Post on 06-May-2015
description
New business models for news
Jeff JarvisCUNY Graduate School of Journalism
October 2008
New worldviews...
...new models
Content v. link economy
Content economy•Own/control content
•Syndicate/sell
•Many copies
•Monetized at the edge
•Value created with content
Link economy•One copy, many links
•Made open (searchable, linkable)
•Monetized at the center
•Links bring efficiencies: (Do what you do best, link to the rest)
•Value created with links
Product process
v.
News as product•Dictated by production & distribution
•Owned and controlled (and monopolized)
•Centralized
•Once-a-day
•One-way
•One-size-fits-all
•Perfection as a standard
News as process•Never starts, never ends
•Opens up news: transparent
•Input & collaboration at all stages(Here’s what we know & what we don’t know—what do you know?)
•Enabled by links
•Enables networks
Article v. topic flow
Wiki snapshot
Blog process
Links
Discussion
Article
Past the article•Blog = news as process (v. product)
•Wiki = Snapshot of current knowledge
•Links = Curation, aggregation (Do best/link rest)
•Discussion = Input, correction, addition(What do you know?)
Centralized distributed
v.
Centralized•The world comes to us
•We market for audience
•We hold onto audience as long as possible
•We claim large audiences
•We charge(d) for total audience
•Brand as magnet
Distributed•We go to the world
•‘If the news is important, it will find me.’
•Brand as descriptor (quality, credibility, voice, perspective)
•Audience is distributor
•Need to monetize distribution
Newsroom efficiencies
Newsroom
v.
MoJoPhotos: WAN, Washington Post
Newsroom v. network•Centralized v. distributed
•Open to many relationships
•Newsroom as classroom
•Physical v. virtual
•Staff plus relationships
Network model
Network model•Collaborative
•Not all owned
•Enabling others to build
•Extracts minimal value to grow to maximum size (T. Evslin)
•Critical mass faster, cheaper
•Curation, vetting, education as key skills
Owned v. outsourced
Edit Ad
Mfg Dist
Edit Ad
Mfg Dist
News company structure•Why own exclusive use of
manufacturing, distribution, sales?
•Spinoff or outsource?
•Enables new, networked relationships
•Planning post-paper
Public support?
Public support?•Charitable money?
•Public money?
•Public work and support?
•What could be supported?
•How much does it cost now?
•Local v. national (NPR, ProPublica)?
•Spot.us ... Zivity ... other models
Revenue models
Revenue models•New open ad networks & marketplaces
•New industry networks
•Hyperlocal networks
•New ad models (relationships, new targeting...)
•New measurements
•New side-door revenue (data, service...)
•Google?
•Think distributed•Do what you do best, link to the rest•Join a network•Be a platform•Collaborate•Small is the new big•‘Elegant organization’ —Mark Zuckerberg
•‘Get out of the way’ —Craig Newmark
WWGD?
•Free is a business model —Chris Anderson
•Beware the cash cow in the coal mine•Encourage, enable, and protect
innovation (where’s our 20% rule?)•Life is a beta•Decide what business you’re in
WWGD?
Content
Community
Content
Advertising
Who are we?
Who are we?
Charge: Networks•How can networks protect/expand
journalism?
•What kinds of networks: ad, content...
•Local v. national v. international
•Define network models that would work today: Who is in them, what kind of relationship, what value and benefit for each party, how they are supported...
Charge: Newsrooms•Find new efficiencies
•What is the value of the newsroom in the future?
•What is the core of the newsroom in the future?
•Is there still a room?
• Model the new newsroom: size, functions, jobs, relationships, costs
Charge: News orgs•What are new corporate and operational
structures for newsrooms?
•React to the Roussel/Morgan models
•Where is the value?
•What services are needed?
•Model a reorganized company
•Model a from-scratch company
Charge: Revenue models•Where is the value?
•Where are the opportunities?
•New ad models? New measurements?
•Network sales? Outsourced sales?
•Anything other than ads?
•Define best prospects to pursue as companies, networks, or the industry and what is needed to do that
Charge: Public support•What would the public support?
Investigative? Beat? Collaborative?
•How much does that cost now? How much should it cost?
•What sources are there? Local?
•Relationship of public v. private?
•Define best opportunities for public support. Be realistic.
Your reward
Photo: André Karwath