Revenue 2.0

Revenue 2.0An effort to point toward solutions

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



2009—2020


2009—2020 Eight drivers of change



1. Digital growth accelerates with a permanent increase in:



1. Digital growth accelerates with a permanent increase in:• Fragmentation



1. Digital growth accelerates with a permanent increase in:• Fragmentation• Choice



1. Digital growth accelerates with a permanent increase in:• Fragmentation• Choice • Competition



2. Most media are portfolios



• Traditional



• Traditional• Separate



• Traditional• Separate• Converged




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




3. Must find + develop valued, differentiated content that engages the audience• Story forms are important as never before





4. Context matters





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


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 problemWhat 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– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com



• Wikis



• Wikis• Feedback



• Wikis• Feedback– Cross-navigate




• Experiences




• Experiences• Co-operatives, even among competitors



Homepage solutions


Homepage solutionsClassified solutions


Homepage solutionsClassified solutionsSmall business solutions


Homepage solutionsClassified solutionsSmall business solutionsMobile solutions








Mobile (iPhone)solutions


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


Enable impulse buys


Think like a userMobile users may not be willing to pay for contentBut they are buying apps that customize contentCan we enhance the experience of content consumption?



Off-line readingDownload content that’s normally online-onlyfor use when you don’t have access to Web serviceAllows you to take content on a plane or subway


Geo-taggingWhat’s near me now and how to connectLinked with news + advertisers as you move through the worldWeather, traffic, events + hyperlocal sales or discounts


Archive|ExportSave + share data or permalinksLink mobile + other screen experiencesEasily share files + data with friends (social aspect)


CustomizationOrganize the news the way you want to read it Eliminate any part of the information experienceEmphasize only what’s important to you (curate quickly)


Text-to-speechCreate an immediate audio experienceEnable location-based journalism or on-the-go informationFills the busy life need by transforming text (no sight line)


Small biz (beyond the click)solutions


The dealWhat’s the special offer, incentive, promotionor value proposition that brings customers in the doorthis day, this week, this month?



The dealShould be the next thing beyond the clickA way to aggregate, browse, search + promote the best deals from the businesses in a newspaper.com’s community


Reputation managementEvolving services for small/medium businessesto include reputation management – showing business owners what people say about them all over the Web, whether they have a site of their own or not


High-level sitemap03.21.08 | Revenue 2.0

Contact: Mary Specht | [email protected]

End user Publisher userBusiness user

Dashboard

Home

Business

page

Deal

page

Dashboard

Search

results

Filter sort

Category

Add/edit

deal

Add/edit

biz info

Add/edit

deal

Add/edit

biz info

Add/edit

business


Sellingthe howHow this works underneath banner ad servers,targeting techniques, even ad networks — because the focusis on services for small businesses beyond the introductory message couched in a banner


Classified(taking on CraigsList)solutions



Make it easy to useCraigsList is free, but that’s not it’s only advantageIt’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







Rethinkingthe 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

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





Print design is about control Web design is about behavior





Could homepagedesign ideas offer help?Can we help the industryfind new best practices?


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THURSDAY’S DEALDillards 30% off clearance mens suits LIKE THIS DEAL?

FRIDAY’S DEALRegal Cinemas $3 tickets for any show before 6 p.m. LIKE THIS DEAL?

YESTERDAY’S DEALDenny’s 20% off any breakfast LIKE THIS DEAL?

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Published in: Sports, Cavs, Playoffs, LebronJames Discuss 18 comments

POSTED: 08:02 p.m. EDT, Mar 21, 2009

By Jane Writer | Local Journal sports writer

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 floor.

In the midst of a strong first-quarter rally Saturday, though, it was Cavaliers coach Mike Brown who was first off the bench to meet his team and extend his hand.

What got Brown all the way out to midcourt 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 worksDespite EyeTrack studies, we don’t yet understand behaviorsWhat creates an immersive experience?A need to take this to best practice customization


Remember customizationOrganize the news the way you want to read it Eliminate any part of the information experienceEmphasize only what’s important to you (curate quickly)


What’s next?Identify news organizations that will let us testFind at least three different kinds of media experiencesServe up current + prototype versions (A/B experiences)


What next?Track + measure usage, attentiveness + clicks throughEngage the audience in the co-creation of the homepageDeliver metrics for advertising community


Possible testingThe Beachwood ReporterThe Washington Post (sub-site)?Gannett/Tribune/Hearst player to be named?


Questions?


Now it’s your turn

Revenue 2.0

Technology

future summit

audience experiences

differentiated content

digital world

content matter

audience story forms

digital growth

new level old metrics