Portada Latam Summit 2012 - The Future of Latin Media: Is Latin Media going where it wants to go or where it should go? Gabriel Dantur discusses the challenges of transitioning from traditional media to digital media and the ways in which Latin America is carving its own path in the global industry. Watch this event on YouTube - http://www.youtube.com/edit?video_id=EXH-l-dN3MM Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013. Learn more at: http://www.portada-online.com/conferences

1. FUTURE OF LATIN MEDIA
Is it going where it wants to go or where it
should go?

2. About me
MANAGING DIRECTOR BOARD MEMBER BOARD MEMBER
DIGITAL CONTENTS ONLINE CLASSIFIEDS DIRECT RESPONSE
NATIONAL NEWS JOBS CONTACT CENTER
SPORTS PORTAL REAL ESTATE BENEFITS CLUB
9 DIGITAL MAGAZINES
Women (3) CARS DAILY DEALS
Gossip
Men DATING E-COMMERCE
Turism
Rolling Stone
Home Improvements
Gardening

3. “Don’t tell me what you believe,
tell me what you know”
From a grumpy old-timer to a flamboyant
young politician in a TV show

4. FACT #1
Internet is a disruptive technology for media
business

5. FACT #2
Disruptive technology changes the value
proposition in any industry

6. Some companies deliver new value
The Chicago-based company now generates 85% of its revenue from digital sales, and
also recently started offering a digital encyclopedia for tablet computers.
The company began digital publishing in the late 1980s with CD-ROM versions of the
books, before going online in 1994. Online versions of the encyclopedia are now used by
around 100m people worldwide.

7. And some don’t …

8. “Newspapers took two cents of journalism and
wrapped in ninety-eight cents of overhead and
distraction”
A very harsh vision of the newspaper value
proposition by digital guru Seth Godin

9. Newspaper value proposition in the Golden Age
SENSE OF
BELONGING
ON DEMAND COMMUNITY
TRUST &
PORTABLE
REPUTATION
SERVICES & BREAKING
GUIDES NEWS
SWEEPSTAKES
NEWS
&
CURATION
PROMOTIONS
OPINION &
CLASSIFIEDS
ANALYSIS
DEALS & SALES

10. Along came the Internet

11. And changed this value proposition
SENSE OF
BELONGING
ON DEMAND COMMUNITY
TRUST &
PORTABLE
REPUTATION
GUIDES & BREAKING
SERVICES NEWS
SWEEPSTAKES
NEWS
&
CURATION
PROMOTIONS
OPINION &
CLASSIFIEDS
ANALYSIS
DEALS & SALES

12. The naked truth (FACT #2 )

13. The naked truth (FACT #2 )
The Internet disruption has happened, and the
business has been irrevocably altered.

14. FACT #3
The only way to survive disruption is to
understand the value you need to deliver and
shape your oganization accordingly
(and it will be painful …)

15. AUDIENCE ADVERTISERS
VALUE
ORGANIZATION

16. Where should LATIN MEDIA go?
1

17. The DO NOTS are much more clear than the DO’s

18. Profit from the time window opportunity and
learn from the mistakes the big guys made
Try to avoid 6 frequent sins of digital
transition for media companies
(the bigger the company, the higher the
frequency)

19. Cold feet (a.k.a Denial)
When the net blossomed in the 90′s, why didn’t newspapers
respond?
Because classified ads were a cash-cow and CEOs were responsible
to Wall Street, so few had the courage to see Craigslist as a threat
and blow up their cash-cow.
And that is the Innovator’s Dilemma.
The giants won’t eat their young.
IF SOME ELSE IS GOING TO TAKE YOUR REVENUES AWAY IT WOULD BETTER BE
YOURSELF, BUT PLAYING BY THE NEW RULES

20. Newsroom and product egocentrism
Forget about ‘content management’ and focus on ‘audience
development’
Content is just a means to an end.
The end, and media’s greatest asset, is audience.
Advertisers don’t pay to reach content , they pay to reach
audience
DON’T LET YOUR STATUS QUO DETERMINE THE VALUE PROPOSITION. DON’T
FALL IN LOVE WITH YOUR CMS. PRODUCT (TECH) & NEWSROOMS ARE
CONSECUENCES, NOT CAUSES

21. The paywall mirage
The “original sin” of the online news
business
A failure to charge for content when the
web was new
But this theory that newspapers could
have somehow won a war against the
internet if they had just charged users
for content misses the point.

22. Some publishers say, “They bought it before, they’ll buy it again,” or
“We need to get people back into the habit of paying for news.”
But consumers never did pay the true costs.
Newspapers have never made the bulk of their income from readers
who pay for content.
Subscription prices and newsstand sales have always been
subservient to advertising.
Besides paywalls are a privilege only for a few producers of
differentiated content.
ENCOURAGE READERS TO SEE THEMSELVES AS MEMBER OF AN EXCLUSIVE CLUB
WITH PERKS AND REWARDS. BUILD RELATIONSHIP FIRST, THEN MONETIZATION
FLOW FROM THERE.

23. Direct response immitation

24. Advertising dollars are already online, just going elsewhere (evil
companies …)

25. This confirms a much feared trend. By and large, in a news
context, the performance of digital advertising is on the decline.
All indicators are now flashing red: CPM (cost per thousand
impressions), cost per click, volumes, yields, etc.
NOBODY CLICKS ON A BANNER IN A NEWS SITE
The cause is well-known, and way more acute for digital than for
print: ads and news contents do compete for the same eyeballs.
DELIVER ADDED VALUE FORMATS. RICH MEDIA. CONTENT MARKETING.
INTRUSIVE ADVERTISING. BRANDING SOLUTIONS.
LEAVE TRANSACTIONAL TO GOOGLE

26. Boxing Mike Tyson
Do everything pure play Internet companies are doing but with
a worst value proposition
We did it many times and failed.
But lucky enough, we knew how to fail fast.
(let me share our two worst cases …)

27. SELF SERVICE ADVERTISING
PLATAFORM

28. VIDEO PORTAL

29. The tablet paper replica illusion
[The iPad is] a fatal distraction for media companies. Too many
publishers looked at the tablet as the road home to their magazine
format, subscription model, and expensive full-page ads.
The format of a single device does not change the fundamental
ecosystem underneath it, and this shiny tablet has taken media
companies’ eyes off of the ball.
Probably you will only be successful in migrating your actual faithful
base of paper products to a new device.
REMEMBER. NEW GAME & NEW RULES. ZITE AND FLIPBOARD ARE SETTING THE
BENCHMARK.

30. The one thing Latin Media should do?
BUILD A NEW VALUE PROPOSITION FOR
AUDIENCE AND ADVERTISERS

31. Fights a legion of
super-villians in the
QUEST FOR VALUE
MEDIA SUPER HERO
VALUE MAN
DOCTOR CONVERGENCE
CAPTAIN BUNDLE
LADY PAST GLORY
TECHIE SERIAL COPIER

32. Chinesse walls strategy
Digital On line Direct
Newspaper Magazines Events
Contents Classifieds Response
Custom
Publishing
FOCUS IN FINDING THE VALUE PROPOSITION OF EACH BUSINESS

33. LA NACION and Impremedia

34. Digital On line Direct
Newspaper Magazines Events
Contents Classifieds Response
BUSINESS LEARNINGS
BEST PRACTICES
COST SINERGIES
TECHNOLOGY
SHARE CONTENT

35. Twitter @gdantur
THANK YOU