Change Happens. Embrace it. Love it. 
                                          Ellen F. Siminoff 
                        ...
‘Man plans and God laughs.’
                                                            
                                 ...
I Fell in Love with Business and Media 
(Dad Forgave Me. Eventually.) 




Shmoop University, Inc. Confidential      3
Then I Met My Husband 




Shmoop University, Inc. Confidential   4
The World Was Changing 




Shmoop University, Inc. Confidential   5
The Newly Liberated Masses Were
 Hungry… 




Shmoop University, Inc. Confidential   6
…for Arnold and Care Bears 




Shmoop University, Inc. Confidential   7
Media Was About to Change
 DrasOcally 




                                       LATimes.com 
                           ...
Don’t UnderesOmate the Importance
 of Luck and Timing 




Shmoop University, Inc. Confidential   Yahoo! in 1995   9
Rule #1 of a Cambrian Explosion: 
Run Fast or Get Eaten 




                                    Yahoo! in 1996
We Evolved Constantly, Relentlessly 




Shmoop University, Inc. Confidential   Yahoo! in 1997   11
Now with Email, Sports,
 Entertainment, Local, … 




Shmoop University, Inc. Confidential   Yahoo! in 1999   12
… Shopping, IM, … 




Shmoop University, Inc. Confidential   Yahoo! in 2000   13
…Finance, Kids, Jobs, Music, Movies,
 etc. 




Shmoop University, Inc. Confidential   Yahoo! in 2001   14
Then Along Came Google 




Shmoop University, Inc. Confidential   Google in 2000   15
Google Spawned a New Ecosystem 




Shmoop University, Inc. Confidential   16
Great Companies O?en Fail to Adapt 




Shmoop University, Inc. Confidential   17
Next Act:
                                                
                                       EducaOon  



Shmoop Uni...
Do You Love Your Textbooks? 




Shmoop University, Inc. Confidential   19
Introducing 




                                       Check Your Dossier for Deets 




Shmoop University, Inc. Confiden...
Shmoop: (v)  
“To Move Something Forward” 




                                       www.shmoop.com
Shmoop University, In...
Shmoop Will Make You a Be^er Lover  
(of Literature, History, Poetry, and WriOng) 




Shmoop University, Inc. Confidentia...
Organize Your Thoughts 




Shmoop University, Inc. Confidential   23
WD‐40 for Writer’s Block 




Shmoop University, Inc. Confidential   24
Vietnam War for YouTube Learners 




Shmoop University, Inc. Confidential   25
Tell Us How We Did 
NEW: History of Journalism in America 




     Joseph Pulitzer, owner and editor of the New York Worl...
Trivia Break – Win a Shmoop Tee 




Shmoop University, Inc. Confidential   27
Trivia  
 (from Shmoop’s History of Journalism in America) 

1: In what decade was the first American newspaper 
published?...
More Recent History Hasn’t Been So Kind to the
                      Newspaper Industry  




Shmoop University, Inc. Conf...
Newspapers Everywhere are Facing
 Similar Challenges 




                         Gannett, McClatchy, Wash. Post Co., NTY...
Explosion of Choices for  
 AdverOsers and Consumers 




Shmoop University, Inc. Confidential
Very Tough AdverOsing Climate for
 Everyone (Including New Media) 




Shmoop University, Inc. Confidential   32
Pardon Me, I’m StarOng to Sound Like
 this Guy 




                      “The picture’s pre^y bleak, gentlemen … the worl...
But, there are Some Bright Spots 

                                        Heavy          Heavy        Heavy Radio     Hea...
And Opportunity for Those Willing to
 Adapt 

          Estimated Share of $361m Spent
       on Local Online Video Advert...
College Newspapers are Feeling the  
Pain, Too 




                                        “Nobody is making money online...
Remember, You’re Running a Business 




 “We think that most of our online visitors 
 are alumni, but we’re not really su...
You Are in a Great PosiOon,  
Believe it or Not 
                                        You have one of the most highly s...
Smart: Bloggers, Video, and  
Photo Galleries 




Shmoop University, Inc. Confidential   39
Smart: Video, Podcasts, Bloggers, AP Video,
 Robust Classifieds and Apartment Search 




Shmoop University, Inc. Confident...
Love this:  
the217 from The Daily Illini 




Shmoop University, Inc. Confidential   41
And There are More OpportuniOes 

•    Email alerts and daily news with ads 
•    Blog / RSS with ads ‐ Feedburner 
•    S...
Not All Dinosaurs Died.  
Some Adapted. 




Shmoop University, Inc. Confidential   43
Thank You!
                                                  




                                       www.shmoop.com
Sh...
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Ellen Siminoff Presentation to National College Media Convention

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Discussion of the history of journalism in America, Yahoo!, Google, and Education for an Audience of College Newspapers

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Ellen Siminoff Presentation to National College Media Convention

  1. Change Happens. Embrace it. Love it.  Ellen F. Siminoff  President and CEO  Shmoop University, Inc.  November 2, 2008  Associated College Press / College Media Advisers NaFonal Conference  Shmoop University, Inc. ConfidenFal   1 
  2. ‘Man plans and God laughs.’     Very o?en, in life and business, you won’t end up doing what you think you’re going to do Shmoop University, Inc. Confidential 2
  3. I Fell in Love with Business and Media  (Dad Forgave Me. Eventually.)  Shmoop University, Inc. Confidential 3
  4. Then I Met My Husband  Shmoop University, Inc. Confidential 4
  5. The World Was Changing  Shmoop University, Inc. Confidential 5
  6. The Newly Liberated Masses Were  Hungry…  Shmoop University, Inc. Confidential 6
  7. …for Arnold and Care Bears  Shmoop University, Inc. Confidential 7
  8. Media Was About to Change  DrasOcally  LATimes.com  Dec 21, 1996  Shmoop University, Inc. Confidential 8
  9. Don’t UnderesOmate the Importance  of Luck and Timing  Shmoop University, Inc. Confidential Yahoo! in 1995 9
  10. Rule #1 of a Cambrian Explosion:  Run Fast or Get Eaten  Yahoo! in 1996
  11. We Evolved Constantly, Relentlessly  Shmoop University, Inc. Confidential Yahoo! in 1997 11
  12. Now with Email, Sports,  Entertainment, Local, …  Shmoop University, Inc. Confidential Yahoo! in 1999 12
  13. … Shopping, IM, …  Shmoop University, Inc. Confidential Yahoo! in 2000 13
  14. …Finance, Kids, Jobs, Music, Movies,  etc.  Shmoop University, Inc. Confidential Yahoo! in 2001 14
  15. Then Along Came Google  Shmoop University, Inc. Confidential Google in 2000 15
  16. Google Spawned a New Ecosystem  Shmoop University, Inc. Confidential 16
  17. Great Companies O?en Fail to Adapt  Shmoop University, Inc. Confidential 17
  18. Next Act:   EducaOon   Shmoop University, Inc. Confidential 18
  19. Do You Love Your Textbooks?  Shmoop University, Inc. Confidential 19
  20. Introducing  Check Your Dossier for Deets  Shmoop University, Inc. Confidential 20
  21. Shmoop: (v)   “To Move Something Forward”  www.shmoop.com Shmoop University, Inc. Confidential 21
  22. Shmoop Will Make You a Be^er Lover   (of Literature, History, Poetry, and WriOng)  Shmoop University, Inc. Confidential 22
  23. Organize Your Thoughts  Shmoop University, Inc. Confidential 23
  24. WD‐40 for Writer’s Block  Shmoop University, Inc. Confidential 24
  25. Vietnam War for YouTube Learners  Shmoop University, Inc. Confidential 25
  26. Tell Us How We Did  NEW: History of Journalism in America  Joseph Pulitzer, owner and editor of the New York World, quot;Spanish Treachery.” Front page of William Randolph and the benefactor behind the Pulitzer Prize. Hearst's New York Journal after the sinking of the USS Maine. Shmoop University, Inc. Confidential 26
  27. Trivia Break – Win a Shmoop Tee  Shmoop University, Inc. Confidential 27
  28. Trivia   (from Shmoop’s History of Journalism in America)  1: In what decade was the first American newspaper  published?  2: What turn‐of‐the‐century media baron was mercilessly  saOrized by Orson Welles in CiOzen Kane?  3: In a 2008 poll, what percentage of Americans aged  18‐34 said that they believe that newspapers are  trustworthy?  4: What was Supreme Court JusOce Po^er Stewart's  famous definiOon of obscenity in the 1963 case, Jacobellis  v Ohio?  5: How many ciOes were served by Craigslist in 1999?  Shmoop University, Inc. Confidential 28
  29. More Recent History Hasn’t Been So Kind to the  Newspaper Industry   Shmoop University, Inc. Confidential 29
  30. Newspapers Everywhere are Facing  Similar Challenges  Gannett, McClatchy, Wash. Post Co., NTY, Scripps Shmoop University, Inc. Confidential 30
  31. Explosion of Choices for   AdverOsers and Consumers  Shmoop University, Inc. Confidential
  32. Very Tough AdverOsing Climate for  Everyone (Including New Media)  Shmoop University, Inc. Confidential 32
  33. Pardon Me, I’m StarOng to Sound Like  this Guy  “The picture’s pre^y bleak, gentlemen … the world’s  climates are changing, the mammals are taking over,  and we all have a brain about the size of a walnut.”   Shmoop University, Inc. Confidential “The Far Side” by Gary Larson 33
  34. But, there are Some Bright Spots  Heavy  Heavy  Heavy Radio  Heavy TV  Newspaper  Magazine  &   &   &   &   Heavy Internet Heavy Internet Heavy Internet Heavy Internet HHI: $100K+  166  162  147  128  HHI $150K+  188  169  148  130  OccupaOon:  173  167  166  135  Mgmt  3+ DomesOc  149  141  134  116  Trips  Uses  Financial  Planning /  147  127  120  107  Money  Mgmt Svcs  Source: Newspaper National Network LP, 2006 MRI Doublebase, Base= Top 3 Market Adults 18+
  35. And Opportunity for Those Willing to  Adapt  Estimated Share of $361m Spent on Local Online Video Advertising, 2007 Source: Borrell Associates
  36. College Newspapers are Feeling the   Pain, Too  “Nobody is making money online and  print is hurFng.” – anonymous college  newspaper adviser (not from Princeton)  Shmoop University, Inc. Confidential 36
  37. Remember, You’re Running a Business  “We think that most of our online visitors  are alumni, but we’re not really sure.”   – anonymous college newspaper adviser  (not from Stanford)  Shmoop University, Inc. Confidential 37
  38. You Are in a Great PosiOon,   Believe it or Not  You have one of the most highly sought‐ aaer and most difficult to reach audiences  for marketers  >70% of college students have read their  newspaper at least once in the past week  Shmoop University, Inc. Confidential 38
  39. Smart: Bloggers, Video, and   Photo Galleries  Shmoop University, Inc. Confidential 39
  40. Smart: Video, Podcasts, Bloggers, AP Video,  Robust Classifieds and Apartment Search  Shmoop University, Inc. Confidential 40
  41. Love this:   the217 from The Daily Illini  Shmoop University, Inc. Confidential 41
  42. And There are More OpportuniOes  •  Email alerts and daily news with ads  •  Blog / RSS with ads ‐ Feedburner  •  SMS alerts with ads – 4INFO  •  Widgets – they have to be fun or useful to consume on Facebook /MySpace, not just a news feed – e.g. try a “today on campus”  calendar widget, sports trivia, sports video highlights  •  TargeFng alumni/student ediFons of your website  •  New brands for your online property  •  SEO – it’s free and it’s the best online markeFng  •  Partner with your student radio staFon – stream and podcast  •  Partner with your visual arts – try mulFmedia online storytelling  Shmoop University, Inc. Confidential 42
  43. Not All Dinosaurs Died.   Some Adapted.  Shmoop University, Inc. Confidential 43
  44. Thank You!   www.shmoop.com Shmoop University, Inc. Confidential 44

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