Journalist as Entrepreneur


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Journalist as Entrepreneur

  1. 1. Journalist as Entrepreneur Presented 28 August 2010 Kuala Lumpur, Malaysia
  2. 2. 2 Example: Talking Points Memo - 19 February 2002 • Content: Blog on politics, government and policy • Audience: <10,000 • Revenue: - Syndication - Donations
  3. 3. 3 Example: Talking Points Memo – 24 June 2004 • Content: Blog on politics, government and policy • Audience: ~500,000 • Revenue: - Syndication - Donations + Advertising
  4. 4. 4 Example: Talking Points Memo – 26 April 2006 • Content: Blog on politics, government and policy + TPMuckraker – Leaks, Tips + TPCafé – Discussion • Audience: <1 million • Revenue: - Syndication - Donations - Advertising + Commerce • TPM Today: - 1.5 million
  5. 5. 5 A few fundamentals:  You can make money as a citizen journalist.  You will need to develop multiple sources of revenue, not rely on just one. + Donations + Advertising + Commerce + Syndication + Offline revenues – training, speaking, …  Many of the tools needed are already at available to you now while other programs are developed.
  6. 6. 6 There are a few simple steps to follow:  Step 1: Content Focus and Quality. Expertise matters.  Step 2: You need a place to show your product and build an audience. - Use your blogs as a way to develop an audience - Not just for articles, but also for video, photos, … Bigger the audience, the bigger the revenue potential.  Step 3: Add revenue tools to your blog.
  7. 7. 7 Content and Distribution: The CJ Blog Treat your CJ blog as your online hub to promote your work and build an audience. Search Engines: Social Media: - Google - Twitter - Yahoo! - Facebook CJ Blogs Media Distribution: - Picasa Media Partners: Photo - Flickr - MalaysiaKini.TV - Video - Youtube - - Articles -
  8. 8. 8 Content and Distribution: Search Engines Search engines are your friend – they help you build audience and revenue. But you have to help them first! 1. Text: Search engines “read” text, not photos, or videos Do: Use text to label photos and videos – title, caption, tags 2. Focus: Search engines “understand” the content of a blog and posting when content is focused on a few topics. Do: Create a short list of topics to guide your coverage Do: Try to make one out of two posts about your “guiding topics” 3.Frequency: Search engines will visit more frequently, if you post frequently Do: Post as regularly as you can. Even short posts or photo posts will do.
  9. 9. 9 Content and Distribution: Search Engines Search engines rank your blog based on how engaged your blog is with other sites. It’s all about links! 4. Links and Embeds: The more links to your blog and from your blog to relevant information, the higher your blog’s importance will be. Do: Develop as many relevant links and embeds to your blog as possible A. Blogrolls: Create a list of blogs that you follow about your topics or location. B. Link Exchanges: Encourage “related bloggers or sites” to exchange links with you. Do: Use links in a text post to your blog. A. Places or Organizations: Add a link to their websites B. People: Add a link to their blog, resume page, or social media page (is they have one).
  10. 10. 10 Content and Distribution: Social Media Social media expands your audience and improves your search engine importance. 5. : Short updates from you and your blog, including text, photos, and VERY SHORT (<10 sec) video. Do: Set-up a twitter account and feed for your CJ blog ( Include your location when you sign up so people can find you. Do: Find and “follow” other related Twitter users (your town, your topics) If you “follow” them, they are likely to “follow” you. Do: Join relevant Twitter Directories like 6. : You can also build distribution for your blog from your personal Facebook page. Decide: Do you want to distribute blog articles to your personal page? Can: Set-up a “feed” to automatically send your twitter/blog info to FB.
  11. 11. 11 Content and Distribution: Media Distribution Media distribution sites like Youtube and Flickr can also drive new audience for your blog.  Video: Embeds or links to videos build your blogs importance and increase views. Do: Use Youtube to embed your videos in your blog; Do: Find other YouTube videos to show and comment on (Remember text matters).  Photos: Photo galleries can also be created with Flickr, Picasa for your blog. Decide: If you want to include photos in your coverage, subscribe to a photo sharing service (like Flickr or Picasa). Do: Add photo galleries to your blog for comment and discussion.  Blog Directories: Popular blog directories can also create traffic for your content.
  12. 12. 12 Content and Distribution: Chinese (华语) If you are blogging mostly in Chinese, also consider China-based Internet services to reach your audience.  Search: Google =>,  Video: Youtube =>,  Photo:Flickr =>  Social Media: Twitter =>, Sina.comMicroblog Facebook =>,,
  13. 13. 13 Revenue Tools As your blog audience builds, you can add revenue tools to your site.  Donations: Volunteer contributions from your most loyal audience  Advertising: Lots of options, most depend on traffic volume and focus Ad Networks: Simple to install. Another third party company sells the ads and you display them on your blog. Sponsorship: Similar to a Donation, but from a business instead of an individual. Often a message is displayed “Sponsored by___________” Ads: Requires a regular sales force and technology to sell, collect and display the ads.  Commerce: Selling product for yourself or for other companies  Syndication: Selling new or past work to third party media companies.
  14. 14. 14 Revenue Tools: Donations Voluntary donations can build a small revenue base from your most loyal audience.  Do: Choose the simplest method for your audience to contribute “Widgets” exist for your blog, mostly using PayPal  Do: Suggest an amount for regular donations  Do: Ask for donations to fund a specific project like a specific story.
  15. 15. 15 Revenue Tools: Advertising Ad networks provide the simplest and the least “conflicted” type of advertising for CJ blogs.  Ad networks do the selling for you.  Protects your independence from large advertisers. - Ad networks do not tell advertisers where their advertisement appears.  Ad networks depend on click-through on particular ads to make money. - To make money focus your content and build a large audience  Visually, ad network ads come in a lot of different forms, so they are not too disruptive to your blog.
  16. 16. 16 Revenue Tools: Advertising In Malaysia there are two primary ad networks to work with – Google AdSense and NuffNang. Microsoft also has a small presence.  Google Adsense: - Introduction Page - Can be added quickly with an addition of an embedded piece of code - Best results come from experimentation with type of ad and placement  Nuffnang - Malaysian based blog ad network - Offices in KL, Penang, Singapore, Manila and Melbourne - Blog needs to have at least 20 visitors daily on average to qualify
  17. 17. 17 Revenue Tools: Commerce and Syndication Two other revenue options exist though they are still emerging in SE Asia.  Commerce: Branded Blog Products Sales - For example: calendars, mugs, t-shirts, … - Often linked to a specific project - Limited revenue opportunity, require some special technology  Commerce: Commissions - Sell products through your blogs - Limited inventory available in SE Asia - iTunes, Amazon, AliBaba, Rakuten all present obstacles to foreign sales - eBay Malaysia does have some programs but limited  Syndication: Content Sales - Independent content sales mostly through blogs in English + + - Some photo and video citizen sales sites + AFP’sCitizenside
  18. 18. 18 Summary You can supplement your income with blog-based audience and revenue programs.  Build your blog audience - Search Engine Focus - Evaluate creating a social media presence on Twitter and Facebook - Distribute your content through media distribution sites  Revenue depends on audience - Simple revenue tools exist to help you build a personal revenue stream - Audience drives everything, focused and large  These tools for audience and revenue building will take a little trial and error, but are available now while broader programs are developed.