The document discusses the impact of digital disruption on traditional media, particularly highlighting the decline of print advertising revenues and the rise of mobile and social media platforms. It emphasizes the importance of data-driven innovation in storytelling and content packaging, as peer curation increasingly replaces editorial judgment. The authors suggest that understanding and adapting to these shifts is crucial for businesses to transform their brand and navigate the evolving digital landscape.

1. Lessons from the coalface of innovation

2. Navigating digital disruption
DR JAMES SLEZAK

3. James Slezak
@jslez
james@neweconomylab.com
June 2017

5. Things change slowly, then all at once
1960s
2000s
+

6. 20
65
1950 2000 201060 70 80 90
U.S. newspaper advertising revenues ($ billions)
Print

7. 20
65
1950 2000 201060 70 80 90
U.S. newspaper advertising revenues ($ billions)
4
Print
Digital

8. 2005
2010
2015

11. Tectonic shifts

12. Tectonic shifts
Tremors
AI/ML
3D printingAR/VR
IOTBlockchain
Distant rumbles Quantum computing
Design
Cloud
Brain interfaces
Crowd co-creation

13. Traditional media are sharply declining
Source: Nielsen data, Marketingcharts.com and Andreessen Horowitz analsys
TV viewing hours
1

14. Mobile is eating desktop
Source: Mary Meeker, KPCB (2017). US figures
Hours online per day
Mobile
Desktop
Other
2

15. 3 Social is eating news
Source of news
Online
TV
Newspapers (print)
Social media

16. Source: comScore
Minutespermonth
Penetration (ages 18–34)
3 Social means Facebook

17. Messaging is eating social
Messaging
Social
Source: BI Intelligence, from company data
4

18. Peer curation is replacing editorial judgement
Homepage visitors Facebook referrals
50% 50%

19. Peer curation is replacing editorial judgement
Homepage visitors Facebook referrals

24. Tailoring packaging to each channel

29. Source: New York Times R&D (nytlabs.com) / Nik Hanselmann (2014)
Data scienceUsing data to learn what works5

30. Source: MIT Media Lab Electome Project (2016)
From channel to graph

31. Clinton
supporters
Trump
supporters
Source: MIT Media Lab Electome Project (2016)

32. Clinton
supporters
Trump
supporters
Source: MIT Media Lab Electome Project (2016)

33. Using data to innovate rapidly on story packaging
Zach Wahls Speaks About Family
1 million views
Stephanie Cutter: Get the facts on Mitt
Romney, Big Oil, and the Koch Brothers
13,000 views
Source: Unworthy

34. Using data to innovate rapidly on story packaging
Two Lesbians Raised a Son and This is
What They Got
This Is How You Kill An Attack Ad
15 million 300,00015 X 23 X
Stephanie Cutter: Get the facts on Mitt
Romney, Big Oil, and the Koch BrothersZach Wahls Speaks About Family
1 million views 13,000 views
Source: Unworthy

36. PUBLICATION OF THIS INFORMATION IS DIRECTLY
PROHIBITED BY THE PROVISIONS OF THE ESPIONAGE LAW
TOP SECRET CLASSIFICATION
IRREPARABLE INJURY TO THE DEFENSE
INTERESTS OF THE UNITED STATES

41. John Haner for the New York Times (2011)

42. Source: Daniel Berehulak for the New York Times (2014)

46. Navigating digital disruption
Thank You

47. Transform your business and your brand
MARGARET HARTWELL
& JAMES HARTWRIGHT