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innovation in media session for Hogeschool Zuyd at MGL Sittard
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Going Local in Limburg:
building communities & entrepreneurship
- Sittard, 13 maart 2014
Pleased to Meet You!
The Hyperlocal Highway
The Hyperlocal Highway
Goals dichtbij.nl (dd 2010)
• A hyperlocal, hyperpersonal, hypersocial platform for every Dutch citizen – device independent, well timed Interactive, community-oriented
• Sustainable businessmodels around the
offered hyperlocal information No editorial freedom without business
• A way for journalism to reinvent itself Professional skills + amateur wisdom
How did we start? • 4 task forces (Feb-June 2010)
• ICT, Content, Business, Marketing
• 4 pilots (started august 2010)
•1 Commercial, 1 Community, 2 Aggregation
• Project Team, (6 people)
• Platform: Open Source Drupal
• Businessplan based upon pilot-learnings
• National Roll Out started June 1, 2011
And now… • Dichtbij is integrated in HMC (regional and local
newspapers)
• 45 active platforms, 100’s of subs, 400 “light”
• 140 employees, 150,000 active users (“co-writers”)
• 2.5M uv’s, 5M visitors, 20M pv’s
• Making good mone, but sustainable in this form?
(from: TMG 2013, presented on March 12, 2014)
What we learned • Journalism can be a two way business
• An active community means returning visitors & content
• Social Media essential in community building
• “Urgent” news (accidents etc) is needed for peaks, pv’s
• Aggregation offers a safety net for news
• Go fast, make mistakes - but don’t be wrong for long
• Independence from traditional structures is key, as long as you keep looking for company-opportunities
• Development, content and sales in ONE team
• Tech & Content are pillars, but…
• …describe your businessmodels before starting
In Short: • An attitude that reflects the needs &
opportunities of the community you
are working with
• Closest possible cooperation
between editorial and commercial
activities, people
In Short: • An attitude that reflects the needs &
opportunities of the community you
are working with
• Closest possible cooperation
between editorial and commercial
activities, people
The fields of Journalism are turned upside down
From a walled garden…
…to an open greenfield
…a very crowded greenfield
And if everything moves…
•An ambitious, entrepreneurial journalist will have to move along (and be flexible on the way)
Find your own answers
• It’s up to every individual new journalist to show how relevant or (in)dispensable he is
• There are many ways to do so. Choose the way the fits you best.
• Always be aware of the changed & changing circumstances
Core Values
Finding the truth
Accurate
Finding the truth
Accurate
Explaining
Finding the truth
Curious
Accurate
Explaining
Finding the truth
Curious
Complete
Accurate
Explaining
Finding the truth
Those were the core values
for ages in Journalism
Those were the core values
for ages in Journalism
© glennsasscer.com
New needs for the professional and his Castle
Break down the castle
Break down the castle
Think niche
Think niche
Where is the (local) relevance?
Be personal
© Rikkert Walbeek
No deadlines: publish timely
Be Easy-to-Use
Be transparant
Mistakes are no #Fail
…outside knowledge
Combine…
…outside knowledge
Combine…
…with your own skills
Be involved
Cooperate…
…with your audience too
Curate (the web is a gold mine)
Be entrepreneurial
Collect small change
Embrace the community
Embrace the community
…and be embraced
(you’re not in the charity business…)
And somewhere, find a business…
The Old Business Model
© PJ Cook
Old Media Power #1
Old Media Power #1
Old Media Power #2
Old Media Power #2
Old Media Power #3
Old Media Power #3
The business Model has been Broken
…and whatever we try, we don’t succeed in fixing it
The Business Model is Gone
• Consumers think that information should be free
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
• Dinosaur complex
The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
• Dinosaur complex + Pax Brittanica complex
The Business Model is Gone
• Consumers think that information should be free • Consumers will get their news anyway • Target groups are fragmenting • Unlimited competition, abundance of sources • Copying the old model in a new setting appears
to be complex or unfitting • Production, distribution, and IT: not a USP
anymore • Monopoly on information was an illusion • Dinosaur complex + Pax Brittanica complex • Second best is good enough
But it’s not all misery
There are Opportunities too
Examples? How about 33?
Sponsoring
Service
Expertise
Marketing vehicle
Supply & Demand (C2C)
E-commerce
Utilize your Community
Events
Republish
Intelligent ads
Shared content, shared ads
Groupdeals
Affiliate marketing
White label
Subsidies
Angels
Crowdfunding
Memberships
Reader Funded Journalism
Community management à la carte
Non profit
Micropayments
After Content Payments
Native Advertising
Journalist-for-sale
Incubator / Shareholdership
Journalist as a platform
Paywalls
Social
Freemium
Gaming
Bars
Going Local in Limburg:
building communities & entrepreneurship
Bart Brouwers [email protected]
Twitter: @brewbart
Blogs: dodebomen.nl
nadedeadline.nl