AAN Digital Conference 2013

The New News Frontier: Partnerships, Consumer Demand, Animation

2012: The New News Digital Frontier

New context - from the front lines of the digital frontier

Collaborative learning - diversify return

New partnerships - driven by consumer demand

Metrics matter - engagement is not a spectator sport

Practical tools - play 'what's working' for others forward

Context: Characterized by deeper understanding

“Animation” Social 2.0 • Publisher Consumer • Publication Community • Journalist Individual • Publishing Other news verticals • News business Customer • News hub Business/customer • Business Colleagues • Consumer Peer

Context: Characterized by deeper understanding

“Animation” Mechanisms Social 2.0

Context: Characterized by deeper understanding

“Animation” Semantics 3.0

http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp

Context: Characterized by deeper understanding

“Animation” Semantics 3.0

http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp-pt-ii

Context: Characterized by deeper understanding

“Animation” Semantics 3.0

http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp-pt-ii

Context: Characterized by experimentation

• Patch reports they have achieved profitability – building

a platform for “four way” conversation

• DNAinfo.com expands into the Chicago market

• Digital First launches “Thunderdome”

• GoLocal24 network looking to expand into one or

two new markets; for profit model of investigative

• Legacy papers; Seattle Times, Oregonian, Boston Globe

all continue to experiment with indie news providers

• The Daily Voice in 3 states, over 50 properties

Context: Characterized by a crowded market

• Enterprise goes local – e.g. CBS, AOL

• Legacy - regional papers

• Community publishers “bloggers”

• News startups “niche” – e.g. xconomy.com

• Hyperlocal networks – enterprise and organic

• Co-ops - Hawaii Independent

• Investigative - for-profit & non-profit

• Citizen/Civic journalist networks

• Neighborhood newspapers

• Business journals

Context: Characterized by eager “monetizers”

* Logan LaHive, CEO, Belly * Tyler Bell, Director of Product, Factual * Perry Evans, CEO, Closely * Bastian Lehmann, CEO, Postmates * Brian Colbert, VP-Mobile Advertising Sales, Pandora * Sean Muzzy, CEO North America, Neo@Ogilvy * David Polinchock, Director, AT&T AdWorks Lab * Daphne Earp, Director of Business Development, Yext * Alan McGlade, Managing Partner, DEV * Gary Cowan, SVP-Product & Marketing, DataSphere * Matt Sunshine, EVP, The Center for Sales Strategy * Julienne Thompson, 3rd Party Demand, Millennial Media * Kerri Smith, Mobile Lead, iProspect * Damian Rollison, VP-Product, UBL * Anna Bager, VP & GM, IAB Mobile Center * Scott Lindenbaum, Co-founder, Broadcastr * Eric Risley, Managing Partner, Architect Partners * Jay Weintraub, President, LeadsCon Media Group * Adam Marcus, Director of Data, Locu * Josh Fenton, Co-founder, GoLocal24 * Stuart Wall, CEO, Signpost * Cheryl Goodman, Sr. Dir, Marketing & Biz Dev, Qualcomm

Sampling of Street Fight Conference speakers and panelists last week in NYC.

Out of 60 confirmed participants: +/- 45 start ups

or third-party service providers presented or moderated.

http://streetfightmag.com/street-fight-summit-2012/

Context: Growing monetization gap

http://www.journalism.org/sites/journalism.org/files/SEARCHFORNEWREVENUEMODEL.pdf

Context: Competitive advantage for the nimble

SubMoJour http://tampub.uta.fi/bitstream/handle/10024/66378/chasing_sustainability_on_the_net_2012.pdf?sequence=1

Context: Revenue diversification - the new black

SubMoJour http://tampub.uta.fi/bitstream/handle/10024/66378/chasing_sustainability_on_the_net_2012.pdf?sequence=1

Context: Responsive to consumers

The portals are anchored around sports, traffic/weather and news, as well as added lifestyle content. “One of the things we’ve seen more and more of is this integration model,” he said. And more and more marketers and advertisers are asking for multi-platform campaigns, he said. A TV campaign receives a 24 percent lift in brand awareness when paired with digital. “This is going to become really important here in the next 12 to 24 months.”

Ezra Kucharz, president of CBS Local Digital Media Q4 2011

CBS took its separate brands in 25 local markets and combined them into regional online portals.

Context: Integration of inventory

http://www.slideshare.net/myers2044/national-cbs-localcapabilities-12312

Context: Sophistication to scale local

http://www.slideshare.net/myers2044/national-cbs-localcapabilities-12312

Context: More players in your market

Context: More innovators in your market

Competitive Edge: New forms of partnerships

JA Use Case: Five steps to pave the way toward collaborative revenue

The JA/Collab Central forum on collaboration and revenue held earlier this spring surfaced more than two dozen examples of collaboration in action. This post examines one, an investigative report on deportations from the U.S. to Haiti, as a detailed use case of a collaboration yielding a high return. Originally commissioned by the Florida Center for Investigative Reporting (FCIR) with a grant from The Nation Institute’s Investigative Fund, the project deepened the budding relationship between FCIR and Florida public radio station WLRN.

It also provided early experience in content sharing for members of the Investigative News Network. Eventually, more than 30 news organizations, both commercial and nonprofit, published an online or print version of the piece. This use case outlines a successful collaboration that laid the groundwork for a deeper partnership that included revenue.

http://climatedesk.org/the-climate-map/

Competitive Edge: New forms of partnerships

http://climatedesk.org/category/climate-desk-stories/

Competitive Edge: New forms of partnerships

Competitive Edge: New forms of partnerships

http://thelensnola.org/about-us/collaborations/

Competitive Edge: New forms of partnerships

http://thelensnola.org/2012/09/13/wwno-lens-revised-nonprofit-newsroom/

Competitive Edge: New forms of partnerships

http://thelensnola.org/2012/09/13/wwno-lens-revised-nonprofit-newsroom/

Competitive Edge: New forms of partnerships

http://www.miamiherald.com/wlrn/

Competitive Edge: New forms of partnerships

http://www.journalismaccelerator.com/blog/local-perspective-publisher-forum-february-28th-explores-news-revenue-and-place/

Competitive Edge: New forms of partnerships

http://wlrnunderthesun.org/andrew/

Competitive Edge: New forms of partnerships

Competitive Edge: New forms of partnerships

http://www.pbs.org/mediashift/2012/12/two-thirds-of-frontline-programming-is-from-collaboration340.html

Competitive Edge: New forms of partnerships

http://www.golocalprov.com/

Partnerships with other platforms:

Lee TV Station

Public TV Station – ongoing slot public affairs reporting

Clear Channel; daily reporting slot

Sports coverage

Competitive Edge: New forms of partnerships

Considerations

Editorial decisions made in advance; content sharing, asset pool,

stakeholder alignment

Coordination; legal requirements & expectations articulated • Assumptions vetted, editorial angle, data distillation can be subjective • Ways of tracking results and sharing data • Contingencies surfaced to mitigate turbulence

Business strategy shared across partners to generate revenue from

products to maximize cross market potential

Market intelligence shared across partners to deepen collective return

Measurement data sharing data in aggregate, opportunity to create

measurement tools others can play forward, tap into or contribute findings

Metrics: Actionable & Instructive Got CRM? (Customer relationship management) • Relationships are a super power • Digital opens up a world of possibility; conversion highest in the narrow slices • Track relationships everyone can access, across the business , deepen ability to serve community

Integration: • Across newsroom, sales teams, reporters, freelancers, business community • Across operations, cities, markets, topics (business, politics, arts, entertainment) • Across information ecosystem, operationalize to reflect consumer expectations • Cross organization department information flows, feedback loops and learning • Market readiness: Build your own knowledge base, aggregate products (beer, art, politics) • Petrie dish: Cross alt weekly pollination to up the yield from experimentation

Service Lines? Untapped capital • Connector across and within the community, hosting events • Conversations across and within the community, hosting online or offline panels • Thought leaders across and within the community, expertise has value • Innovators of packaging, advertising for local restaurants, music, startups, local retail… • Alt weeklies hold a deep relationships with business, who seek visibility

Resources: Practical, Useful, Most Popular

New context Challenge Fund for Journalism Report: Learning to Fish Investigative News Network Report: Critical Strategies for Growing a Nonprofit Newsroom New Business Models for News Pew Report: How People Learn About Their Local Community Pew Report: The Search for a New Business Model, How Newspapers Are Faring Trying to Build Digital Revenue

New partnerships & collaboration Reimagining Journalism: Local News for a Networked World Co-opetition Interactive Collaboration Central: Your Guide to Working Together in the Digital Age National Neighborhood Indicators Partnership Networked Journalism: What Works Partners of Necessity: The Case for Collaboration in Local Investigative Reporting

Resources: Practical, Useful, Most Popular

Metrics A resource for newsrooms: Measuring the success of audience engagement efforts Data Management Platforms for Publishers Engaging Audiences: Measuring Interactions, Engagement and Conversions Sparkwise

Practical tools Community engagement: A practical conversation guide for newsrooms How to Use Twitter for Business: An Introductory Guide Mentionmapp ReadrBoard Socialbrite Sharing Center JA How-To: Guerilla Guide to Social Listening

Q&A: What are you dying to try?

Q&A

Experiments with new service lines?

New cross-news network collaborations?

New revenue streams you are exploring?

Old revenue streams you are expanding?

www.journalismaccelerator.com JA on twitter @journaccel JA on facebook JA on LinkedIn Reporting: http://www.journalismaccelerator.com/blog-index/ Resources: http://www.journalismaccelerator.com/resource-index/