THE CHANGING MEDIA MODELPART 1 – BEHAVIORS AND FUNDING

PEOPLE DO WANT UTILITY

Old news values still apply

On-line information isn’t just passively received

PEOPLE WANT TO FIND THINGS

Use on-line to locate things in real life

Solve problems

• Where to eat

• Where to get the car fixed

• Where to buy a luggage

PEOPLE WANT TO LEARN THINGS

Push media• Medium decides what information

is available when

• “All the news that’s fit to print”

Pull media• User decides what information is

available when

• “Siri, tell me how…”

PEOPLE WANT TO DO THINGS

Social tasks• Share that my coffee was too hot

• Maintain ties with old friends

Commerce tasks• Buy goods

• Buy services

• Don’t want to buy information

COMPANIES WANT EARNINGS

Since people don’t like paying for things online, 3 models try to part people from their cash

• Freemium• Advertising• Targeted advertising

MAKING MONEY WITHOUT ADS

Content marketing• You make great content

• People visit your site for the content

• They engage with you

• They buy something

• They tell their friends

Content

Money

REMEMBER

People want to• Find

• Learn

• Do

Companies want to • Profit today

• Profit tomorrow

THE CHANGING MEDIA MODELPART 2 – USERS, BOTH HUMAN AND ROBOT

HOW THE AUDIENCE FINDS YOU

Direct trafficBy habit – they trust you as a content source and visit you regularly

By referral – They see a particular piece of content via others

• Social follows (like follow a particular journalist)

• Friend curation

DIRECT TRAFFIC TIPS

• Engage regularly

• Participate in communities

• Put your URL IRL

• Learn from your users

THE AUTOMATIC AUDIENCE

• Robots – automatic programs from search engines index the web

• Very important – most of your audience for a given piece of content comes this way

• Rule-driven

• Dumb, but getting smarter

TIPS FOR THE ROBOTS

• Create click-worthy content.

• Create content regularly

• Link out to high-quality sources

• Make sure your page is hierarchical

• Make sure your page loads quickly – ESPECIALLY on mobile