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Software Solutions For Saving…and Making Money


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Editor & Publisher 2009 Virtual Expo. Panel 2: Software Solutions For Saving…and Making Money

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Software Solutions For Saving…and Making Money

  1. 1. Editor & Publisher 2009 Virtual Expo Panel 2: Software Solutions For Saving…and Making Money By Jeff Bunch, Web Editor,, The Columbian Publishing Company, Vancouver, WA [email_address]
  2. 2. The (not-so) old model <ul><li>Separate staffs, separate workflows for print and online operations. </li></ul><ul><li>Print-only content generated by a newsroom and laid out by a copy desk. </li></ul><ul><li>Content manually repurposed for online content management system. </li></ul><ul><li>Advertising content input, managed in separate system and not available online. </li></ul>
  3. 3. The inefficiencies <ul><li>Different systems with different staffs, require more staffing and more time spent working around systems. </li></ul><ul><li>Quality content, a company’s primary product, cannot be easily repurposed for multiple channels. </li></ul><ul><li>Technology gap shows itself for newsroom, copy desk, and advertising staffs. Members are not cross-trained. </li></ul>
  4. 4. Business impacts <ul><li>Most companies’ bottom lines, already hurting due to decreased revenue streams, are further negatively impacted by staffing and software costs of separate systems. </li></ul><ul><li>Antiquated, non-integrated systems leave companies less adaptable in quickly changing digital marketplace. </li></ul><ul><li>New competitors move into space to disrupt mark, fragment local market, and undercut company’s position. </li></ul>
  5. 5. The goal: survival <ul><li>Continue to generate, produce quality content with less staffing and in an integrated workflow which facilitates seamless repurposing and delivery of content to multiple channels. </li></ul><ul><li>Survival: Newspaper companies have to become digitally-focused publishing companies. New business model requires integrating staff and system resources </li></ul>
  6. 6. The new model <ul><li>Moving toward an integrated workflow, developed with proprietary or open-source solutions with vendor, in-house, or outsourced development teams. </li></ul><ul><li>Despite having less staffing, content is generated and produced in a Web-first or print-to-online workflow. </li></ul><ul><li>Online content can be differentiated from print with added-value and more interactive features (e.g. photo galleries, story comments, blogs/forums). </li></ul>
  7. 7. Efficiencies gained <ul><li>Integrated systems can allow companies to maximize staffing, including the long-term reduction of developer resources, content management systems. </li></ul><ul><li>Software solutions may also facilitate development of new products (such as niche sites) and targeted advertising campaigns. </li></ul>
  8. 8. The solution <ul><li>Integrated print and online content management systems may be best, especially if they are scalable. </li></ul><ul><li>Regardless, separate systems must be as fully integrated as possible. </li></ul><ul><li>Other factors to consider for new systems: Online hosted or non-hosted? Open-source or proprietary? </li></ul><ul><li>Weigh trade-offs; pencil it out for all scenarios. </li></ul>
  9. 9. Selection process <ul><li>Assemble cross-departmental team (editorial, IT, advertising) of mid-managers, designate project manager and set clear deadlines. </li></ul><ul><li>Analyze current workflows, systems. What is working; what isn’t? Develop budget and draft an RFP to present to multiple vendors. </li></ul><ul><li>Vet your vendors and talk to existing customers before buying. Analyze up-front versus long-term costs of systems (such as technical staff). </li></ul>
  10. 10. Bells, whistles and add-ons <ul><li>Variety of vendors and open-source software solutions available - some integrated via RSS feeds. Most at a relatively low cost. </li></ul><ul><ul><li>Publishing to multiple platforms </li></ul></ul><ul><ul><li>Multimedia integration </li></ul></ul><ul><ul><li>Blogging/forum tools </li></ul></ul><ul><ul><li>News mapping/geolocation </li></ul></ul><ul><ul><li>Content providers </li></ul></ul><ul><ul><li>Widgets, gadgets and the like. </li></ul></ul>
  11. 11. Comparison of approaches <ul><li>Non-integrated </li></ul><ul><ul><li>Pros </li></ul></ul><ul><ul><li>Cons </li></ul></ul><ul><ul><li>Staffing </li></ul></ul><ul><li>Integrated </li></ul><ul><ul><li>Pros </li></ul></ul><ul><ul><li>Cons </li></ul></ul><ul><ul><li>Staffing </li></ul></ul>
  12. 12. Caveats <ul><li>There is no perfect system. A top-tier editorial or online system may not “play well with others” and cause headaches. </li></ul><ul><li>No system(s) - integrated or not - can save a publishing company; it takes a true mindset shift toward efficiencies. </li></ul><ul><li>Top technical staff and visionary newsroom leaders - at all levels - are the most valuable assets to a company. </li></ul>
  13. 13. Thank you Feel free to contact with further question: Jeff Bunch, Web Editor, , The Columbian Publishing Company [email_address]