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The media business is currently going through something of a revolution as publishers look to reach their audiences through a variety of new media. Making sense of the new media landscape is the biggest challenge facing the business today. Andy looks at what is happening to the media world, what changes it means for us all and how we should respond.
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Andy Marshall
Managing Director
What’s going on?
We are living in revolutionary times
‘Society is in the early phases of a media revolution on the scale of that
launched by Gutenberg in 1448.'
Survey of New Media, Economist, Aug 2006
‘A revolution doesn't happen when society adopts new tools. It happens
when society adopts new behaviours.’
Clay Shirky
And anyway, what age are we living in?
?
1. Age of abundance
‘Between the birth of the world and 2003, there were five
exabytes of information created.
We [now] create five exabytes every two days.’
Eric Schmidt, CEO, Google
‘The large profit margins newspapers enjoyed in the past were built on an artificial scarcity: Limited choice for advertisers as well as readers.
With the internet, that scarcity has been taken away and replaced by abundance.’
Google response to FTC
Vs
The rise of the algorithm
2. Age of networking
New ways of finding information
‘Brands are either networked or invisible, ie ignored.’
Gerd Leonhard, Media Futurist
New ways of sharing
3. Age of multi-media platforms
New devices
20TH CENTURY PUBLISHING
The business of
issuing printed
matter
20TH CENTURY PUBLISHING
The business of
issuing printed
matter
21ST CENTURY PUBLISHING
Connecting a
community through
communication
Source: Toward a new understanding of publishing, John Battelle, February 2010: http://www.federatedmedia.net/blog/2010/03/toward-a-new-
understanding-of-publishing-part-1/
But what does that mean?
We are always…
Discovering new revenues streams
Communicating on new platforms
Building new cost lines
Inventing new jobs
Publishing in different media
Developing our people in different ways
Exploiting new opportunities
Building on our current activities
So, how can you achieve stand-out with your brand?
1. Telling stories
For sale: Baby shoes, never used.
2. Authenticity
‘When people believe in a story they are more likely to engage with it. What makes something authentic is how connected it is
to the underlying social fabric.’ Mike Walsh, Futuretainment
3. Trust
The ten habits we have developed…
1
Always think...
…always learn…
2
Keep it simple…
…edit KPIs ruthlessly!
3
Open source is always
better than bespoke
4
Better to be better…
…than to be first
5
Create a culture of agility
6
Start from what you know...
…right now no-one will know
much more than you…
7
Your strategy is a road-map…
…it can’t be a detailed plan
8
Enjoy discomfort…
…you won’t last long just in your
comfort zone!
9
Get the right people doing
the right jobs
10
It’s a new paradigm not a new
commercial system…
…if you don’t make money
you will die
Andy Marshall
Managing Director
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