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The emerging news landscape: Three lessons from the frontier

The emerging news landscape: Three lessons from the frontier. Michele McLellan Knight Digital Media Center News Entrepreneur Boot Camp May 17, 2011. Photo: Andria Krewson , http:// twt.tl/aocDfAi. News ecosystem.

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The emerging news landscape: Three lessons from the frontier

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  1. The emerging news landscape: Three lessons from the frontier Michele McLellan Knight Digital Media Center News Entrepreneur Boot Camp May 17, 2011

  2. Photo: Andria Krewson, http://twt.tl/aocDfAi News ecosystem

  3. “Nothing will work, but everything might. Now is the time for experiments, lots and lots of experiments, each of which will seem as minor at launch as craigslist did, as Wikipedia did, as octavo volumes did.” • Clay Shirky • “Newspapers and Thinking the Unthinkable”

  4. What hasn’t worked, what might? • User engagement • Revenue • How you spend your revenue

  5. 1. User engagement • Lesson: Volunteer journalism doesn’t scale • Emerging: Participation in small bites • Make it easy (tech) • Go where people live (mobile) • Ask for small bits of participation (SeeClickFix) • Nurture community – loyalty vs. mass

  6. Who produces content? • Paid journalists – more 50 percent of the content published • Volunteer journalists – Slightly more than 10 percent • Mix of volunteers, paid non-journalists, student interns. User contributed is less than 3 percent

  7. 2. Revenue • Lesson: Grants are not a business model • Unreliable source of funding • National/local problem • Emerging: Diversification • Multiple revenue streams • Earned revenue, even for nonprofits

  8. What’s your mix? Nonprofit news site - $1 million in annual revenue

  9. 3. How you spend your revenue • Lesson: Good content is not nearly enough • Emerging: • More emphasis on business development • Community loyalty key

  10. Formula for failure?

  11. 4. Bonus lesson (my opinion) • Lesson: Forget about ‘success’ or ‘failure’ • Emerging: Make steady progress • User engagement (content plus much more) • Business development • Revenue diversification

  12. Questions? Thank you!

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