This is a free world(so what are you talking about?)

M Y M I SSIO N

The laws of nature

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

N U L Ä G E T

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

F R A M T I D E N ?

CO N T E N T I S K I N G

CO N T E N T I S K I N G

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

G O O G L E A S T H E E N E M Y

Hubert Burda:” Google is not too powerful, Google is opening new markets for us. We have to be creative everyday to build our brands for meeting the new markets that Google bring us

The problem is that we don't understand that software is what is most important. People think that a website with 40 editors is better than 20 editors. And then Google comes and take over the world with an algorithm. Nobody in my business vicinity has written an interesting algorithm.”

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

FO R M P RI N T TO DIG I T A L

F R A M T I D E N ?

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

T H E A D M O D E L ( F A I L E D )

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy

S U ST A I N A B L E B U SI N E SS

W H A T I H E A R D

The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Free conversation is a pillowstone of

democracy

I S T H I S Y O U ?

H A R D F A C TS

50%

55%

60%

65%

70%

75%

80%

1990

1992

1994

1996

1998

2000

2002

2004

2006

H I STO R Y

” I’m old enough to know a lot of things from life experience.

I know that newspapers is where you get your political news and how you look for a job. I know that music comes from stores. I know that complicated things like software and encyclopedia have to be created by professionals.

And in the last 15 years, I’ve had to unlearn every one of those things and a million other because they stopped being true.”

N OT E S TO M E DI A

Five action points• Conversation matters• Size matters• Pure players matters• Grey matter matters

• Walk the talk

W H E R E I S E V E R Y O N E

N OT E S TO M E DI A

Monetize the audienceNot the content(the users money may not be the best currency...)

N OT E S TO M E DI A

It's not a law of nature that Google ads are smart and ours are stupid.

So why is it still so?

T H A N KS

http://mindpark.sehttp://jardenberg.se

joakim@jardenberg.com@jocke

jardenberg@googlewave.com+46 735 187700