Media Transformation: Adapting to New Realities and Leading the Way

1. Can media producers adapt and lead, or will they disappear as we move out of journalism’s Ice Age?

2. Any media organization that wants to survive must addressfour issues: www.themediaconsortium.org/thebigthaw

3. New & Emerging Realities This chart pinpoints key industry changes that are shaping tomorrow’s media.

4. Big Thaw Recommendations: Four Decisive Moves BUILDING AUDIENCES AS COMMUNITIES CHANGE INTERNALLY New models will most likely come from new players. Decentralized communities will create the greatest impact. Changinginternally I IV Building audiencesas communities III II LEVERAGE UNIQUE ROLE OF CONSORITUM INCREASE EXPERIMENTATION Leveraging unique role of a consortium Increasing experimentation Greater Experimentation will win. Standing together will be more valuable than working alone.

5. Investing in Experimentation

6. Moving into Mobile II Increasing experimentation Increasing experimentation Increasing experimentation

7. New Revenue Models Increasing experimentation Increasing experimentation • What revenue models are emerging? • Philanthropy • Creating additional channels of distribution • Micropayments • Coordinated Deal Making • Combining free and premium content • Tapping user subsidies • Utilizing news as a “loss leader”

8. Building New Journalism/Community Models Increasing experimentation Increasing experimentation From audiences to communities User-Generated Content Crowd-Sourcing Citizen Journalism Conversations (with each other and media outlet) Move to Action Deepening Diversity (Go Beyond Pale, Male & Stale)

9. Media Impact SummitsThe Media Consortium Center for Social Media • 7 Cities: independent and public media producers, funders and researchers • Asked participants: • How do you define and measure impact? • What do you wish you could measure?

12. The Media Consortium is a network of the country’s leading, progressive, independent media outlets. Our mission is to amplify independent media’s voice, increase our collective clout, leverage our current audience and reach new ones. We believe it is possible and necessary to seize the current moment and change the debate in this country. Download or purchase your copy of this study at: www.themediaconsortium.org/thebigthaw

13. Journalism’s Old Value Chain This chain is delineated with clear roles and exchanges of value. philanthropy or government media planning & buying advertiser creative agencies selling other products writing/ producing publishing & broadcasting distributing consumption Subscription Single-pay Public radio/TV Granted broadcast licenses Nonprofits granted tax breaks Content owners Paid marketing, sales & fundraising staff Paid suppliers Green represents funds or subsidy support Each link in the blue value chain represents a role that a media organization might play.

14. But the value chain has changed. • What role do we play in the value chain now? • How could our role become most valuable to our communities? • Is it best to focus primarily on one role or integrate manyroles at once?

15. New value chain(working model) retrieving & storing content volunteer & open-source labor philanthropy or government combining& sharing making impact distributing/aggregating writing/ producing consumption connecting publishing selling other products advertising Content owners Increasingly includes “Journalpreneurs” Content owners Social change Policy change Offline & online Convergence (cross platforms & devices) Community Conversational marketing In-person events Search Discovery Cloud Computing E-readers Subscription & Single-pay Micropayments Green represents funds or subsidy support Each link in the blue value chain represents a role that a media organization might play Source: compiled from interviews. The new value chain is a working model based on observed industry dynamics.