A brief overview of the Revenue 2.0 summit, which began to point toward business model idea for news organizations. A project of the Society for News Design.
4. 2009—2020
Eight drivers of change
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. 2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
6. 2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
Fragmentation
•
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
7. 2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
Fragmentation
•
• Choice
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
8. 2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
Fragmentation
•
• Choice
• Competition
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
9. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
10. 2. Most media are portfolios
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
11. 2. Most media are portfolios
• Traditional
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
12. 2. Most media are portfolios
• Traditional
• Separate
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
13. 2. Most media are portfolios
• Traditional
• Separate
• Converged
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
14. 2. Most media are portfolios
• Traditional
• Separate
• Converged
3. Must find + develop valued, differentiated content
that engages the audience
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
15. 2. Most media are portfolios
• Traditional
• Separate
• Converged
3. Must find + develop valued, differentiated content
that engages the audience
Story forms are important as never before
•
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
16. 2. Most media are portfolios
• Traditional
• Separate
• Converged
3. Must find + develop valued, differentiated content
that engages the audience
Story forms are important as never before
•
4. Context matters
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
17. 2. Most media are portfolios
• Traditional
• Separate
• Converged
3. Must find + develop valued, differentiated content
that engages the audience
Story forms are important as never before
•
4. Context matters
Provide content when, where and how the audience wants it
•
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
18. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
19. 5. In this digital world, audience understanding
must move to a new level
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
20. 5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
21. 5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it
6. Audience experiences count as much as content
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
22. 5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it
6. Audience experiences count as much as content
People’s experiences that inhibit or engage them
•
with the content matter as much as content itself
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
23. 5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it
6. Audience experiences count as much as content
People’s experiences that inhibit or engage them
•
with the content matter as much as content itself
7. Technology shapes everything and must be understood
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
24. 5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it
6. Audience experiences count as much as content
People’s experiences that inhibit or engage them
•
with the content matter as much as content itself
7. Technology shapes everything and must be understood
There are enormous new audiences because of it
•
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
25. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
26. 8. Sustainable economic viability is essential
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
57. Elastic mobile apps
Graceful degradation + enhancement based on free vs. paid
Enable “info-snacking”
Build apps with a half-life
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
59. Think like a user
Mobile users may not be willing to pay for content
But they are buying apps that customize content
Can we enhance the experience of content consumption?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
60. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
61. Off-line reading
Download content that’s normally online-only
for use when you don’t have access to Web service
Allows you to take content on a plane or subway
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
62. Geo-tagging
What’s near me now and how to connect
Linked with news + advertisers as you move through the world
Weather, traffic, events + hyperlocal sales or discounts
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
63. Archive|Export
Save + share data or permalinks
Link mobile + other screen experiences
Easily share files + data with friends (social aspect)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
64. Customization
Organize the news the way you want to read it
Eliminate any part of the information experience
Emphasize only what’s important to you (curate quickly)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
65. Text-to-speech
Create an immediate audio experience
Enable location-based journalism or on-the-go information
Fills the busy life need by transforming text (no sight line)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
66. Small biz
(beyond the click)
solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
67. The deal
What’s the special offer, incentive, promotion
or value proposition that brings customers in the door
this day, this week, this month?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
68. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
69. The deal
Should be the next thing beyond the click
A way to aggregate, browse, search + promote the best deals
from the businesses in a newspaper.com’s community
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
70. Reputation
management
Evolving services for small/medium businesses
to include reputation management – showing business owners wha
people say about them all over the Web, whether they have
a site of their own or not
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
71. High-level sitemap
03.21.08 | Revenue 2.0
Business user End user Publisher user
Home
Dashboard Dashboard
Search
Category
results
Add/edit Add/edit Add/edit Add/edit
deal biz info deal biz info
Deal
Filter sort
page
Add/edit
business
Business
page
Contact: Mary Specht | mspecht@gannett.con
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
72. Selling
the how
How this works underneath banner ad servers,
targeting techniques, even ad networks — because the focus
is on services for small businesses beyond the introductory
message couched in a banner
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
74. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
75. Make it easy to use
CraigsList is free, but that’s not it’s only advantage
It’s pretty darn simple to use (despite a clunky interface)
Design a simpler execution based on needs
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
76. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
78. Sell context-sensitive, behaviorally targeted
display ads adjacent to free listings
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
79. Sell ads on to the category-specific
search pages, to get the attention
of buyers even before they begin to search
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
80. Provide “premium” listings above
the free listings in search results,
as Google does now
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
81. Serve up links to “premium” listings
at the bottom of any page that provides
the details of a free listing
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
82. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
83. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
84. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
85. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
86. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
105. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
106. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
107. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
108. Print design
is about control
Web design
is about behavior
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
109. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
110. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
111. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
112. Could homepage
design ideas offer help?
Can we help the industry
find new best practices?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
113. TEMP: 37, some rain. Today’s high 38, low 30
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MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
114. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
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STUFF TO DO Usually the role of the players on the bench is
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of timeouts as their teammates come off the
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By business In the midst of a strong first-quarter rally
By product Saturday, though, it was Cavaliers coach Mike
Brown who was first off the bench to meet his
By service
team and extend his hand.
By zip code
What got Brown all the way out to midcourt
shoes
was another dose of solid defense from his
team, and that directly kept the Cavs on their
hot streak.
The team finished off a 4-0 homestand at The
Q with an impressive victory over the Atlanta
Hawks, 102-96. It ended the Hawks’ seven-game win streak and ran the run for the
Cavs (56-13) to eight consecutive victories.
Ignore the final spread somewhat. The Hawks (41-29) shaved 10 points off the lead
in the garbage time. It was the strongest all-around effort the Cavs have given in sev-
eral weeks. No doubt it was highlighted by the defense, which continued its positive
momentum that started on the homestand.
After holding the Hawks to 43 percent shooting -- Atlanta managed just 33 percetand
35 points in the first half -- the Cavs have held their past four opponents to 93.5 points
and 42 percent shooting. It was exactly the kind of answer Brown was looking for after
his team returned from the West Coast leaking oil at the defensive end.
It became the cornerstone of three quality victories over the Magic, Trail Blazers and
now the Hawks, who may be the Cavs’ playoff opponent.
“Some of the technical stuff, it was very pretty, and that was fun to watch,” Brown
said. “Some of the things they did out there, the effort, communicating with one
another and following our principles to a ‘T,’ for me I can take a lot of stuff in”
CONTINUE
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
116. Why homepages?
Need to know if an online-only model can support journalism,
especially the kind we all want to see into the future of news
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
117. Why homepages?
No one has really developed best practices for what works
Despite EyeTrack studies, we don’t yet understand behaviors
What creates an immersive experience?
A need to take this to best practice customization
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
118. Remember
customization
Organize the news the way you want to read it
Eliminate any part of the information experience
Emphasize only what’s important to you (curate quickly)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
119. What’s next?
Identify news organizations that will let us test
Find at least three different kinds of media experiences
Serve up current + prototype versions (A/B experiences)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
120. What next?
Track + measure usage, attentiveness + clicks through
Engage the audience in the co-creation of the homepage
Deliver metrics for advertising community
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
121. Possible testing
The Beachwood Reporter
The Washington Post (sub-site)?
Gannett/Tribune/Hearst player to be named?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009