the future of publishing on the web a personal dream

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WORLD WIDE WHERE NEXT? How will Web City grow and what will it mean for publishers, advertisers & journalists? Thursday, 28 February 13

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Found this presentation I knocked up over a year ago: My vision for a new WWW, from a B2B publishing point of view, of course.

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Page 1: The future of publishing on the web  a personal dream

WORLD WIDE WHERE NEXT?How will Web City grow and what will it mean for

publishers, advertisers & journalists?

Thursday, 28 February 13

Page 2: The future of publishing on the web  a personal dream

In the beginning... publishing was simple

Everyone knew where they stood: Publishers, journalists, advertisers, readers...

Publishers had clear revenue streams and print made money.

Advertisers had fewer platforms - print or broadcast - and fewer vehicles.

FEATURE

Thursday, 28 February 13

Page 3: The future of publishing on the web  a personal dream

Along came a spider (web)

Publishers and institutions express both excitement and concern.

Many rush to invest in the new platform to save their souls. Others admit they lag behind and now face certain death or chronic illness.

Journalists and wannabes know a free-for-all when they see it.

Advertisers and marketers seize their opportunities and don’t look back...

FEATURE

Thursday, 28 February 13

Page 4: The future of publishing on the web  a personal dream

IMPENDING DOOM!Publishers go out of business • Rumours spread that print is dead

“What now?” ask rattled publishers and

professionals bodies.

Web developers, publishers, advertisers and journalists to attend funeral - the date

is yet to be confirmed. Watch this space for more

(unless it’s before our next print date).

“Has anyone seen the body?” ask sceptical journalists.“We knew it couldn’t last!”

sniff vindicated digifolk.

“Whatever.” state bored marketers.

One artist’s warped impression

We ask: “What does it mean for quality content?”

NEWS

Thursday, 28 February 13

Page 5: The future of publishing on the web  a personal dream

A brave new world...

Publishers’ web revenue streams grow, but they can’t make up for decline in print advertising spend.

Lines between ‘content marketing’ and journalism blurred. Who knows the difference? Who bloody cares? (except for journalists and professional bodies).

‘Content is King’ becomes their hollow mantra.

Users complain that quality, independent content harder to find.

Is web too big to fail, too great to succeed?

stop press • stop press • stop press • stop press

NEWS FLASH

Thursday, 28 February 13

Page 6: The future of publishing on the web  a personal dream

WEB CITY - A NICE PLACE TO LIVE?Citizens can’t see the sky for the scrapers • The place to do business?

LEADER

Thursday, 28 February 13

Page 7: The future of publishing on the web  a personal dream

Professionals yell ‘Get me outta here!’

People searching the web want information - fast and free. Pay walls and passwords are now a death knell to most publishers and they know it.

These info ‘hunters’ know what they want to find but it’s increasingly difficult in Web City - widget or no widget.

Hunters become increasingly schizophrenic - one minute they want ninja cats, the next an article on the future of B2B publishing.

“I want to be doing business again!” screams professional hooked on distracting web detritus and ninja cats who can’t stop wondering about Acai berries and working from home to earn millions. How did the cats know about that!?

Our resident expert writes...

ANALYSIS

Thursday, 28 February 13

Page 8: The future of publishing on the web  a personal dream

Wanted: New HeroesTo find solutions to these complex, global problems.

To make sense of the information jungle in Web City.

To provide business people with some respite and TLC.

ADVERTISING FEATURE

Thursday, 28 February 13

Page 9: The future of publishing on the web  a personal dream

Some other EdenAn unknown group of media experts claim to

have built a new city which boasts clear signage, little marketing buzz, fresh air - and as

much quality professional knowledge as you can get on tap. Oh, and no ‘walled gardens’.

Business and other professionals are moving in, declaring the streets are easier to navigate and they can’t wait to tweet the neighbours.

Heroes’ advertising slogan reads: ‘No chavs. No ninja cats. And definitely no Acai berries

(whatever they are).’

It’s not yet clear how many professionals will work from home.

But the question is... Where is this promised land and what does it look like?

We looked here, but this wasn’t it...

NEWS

Thursday, 28 February 13

Page 10: The future of publishing on the web  a personal dream

The search continues...

We looked on the internet... and gave up.

We went to the City Business Library – as we would have done in the good old days – but discovered it had been turned into a chaotic coffee house. However, we did find many business professionals...

So we captured and tortured them, then hacked their voicemails... Business City Library, London:

Computers have now been replaced by coffee cups

EDITORIAL

Thursday, 28 February 13

Page 11: The future of publishing on the web  a personal dream

This is what they told us...TOP SECRET

CONFIDENTIAL INTERVIEW NOTES. IF FOUND ON TRAIN SEND TO EA c/o DG, CT1

We had a vision of a New World that had a portal, a library, a repository

for all the quality business editorial, blogs and resources that B2B/contract publishers/journalists produce in print and on web, and more...

It was Olympia London meets City Business Library. It was IoD meets Bodleian. It was at once a gentleman’s club and the most knowledgeable, accessible place on earth, open to anyone who cared to enter and praps pay a few bob.

It didn’t feel like just another internet or website - it was a new destination. It was a place where professionals could browse, network, do business and connect without irrelevant, noisy distractions.

It had ‘floors’ - whole worlds to visit and get lost in...

Thursday, 28 February 13

Page 12: The future of publishing on the web  a personal dream

Ground FloorA warm welcome.

As a business-class member, I check in and catch up on some business news -

all taken from quality news distributors and providers. These publishers have a partnership with the library - they choose which business articles they want on display and know they will be the first thing visitors see. But only the most

viewed daily news is shown here. The publishers upload the articles through a unique CMS in the library and it’s all Drupal. Or, if their own system is compatible, they just check a box and it will be automatically sent to the library, as well as to their own website. All articles carry the unique content recommendation widget. To be honest, I don’t know about the technology, I’m just a member, but when I’m on the Ground Floor I can see who else checked in, thanks to the LinkedIn connection which displays my friends’ mugshots:“Oh, great, the ceo of Apple has just.... oh,

checked out...”I can read snippets of the conversations that are going on in the cafe on the

Top Floor - a few nuggets are displayed on the screen, little teasers to whet my appetite for some serious searching.

Cont.

Thursday, 28 February 13

Page 13: The future of publishing on the web  a personal dream

First Floor The First Floor is a quiet, serious place where I can browse at leisure or search at pace. It’s the brain, the database that’s at the heart of the building. This is where I like to spend most

of my time.

Divided into zones, the first zone orders info by business sector. But the great thing about this place is that articles and other content can appear in more than one zone and on more than

one shelf at any one time. So information in zone 1 can also appear in zone 2 which is dedicated to information about business function - in other words - your profession. All

publishers have their own ‘shelf’ and stick to a tagging system developed by them. All I have to do is utter some key business words and ‘Bingo!’ There are some subtle marketing messages floating about, but they don’t bother me too much. Mostly the ads on the shelves and pages

are carefully selected by the publishers - it’s another place they can use to keep their advertisers happy and paying. There are so many visitors that the advertisers are queueing up

to get in here. The good thing is, we know them when we see them.

If I get stuck there are librarians milling about. They’re really editors who understand the classification system and content much better than me, but they’re rarely needed. Plus I can send out a call to my peers who are in the library. When I’ve found what I’m looking for I can download it or store it in my briefcase, which is also cleverly classified by tags. I can even ‘make’ my own magazine. The whole place is a researcher’s dream, a businessman’s

delight, a journalist’s orgasm (sorry, I’m getting carried away).

Thursday, 28 February 13

Page 14: The future of publishing on the web  a personal dream

Top Floor The Top Floor is great. It’s where I spend my lunchtimes and where I go if I need a break. It’s the social, lively hub of the library. When I step in I know

I’ll meet like-minded people, as well as some good friends.

All networking is kept on a strictly professional level - okay, so there are a few family photos that occasionally make an appearance - but mostly we like to

share ideas and talk shop. Whilst in the cafe I can sit and chat, shout out some queries and help others to do business better. I can also find new business

partners and sell my own wares. I can show people pages from my magazine, direct them to my website or the whole lot. I can also tune into some rich

content, such as videos shared by other members.

I like the atmosphere in here. It’s social but at the end of the day it still means business. We don’t get too carried away with frivolities. Or ninja cats.

Thursday, 28 February 13

Page 15: The future of publishing on the web  a personal dream

EDEN REVEALED!Our editors open doors to Brave New World in shocker exclusive

COPY TO COME...

Thursday, 28 February 13

Page 16: The future of publishing on the web  a personal dream

New World discovered But who dared to build it? There are a number of theories about the Geniuses behind the New World,

aka Eden. Experts agree that in order to construct the perfect destination on the business and professional web, the Unknown Heroes would have to have:

• Expertise in website design and construction, architecture/site navigation• Knowledge SEO

• Widget/plugin making skills• Sales and marketing team• Talented graphic designers

• People who know what quality content looks like and how to produce it...

They would also have had a wide network and understanding of B2B and contract publishing and a few mates in broad professional fields willing to work with them initially

to get things going...

We know of few organisations with all these skills and networks, but we expect to strike gold at any moment...

The identity of these Unknown Heroes will be revealed in the next edition. Stay tuned faithful readers!

EDITORIAL

Thursday, 28 February 13

Page 17: The future of publishing on the web  a personal dream

Note to selfA good journalist never reveals her sources or muses.

Oh, go on then - here are a few...

http://www.pwc.co.uk/eng/publications/transforming_the_b2b_publishing_business_model.htmlwww.outbrain.com

http://gigaom.com/2011/12/14/outbrain-raises-35m-for-content-discovery-platform/www.freshbusinessthinking.com/business_advice.php?CID=16&AID=9526&PGID=1

www.craigbailey.net/content-is-king-by-bill-gateshttp://www.futurelibraries.info/content/

http://www.foliomag.com/2011/60-percent-b-b-marketers-plan-increased-spend-content-marketing-2012

My talented colleagues at Deeson Member Communications/Deeson GroupOur incredible clientsMy previous employers

Ninja cat

Thursday, 28 February 13

Page 18: The future of publishing on the web  a personal dream

2010 PWC report, says:

‘Walled gardens’ are a redundant concept....B2B publishers must start exploring the potential for collaboration and cooperation.

In a survey of more than 200 professionals in the Netherlands, over 60% visit a business portal on a weekly basis. Few pay for these services. The primary impetus was to stay up-to-date, but cited service and quality of information as key.

The new media landscape is not centred on the transmitter, but on the receiver, and the importance of relevance is growing. Advertisers find it difficult to establish a dialogue with clients’ potential clients through media campaigns.

WORLD WIDE WHERE NEXT?How will Web City grow and what will it mean for us?

Post your comments below...

Thursday, 28 February 13

Page 19: The future of publishing on the web  a personal dream

This presentation and the ideas

contained within it belong to Emma Abbott

24/01/12Thursday, 28 February 13