Navigating The Way Forward
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Transcript of Navigating The Way Forward
Tony Hodgson
dotgain.org Conference 30 November 2010
Naviga.ng the Way Forward
Naviga.ng the Way Forward
Guide Des.na.on Direc.on
“Just when you think it can't get any worse, suddenly it gets even worse”.
Marvin the Android -‐ Hitchhikers Guide to the Galaxy
Disrupting the Future
Uncommon Wisdom for Navigating Print’s Challenging Marketplace
Joseph W. Webb, Ph.D.Richard M. Romano
“We are today as far into the electric age as the Elizabethans had advanced into the typographical and mechanical age. And we are experiencing the same
confusions and indecisions which they had felt when living simultaneously in two contrasted forms of society and experience.”
First published 48 years ago!
Four epochs of history
Oral tribe culture Manuscript culture The Gutenberg Galaxy Electronic age
Oral Tribe Culture – many thousand years
One to One
Cave painEng from Lascaux, France, c. 15,000-‐10,000 BC
One to a Few
Manuscript Culture -‐ 4500 years
One to a Few
One to Few more
Sumerian Clay Tablet – 3000 BC
Italian Illuminated Bible – 1500 AD
Gutenberg Galaxy -‐ 550 years
One to Many
One to Very Many Gutenberg Bible c1450
One to Many More
AARP Magazine Nov/Dec 2010
Electronic Age – 20 years
One to Very Many in
Netscape Navigator Browser 1995
1995: 16 million users
2010: 2 billion users – nearly 1/3 world popula.on
The web is viewed as “just another publishing medium. This was definitely not our inten.on”.
Robert Callieu, Time Magazine, May 1997
Tim Berners-‐Lee and the Post-‐Gutenberg Galaxy
The World Wide Web could prove as important as the prin.ng press. That would make Berners-‐Lee comparable to Gutenberg.
Robert White, Time Magazine, May 1997
The idea that anyone in the world can publish informa.on and have it instantly available to anyone else in the world created a revolu.on that will rank with Gutenberg's.
Walter Isaacson, Time Magazine, December 1999
The Global History of Media
At first, Word of Mouth One to one, one to a few
Drawing, Pain.ng, Wri.ng One to a few… Hundreds at most
World wide web of two billion users… Many to many, or a few … or just one
Prin.ng, Radio, Film, TV One to many… One to many hundreds, thousands, millions
Fast forward to the NoughEes
Many to Many
A Peek into the Future
The Future of Print Media beyond 2020
Ci.zen Crea.on
“We an.cipate that at least 1/3 of all news and magazine content will be created by ci.zens by 2020”
The Des.na.on
Defending print against new media misses the point
Print has been the dominant mass publishing medium
Digital changes publishing itself from a broadcast medium to a personalised medium
We are entering a new epoch when publishing could only be done by a few to when it will be done by anybody.
Key point to overcoming McLuhan’s “confusion and indecision”
Mass broadcast publishing and marke.ng is in decline but…
Personalised publishing creates opportuni.es for communica.on media service providers
The Challenges for our Clients
Marketers no longer control the marke.ng message
Publishers and their retail channels are being by-‐passed by authors, ar.sts, their readers and their listeners
Content is no longer mass produced. It is personalised.
Relevance and immediacy are the new measures of quality
The medium is as important as the message. How you reach your audience determines who you reach.
Everybody can be their own publisher through their mobile phone, their tablet, their Facebook page. They’ll publish to web, to mobile, to print.
It’s What this Conference has been About
Cross Media Marke.ng
Relevant, mulE-‐channel and personalised
Web to print
The web as a on-‐demand, transacEon medium
Personalised Publishing Mobile to print photobooks
InteracEve, personalised, premium products
Data Underpins everything
New Media
Pla^orm independent outputs – PDF, print, on-‐demand, personal
Digital Marke.ng with the Web
Web sites are not brochures. It’s about how you engage clients
Old media or new? Similar challenges to print.
Social Media
In its infancy, but is the future of mass communicaEon
Direc.on – how dotgain.org is helping
Customer engagement Website EvaluaEon Customer-‐Centric Index Online MarkeEng Strategy
Business Strategy On-‐site Consultancy SituaEon Analysis – market, clients, technology, skills Digital Business Strategy
Learning SoluEons Selling and MarkeEng workshops
Naviga.ng the Way Forward
Long-‐term future
Chart progress as we go Annual review Think 5 years ahead