INNOVATION

INNOVATION

APPLE’S iPAD A NEW BEGINNING

CARLO CAMPOS INNOVATION VICE-PRESIDENT

SPAIN

INMA, COPENHAGEN FEBRUARY 4 2010

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i

• “JOURNALISM CAVIAR”

• POST INTERNET NEWSPAPER

• MICRO-TABLOID

• 56 FULL COLOR PAGE, STAPLED

• STORIES, STORIES, STORIES

• THE i-POD NEWSPAPER

BEST EUROPEAN NEWSPAPER 2009

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NEW GOVERNMENT PROGRAMME ANNOUNCED AT 7 PM

A 9-PAGE COVER STORY DONE ON DEADLINE BY 7

JOURANALYSTS WITH THE HARD NEWS AND FACTS

THE OPINION OF THE EXPERTS

ALL THE NUMBERS AND CHARTS

GRAPHICALY RATED (LEFT TO RIGHT)

AND EXPLAINING HOW THIS WILL AFFECT YOU

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WE HAVE TO CHANGE OUR NEWSROOMS’

ORGANIZATION

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PAPER VERSUS ONLINE A FALSE DICHOTOMY

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A MONO-MEDIA NEVER GENERATES

A MULTIMEDIA

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NEWSPAPERS & MAGAZINES

RADIOS & TELEVISIONS ARE MONO-MEDIA

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INTERNET IS THE ONLY MULTIMEDIA

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THEREFORE, ONLY FROM AN INTERNET

BASE CAN ONE BUILD A TRUE

MULTIMEDIA NEWS ORGANIZATION

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ON LINE

PHOTOS

TEXTS

GRAPHS

TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION

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THE NEW ONLINE-CENTRIC NEWS ORGANIZATION

AUDIO VIDEO

GRAPHS

TEXTS

PHOTOS ON LINE ONLINE

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INNOVATION’S MODEL

TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES + CONTENT

WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND

BOARDROOM

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NEWSROOM INTEGRATION

NOT FROM BRANDS, MEDIA OR PLATTFORMS

BUT FROM CONTENT AND AUDIENCES

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AUDIO VIDEO

ASSIGNMENTS

PLANNING

TEXT ONLINE

MOBILE

LOGISTICS

SUPERDESK

MACROEDITORS INFO

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AFI

A

WIR

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BLO

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-ON

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PR

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INFORMATION INTAKE

CREATION O

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DIO

/V

IDEO

ELABORATION

PRODUCTION OUTPUT

PRINT

ONLINE

MOBILE

PASSIVE AUDIENCE

ACTIVE AUDIENCE

PH

OTO

INFO

GR

AP

HIC

S

BREAKING NEWS

WORLD

NATIONAL

OPINION &

COMMENT

ANALYSIS

INVESTIGATIVE UNIT

ARTS

LIFESTYLE

POLITICS

BUSINESS

SPORT

VIDEO POOL

AUDIO POOL

GRAPHIC POOL

DESIGN POOL

PHOTO POOL

PROGRAMING POOL

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ONE DIGITAL KITCHEN

SEVERAL MEDIA RESTAURANTS

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NEW INTEGRATED NEWSROOM

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Sojormedia (Portugal)

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NEW INTEGRATED NEWSROOM

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NEW INTEGRATED NEWSROOM

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WE HAVE TO BECOME MORE TECH SAVVY

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WE NEED A CTO THAT KNOWS MORE

THAN HOW TO INSTALL A PRINTER

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WE NEED MANY, MANY DEVELOPERS

IN-HOUSE AND OUTSOURCED

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WE NEED MORE DEMOS AND LESS MEMOS

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THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”

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THE QUESTION IS “WHAT TO CHARGE

FOR?”

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“WHAT WILL PEOPLE PAY FOR?”

ECONOMICS 101

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PEOPLE WILL NOT PAY FOR

USEFULNESS, RELEVANCE,

VALUE

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PEOPLE WILL CONSUME WHAT IS

USEFUL, RELEVANT, VALUABLE

BUT WON’T NECESSARILY PAY FOR IT

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"... (Economics is) the science which studies human behaviour as a relationship between ends and scarce

means which have alternative uses." �– Lionel Robbins, 1932 �

Scarcity means that available resources are insufficient to satisfy all wants and needs. Absent of scarcity and alternative uses of available resources

there is no economic problem�

WIKIPEDIA – ECONOMICS

ECONOMICS 101

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ONLY WHAT IS SCARCE CAN BE CHARGED FOR

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ORIGINAL STORYTELLING INFORMED COMMENT ANALYTICAL OPINION

EXCLUSIVE INFORMATION PRACTICAL RECOMMENDATIONS

LOCAL REPORTING EDITING (BRAND)

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FREEMIUM MODEL

ABUNDANT CONTENT FREE

SCARCE CONTENT PAY

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REGARDLESS OF THE MODEL YOU ADOPT, MAKE IT FLEXIBLE

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BREAKING NEWS – ALL YOU CAN EAT

1-2 “EXCLUSIVE” STORIES PER DAY FREE

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BEYOND THAT:

SUBSCRIPTION JOIN THE COMMUNITY

DAILY PASS PAY-PER-PIECE

ADS

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ZERO HORA

PORTO ALEGRE, BRAZIL

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SINGLE COPY SALES

FULL VERSION – 2 R$ ZERO HORA LIGHT – 1 R$

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SUBSCRIPTIONS BUSINESS – MON TO FRI

COMPLETE – MON TO SUN COMPLETE VIP – 2 ADDRESSES

LIGHT – ONLY MAIN BODY SPORTS – SAT TO MON WEEKEND – SAT, SUN LEISURE – FRI TO SUN

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NEED A COHERENT PRICING STRATEGY

ACROSS ALL PLATFORMS

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OVERABUNDANCE OF BULK CONTACTS

DRIVES AD PRICES TO ZERO

ECONOMICS 101

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MESSAGE CONTEXT

INTENTION AUDIENCE PROFILE

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iPAD CAN DO ALL FOUR, BUT NEED TO WORK WITH

APPLE, ADVERTISERS AND AUDIENCES

TO CREATE A “SCARCE AD MODEL”

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SO

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THANK YOU

www.innovation-mediaconsulting.com

CAMPOS@INNOVATION-MEDIACONSULTING.COM

COPENHAGEN, FEBRUARY 2010