4. “If I didn’t work for the Guardian, I would block ads,” said Guardian US
CEO Eamonn Store.
He’s fed up with the poor-quality ads that slip through on the Guardian
and other trusted sites.
My confession…
5. The same reason I
watched the
Golden Globes with a
30min delay
The same reason I watch
TV on demand
The same reason I
subscribe to Netflix
Why?
6. Because the ad world hasn’t lived up to its promises… (yet)
Why?
10. From a tactical / practical point of view:
1. Empathy vs. alienation
2. Proactive education of our audience and industry
3. Diversify our risk
5 things we need to do
11. Continue contextualizing the issue with, and talking to, our audience (asking not ordering)
1. Empathy vs. alienation
12. On how our journalism is funded and how it benefits society
2. Educate our audience
16. Duty and Public Service
Courage
IntegrityOpenness
Honesty & Fairness
Re-iterating our values
4. Reason for being
17. Are we really the same? (And do we practice what we preach?)
4. Reason for being
Commercial Model
Values
Values
VC/Equity
Shareholders
Proprietors
Vs.
Purpose Profit
18. Our values drive our behavior – Humans trump algorithms
4. Reason for being
19. Our values drive our behavior – The human craft of journalism has never been more important
4. Reason for being
20. Our commercial model needs to respect the craft
Traffic / Reach Engagement
Trust &
Loyalty
Influence
Viewability
Ad Blocking
Last year Now Now+ Near Future
5. Evolving our business model
21. Business planning beyond ad revenue
Commercial
Partnerships
Ad Revenue &
Content
Partnerships
Philanthropy MembershipIP
5. Evolving our business model