The document discusses the new architecture of media and outlines several key points: 1) Content should be separated from presentation and be able to be adapted and distributed across different platforms like RSS and mobile. 2) Links are important for curation and collaboration, allowing readers to distribute content and structure stories across multiple pages. 3) Search optimization is important for navigation, and search engines like Google have become the dominant way people find information online. 4) Aggregation, widgets, modules and distributed content allow the audience to become part of a network and further erode brands as standalone destinations.

1. New architecture of media Jeff Jarvis - CUNY - April 2008

2. Page structure Separation of content from presentation Ability to change design, navigation, brand Ability to adapt and personalize Ability to distribute content via other means in other media (e.g., RSS, mobile, widgets) Jeff Jarvis - CUNY

3. Ecology of links Do what you do best, link to the rest: Curation as editing (edit the world) Restructure stories (e.g., background is a link away) Fosters collaboration Readers as distributors (the Drudge phenomenon) Jeff Jarvis - CUNY

4. Search as navigation Search-engine optimization Writing pages for SEO (clear heds) Structuring sites for SEO (e.g., topic pages) Also reduces the power of the brand as destination Google’s PageRank & TrustRank Jeff Jarvis - CUNY

5. Google is God. The “fastest growing company in the history of the world .” - Times 1/29/06 Controlled 86% of UK searches, 65% of US searches - Hitwise 2007 Searched 4.4 billion times (41 per searcher) U.S. in 10/2007 (3x Yahoo) - Nielsen. 112 million U.S. visitors in 11/2007 - Nielsen. Traffic up 22.4% in 2007 - Comscore. Earned $15 billion revenue , $6.4 billion profit in 2007. Profit margin: 26.9%. Revenue up 57% in Q4 2007 over 2006 - Yahoo Finance. S tock up 53% in 2007. Market capitalization: $207.6 billion . Controls estimated 79 percent of the pay-per-click ad market - RimmKaufman. Controls estimated 40 percent of all online advertising - HipMojo. E mployed 16,000 people at the end of 2007, a 50% increase in a year. No. 1 brand in the world - Millward Brown Brandz Top 100. Jeff Jarvis - CUNY

6. Aggregation GoogleNews, Daylife, et al Challenge of getting the cream to rise (via links, authority, recommendation, brand....) Jeff Jarvis - CUNY

7. Think distributed Widgets & modules: embedded content Audience as network (- CBS) Further erosion of brand as destination Jeff Jarvis - CUNY

8. Network architecture Mutual growth: the network effect Efficiency Jeff Jarvis - CUNY

9. Curation of networks Jeff Jarvis - CUNY

10. RSS Ability to subscribe and follow Presentation via hed and lede alone Jeff Jarvis - CUNY

11. Feedthink The river of news vs. the packaged, prioritized presentation Demonstration in Facebook, Twitter, RSS, Jeff Jarvis - CUNY

12. Think feeds Jeff Jarvis - CUNY

13. Think feeds Jeff Jarvis - CUNY

14. Think feeds Jeff Jarvis - CUNY

15. Peers’ links as editing Digg et al Reduces the power of brands as destinations Links as a means of discovery (link out to get links back) Technorati Links as a proxy for trust & authority Jeff Jarvis - CUNY

16. Social Facebook: real identity and relationships Mark Zuckerberg: ‘Elegant organization’ Feeds Peers & authority Twitter & following Jeff Jarvis - CUNY

17. ‘ How do I get a community?’ Jeff Jarvis - CUNY

18. ‘ Elegant organization.’ Jeff Jarvis - CUNY

19. The social airline So what is social media? Jeff Jarvis - CUNY

20. Collaboration Empowering the public Jeff Jarvis - CUNY

21. Collaboration Jeff Jarvis - CUNY

22. Collaboration Jeff Jarvis - CUNY

23. Collaboration Jeff Jarvis - CUNY

24. Mobilizing the public Jeff Jarvis - CUNY

25. Live Impact on editing Witnesses report Jeff Jarvis - CUNY

26. Omnimedia Any medium part of any story (a mix of text, photo, video, audio, data....) Any story in any medium Jeff Jarvis - CUNY

27. New architecture The link and search are revolutionary Join a network Be a platform Think distributed Jeff Jarvis - CUNY

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33. Staff Citizens Collaboration Links Wisdom-of the-crowds Reporting Text Photos Audio Video Social Paper GU Feeds Blogs Video Audio Data Programming Live Social Networks Web Jeff Jarvis - CUNY

34. Be a platform. Get used. Jeff Jarvis - CUNY

35. ‘ Get out of the way.’ Jeff Jarvis - CUNY

36. What’s a newsroom? Jeff Jarvis - CUNY

37. Organizing principles The process in print leads to a product; online, the process is the product Section v. topic v. tag v. story Brand and business unit Medium Fast/slow Flow Pods - organized how? experiments? Jeff Jarvis - CUNY

38. New opportunities Curation: edit the world Collaborative, networked, pro-am reporting Mobilizing the public to report Networks as an opportunity to support journalism Do what we do best, link to the rest Any and all media Live (the mojo) Data as news Jeff Jarvis - CUNY

39. New job descriptions Curator Organizer Editor Educator Producer Programmer Network manager (content & advertising) Inventor Jeff Jarvis - CUNY