Revenue Strategies 2014 Conference

2014 Annual Conference: Chicago
Revenue Panel

Revenue 5.0?
Let’s start with 2.0!
JournalismAccelerator.com

“How to make money”
“…best news about the
news business is the
gigantic expansion of
the addressable
market…
…total addressable market for news by 2020 is
around 5 billion people worldwide…”
@lskube | JournalismAccelerator.com

“How to make money”
“…we all have to get
more sophisticated about
defining and segmenting
markets. It is critical to
really understand the
who, where, when, and why to serve that
massive market effectively.”

Game Strategy! More $
• Vet Demand = Articulate Value

•
•
•
•
•

CMS/CRM = Optimize Equity
Ask & Incentivize = Intel/Iterate
Future Proofing = Look Ahead
Expectations & Risk = Readiness
Diversify $ Mix = Sustainability

Vet Demand: Product
Principles of product:

Understand how your
product is used, of value,
shared & extends identity

Vet Demand: Product

How to understand?

ASK

Vet Demand: Product

Why Ask?
To understand product requirements
To fine tune community “touch points”
To deepen connection = lasting
relationship = tapping the love

Articulate Value
Principles of practice/service:

Holding power accountable

Serve the public ahead of
any other interest

Articulate Value
Value Proposition: journalism impact?

Sustainable democracy
Value propositions are also referred
to as “the customer promise”

Articulate Value
Product and service combined:

Q: What is my identity?

A:

of your

BRAND

Articulate Value
Brand identity attributes: Access
Experienced through touch points
Newsletter or Alerts or email or social
(e.g. Ask for mobile # -- gain ability to share text)
Comment threads, turn them into forums!
Events --- be creative !!! (online & offline)
Panels (online & offline)
Website (integrate offline with online)

Ask & Incentivize
“When you’re running a nonprofit news organization, it
can seem like you’re always asking people for money.

The reality is, you might not be asking them
often enough.
We made significant strides with our membership
program at the San Francisco Public Press this year.
Along the way, we learned that we weren’t giving our
supporters enough different opportunities to support
our brand of local public-interest journalism.”
Lila LaHood, Publisher, SF Public Press

Ask & Incentivize
Survey Readers – let them weigh in on editorial focus
Pop Quiz – leverage humor or data in ways that engage readers
Poll Readers – to show power where the readers stand on a
topic and post the poll results
Invite Feedback – to let readers know you think they’re smart
and appreciate their perspective
Host Conversation –features or stories that are complex or
critical to community, vet questions for a fixed period of time,
invite questions from readers in advance - are they angry or
hopeful? Fulfill civic promise, serve as “tour guide”

Ask & Incentivize
Create

Revenue

programs (!!!)
Referred to as campaigns, initiatives, outreach
What are your communities pride points?

Your publication/org is a “town

square”

Events, panels, beloved civic leaders,
music, affinity brands, other media
producers, other community groups?

Ask & Incentivize
Create

Revenue programs (!!!)

Social Community: Convert to customer
Subscription: Renew community w/impact
Membership: Renew community w/ identity
• “Affinity” Ambassadors – Brand Advocates
• “Whistle Blower” – Build Feedback Channels
• “Rewards Programs” – Track Kindness
• Participants in panels, events, source
• Programs are expressions of identity

Ask & Incentivize
Source here


CRM: Track & Optimize

“PauPress – a commercial CRM initiative built on top of the open
source WordPress platform, designed specifically for contentrich workflows that are aligned with many of the needs of nonprofits and journalists in mind: http://paupress.com/ “

CRM: Optimize

http://paupress.com/


CRM: Super Power
Future Proofing = Look Ahead
Expectations & Risk = Readiness
Trusted Advisors
You are “the source”
Know your community
They will reward you

$ Mix = Sustainability
Chasing Sustainability on the Net (collection of 69)
The Jbusinessmodels101.com database reflects
1) business models and production concepts, 2) work processes,
and 3) journalistic identities


$ Mix = Sustainability

http://e-benchmarksstudy.com/

Who’s JA?
A “neutral arbiter,” the JA brings online
collaborative capabilities, serving as “connective
tissue” across siloed news efforts where
communities share a common stake. Hosting a
shared conversation, showcasing emerging
practices, analysis, resources and business
models.
JA design explored during a RJI Fellowship & seed funded by The Patterson Foundation.

Resources: Resource Index
Analysis: Blog Index
Find us here:
www.journalismaccelerator.com
@journaccel
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Revenue Strategies 2014 Conference

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