Download - El futuro de los medios 2013 (a)
![Page 1: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/1.jpg)
El futuro de
los medios
![Page 3: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/3.jpg)
Despite the proliferation of media, the researchers
observed that “much of the ‘news’ people receive
contained no original reporting. Fully eight out of ten
stories studied simply repeated or repackaged previously
published information.” And where did the “original”
reporting come from?
More than 95 percent of original news stories were still
generated by old media, particularly the Baltimore Sun
newspaper. It gets worse: The Sun’s production of original
news stories was down more than 30 percent from ten
years ago and a whopping 73 percent from twenty years
ago.
![Page 4: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/4.jpg)
This is the Toughest of
Times,
This is the Greatest of
Times.
![Page 5: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/5.jpg)
Outdoor
• Cine
• Radio
TV
Consumo de Medios promedio de horas por semana (Microsoft)
![Page 6: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/6.jpg)
1945, huelga de 17 días de los
distribuidores de diarios de NY
![Page 7: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/7.jpg)
![Page 8: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/8.jpg)
![Page 9: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/9.jpg)
![Page 10: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/10.jpg)
![Page 11: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/11.jpg)
• En vez de cobrar al lector por el costo
de hacer los contenidos se apostó por
esperar que las utilidades las diera el
avisaje que llegara junto a los lectores
digitales.
• Se perdieron suscriptores y los
avisadores presionaron a la baja los
precios… también en lo impreso
![Page 12: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/12.jpg)
“let me give you something to think about. If
you are going to give away for free what you
stand for, then what kind of message are you
sending? It’s a message I don’t think you
want to send,”
![Page 13: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/13.jpg)
![Page 14: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/14.jpg)
Los medios se fragmentaron
• 13.500 estaciones de radio (frente a 6 mil en 1960)
• 17 mil revistas (frente a 8.400 en 1960)
• 82 canales de TV por casa (frente a 5 en 1960)
Y todo el web, con sitios y blogs
![Page 15: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/15.jpg)
![Page 16: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/16.jpg)
![Page 17: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/17.jpg)
La Calidad es rentable, Phil Meyer
Calidad de Contenidos
Credibilidad
Influencia Social
$ Rentabilidad
Circulación
![Page 18: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/18.jpg)
• En 1986 llegar a 100 dueñas de casa con un aviso de TV costaba 8,2 US$, en el 2008 ya costaba 32 US$.
• El colapso del sistema tradicional se dio junto a la explosión de un sistema fluido de comunicación entre los consumidores que creen más en otros como ellos que en comerciales o endorsment de celebridades.
• “La gente ahora visita Facebook, Google y otros espacios miles de veces más que tu sitio.” Lo que fue llamado como “the slow death of the destination websites”.
![Page 19: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/19.jpg)
El sistema free de Google no
sirve a los medios
![Page 20: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/20.jpg)
![Page 21: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/21.jpg)
![Page 22: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/22.jpg)
![Page 23: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/23.jpg)
![Page 24: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/24.jpg)
Algunos post de mis blogs
![Page 25: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/25.jpg)
![Page 26: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/26.jpg)
![Page 27: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/27.jpg)
![Page 28: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/28.jpg)
Los sitios de
internet no sirven
No generan dinero
Solo atraen audiencias que hacen visitas
cortas
Se trata de creaciones realizadas con la
mentalidad impresa
![Page 30: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/30.jpg)
![Page 31: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/31.jpg)
![Page 32: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/32.jpg)
![Page 33: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/33.jpg)
![Page 34: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/34.jpg)
![Page 35: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/35.jpg)
![Page 36: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/36.jpg)
![Page 37: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/37.jpg)
The Story So Far, CJR, mayo 2011
![Page 38: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/38.jpg)
As late as 1998, Google founders Larry Page and
Sergey Brin rejected the idea that their search
engine should be supported by advertising. “We
expect that advertising funded search engines will
be inherently biased towards the advertisers and
away from the needs of consumers,” they wrote.
“The better the search engine is, the fewer
advertisements will be needed by the consumer to
find what they want.”32 The Internet was expected,
as Madison Avenue feared deeply, to make
advertising irrelevant and obsolete
![Page 39: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/39.jpg)
![Page 40: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/40.jpg)
![Page 41: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/41.jpg)
![Page 42: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/42.jpg)
“Googled, the End of the
World as We Know It”
Ken Auletta
The Penguin Press, 2009
![Page 43: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/43.jpg)
“Googled, the End of
the World as We
Know It”
Ken Auletta
The Penguin Press,
2009
![Page 44: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/44.jpg)
“Googled, the End of the
World as We Know It”
Ken Auletta
The Penguin Press, 2009
![Page 45: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/45.jpg)
La Nacion elicits a rather self-effacing, intellectual, and
subdued reaction among average citizens. Its readers like
the elegance of its prose and the steadiness of its
ideological position. Even among many of those who do not
like the paper, their dislike tends not to be very passionate.
In contrast, Clarin inhabits a stronger and more central
space in popular consciousness and often generates a
more passionate response among proponents and
opponents alike. Its readers appreciate the accessible style,
the extensive coverage of topics such as sports
![Page 47: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/47.jpg)
![Page 48: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/48.jpg)
Terminar primera clase
![Page 49: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/49.jpg)
1) Aprovechar el
cambio hacia el
internet móvil
![Page 50: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/50.jpg)
![Page 51: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/51.jpg)
CLAVES: LO QUE VIENE ES MÓVIL
![Page 52: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/52.jpg)
![Page 53: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/53.jpg)
![Page 54: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/54.jpg)
Apple reinventó
el teléfono
• Steve Jobs en enero del 2007
![Page 55: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/55.jpg)
![Page 56: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/56.jpg)
![Page 57: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/57.jpg)
![Page 58: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/58.jpg)
![Page 59: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/59.jpg)
![Page 60: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/60.jpg)
![Page 61: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/61.jpg)
![Page 62: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/62.jpg)
![Page 63: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/63.jpg)
Apple Apps: ¿hay vida fuera del open source?
![Page 64: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/64.jpg)
![Page 65: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/65.jpg)
![Page 66: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/66.jpg)
![Page 67: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/67.jpg)
![Page 68: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/68.jpg)
![Page 69: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/69.jpg)
![Page 70: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/70.jpg)
![Page 71: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/71.jpg)
![Page 72: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/72.jpg)
![Page 73: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/73.jpg)
![Page 74: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/74.jpg)
![Page 75: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/75.jpg)
![Page 77: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/77.jpg)
Lo que viene es Freemium
• “Es el año 2015… leo en mi móvil los
artículos de mis diarios y revistas…
algunos son parte de una
suscripción, de otros me llega un
resumen y pago unos centavos por
leerlos, también leo artículos que me
llegan gratis gracias a la publicidad”
– Eric Smith, Ceo de Google
(WSJ, 1 de diciembre)
![Page 78: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/78.jpg)
90-95% Gratis
Freemium
5-10% pagado
![Page 79: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/79.jpg)
![Page 80: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/80.jpg)
![Page 81: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/81.jpg)
“Google, Facebook y Apple están redefiniendo el futuro de la computación por
una dominada por la ola móvil + nubes + social”
![Page 82: El futuro de los medios 2013 (a)](https://reader034.vdocuments.us/reader034/viewer/2022052617/54818f11b4af9f7d0d8b456d/html5/thumbnails/82.jpg)