the evolution

of content Prasanto K Roy

advisor, CyberMedia

@prasanto

PCQu

est

Firsts: a CD-ROM with every issue (’95), a full-fledged test lab

5-year lead, entry barrier Changed India: CD-

ROM drives, Linux country Influence:readers advertisers

Apt a

ds =

co

nten

t?

They ‘read the mags backward’ 30+ pages job ads

at the back of BI, DQ… Job ads were hotter

than news or features.” Sanjeev Bikhchandani, naukri.com ($1bn)

WaP

o 20

09

How to best leverage content, expertise?

Integrated Newsroom Four Pulitzers

WaP

o 20

09

Finally, it’s about the content, but.. …the lead you have with

great content has shrunk to

minutes …you have to adapt…give great experiences with

that content.”

~ Raju Narisetti:

heads content and digital strategy for

News Corp/WSJ Digital; was WaPo Mg Ed ’09-12

Com

mod

ity

Tech

NYT: Snowfall Webby, Pulitzer 1 month, or 1 hr? Great tech and experience are comp. entry barriers …but the tech is

commoditized. Back to the drawing board…of content.

Meas

urin

g co

nten

t im

pact Subscriptions Time spent Bounce rate Shares, mentions

SM reach

inno

vate

an

d ev

olve Ultimately it’s the

contentand its experience We need to evolve and

adapt both, disrupting our own businesses.