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Publishing in a Many-to-Many Online Word The Gilbane Conference San Francisco April 11, 2007...
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![Page 1: Publishing in a Many-to-Many Online Word The Gilbane Conference San Francisco April 11, 2007 Moderator is the new role model.](https://reader036.fdocuments.in/reader036/viewer/2022062409/56649ec05503460f94bcaf73/html5/thumbnails/1.jpg)
Publishing in a Many-to-Many Online Word
The Gilbane Conference
San Francisco
April 11, 2007Moderator is the new role model
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Today’s Agenda
• About the Union-Tribune’s SignOnSanDiego.com
• Many-to-many techniques for publishers
• Problems and challenges • A new role for publishers
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San Diego’s Leading Local News Site
• Updated 24x7• Focused on
breaking local news• Partnership with
print newsroom• Staff of 70 for sales,
content, operations• Email, wireless &
multimedia contentTypical mix of local, national news
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Growing Commitment to Multimedia
• Online and print staff shoot video
• Averaging one local video clip daily
• Frequent use of audio slide shows
• New all-local Internet radio station
• Goal: beat local TVYvette De La Garza on location
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Trend in Page Views Since 2002
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07
Wildfires
Katrina
September ABC audit: 34.76 million pages, 2.51 million unique users
Big Bass Chargers
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Web Sites with Largest Local Audiences
Source: The Media Audit
• SignOn ranks 13th, but San Diego is only the 27th DMA
• Online reach is 32%, versus 49% for print
• Site adds 11 points to combined reach
• Challenge ahead: build daily, repeat traffic
NYTIMES.COM 2,715,400LATIMES.COM 1,690,000CHICAGOTRIBUNE.COM 1,656,000WASHINGTONPOST.COM 1,513,100AJC.COM 1,233,700SFGATE.COM 1,154,500HOUSTONCHRONICLE.COM 1,150,200BOSTON.COM 1,063,800PHILLY.COM 955,400FREEP.COM 921,500STARTRIBUNE.COM 845,600DALLASNEWS.COM 805,900AZCENTRAL.COM 758,600HERALD.COM 731,300SIGNONSANDIEGO.COM 715,600
Local Web Site Audiences
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Solid Economic Model, But Still Tied To Print
Fast food promoted by email
• Large, growing audience
• Profitable since 2002• 15% growth in 2006• 50%+ margin• Revenue tied to print
under pressure • Most growth coming
from direct online sales
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Many-to-Many Techniques for Publishers
• Reader comments• Guest Weblogs with
reader comments• Reader-created
multimedia• Wikis• A good, old-
fashioned human touch Forums with 2.4 million posts
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Reader Comments in Many forms
• Gated communities: Traditional BBS formats
• Hyde Park Corner: comments with articles
• Advice: user reviews and ratings
• Reader cataloging: photos, audio, video
Comments as front-page news
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Publishers Must Encourage Give and Take
• Pay attention and nurture discussion
• Register participants, but keep in simple
• Rely on ‘common carrier’ legal protection
• Understand that you can’t control thisPadres forum on opening day
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Weblogs are Niche Publications with Feedback
• Blogs give voice to a niche or community
• Readers can follow on with comments
• A discussion hosted by the publisher
• A ‘super’ thread among all discussions
Blogging from Chula Vista, Calif.
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User-Generated Images, Audio & Video
• Photo galleries• Video galleries• Internet radio• Publishers gain
content and context• No organization can
field a staff this bigA day in the life of San Diego
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Wikis Go Mainstream
• The next step after simple comments
• Let experts among readers contribute
• Publishers gain a breadth of new content
• Readers help shape the productPrototype indie music wiki
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Wikis Challenge Many Publishers
• A major step beyond comments and photos
• Assumes the gestalt of publishing
• ‘You Tube’ had similar affect on TV
• Potentially the most powerful technique
Wikis can be conprehensive
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Don’t Forget the Human Touch
• Sometimes the best conversation is in person
• Communication is not necessarily conversation
• Hire top-notch customer service staff
• Read email and take callsA person in the loop
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Noise Amid the Many-to-Many Conversation
• Libel, slander & bad taste are problems
• Readers can get too much of a good thing
• It’s hard for people to find what they want
• Sometimes publishers must take charge
A community becomes crowded
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Envisioning a Long-term Strategy
• Publishers nurture conversations to build new audiences
• Professional values still count…
• …but publishers must relinquish some control
• We’re moderators nowPublishers must reach out