At ABC’s annual conference in San Francisco, November 10, 2011, media industry veteran Jack Griffin gave the annual luncheon speech. Griffin recently founded Empirical Strategic Advisors, and he explained to attendees why the new model for media is the “here and now.”

1. ABC’s 2011 Annual Conference
The Integrated Audience—Bridging Consumers, Communities & Content
Jack Griffin | @JackGriffinESA | November 10, 2011

2. The Mathematics of Change
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3. Remember calculus in college?
If you didn’t keep up…it caught you!
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4. Like calculus, digital is cumulative.
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5. Once Upon a Time…
“A brand is the collection of
assets and capabilities that allow
one company to charge and to
realize premium prices versus
like competitors in the same
category through time.”
— David A. Aker
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6. The Comfortable, Linear
World of Print
AD SALES SUBSCRIPTIONS
NEWSSTAND
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7. The Customer Has Escaped!
“You should be rethinking the core logic of
your go-to-market strategy. Instead of
designing channels to capture targeted
demographic segments, you must
design them to support unfettered
buyers’ behaviors.”
— Harvard Business Review - 1993
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8. The Non-linear Networked World
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9. A Connected, Mobile World
7B People
as of November 2011
(and growing…)
77% Connected
by mobile devices
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5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int

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11. The Only Constant is Change
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12. And More to Come…
8B People
2020
90% Connected
by mobile devices
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5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int

13. Transformation
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Source: CoRise, October 2011

14. Transformation
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Source: CoRise, October 2011

15. Transformation
1961 2011
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16. From Find It Now to Get It Now
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17. From Find It Now to Get It Now
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18. The Now Consumer
• Wants it her way
• Wants it now
• Demands price transparency
• Demands value
• Cares what her friends think
• Will share what she thinks
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19. iGeneration. Always Connected…
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20. iGeneration. Always Connected…
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21. …And Out There.
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22. The Battle for Attention
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23. Top-selling Paid App in US and UK
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24. “You can’t make it go back.”
—King Canute
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25. “If something can be done, it will be done. The only question is
will it be done by you or to you. Just don’t think it won’t be done.”
– Thomas Friedman, December 9, 2008
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26. Media Business Models Erode
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27. Internet Advertising Is No Silver Bullet
While revenue continues to grow,
up 23% in 2011 YTD:
• 91% of dollars go to top 50 players
• Search advertising = 49% of total
• Google at 76% share
• Facebook on track to be #1 in display
• Twitter will become an advertising factor
• CPMs continue to fall
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28. Have We Been Here Before?
“A new medium is never an addition to an old one, nor does it
leave the old one in peace. It never ceases to oppress the older
media until it finds new shapes and positions for them.”
– Marshall McLuhan, 1964
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29. Here and Now
A New Way of Thinking About:
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30. The “Here and Now” Revolution…
MOBILE SOCIAL
DATA
COMMERCE LOCAL
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31. The Google Blueprint ?
PLACES TRANSACTIONS
Googlemaps Googlewallet
Quicksee.com Jamboo.com
Zetawire.com
COMMUNITY PROMOTIONS SHOPPING
Google+ Google Offers Google Catalogs
TheFridge Punchd.com Sparkbuy.com
Fflick.com Dealmap.com Boutiques.com
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32. The Consumer is the Destination
What does the
consumer want to do?
Listen? Contribute?
Watch? Learn?
Browse? Purchase?
Compare? Share?
Read? Play?
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33. Media Brands are Outposts
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34. Creating the Best Experience for
Each Audience and Platform
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35. “There’s not a single business
model… There are really a lot of
opportunities and a lot of
options and we just have to
discover them.”
– Tim O’Reilly, CEO O’Reilly
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36. The Wall Street Journal
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37. The Economist
Economist Group: All Platforms
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38. The New York Times
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39. Vanity Fair
“Engagement with the reader
is everything…Touch
technology will transform
what magazines are, will
transform the way they are
made, marketed and
consumed...We want to be
everywhere the consumer
wants us to be.”
Tom Wallace,
Editorial Director, Condé Nast
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40. Financial Times
HTML 5 The Web as “News Database”
The Data Workflow
• Visualizing complex dataset
- Bank debt exposure data
• Monitor site for updates
• CSV source
• Clean in Excel
• Import MySQL database
• Generate SQL query
• Publish XML
• Parse with ActionScript
• Publish with Flash
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41. The New York Post
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42. Hearst “Unbound”
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43. Why Here & Now?
It is being done by people
and players who are coming
into the space of traditional
players from the other end.
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44. Content from Commerce Roots
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45. Where are you now in this landscape?
Where are you heading?—CoRise, 2011
“Pessimists are usually right and optimists are usually wrong,
but all the great changes have been accomplished by optimists.”
– Thomas Friedman, December 9, 2008
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46. Here and Now Accelerators
• The iGeneration
• 4G connectivity
• The Personal Cloud
• Kindle Fire @ $199
• Geolocation
• Touch Interfaces
• Analytics/Omniture
• Aggregators
• YouTube
• HTML5
• IPTV/Apple TV
• Mobile Payments
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47. The Here and Now Way
1. Be a digital native—it’s cumulative, like
calculus
2. Set a user baseline for all digital experiences
3. Pay the tolls – be there even when you don’t
know the return
4. Know that technology is core, not support,
particularly in data
5. Examine workflows, processes and CMS
6. Develop specific domain expertise
7. Look for recurring revenue and transactions
8. Spread your bets – there is no one future
9. Experiment, partner and collaborate
10. Innovation has been turned upside down
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48. ABC’s 97th Conference and Annual Meeting
The Integrated Audience: Bridging Customers, Communities & Content
THANK YOU!
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