inma - it's a free world
DESCRIPTION
On the laws of nature - and all the misconceptions in the media industri.Free FTW!TRANSCRIPT
This is a free world(so what are you talking about?)
M Y M I SSIO N
The laws of nature
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
N U L Ä G E T
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
F R A M T I D E N ?
CO N T E N T I S K I N G
CO N T E N T I S K I N G
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
G O O G L E A S T H E E N E M Y
Hubert Burda:” Google is not too powerful, Google is opening new markets for us. We have to be creative everyday to build our brands for meeting the new markets that Google bring us
The problem is that we don't understand that software is what is most important. People think that a website with 40 editors is better than 20 editors. And then Google comes and take over the world with an algorithm. Nobody in my business vicinity has written an interesting algorithm.”
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
FO R M P RI N T TO DIG I T A L
F R A M T I D E N ?
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
T H E A D M O D E L ( F A I L E D )
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Newsmedia is a pillowstone of democracy
S U ST A I N A B L E B U SI N E SS
W H A T I H E A R D
The laws of nature• Journalism is expensive• Content is king• Google is the enemy• Revenue is lost from print to digital• The failure of the ad model• Free conversation is a pillowstone of
democracy
I S T H I S Y O U ?
H A R D F A C TS
50%
55%
60%
65%
70%
75%
80%
1990
1992
1994
1996
1998
2000
2002
2004
2006
H I STO R Y
” I’m old enough to know a lot of things from life experience.
I know that newspapers is where you get your political news and how you look for a job. I know that music comes from stores. I know that complicated things like software and encyclopedia have to be created by professionals.
And in the last 15 years, I’ve had to unlearn every one of those things and a million other because they stopped being true.”
N OT E S TO M E DI A
Five action points• Conversation matters• Size matters• Pure players matters• Grey matter matters
• Walk the talk
W H E R E I S E V E R Y O N E
N OT E S TO M E DI A
Monetize the audienceNot the content(the users money may not be the best currency...)
N OT E S TO M E DI A
It's not a law of nature that Google ads are smart and ours are stupid.
So why is it still so?
T H A N KS
http://mindpark.sehttp://jardenberg.se
[email protected]@jocke
[email protected]+46 735 187700