Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Free Press, Profitable Press


Published on

This is a shorter version of my earlier C3 presentation for the Press Development Institute-Siberia, for presentation Dec. 4, 2009. For the full Blueprint for the Complete Community Connection: For the Google translation into Russian of my C3 overview:

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Free Press, Profitable Press

  1. 1. The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute-Siberia 4 December 2009 [email_address] @ stevebuttry on Twitter
  2. 2. <ul><li>“ The best guarantee of a free press is a profitable press.” </li></ul><ul><li>– Andrew B. Davis, president </li></ul><ul><li>American Press Institute </li></ul>
  3. 3. Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
  4. 4. Graphic from Reflections of a Newsosaur, Alan Mutter
  5. 5.
  6. 6. C3’s digital marketplace <ul><li>Move beyond advertising </li></ul><ul><li>Direct sales (tickets, reservations, gift registries, sports paraphernalia) </li></ul><ul><li>Lead generation & targeted ads </li></ul><ul><li>Sponsorships, memberships & events </li></ul><ul><li>Mobile ads & applications </li></ul><ul><li>Handle multiple needs (yes, competing ads) </li></ul>
  7. 7. Harris is already moving here, too
  8. 8. Changing the relationship <ul><li>From expense line in budget to revenue line </li></ul><ul><li>From inefficient to high-value </li></ul><ul><li>Ad revenues dropping to new revenue sources </li></ul>
  9. 9. Community Content <ul><li>Driving </li></ul><ul><li>Home </li></ul><ul><li>Conversation </li></ul><ul><li>Calendar </li></ul><ul><li>Local knowledge </li></ul>
  10. 10. Personal content <ul><li>Births </li></ul><ul><li>Graduation </li></ul><ul><li>College life </li></ul><ul><li>Military service </li></ul><ul><li>Weddings </li></ul><ul><li>Parenthood </li></ul><ul><li>Retirement </li></ul><ul><li>Obituaries </li></ul>
  11. 11. Entertainment <ul><li>Traditional entertainment in digital form </li></ul><ul><li>Entertainment news </li></ul><ul><li>User-generated entertainment, events </li></ul><ul><li>Games </li></ul>
  12. 12. Business services <ul><li>Direct sales </li></ul><ul><li>Local search </li></ul><ul><li>Mobile applications </li></ul><ul><li>Communication & marketing services </li></ul>
  13. 13. Enriched news content <ul><li>What’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming) </li></ul><ul><li>Community engagement in news, enterprise, sports coverage </li></ul><ul><li>Storytelling (narrative, multimedia) </li></ul><ul><li>Aggregation, curation </li></ul>
  14. 18. C3 at Gazette Communications <ul><li>Reorganized to separate content, product </li></ul><ul><li>Developing new processes, tools to develop content independently from products </li></ul><ul><li>Hoping to launch C3 projects in 2010 </li></ul><ul><li>Long way to go </li></ul><ul><li>Hoping to learn from your efforts </li></ul>
  15. 19. Our mobile future – and present <ul><li>Projected 2009 worldwide cell-phone sales: 1 billion </li></ul><ul><li>7.4 million iPhones sold last quarter (+7%) </li></ul><ul><li>More than 90,000 iPhone apps available </li></ul><ul><li>News orgs need mobile-first strategy </li></ul>Sources: GB Guide blog, Apple
  16. 20. Do we want to be the monks or Gutenberg?