Content Marketing Strategies Conference: David Smith Content Generation & Distribution-The Seismic...
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Transcript of Content Marketing Strategies Conference: David Smith Content Generation & Distribution-The Seismic...
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2/27/2011
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Content Generation & DistributionThe Seismic Shift
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Past and Present
Historically, content and journalism has been inextricably linked…
…Is the future of journalism and the future of content intertwined?
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The Significance of Journalism
Journalism has performed a great service for society, and will always be needed
“Were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”
-Thomas Jefferson
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One More Quote…
“A journalist is a grumbler, a censurer, a giver of advice, a regent of sovereigns, a tutor of nations. Four hostile newspapers are more to be feared than a thousand bayonets.”
-Napoleon Bonaparte
From Heat and Light: Advice for the Next Generation of Journalists
By Mike Wallace and Beth Knobel
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The Lay of The Land
• Newspapers and magazines are folding in droves– Costs start to outstrip their
revenues
• Almost every print publication is shrinking– Fewer and fewer readers are
willing to pay for something they can get for free on the Internet
• Network television, too, is attracting fewer and fewer viewers to its news programs
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Journalism’s Constant Unique Power
Here are a few modern examples… Edward R. Murrow: brought down
McCarthy who was destroying people's lives by accusing them of being Communists
Walter Cronkite: helped bring down Vietnam when he said after visiting there in 1968 that the war was unwinnable
Woodward and Bernstein: Watergate
Egypt: real time reporting in the current crisis (a combination of Journalism and Social Networks)
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60 Minutes Changed Journalism
• Bill Paley built CBS News on a premise that it did not have to make money— Yet 60 Minutes did so in such a
way that it made news a profitable venture in broadcast
— And as a result, large news organizations were built out profitably
• But the technology of the Internet has the risk of bringing all of that down
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The Future of Journalism
• The vast majority of print publications will no longer print hard copies
• All media will change
• News on demand will become the rule
• News will become more focused and more personalized
• Multitasking will be the norm
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The Future of Journalism (cont.)
• Technology will continue to drive news coverage
• Information overload will be omnipresent
• Trusted providers will still be important
• News will still made by people
• Content comes from everyone, not just journalists
• Resources matter
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Pressure on the Financial Model
• Brought on by the low or no pay factors like Demand Media, HuffPo and others
• The long tail of publishing and news will cut into some organization’s ability to survive
• But resources and brands providing the content matter, and always will
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Some Good News
• According to Reason Magazine:
– Before the merger, AOL, already employed 900 journalists, or more than the L.A. Times does now
– Gawker Media, reportedly employs 130 people
– SB Nation, a sports blog network has a reported 410 paid writers
• So the question is… Are there really fewer jobs in journalism or less total journalist compensation?
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• It used to be words on a page
• But that changed with radio, then the movie newsreels, then TV and now with the Web and social media
• Content is Words
Music
Video
Games
Entertainment
Applications
Data
And much more
What Is Content?
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Is There An Effect?
• How content is being generated and how it is being consumed is undergoing a drastic change
• Do these drastic changes affect understanding?
• Andrew Heywood of CBS…
– “Research by CBS among teens and pre teens showed that even though few of them finished a single article or show about a current events topic, they snacked from enough sources to have an amazingly complete picture of the overall issues. He calls this Media Impressionism.”
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Your Old Models Are Rapidly Changing
• Publishers with specific dates– Agency mindset has been on
monthly scheduling and bars on a flow chart
– Publishers survive on edit calendars
• We are in an “always on” dialogue with the consumer– Bars on a flow chart with
hiatus periods do not work any more
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New Models
• Articles become available when written, edited, curated and posted onto content server
– e.g., WSJ on iPad, SkyGrid, Google News
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New Models (cont.)
• Published centrally vs. shared via social (push vs. pull)
– Informal posting of news via various feeds on Facebook, Twitter, etc.
• Central curation by “friends” as curators
– e.g., Flipboard
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Aggregators and Social Distribution
• Aggregators ranging from Skygrid to Pulse to Yahoo! will continue to be a threat to content providers
• Brands will also serve as content generators
• Some brands will have their own APIs
– RSS and Twitter feeds are an early example of this
• Twitter feeds
• Facebook pages
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Summary
• Content providers will be increasingly pressured by low paying competitors
• It will take more than high quality for the current providers to survive
– They must change the way that they do business with everything from technology to format to timing of release to how they deal with distribution through syndicators and aggregators
• But the public will continue to consume more content than ever
– And they will snack on a lot of different options
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The Hope
“Television saved the movies. The Internet is going to save the news business.”
– Matt Drudge (The Drudge Report)
catalyst for media innovation© Copyright Mediasmith 2011, all rights reservedwww.mediasmith.comvisit us:
Thank You!
David L. Smith Founder & CEO, [email protected]: @mediadls