Leading your colleagues toward prosperity


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I will discuss innovation with newsroom leaders at the Maynard Academy Thursday, March 18, at the Nieman Foundation at Harvard University.

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  • I will be leading a workshop for the Maynard Academy at the Nieman Foundation at Harvard University on Thursday, May 18. We will cover the C3 business model, mobile opportunities, why and how newsrooms can get involved in business-model innovation and what middle managers can do.
  • We’ll start by identifying obstacles to innovation in the companies of the participants.
  • I will note how newspapers’ audience is dwindling (to 13% of population in 2009)
  • And newspapers’ advertising is falling even faster than audience
  • Ad revenues for otherh
  • I’ll quote Alan Mutter on how timid media executives tend to be.
  • I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • I’ll discuss the media use by college students, as a set-up for discussion of mobile opportunities.
  • More and more people are getting information and connecting with their world on cell phones. Media companies need to think of phones as our primary publishing platform.
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • I’ll discuss my own experience with CaringBridge during my nephew’s illness and discuss how the concept of big news in small circles can open important opportunities in personal news.
  • We’ll discuss the importance of newsroom involvement in business-model innovation: Our failure to innovate has cost thousands of newsroom jobs
  • I’ll field questions.
  • After the exercises and discussion, we will wrap up with a discussion of how printing and digital communication have changed and are changing the world, and the opportunities if we see them right.
  • Leading your colleagues toward prosperity

    1. 1. Leading your colleagues toward prosperity<br />Steve Buttry, Allbritton Communications<br />Maynard Academy, Harvard University<br />March 18, 2010<br />sbuttry@allbrittontv.com<br />@stevebuttry on Twitter<br />Slideshare.net/stevebuttry<br />
    2. 2. What are obstacles to innovation in your organization?<br />
    3. 3. 2009: 12.9% of population buys newspaper<br />Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy<br />
    4. 4. Graphic from Reflections of a Newsosaur, Alan Mutter<br />
    5. 5. Advertising market collapsing<br />Magazine ad revenues fall 17% in 2009<br />Radio ad revenue down 22% in 2009<br />Local broadcast TV ad revenues down22% in 2009<br />Source: “State of the Media,” Project for Excellence in Journalism<br />
    6. 6. “Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”<br />
    7. 7.
    8. 8. C3’s new relationships<br />For the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need. <br />
    9. 9. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
    10. 10. Our current relationshipwith business customers<br />Huge expense line in budget<br />Lots of inefficiency<br />Ad rates dropping<br />Ad revenues dropping<br />Lots of digital competition<br />
    11. 11. C3’s digital marketplace<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, sports paraphernalia)<br />Lead generation & targeted ads<br />Sponsorships, memberships & events<br />Mobile ads & applications<br />Handle multiple needs (yes, competing ads)<br />
    12. 12. The new relationshipwith business partners<br />Revenue line in budget (maybe still expense line, too)<br />Delivering high value, tailored to needs<br />One-stop shop for connecting with customers<br />
    13. 13. Aspects of C3 <br />Community content<br />Personal content<br />Business services<br />Entertainment<br />Enriched news content<br />
    14. 14. College students’ media use<br />
    15. 15. Our mobile future – and present<br /><ul><li> 2009 worldwide cell-phone sales: 1 billion
    16. 16. 140,000+ iPhone apps available
    17. 17. 3 billion+ iPhone apps downloaded
    18. 18. Droid, Nexus One, BlackBerry, Pre, iPad …</li></ul>Sources: GB Guide blog, Apple, NY Times<br />
    19. 19. Mobile-first strategy<br />Executives must emphasize mobile priority<br />Journalists focus on mobile news & info delivery & presentation<br />Tech staff focuses on mobile apps<br />Sales staff meets business customers’ mobile needs<br />
    20. 20. Mobile-first strategy<br />Text messages<br />Email<br />Applications<br />Tweets<br />Easy-to-use mobile web sites<br />Podcasts<br />Location-based news & commercial info<br />
    21. 21. Pursuing mobile-first<br />What are some mobile revenue opportunities your organization could pursue?<br />How should your newsroom pursue a mobile-first strategy?<br />
    22. 22. Driving<br />How often do you buy a car?<br />How often do you drive, gas up, service car?<br />Databases, conversations, services focused on drivers’ everyday needs<br />Connect auto services with drivers (emergency repair services)<br />
    23. 23.
    24. 24. Personal content<br />Births<br />Youth milestones<br />School<br />Graduation<br />College life<br />Military service<br />Weddings<br />Parenthood<br />Divorce<br />Jobs, pets, holidays, food, interests, health<br />Illness<br />Empty nesters<br />Retirement<br />Reunions<br />Obituaries<br />
    25. 25.
    26. 26. Personal news<br />Big news in small circles<br />Some we do as formula, some we ignore<br />Great opportunities<br />National players are moving fast<br />
    27. 27.
    28. 28.
    29. 29. Newsroom losses<br />Newsroom jobs in 2000: 56,400; newsroom jobs in 2009: about 40,000<br />Newsroom payroll spending, 2006: $6 B; newsroom payroll, 2009: $4.4 B<br />Source: “State of the Media,” Project for Excellence in Journalism<br />
    30. 30. What can you do?<br />Seek role in companywide innovation efforts<br />Lead newsroom discussion of innovation possibilities<br />Offer to lead company mobile-first push<br />Use smart phone & consider opportunities<br />Lead innovative efforts w/ your staff (Twitter, liveblogging, multimedia, databases …)<br />
    31. 31. In innovation, as in news …<br />Don’t let obstacles become excuses<br />
    32. 32.
    33. 33. Do we want to be the monks or Gutenberg?<br />