1. AAN Digital Conference 2013
The New News Frontier: Partnerships,
Consumer Demand, Animation

2. 2012: The New News Digital Frontier
New context - from the front lines of the digital frontier
Collaborative learning - diversify return
New partnerships - driven by consumer demand
Metrics matter - engagement is not a spectator sport
Practical tools - play 'what's working' for others forward

3. Context: Characterized by deeper understanding
“Animation” Social 2.0
• Publisher Consumer
• Publication Community
• Journalist Individual
• Publishing Other news verticals
• News business Customer
• News hub Business/customer
• Business Colleagues
• Consumer Peer

4. Context: Characterized by deeper understanding
“Animation” Mechanisms Social 2.0

5. Context: Characterized by deeper understanding
“Animation” Semantics 3.0
http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp

6. Context: Characterized by deeper understanding
“Animation” Semantics 3.0
http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp-pt-ii

7. Context: Characterized by deeper understanding
“Animation” Semantics 3.0
http://www.slideshare.net/freekbijl/web-30-explained-with-a-stamp-pt-ii

8. Context: Characterized by experimentation
• Patch reports they have achieved profitability – building
a platform for “four way” conversation
• DNAinfo.com expands into the Chicago market
• Digital First launches “Thunderdome”
• GoLocal24 network looking to expand into one or
two new markets; for profit model of investigative
• Legacy papers; Seattle Times, Oregonian, Boston Globe
all continue to experiment with indie news providers
• The Daily Voice in 3 states, over 50 properties

9. Context: Characterized by a crowded market
• Enterprise goes local – e.g. CBS, AOL
• Legacy - regional papers
• Community publishers “bloggers”
• News startups “niche” – e.g. xconomy.com
• Hyperlocal networks – enterprise and organic
• Co-ops - Hawaii Independent
• Investigative - for-profit & non-profit
• Citizen/Civic journalist networks
• Neighborhood newspapers
• Business journals

10. Context: Characterized by eager “monetizers”
* Logan LaHive, CEO, Belly
* Tyler Bell, Director of Product, Factual
* Perry Evans, CEO, Closely
* Bastian Lehmann, CEO, Postmates
* Brian Colbert, VP-Mobile Advertising Sales, Pandora
* Sean Muzzy, CEO North America, Neo@Ogilvy
* David Polinchock, Director, AT&T AdWorks Lab
* Daphne Earp, Director of Business Development, Yext
Sampling of Street Fight * Alan McGlade, Managing Partner, DEV
* Gary Cowan, SVP-Product & Marketing, DataSphere
Conference speakers and * Matt Sunshine, EVP, The Center for Sales Strategy
panelists last week in NYC. * Julienne Thompson, 3rd Party Demand, Millennial Media
* Kerri Smith, Mobile Lead, iProspect
* Damian Rollison, VP-Product, UBL
Out of 60 confirmed * Anna Bager, VP & GM, IAB Mobile Center
participants: +/- 45 start ups * Scott Lindenbaum, Co-founder, Broadcastr
or third-party service providers * Eric Risley, Managing Partner, Architect Partners
presented or moderated. * Jay Weintraub, President, LeadsCon Media Group
* Adam Marcus, Director of Data, Locu
* Josh Fenton, Co-founder, GoLocal24
* Stuart Wall, CEO, Signpost
* Cheryl Goodman, Sr. Dir, Marketing & Biz Dev, Qualcomm
http://streetfightmag.com/street-fight-summit-2012/

11. Context: Growing monetization gap
http://www.journalism.org/sites/journalism.org/files/SEARCHFORNEWREVENUEMODEL.pdf

12. Context: Competitive advantage for the nimble
SubMoJour
http://tampub.uta.fi/bitstream/handle/10024/66378/chasing_sustainability_on_the_net_2012.pdf?sequence=1

13. Context: Revenue diversification - the new black
SubMoJour http://tampub.uta.fi/bitstream/handle/10024/66378/chasing_sustainability_on_the_net_2012.pdf?sequence=1

14. Context: Responsive to consumers
CBS took its separate brands in 25 local
markets and combined them into regional
online portals.
The portals are anchored around sports, traffic/weather and news, as well
as added lifestyle content.
“One of the things we’ve seen more and more of is this integration model,”
he said. And more and more marketers and advertisers are asking for multi-
platform campaigns, he said. A TV campaign receives a 24 percent lift in
brand awareness when paired with digital. “This is going to become really
important here in the next 12 to 24 months.”
Ezra Kucharz, president of CBS Local Digital Media Q4 2011

15. Context: Integration of inventory
http://www.slideshare.net/myers2044/national-cbs-localcapabilities-12312

16. Context: Sophistication to scale local
http://www.slideshare.net/myers2044/national-cbs-localcapabilities-12312

17. Context: More players in your market

18. Context: More innovators in your market

19. Competitive Edge: New forms of partnerships
JA Use Case: Five steps to pave the way toward collaborative revenue
The JA/Collab Central forum on collaboration and
revenue held earlier this spring surfaced more than two
dozen examples of collaboration in action. This post
examines one, an investigative report on
deportations from the U.S. to Haiti, as a detailed use
case of a collaboration yielding a high return.
Originally commissioned by the Florida Center for
Investigative Reporting (FCIR) with a grant from The
Nation Institute’s Investigative Fund, the
project deepened the budding relationship between FCIR
and Florida public radio station WLRN.
It also provided early experience in content sharing for members of the Investigative News Network.
Eventually, more than 30 news organizations, both commercial and nonprofit, published an online or
print version of the piece.
This use case outlines a successful collaboration that laid the groundwork for a deeper partnership
that included revenue.

20. Competitive Edge: New forms of partnerships
http://climatedesk.org/the-climate-map/

21. Competitive Edge: New forms of partnerships
http://climatedesk.org/category/climate-desk-stories/

22. Competitive Edge: New forms of partnerships
http://thelensnola.org/about-us/collaborations/

23. Competitive Edge: New forms of partnerships
http://thelensnola.org/2012/09/13/wwno-lens-revised-nonprofit-newsroom/

24. Competitive Edge: New forms of partnerships
http://thelensnola.org/2012/09/13/wwno-lens-revised-nonprofit-newsroom/

25. Competitive Edge: New forms of partnerships
http://www.miamiherald.com/wlrn/

26. Competitive Edge: New forms of partnerships
http://www.journalismaccelerator.com/blog/local-perspective-publisher-forum-february-28th-explores-news-revenue-and-place/

27. Competitive Edge: New forms of partnerships
http://wlrnunderthesun.org/andrew/

28. Competitive Edge: New forms of partnerships

29. Competitive Edge: New forms of partnerships
http://www.pbs.org/mediashift/2012/12/two-thirds-of-frontline-programming-is-from-collaboration340.html

30. Competitive Edge: New forms of partnerships
Partnerships with
other platforms:
Lee TV Station
Public TV Station –
ongoing slot public
affairs reporting
Clear Channel; daily
reporting slot
Sports coverage
http://www.golocalprov.com/

31. Competitive Edge: New forms of partnerships
Considerations
Editorial decisions made in advance; content sharing, asset pool,
stakeholder alignment
Coordination; legal requirements & expectations articulated
• Assumptions vetted, editorial angle, data distillation can be subjective
• Ways of tracking results and sharing data
• Contingencies surfaced to mitigate turbulence
Business strategy shared across partners to generate revenue from
products to maximize cross market potential
Market intelligence shared across partners to deepen collective return
Measurement data sharing data in aggregate, opportunity to create
measurement tools others can play forward, tap into or contribute findings

32. Metrics: Actionable & Instructive
Got CRM? (Customer relationship management)
• Relationships are a super power
• Digital opens up a world of possibility; conversion highest in the narrow slices
• Track relationships everyone can access, across the business , deepen ability to serve community
Integration:
• Across newsroom, sales teams, reporters, freelancers, business community
• Across operations, cities, markets, topics (business, politics, arts, entertainment)
• Across information ecosystem, operationalize to reflect consumer expectations
• Cross organization department information flows, feedback loops and learning
• Market readiness: Build your own knowledge base, aggregate products (beer, art, politics)
• Petrie dish: Cross alt weekly pollination to up the yield from experimentation
Service Lines? Untapped capital
• Connector across and within the community, hosting events
• Conversations across and within the community, hosting online or offline panels
• Thought leaders across and within the community, expertise has value
• Innovators of packaging, advertising for local restaurants, music, startups, local retail…
• Alt weeklies hold a deep relationships with business, who seek visibility

33. Resources: Practical, Useful, Most Popular
New context
Challenge Fund for Journalism Report: Learning to Fish
Investigative News Network Report: Critical Strategies for Growing a Nonprofit
Newsroom
New Business Models for News
Pew Report: How People Learn About Their Local Community
Pew Report: The Search for a New Business Model, How Newspapers Are Faring
Trying to Build Digital Revenue
New partnerships & collaboration
Reimagining Journalism: Local News for a Networked World
Co-opetition Interactive
Collaboration Central: Your Guide to Working Together in the Digital Age
National Neighborhood Indicators Partnership
Networked Journalism: What Works
Partners of Necessity: The Case for Collaboration in Local Investigative Reporting

34. Resources: Practical, Useful, Most Popular
Metrics
A resource for newsrooms: Measuring the success of audience engagement
efforts
Data Management Platforms for Publishers
Engaging Audiences: Measuring Interactions, Engagement and Conversions
Sparkwise
Practical tools
Community engagement: A practical conversation guide for newsrooms
How to Use Twitter for Business: An Introductory Guide
Mentionmapp
ReadrBoard
Socialbrite Sharing Center
JA How-To: Guerilla Guide to Social Listening

35. Q&A: What are you dying to try?
Q&A
Experiments with new service lines?
New cross-news network collaborations?
New revenue streams you are exploring?
Old revenue streams you are expanding?

36. www.journalismaccelerator.com
JA on twitter @journaccel
JA on facebook
JA on LinkedIn
Reporting: http://www.journalismaccelerator.com/blog-index/
Resources: http://www.journalismaccelerator.com/resource-index/