social Payments Flat Rates Telcos & ISPs Advertisers Device Makers Governments Patronage
  32. Who will pay, for what, when, how?
  33. Defining Content 2.0 Mobile Immersive Cross-Media Participatory Experiences
  34. Immersive
  35. Cross-Media
  36. Participatory
  37. Sharing will drive real $$
  38. Experiences Source: HBR.org
  39. Reasons for Optimism
  40. It’s not the ‘End of the Old’ It’s the complete convergence of Old and New.
  41. Print & Digital Web & TV The Cloud & Smart Devices Selling Copies & Selling Access Control & Trust Experts & Users aka Consumers
  42. Things will get better. New $ will flow.
  43. Summary • Think mobile, web-native, social, location • Solid monetization will only be achieved via a new, collaborative content ecosystem • New kinds of ads and ‘data-oil’ will indeed fund lots of content, going forward • Getting paid is the result of a careful balance of value and price • Bank on trust not control • Embrace what is not what should be
  44. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard

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