Revenue 2.0

Revenue 2.0
An effort to point toward solutions

MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009

2009—2020


2009—2020
Eight drivers of change


2009—2020
1. Digital growth accelerates with a permanent increase in:


2009—2020
Fragmentation
•


2009—2020
Fragmentation
•
• Choice


2009—2020
Fragmentation
•
• Choice
• Competition


2. Most media are portfolios


• Traditional


• Traditional
• Separate


• Traditional
• Separate
• Converged


• Traditional
• Separate
• Converged

3. Must find + develop valued, differentiated content
that engages the audience


• Traditional
• Separate
• Converged

Story forms are important as never before
•


• Traditional
• Separate
• Converged

•

4. Context matters


• Traditional
• Separate
• Converged

•

4. Context matters
Provide content when, where and how the audience wants it
•


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




•

7. Technology shapes everything and must be understood
There are enormous new audiences because of it
•


8. Sustainable economic viability is essential


That whole
revenue problem
What can we do to help?


revenuetwopointzero.com


News models


News models
Intelligent search
•


News models
Intelligent search
•
Better aggregators
•


News models
Intelligent search
•
Better aggregators
•
One: Many
•


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– Twitter, Facebook, LinkedIn, My Space, YouTube


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com
• Wikis


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com
• Wikis
• Feedback


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com
• Wikis
• Feedback
– Cross-navigate


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com
• Wikis
• Feedback
– Cross-navigate
• Experiences


News models
Intelligent search
•
Better aggregators
•
One: Many
•
Many: Many
•
Data mining
•
– EveryBlock.com
Wikis
•
Feedback
•
– Cross-navigate
Experiences
•
Co-operatives, even among competitors
•


Homepage solutions


Homepage solutions
Classified solutions


Homepage solutions
Small business solutions


Homepage solutions
Small business solutions
Mobile solutions


Mobile
(iPhone)
solutions


Elastic mobile apps
Graceful degradation + enhancement based on free vs. paid
Enable “info-snacking”
Build apps with a half-life


Enable impulse buys


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?


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


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


Archive|Export
Save + share data or permalinks
Link mobile + other screen experiences
Easily share files + data with friends (social aspect)


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)


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)


Small biz
(beyond the click)
solutions


The deal
What’s the special offer, incentive, promotion
or value proposition that brings customers in the door
this day, this week, this month?


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


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


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


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


Classified
(taking on CraigsList)
solutions


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


Make money


Sell context-sensitive, behaviorally targeted
display ads adjacent to free listings


Sell ads on to the category-specific
search pages, to get the attention
of buyers even before they begin to search


Provide “premium” listings above
the free listings in search results,
as Google does now


Serve up links to “premium” listings
at the bottom of any page that provides
the details of a free listing


Rethinking
the homepage


More traffic than
any other single page
on a news site


Depending on SEO,
15 to 35 percent of users
enter here, then exit


MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009

Print design
is about control
Web design
is about behavior


Could homepage
design ideas offer help?
Can we help the industry
find new best practices?


TEMP: 37, some rain. Today’s high 38, low 30

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with 91-87 over Blazers
LOCAL
NATION
Published in: Sports, Cavs, Playoffs, LebronJames Discuss 18 comments
WORLD
BUSINESS
POSTED: 08:02 p.m. EDT, Mar 21, 2009
SPORTS
By Jane Writer | Local Journal sports writer
ARTS
STUFF TO DO Usually the role of the players on the bench is
to offer encouragement, especially at the start
of timeouts as their teammates come off the
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floor.
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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


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


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


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)


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)


What next?
Track + measure usage, attentiveness + clicks through
Engage the audience in the co-creation of the homepage
Deliver metrics for advertising community


Possible testing
The Beachwood Reporter
The Washington Post (sub-site)?
Gannett/Tribune/Hearst player to be named?


Questions?


Now it’s your turn


Revenue 2.0

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