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Free Press, Profitable Press

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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: http://bit.ly/qzsKx. For the Google translation into Russian of my C3 overview: http://bit.ly/7XUzSc

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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 Slideshare.net/stevebuttry
  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. stevebuttry.wordpress.com
  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?

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