My keynote presentation to the Atlantic Community Newspaper Association on May 13th, 2011.

1. 9 Things 1

2. 2

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4. Scarcity Abundance 4

5. Online Newspaper Visit: 10 Mins AvgYoutube video: 3.5 Mins TV Show: 30 – 60 Mins Print Newspaper: 40 Mins Blog Post: 3-10 Paragraphs Tweet: 140 characters 5

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8. Scarce Media Abundant Attention 8

9. Scarce Attention Abundant Media 9

10. Supply Price Demand Quantity Basic Supply and Demand 10

11. Supply Demand Quantity Media 1.0 Supply and Demand Price 2 Price Demand 2 11

12. Media 1.0 The Age of the Blockbuster UmairHaque 12

13. Media 2.0 Supply and Demand Supply Media 2.0 Supply HYPERDEFLATION Price Media 2.0 Demand Media 2.0 Price Demand Quantity 13

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15. Media 2.0 The End of the Blockbuster Age. 15

16. and The Beginning of the Age of Snowballs. 16

17. Snowballs = Micro Content 17

18. Aggregators Micro-platforms Re-constructors 18

19. Value Blockbuster Growth Email marketing, etc. thestar.com Metro The Star Output 19

20. Value Snowball Growth High Traffic Site Aggregator+ Social Media Blogger Micro Content Output 20

21. Today Show Amazon Influential Blogger Social Media Micro Content 21

22. The growth of snowballs requires user engagement and community. 22

24. Contribute to

25. Organize

26. and Sharethe media they interact with . Clay Shirky 23

27. The Snowball Economy Lower Demand for Blockbusters Media 2.0 Supply A growing number of snowballs pushes up the Media 2.0 demand curve Snowball Price Media 1.0 Demand Media 2.0 Price Quantity 24

28. Media 1.0 Media 2.0 Closed Dominant Portal Open Distribution Coordination 25

29. Twosources of competitive advantage in Media 2.0 26

30. Become the ultimate destination for news, information and connectivity in your market. Quantity Aggregate more than competitors 27

31. What can you be best in the world at? Make it local, make it mobile, make it super- relevant. Quality Differentiate more narrowly than competitors 28

32. Quality + Quantity Higher User Engagement Higher ROI for Advertisers Higher % Revenue from Digital A Digital Future 29

33. 9 Things (At Least) 30

34. 1. Structure for the Company You’re Becoming. Not the One You’ve Been 31

35. Clark Gilbert: President & CEO, Deseret News 32

36. Companies achieving 15% to 20%of their revenue from digital have dedicated digital sales teams. Borrell and Associates 2010 Local Advertising Report 33

37. 2. Find Unbelievably Great Digital Talent Don’t wait for the print guys to figure it out. 34

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39. 3. Get comfortable with being uncomfortable. Learn the art of the pivot. Don’t Kill Innovation 36

40. 4. Start experimenting with mobile Even if no one really knows where it’s going. 37

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45. Mobile Advertising in Canada CAGR: 115% Millions Source: IAB 42

46. LocationLocationLocation 43

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48. 45

49. 5. That means cutting costs. A lot. Do More With Less 46

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51. Invest: Content, Sales, Disruption Journal Register Company Outsource: IT, Delivery, Prepress, Printing & Mailroom 2009 2010 Bankruptcy $41 million Profit 48

52. 6. Train your people, give them the right tools and create incentive programs to get them going. Set Big Digital Goals 49

53. There is a Digital Future JRC Deseret News Goals % of revenue from digital in 3 years: 25% 5 years: 50% Q1 2011 digital advertising up 70% over Q1 2010. 2010 digital revenue was up 75% over 2009 revenue Digital revenue already makes up more than 50% of total company revenue 50

54. 7. Start Selling ROI and Service Not just lines and columns, banners and big boxes. 51

55. Only half of Canada’s 2,000,000 businesses have websites 52

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58. Make a better Daily Deal. One-time customers Damage to brand No customer caps allowed 50% deal required 50% cut to daily deal site Top Daily Deal Advertiser Complaints 55

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61. 8. Become Social Don’t surrender your critical role in your communities. Reflect, Affect, Connect 58

62. Become a platform for discussion about local obsessions and big problems. 59

63. Community Newspapers Academics Community Organizers Local Obsessions Big Problems Experts Bloggers Politicians Other Mainstream Media 60

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65. The family Financial responsibility Faith in the community Excellence in education Care for the poor Values for media 62

66. 63

67. 64 Curate. Become the go-to place for news and information about your community.

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70. Stop broadcasting and start communicating 67

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73. 9. Understand the Thing that is Disrupting You Until you experience it first hand, you won’t truly know it. 70

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78. Quora 75

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87. http://judysims.com@judy_sims 84