Emerce Insight Publishing Piet Bakker
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Transcript of Emerce Insight Publishing Piet Bakker
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Piet BakkerResearch Group Cross Media Content | Hogeschool UtrechtAmsterdam School of Communications Research | Amsterdam University
CrossmediaPublishing
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Inhoud
I. Sweeping statementspositivo’s & pessimisten
II. Cross mediapublishers, professionals & publiek
III. Innovatiesverbeteringen, brands, kannibalisme
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Sweepingstatements
I.
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Every free listing on Graigslist means one less paid listing in a local newspaper. (p. 29)
The lines will blur between producers and consumers, changing the role of both in ways we’re only beginning to grasp now. (p. xxiv)
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Voorspellingen
Ted Turner (1981) 1991 Arthur Schultzberger (2007) 2012 World Economic Forum (2007) 2014 Ted Turner (2006) 2016 De Volkskrant (2008) 2018 The Economist (2007) 2043
het einde van de krant
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Zero-sum
Hannah Arendt (1957)Automatisering zal fabrieken laten verdwijnen
Marshall McLuhan (1962)Massacommunicatie maakt auto’s overbodig
de Volkskrant (2008)Mobieltje gaat tv vervangen
NRC Handelsblad (2008)Internet maakt winkelstraten leeg
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Denken over
Finalistische zero-sum opvattingen– Nieuw vervangt oud– Substitutie & kannibalisatie
Utopisten vs. pessimisten– Culturele ondergang vs. diversiteit– Chaos vs. democratisering
Anekdotes vs. empirische bewijsvoering– Best practises?– Real money vs. money down the drain
mediagebruik
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en / ofon / off
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II. Crossmedia
Publisher– strategie, protectie, synergie, expansie
Professional– multimediaal, flexibel, skills, platforms
Publiek– fragmentatie, multitasking, interactiviteit
Benaderingen
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Oorzaken Bescherming Synergie
gebruikers
Journalisten, staf
Cross mediaProductie, convergentie
Cross media
Technisch
Juridisch
Marktkennis
Problemen
Houding, vaardigheden, flexibiliteit, efficiency?
Willen gebruikers cross media
content?
De oplossing?
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Overlap
traditioneel
onlinecrossmedia
Multi-media gebruikers?
Bestaandegebruikers
Dubbelegebruikers
Nieuwegebruikers
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III. Innovatie
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Vier strategieën
€
Loyalititeit Bereik InkomstenVerbetering
Product verbreding
Content transferBrand extensie
€
€