rick waghorn presentation at news:rewired - connected journalism

Business Models in Community JournalismNewsRewired, October 2, 2011

Once upon a time…2006

Journalist ‘brand’ Rick Waghorn throws himself on mercy of a digital marketplace…. BUT from Day One, Batman has Robin… an ad sales rep by his side… recognises value. We collaborate in act of ad sales July ‘06 – Sep ‘11 MyFootballWriter’s ad income: £95,288 with £717 in future bookings. Off c70,000 uniques.

£386 month of June off 2.5m annual visitors

Era of Imposition… 2007

Revenue Panel, NewsInovation.com, City University of New York, Nov ‘07

Big ad networks; top down; pure numbers game. Do *we* like you..?

Yes? OK, here’s the solution that we will impose on you…

Spring 07, MFW did 400,000 page impressions; $140 off AdSense… ‘Scaling local sales is the key opportunity… establishing new, independent, entrepreneurial sales forces…’ Jeff Jarvis, April ‘11

Age of Participation… 2008

4iP December 08; crowd ‘commentary’ tool… via a #ncfc Twitterfall… Allow what was once our audience to collaborate in the act of story telling.

‘If content is king then collaboration is queen and, as in chess, we all know which piece is the more powerful…’ David Cohn, Spot.Us. Now MissionLocal...

Time to experiment… 2009

Easter 09, Addiply in $ format collaborates with the Grad J-School at Berkeley. MissionLocal, OaklandNorth. ‘Kids’ just want to write stories… ‘Death knock’ vs curry house ad Collaboration between J-School and Business School; teach kids to write stories and sell ads… to mutual benefit. Preston Blog; same story…

Time to Collaborate… 2010

Addiply collaborates with GNM; gets in with the ‘locals’ in Leeds, Edinburgh and Cardiff. Locals ‘get social’ with *their* ‘beat’ reporters. 45,000 in Leeds, 45,000 in Edinburgh… Could those same ‘locals’ be empowered to collaborate in the act of ad sales? ‘The next generation of these leaders will be something involving mobile, local and social…’ E Schmidt, DreamForce

Addiply V3 ‘Our new home…’

Addiply V3 ‘Getting social…’

Addiply V3 ‘Crowd sales…’

Of my 90% revenue return, what am I prepared to offer commission-wise?

25%, 35%, 45%... BUT what I don’t give away is the pre-approval right to that advert…

Is it appropriate for my community?

And finally…

‘There is one compensating advantage for the people who escape the old system: when the ecosystem stops rewarding complexity, it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future…’

Thank you…

@RickWaghorn, Oct 11