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Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Marriott Wardman Park, Washington DC
May 22, 2009
Adam Clayton Powell III
Vice Provost for Globalization
University of Southern California
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce”
- Malcolm Gladwell
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand
- Prego introduced multiple varieties
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties (extra spicy, extra chunky, extra thick)
“Each had a passionate following.” Own the niche. Own the audience.
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties - extra spicy, extra chunky, extra thick - minimal incremental cost
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand
- Prego introduced multiple varieties
- extra spicy, extra chunky, extra thick
- minimal incremental cost
- significant incremental revenue
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
“The wisdom of spaghetti sauce” - Ragu was dominant brand
- Prego introduced multiple varieties
- extra spicy, extra chunky, extra thick
- minimal incremental cost
- significant incremental revenue
You can do the math
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Works for spaghetti sauce
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Works for spaghetti sauce
- Works for paper towels
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Works for spaghetti sauce
- Works for paper towels
- Works for media
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Works for spaghetti sauce
- Works for paper towels
- Works for media
- Works for digital media
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
You have advantages as incumbent:
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
You have an advantage as incumbent:
- Build on existing brand
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
You have an advantage as incumbent: - Build on existing brand - Build on promotional advantage
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
You have an advantage as incumbent: - Build on existing audience - Build on promotional advantage - Best promotion is your air 32% of online listeners
discover their online stations from on-air station mentions - Pierre Bouvard, EVP, Arbitron
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
You have an advantage as incumbent:
- Build on existing audience
- Build on promotional advantage
- Best promotion is your air
- You have video!
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Podcasts, Mobile media, Phones
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Podcasts, Mobile media
- Facebook, social media
(Pages, post links)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Podcasts, Mobile media
- Facebook, social media
FB: 276m unique users, 2x Google
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Podcasts, Mobile media
- Facebook, social media
- Daily Me
(audience has control of time)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
- Podcasts, Mobile media
- Facebook, social media
- Daily Me -> Daily Us
(audience -> more time with you)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- Washington, DC
- Salt Lake City, UT
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville radio
WTOP 1500 AM traditional news audience
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville all-news radio
WTOP 1500 AM traditional news audience
WTOP-FM new, younger audience
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
WTOP 1500 AM traditional news audience
WTOP-FM new, younger audience
wtop.com new, younger audience
(same programming)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
What happened next?
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- WTOP 1500 AM Gone (more later)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- WTOP 1500 AM Gone
- WTOP 103.5 FM #1 station in DC
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- WTOP 1500 AM Gone
- WTOP 103.5 FM #1 station in DC
- wtop.com packages w WTOP-FM
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
Wait, there’s more:
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- federalnewsradio.com
(presold, profitable at launch)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- federalnewsradio.com
- WFED 1050 AM
(and sports at night, weekends)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- federalnewsradio.com
- WFED 1050 AM becomes…
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: Bonneville Radio
- federalnewsradio.com
- WFED 1050 AM becomes…
- WFED 1500 AM
76,800 cume, 66% GS-11+
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- Home page: wcbstv.com/
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
wcbstv.com/advhawthornemortgages
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
- WCBS-TV Car Shopper
www.dealernet.com/Partner/33904-10000/
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Car Shopper - WCBS-TV Obituaries
wcbs.tributes.com
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
- WCBS-TV Car Shopper
- WCBS-TV Obituaries
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
- WCBS-TV Real Estate
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
- WCBS-TV Real Estate
- Free to users, GUI
(compete with Craigslist)
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
Case study: WCBS-TV, New York
- WCBS-TV Mortgage broker
- WCBS-TV Real Estate
- Free to users, GUI
- Revenue from transactions
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Industry, education, government
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Industry, education, government
- Destination, recreation, military
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Industry, education, government
- Destination, recreation, military
- Microlocal
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Microlocal
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Ann Arbor, MI (no newspaper)
- Quincy, IL
- Microlocal
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Spaghetti sauce
- Paper towels
- Local media
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Brand extension
What’s in your hand?
- Free slides
- Free contact data
- Free book
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Marriott Wardman Park, Washington DC
May 22, 2009
Adam Clayton Powell III
Vice Provost for Globalization
University of Southern California
Road Map for Reinventing Local NewsConnecting Communities through New
Technologies
Marriott Wardman Park, Washington DC
May 22, 2009
Adam Clayton Powell III
acpowell@usc.edu
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