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Publishing in a Many-to-Many Online Word

Publishing in a Many-to-Many Online Word . The Gilbane Conference San Francisco April 11, 2007. Moderator is the new role model. Today’s Agenda. About the Union-Tribune’s SignOnSanDiego.com Many-to-many techniques for publishers Problems and challenges A new role for publishers.

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Publishing in a Many-to-Many Online Word

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  1. Publishing in a Many-to-Many Online Word The Gilbane Conference San Francisco April 11, 2007 Moderator is the new role model

  2. Today’s Agenda • About the Union-Tribune’s SignOnSanDiego.com • Many-to-many techniques for publishers • Problems and challenges • A new role for publishers

  3. San Diego’s Leading Local News Site • Updated 24x7 • Focused on breaking local news • Partnership with print newsroom • Staff of 70 for sales, content, operations • Email, wireless & multimedia content Typical mix of local, national news

  4. Growing Commitment to Multimedia • Online and print staff shoot video • Averaging one local video clip daily • Frequent use of audio slide shows • New all-local Internet radio station • Goal: beat local TV Yvette De La Garza on location

  5. Trend in Page Views Since 2002

  6. Web Sites with Largest Local Audiences Local Web Site Audiences • SignOn ranks 13th, but San Diego is only the 27th DMA • Online reach is 32%, versus 49% for print • Site adds 11 points to combined reach • Challenge ahead: build daily, repeat traffic Source: The Media Audit

  7. Solid Economic Model, But Still Tied To Print • Large, growing audience • Profitable since 2002 • 15% growth in 2006 • 50%+ margin • Revenue tied to print under pressure • Most growth coming from direct online sales Fast food promoted by email

  8. Many-to-Many Techniques for Publishers • Reader comments • Guest Weblogs with reader comments • Reader-created multimedia • Wikis • A good, old-fashioned human touch Forums with 2.4 million posts

  9. Reader Comments in Many forms • Gated communities: Traditional BBS formats • Hyde Park Corner: comments with articles • Advice: user reviews and ratings • Reader cataloging: photos, audio, video Comments as front-page news

  10. Publishers Must Encourage Give and Take • Pay attention and nurture discussion • Register participants, but keep in simple • Rely on ‘common carrier’ legal protection • Understand that you can’t control this Padres forum on opening day

  11. Weblogs are Niche Publications with Feedback • Blogs give voice to a niche or community • Readers can follow on with comments • A discussion hosted by the publisher • A ‘super’ thread among all discussions Blogging from Chula Vista, Calif.

  12. User-Generated Images, Audio & Video • Photo galleries • Video galleries • Internet radio • Publishers gain content and context • No organization can field a staff this big A day in the life of San Diego

  13. Wikis Go Mainstream • The next step after simple comments • Let experts among readers contribute • Publishers gain a breadth of new content • Readers help shape the product Prototype indie music wiki

  14. Wikis Challenge Many Publishers • A major step beyond comments and photos • Assumes the gestalt of publishing • ‘You Tube’ had similar affect on TV • Potentially the most powerful technique Wikis can be conprehensive

  15. Don’t Forget the Human Touch • Sometimes the best conversation is in person • Communication is not necessarily conversation • Hire top-notch customer service staff • Read email and take calls A person in the loop

  16. Noise Amid the Many-to-Many Conversation • Libel, slander & bad taste are problems • Readers can get too much of a good thing • It’s hard for people to find what they want • Sometimes publishers must take charge A community becomes crowded

  17. Envisioning a Long-term Strategy • Publishers nurture conversations to build new audiences • Professional values still count… • …but publishers must relinquish some control • We’re moderators now Publishers must reach out

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