newsbusinessmodels 1229933883989413-1
TRANSCRIPT
Paul BradshawSenior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com)
Blogger, Online Journalism Blog
News is eating itself: new media business models for journalism
The offline model
• Sell ads
• Sell content
• Sell platforms (newspaper, cable)
Is advertising dead?
“Search will see its overall share of online ad dollars swell from 45% this year to 48% in 2009 as other segments slow down.” - eMarketer (source)
"Most of [the growth in local advertising] comes from pure-play companies delivering lower cost advertising that intercepts consumers not as they are reading news online, but as they are using the Web to research products and prices." - Borrell Associates (source)
Readers worth less
More competitio
n
Lower costs
Don’t own platform
Don’t own distributio
n
“Content wants to be free”?
How do you make
money?
More readers?
More ‘channels’
?
Content people will
pay for?
Sell a service,
not a product
Freemium/Velvet rope
Mobile (maps & local
search?)
Events
Create a market?
How do you make
money?
Do something now
• Think of a way to support journalism that doesn’t rely on advertising or subscriptions
• Think outside of content – people pay for platforms and services
Questions to ask
• What data/information on the purest level do we have, or is within easy reach? (e.g. sports data, crime information, contacts, council meeting minutes, biographies, etc.)
• Who would have an interest in that?• Where are they, online and offline?• How could it be packaged to service these people?• How could it be distributed to service these people?• Why would they want this service?• What might they want to do with the data? (e.g.
compare it, export it, transfer it, build with it...)
Questions to ask
• Who are our existing users?
• What can they add to our data or services?
• Why would they want to do so? What would motivate them to do so?
• What are the big issues/interests in our area? (e.g. local industries, popular activities, events, attractions, personalities, etc.)
• What services would fill a need there?
Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com)Blogger, Online Journalism Blog