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The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute- Siberia 4 December 2009 [email protected] @stevebuttry on Twitter Slideshare.net/stevebuttry

Free Press, Profitable Press

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This is a shorter version of my earlier C3 presentation for the Press Development Institute-Siberia, for presentation Dec. 4, 2009. For the full Blueprint for the Complete Community Connection: http://bit.ly/qzsKx. For the Google translation into Russian of my C3 overview: http://bit.ly/7XUzSc

Text of Free Press, Profitable Press

  • 1.The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute-Siberia 4 December 2009 [email_address] @ stevebuttryon Twitter Slideshare.net/stevebuttry

2.

  • The best guarantee of a free press is a profitable press.
  • Andrew B. Davis, president
  • American Press Institute

3. Graphic from The Digital Journalist, Circling the Drain, by Mark Loundy 4. Graphic from Reflections of a Newsosaur, Alan Mutter 5. stevebuttry.wordpress.com 6. C3s digital marketplace

  • Move beyond advertising
  • Direct sales (tickets, reservations, gift registries, sports paraphernalia)
  • Lead generation & targeted ads
  • Sponsorships, memberships & events
  • Mobile ads & applications
  • Handle multiple needs (yes, competing ads)

7. Harris is already moving here, too 8. Changing the relationship

  • From expense line in budget to revenue line
  • From inefficient to high-value
  • Ad revenues dropping to new revenue sources

9. Community Content

  • Driving
  • Home
  • Conversation
  • Calendar
  • Local knowledge

10. Personal content

  • Births
  • Graduation
  • College life
  • Military service
  • Weddings
  • Parenthood
  • Retirement
  • Obituaries

11. Entertainment

  • Traditional entertainment in digital form
  • Entertainment news
  • User-generated entertainment, events
  • Games

12. Business services

  • Direct sales
  • Local search
  • Mobile applications
  • Communication & marketing services

13. Enriched news content

  • Whats happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming)
  • Community engagement in news, enterprise, sports coverage
  • Storytelling (narrative, multimedia)
  • Aggregation, curation

14. 15. 16. 17. 18. C3 at Gazette Communications

  • Reorganized to separate content, product
  • Developing new processes, tools to develop content independently from products
  • Hoping to launch C3 projects in 2010
  • Long way to go
  • Hoping to learn from your efforts

19. Our mobile future and present

  • Projected 2009 worldwide cell-phone sales: 1 billion
  • 7.4 million iPhones sold last quarter (+7%)
  • More than 90,000 iPhone apps available
  • News orgs need mobile-first strategy

Sources: GB Guide blog, Apple 20. Do we want to be the monks or Gutenberg?