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This is a presentation I am making to the Brazil Newspaper Congress in Sao Paulo on August 18,. 2008. It is a call to newspapers to include the community (in the persons of bloggers, vloggers and podcasters) in the newspapers' websites and printed pages.
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THE NEW INFORMATION CONSUMERS & CREATORS:
John Wilpers, Senior Consultant, INNOVATION International Media Consulting Group
CBJ Conference, Sao Paulo, Brazil, Aug. 19, 2008
Attracting, retaining& involving them
• Time-crunched
• Wired (Facebook, MySpace, iPod, Twitter, blogging…)
TODAY’S YOUNGPEOPLE ARE:
• Creative (creating content in many forms)
• Looking for connections
• Focused on specific interests
• Expecting interactivity
If they are like young Americans, they think
your papers are irrelevant: neither
about them nor by them nor by anyone
like them
HALF OF BRAZIL’S 15-34 YEAR-OLDS
DO NOT READ A NEWSPAPER
WHAT DO THEY WANT?
2) Information & community around shared interests
1) Local News
3) Variety of viewpoints
4) Chance to participate
What can newspapers do to attract, retain and involve these new
information consumers and
creators?
BLOGS
Their blogs
Their content, their thoughts, their interests
On your website AND in your paper.NOT in a “blogger ghetto”
Written by them or by people like them
BEFORE 1994, THERE WERE NO BLOGS
Internet users had no voice. The Web was, well, quiet.
IN 1994, THE FIRST BLOGGER…
… emerged erect from his cave (Actually, it was Justin Hall from his Swarthmore College dorm room)
BY ’02, THERE WERE 200,000 BLOGGERS
By 2003, 3.5 million bloggers
BY ’06, 35 MILLION BLOGGERS; BY ’07, 70 MILLION
Today, 112 million bloggers; tomorrow: ?
• RELEVANCE
High-quality local bloggers: A great bet to increase
• REACH • REVENUE
HARNESS THAT ENERGY & TALENT
SOME DISAGREE
Estadao’s monkey campaign was funny,But it ignored a legion of high-quality Brazilian blogs
ECONOMIC AND INTERNET GROWTH IS EXPLODING IN BRAZIL
Brazil’s economy is growing so fast that by 2050 it will surpass today’s richest
countries. Similarly, Internet use in Brazil is mushrooming.
THAT GROWTH FEEDS INFORMATION GROWTH
Hundreds of top-quality bloggers are creating local content in YOUR market.
EVEN IF 50% OF THOSE BLOGGERS ARE ESTADAO’S MONKEYS…
… that’s still a TON of good LOCAL content.
INCREASE REACH AND RELEVANCE
With high-quality local bloggers, readers see your paper and website as
being created by them and for them.
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Most mainstream media reject or discourage user-generated content
BUT GATEKEEPERS STILL RULE
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Bloggers are thrilled to be asked to be part of your paper & website:
THE NEWSPAPER MAGIC STILL EXISTS
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YOUR BRAND STILL RESONATES
Your brand = the best in information; Extend that brand to blogs & vlogs
Be THE source of all the best info in town, even if you don’t create it!
Aggregate and point off
Or host the blogs.Who could resist
a blog address like: www.folha.uol.com.br/myname?
IT IS A WIN-WIN:
You get:• Great web content• Great print content• Increased ad inventory, and• Viral grassroots PR from happy bloggers
The bloggers get:• Big-time exposure in your newspaper and on your
website• Increased traffic• Increased income• Prestige and fame!
… AND YOU GET RESULTS!
MetroBoston (’00) Denver (‘01) Dallas Quick (’03) TampaBay (’06) BostonNOW (‘07)
Paper closed
BLOGGERS BRING TRAFFIC
• Four of the top 13 page view URLs were blogs or the blog home page
• Our longest time on a page was a blog
• Our highest unique page view page was a blog
• BostonNOW hosted 3,900 bloggers; 900 of whom posted regularly
BLOGGERS BRING TRAFFIC
• Between 12-20% of BostonNOW’s site traffic was to blogs; much of the classic “long tail” variety
• In less than 12 months, we attracted 773,000 unique visitors
• Who viewed more than 2.1 million pages
THAT’S ALL VERY COOL, JOHN
Butshow us
the MONEY
BLOGS ARE YOUR SALES DIFFERENTIATOR:
Demonstrating:
• Connection with young readers advertisers want
• Community involvement & loyalty
• Interactivity
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BLOGS CAN BE USED BY ADVERTISERS
• Clients can own a segment & deliver their message their way
• Clients can interact with their consumers
• Clients can use print to promote their Web presence
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EXAMPLES OF SALES RESULTS
• A $90,000 deal with a large regional bank mixing web and print budget to reach young college grads with text and video content, and banners
• Two $10,000 deals with real estate developers to offer content, interact with consumers, and run print ads and web banners in the real estate section.
THE ALTERNATIVE?
“Newspapers are going to see the relentless emergence of new forms of media that might not even be … positioned as competition, but which have the potential to siphon off audience.”
— Andrew Nachison, Co-founder
iFOCOS, a media think tank
Do nothing and the competition will eat your lunch
A NEW BUSINESS MODEL
Incorporate professional AND citizen content, new advertising models, and new audiences so we can continue to fund our journalistic mission
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A NEW VISION: INCLUSION
"Stop pretending your organization is an oracle. It's not. You don't know everything, and even if you did, you couldn't publish as much as you'd like to. Pointing to outside sources of information — especially local blogs and other media — is a great start …
A NEW VISION: CREATING TOGETHER
“… It does not mean that you endorse what these folks are saying or vouch for it, but it does mean that you recognize that others in your community are creating media with at least some information other people might want to see."
Dan Gillmor, Director, KnightCenter for Digital MediaEntrepreneurship, ArizonaState University
Obrigado pelo seu tempo e atenção cortesa.
John Wilpers, Senior ConsultantINNOVATION Media Consulting Group
001.617.688.0137 / [email protected]
Tchau!
