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Dual Transformation A Work in Progress
March 21, 2017
Chris Lee, Global President, DDM [email protected], @cleepost
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1. In 2010, DDM created, with DeseretNews.com and KSL.com separated from legacy organizations.
2. In 2017, Deseret News print journalists have been brought under digital management, with print production team separated. Digital sales remains separate.
3. KSL.com remains separate, as both digital and broadcast have strong “transformations” in progress
An Update on DDM
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Refresh on “Dual Transformation”
Established Business
Disruptive Business
Net New Growth
Starts Outside Established Business
Displacement
"Overall, the newspaper industry's involvement with the Internet has been one where it had a lot to lose and it's been trying not to lose it, as opposed to starting from scratch and having a lot to win." --President of Online Newspaper Division
Finding New Market Growth
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Dual Transformation
Legacy Organization
Separate Disruptive
Organization
•Dramatically Lower Costs in the Core
•Reposition Core around a Post-disruption “Job-to-be-done”
•Create a Separate P&L
•Separate Management Structure
•Hire Disruptive DNA
Transformation A Transformation B
“Capabilities Exchange”
between Legacy Core and
Disruptive New
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A Rough Picture of the Lifecycle of Disruption
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
13000
14000
15000
1965 1975 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001
Source: ITI, Industry Statistics Programs; U.S. Microcomputer Statistics Committee Forecast, Data Analysis Group
Mainframe Computer Market
Minicomputer Market
First Revenue Lead
Sustained Revenue Lead
Minicomputers Disrupt Mainframes
Dollars ($millions)
Phase I Phase II Phase III
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PC Shipments 2015-2020 forecast -1.6% CAGR
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Newspapers: Familiar Pattern of Disruption
-8% annual decline 2013-2016 -9.8% forecast through 2020
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1. How much “Transformation A” is left in newspapers? (Are newspapers more like PC’s with a sustainable market long term, or like film cameras with a clear end date?) 2. What about for broadcasters?
Are we more like Kodak or Dell (or Apple)?
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Projected 75% by 2020
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The Mobile Duopoly
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Source: WSJ Live 2017 Outlook
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DDM Digital Sales Organization • Inside Sales (SMB) • Enterprise Sales • Cars team • Jobs team • Ad performance and operations team • Pre/mid/post campaign optimization and reporting • Performance account managers partner with enterprise
sales
client data
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DDM Data Analytics Organization • VP level leadership
• Data analysts • Project managers • Software developers assigned as dedicated • Creates and enforces data taxonomies and
standards across DDM • Manages data vendor selection and contracting
across DDM • Executes individual data projects with dedicated
resources
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DDM’s Publisher Solutions syndicates content in our areas of expertise to more than 600 news publications worldwide BrandForge powers native advertising, in English, Spanish, and Portuguese Publisher Solutions Network offers geo-targeted native ad buys through our syndication partners
DDM Syndication and Services
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Our mission for the benefit of our communities, our countries, and our freedoms depends on strong local media voices. It is our responsibility to find solutions to compete in order to fulfill our mission.
A Final Note
