Carlo Campos
description
Transcript of Carlo Campos
INNOVATION
INNOVATION
APPLE’S iPAD A NEW BEGINNING
CARLO CAMPOS INNOVATION VICE-PRESIDENT
SPAIN
INMA, COPENHAGEN FEBRUARY 4 2010
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION
i
• “JOURNALISM CAVIAR”
• POST INTERNET NEWSPAPER
• MICRO-TABLOID
• 56 FULL COLOR PAGE, STAPLED
• STORIES, STORIES, STORIES
• THE i-POD NEWSPAPER
BEST EUROPEAN NEWSPAPER 2009
INNOVATION 12
INNOVATION 13
INNOVATION 14
INNOVATION 15
INNOVATION 16
INNOVATION 17
INNOVATION 18
INNOVATION 19
INNOVATION 20
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION 23
INNOVATION 24
INNOVATION 25
INNOVATION 26
INNOVATION 27
INNOVATION 28
INNOVATION 29
INNOVATION
INNOVATION 31
INNOVATION 32
INNOVATION 33
INNOVATION 34
INNOVATION
INNOVATION
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
INNOVATION
INNOVATION
INNOVATION
INNOVATION
INNOVATION
INNOVATION
WE HAVE TO CHANGE OUR NEWSROOMS’
ORGANIZATION
INNOVATION
PAPER VERSUS ONLINE A FALSE DICHOTOMY
INNOVATION
A MONO-MEDIA NEVER GENERATES
A MULTIMEDIA
INNOVATION
NEWSPAPERS & MAGAZINES
RADIOS & TELEVISIONS ARE MONO-MEDIA
INNOVATION
INTERNET IS THE ONLY MULTIMEDIA
INNOVATION
THEREFORE, ONLY FROM AN INTERNET
BASE CAN ONE BUILD A TRUE
MULTIMEDIA NEWS ORGANIZATION
INNOVATION
ON LINE
PHOTOS
TEXTS
GRAPHS
TRADITIONAL PRINT-CENTRIC NEWS ORGANIZATION
INNOVATION
THE NEW ONLINE-CENTRIC NEWS ORGANIZATION
AUDIO VIDEO
GRAPHS
TEXTS
PHOTOS ON LINE ONLINE
INNOVATION
INNOVATION’S MODEL
TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES + CONTENT
WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND
BOARDROOM
INNOVATION
NEWSROOM INTEGRATION
NOT FROM BRANDS, MEDIA OR PLATTFORMS
BUT FROM CONTENT AND AUDIENCES
INNOVATION
INNOVATION
INNOVATION
AUDIO VIDEO
ASSIGNMENTS
PLANNING
TEXT ONLINE
MOBILE
LOGISTICS
SUPERDESK
MACROEDITORS INFO
GR
AFI
A
WIR
ES
BLO
GS
-ON
LIN
E
CO
MM
EN
TS
PR
-SO
UR
CES
REP
OR
TER
S
INFORMATION INTAKE
CREATION O
NLI
NE
MO
BIL
E
TEX
T
AU
DIO
/V
IDEO
ELABORATION
PRODUCTION OUTPUT
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
INNOVATION
ONE DIGITAL KITCHEN
SEVERAL MEDIA RESTAURANTS
INNOVATION
INNOVATION
INNOVATION
NEW INTEGRATED NEWSROOM
INNOVATION
Sojormedia (Portugal)
INNOVATION
INNOVATION 60 57
NEW INTEGRATED NEWSROOM
INNOVATION 61 58
NEW INTEGRATED NEWSROOM
INNOVATION
WE HAVE TO BECOME MORE TECH SAVVY
INNOVATION
WE NEED A CTO THAT KNOWS MORE
THAN HOW TO INSTALL A PRINTER
INNOVATION
WE NEED MANY, MANY DEVELOPERS
IN-HOUSE AND OUTSOURCED
INNOVATION
WE NEED MORE DEMOS AND LESS MEMOS
INNOVATION INNOVATION
INNOVATION
THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?”
INNOVATION
THE QUESTION IS “WHAT TO CHARGE
FOR?”
INNOVATION
“WHAT WILL PEOPLE PAY FOR?”
ECONOMICS 101
INNOVATION
PEOPLE WILL NOT PAY FOR
USEFULNESS, RELEVANCE,
VALUE
INNOVATION
PEOPLE WILL CONSUME WHAT IS
USEFUL, RELEVANT, VALUABLE
BUT WON’T NECESSARILY PAY FOR IT
INNOVATION
"... (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
INNOVATION
ONLY WHAT IS SCARCE CAN BE CHARGED FOR
INNOVATION
INNOVATION
ORIGINAL STORYTELLING INFORMED COMMENT ANALYTICAL OPINION
EXCLUSIVE INFORMATION PRACTICAL RECOMMENDATIONS
LOCAL REPORTING EDITING (BRAND)
INNOVATION
FREEMIUM MODEL
ABUNDANT CONTENT FREE
SCARCE CONTENT PAY
INNOVATION
REGARDLESS OF THE MODEL YOU ADOPT, MAKE IT FLEXIBLE
INNOVATION
BREAKING NEWS – ALL YOU CAN EAT
1-2 “EXCLUSIVE” STORIES PER DAY FREE
INNOVATION
BEYOND THAT:
SUBSCRIPTION JOIN THE COMMUNITY
DAILY PASS PAY-PER-PIECE
ADS
INNOVATION
ZERO HORA
PORTO ALEGRE, BRAZIL
INNOVATION
SINGLE COPY SALES
FULL VERSION – 2 R$ ZERO HORA LIGHT – 1 R$
INNOVATION
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
INNOVATION
INNOVATION
NEED A COHERENT PRICING STRATEGY
ACROSS ALL PLATFORMS
INNOVATION INNOVATION
INNOVATION
OVERABUNDANCE OF BULK CONTACTS
DRIVES AD PRICES TO ZERO
ECONOMICS 101
INNOVATION
MESSAGE CONTEXT
INTENTION AUDIENCE PROFILE
INNOVATION
iPAD CAN DO ALL FOUR, BUT NEED TO WORK WITH
APPLE, ADVERTISERS AND AUDIENCES
TO CREATE A “SCARCE AD MODEL”
INNOVATION INNOVATION
INNOVATION INNOVATION
INNOVATION
SO