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From Paper to Persona: Rethinking newsrooms as
personal services organizations; Interest Matching
August 26, 2013
Bill Densmore, consulting fellowDonald W. Reynolds Journalism Institute, Missouri School of Journalism
President, CircLabs Inc.http://www.newshare.com/vail
What we’ll cover • News-industry key challenge • Why it is surmountable • Paper to Persona – news personality • The challenge of data overload • The Next Newsroom• Trust, identity, privacy • Making the market for digital info• Solution case study – CircLabs prototype
The Information Valet Project
From Paper to Persona:Managing Privacy and Information Overload; Sustaining Journalism in the Attention Age
Published: August 4, 2011
papertopersona.org
What’s next?
THE END OF GATEKEEPING:
The hour glass and the cylinder
(On side)
Assertions
Consumer/creators same level
Result: Content abundance
Information Age to Attention Age
The Post-Scarcity The Post-Scarcity Economy* -- Economy* --
Information is abundant.Information is abundant.But . . . attention isn’t.But . . . attention isn’t.
Biggest democracy challenge?
Assertions
RESULT: Media moves from Gatekeeper to InfoValet
Attention Age results • Mass market ads, journalism unglued
• Advertising is old – now “advisor-tising”
• Aggregation, content atomization
• Consumers in charge (copyright?)
• They go anywhere for information
• Social networks success / end of silos
http://datawillhelp.us/ by Jonathan Harris, commissioned by The New York Times
The choices we make about data
Likely resulting trends
• Privacy now front-burner issue (NSA, National Strategy for Trusted Identities in Cyberspace)
• Privacy emerges as regulatory issue • Publisher / gatekeeper as one-to-many fading• News orgs need to be at core of social stream
• OPPORTUNITY: Big data custodian
• Identity, trust new building blocks
Landscape
Source: http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096
Newspaper small engagement
The surmountable challenge?
• News as a leisure-time activity – Google’s Varian
• Research: The surge in tablet use
From paper to persona • Publishing, broadcasting anachronistic
• Now automated, customized, one-to-one
• Must share payments for content, custom info, sponsorships
• Advisor, agent, concierge, “valet”?
Assertion
But who are identity valets now? • Facebook
• Google and Google+
• Amazon
• Apple Store
• Yahoo?
• Telcoms?
Identity
Digital ad revenue elsewhere
The CPM squeeze
Identity consequence
Source: http://www.slideshare.net/tkawaja/luma-display-ad-tech-landscape-2010-1231
Today’s “identity” ecosystem
Source: http://www.slideshare.net/tkawaja/luma-display-ad-tech-landscape-2010-1231
‘THE DAY’ VS. THIS – VRM vs. CRM?
Participation: End of advertising? • Is advertising now one-to-one advertising?
• Vendor-delivered direct: Publisher bylass?
• Who controls your privacy, persona?
• What is your attention worth? To whom?
• NEEDED: Replace strategy for mass-market ads
Assertions
Rachel Davis MerseyMedill / Northwestern:
• Abandon mass-market approach• Meet individual info needs• By identified user • “Identity-based” journalism • Trust in personalization, accept “vegetables”
Needed: A new approach
The new approach • Algorithms and curators working together• Expanding the concept of news • Offering you a “news personality” • Focus on experience • Creating conversations, community, networks
From overload to curation, identity PUBLIC SECTOR
• NSA has the same problem
• Government seeks identity
PRIVATE
• Netflix – suggests movies
• Amazon products
• Pandora – suggests music
• Who is suggesting news?
“So why can’t I have a portable stream of news that I can take with me everywhere? Why can’t it take into
account my preferences, my location, the veggies so to speak of news that I should know? I call this the hyper-
personalized news stream. What form it takes is unclear.”
-- Marissa Mayer, Google (now Yahoo), Dec.2009. . . in congressional testimony
But what do users really want?
The next newsroom • Curation and algorithms
• A personal-service organization
• Still finding, sharing, trustworthy info
• But to a market of one; no longer mass
• Personalized interest matching
• A surmountable challenge
The missing link the Internet lacks• Trust and identity
• Missing when web went commercial
• Multiple logins/passwords a big hassle
• A “fast pass for news / information
• One account, universal identity control
• But not controlled by one company, or government
Making the market for digital info• One account at a home base (newspaper?)
• Build a “news personality”
• Enable one-ID, one-bill access
• Build info garden from atomized bits
• One subscription works many places
• Who can create?
Information Trust Association
"A non-profit collaboration to share technology, users and content could help news organizations find new revenues and become better at serving the public, according to a report from the Donald W. Reynolds Journalism Institute.”
http://www.papertopersona.org
A long-term solution? • Non-profit, diverse board• Privacy, trust, identity standards • Test technologies, sanction protocols • Enable web-wide microaccounting• No single registrar or user owner • But what about RIGHT NOW!
• Leap Media / “The Day” approach
• “The Day” as Information Valet
• Local control, long-term relationship, service based
• User-focused customer relationship management
• Replace hundreds of unseen, unaccountable databases
• Build comprehensive “news personality”
The necessary first step
• Newshare Circulate Discovery Service prototype
• Prototype UI funded by Reynolds Journalism Institute
• Taxonometrics technology for “profile” suggestions
• A leisure experience for news?
• Graf Mouen will explain concept . . .
Next step – personalization