How to bring disruptive innovation to college media
27
Emerald Media Disrupt Yourself ACP ..
-
Upload
rfrankoregon -
Category
News & Politics
-
view
2.777 -
download
0
description
Presented to the ACP/CMA 2013 conference on Thursday, Oct. 24 in New Orleans. Description: While they were replacing the daily newspaper with two weekly magazines and an upgraded website, the leaders of the Emerald Media Group started lots of other stuff. For example: quackd.com for offbeat student contributions; a photo booth that now makes money at frat parties; a special projects news team; an in-house ad agency. Why? Because revolution is now the normal state of affairs. Learn why it should be for you, too.
Transcript of How to bring disruptive innovation to college media
Emerald Media Disrupt Yourself ACP 10.24.13
#NOLA13disrupt
The overview // Build the case
“Our company has, indeed, stumbled onto some of its new
products. But never forget, that you can only stumble if
you are moving.”
— Richard Carlton
Former CEO, 3M Corp.
Why we disrupted ourselves
What we did
What you can do
The overview
Why we did it
Why we did it // The reality
“The challenge is that the continuing loss of audience and the aging demographics suggest that, in time, something must give. It is possible that newspapers will have to change a great deal more than they have or their financial
health will not be sustained.”
— State of the News Media
Pew Research Center
Why we did it // The reality
2004
Why we did it // The reality The economics of newspapers in 2013 Ad revenue down 55% in 7 years
$1 digital gained = $15 print lost
Print circulation down 30% since 1984
Newspaper Jobs down 30% since 2000
$22b/year newspaper ad sales. $35b/quarter Apple sales.
Instagram sold for $1b / NYT market cap $950m
A bookstore owner bought The Washington Post
Why we did it // The reality
Consider // Digital ad sales
Source: Reflections of a Newsosaur
Why we did it // The reality
Innovate or die.
What we did
What we did // Ask 2 questions
What are the jobs that audiences want done?
What kinds of employees and structure does our
company need so it can fulfill that job to be done?
What we did // Jobs to be done
What problems can we solve within our mission.
Train students
Serve our community
Be profitable
We make college better.
What we did // Staff & structure
What we did // Start new stuff
Three case studies
Ducks Housing
Emerald Photo Booth
The Venture Dept.
Job: Make finding a home simple. 20+ landlords. Photos. 3 clicks to finish.
Job: Makes events memorable. We bring the lights and camera. You bring the action.
Job: Connects you with 18 to 24 year olds. Semi-pro video, photo, design & web services.
What can you do
Do it // Ask
What problems do people have on campus?
What skills & expertise can you leverage to solve them?
What staff, structure, support do you need to start?
Do it // Read
Nieman Reports: Clayton Christensen
Columbia: The Story So Far & Post-Industrial Journalism
Pew: State of the News Media & others
Ken Doctor: Newsonomics and everything else
Ries: Lean Startup
Do it // Monday
First to innovate wins
What are your ideas?
