NewspaperTeam

Meeting 1 (1/5/07)

• paper --> web movement issue
  • cannibalization issue
• newspapers are getting thicker
• blogger concept in paper medium?
• donnelly customized newspaper
• bloggers in web versions of newspapers
• blog vs newspaper
  • = unedited vs edited
  • = unvetted vs vetted
• bring hyper-democratic concepts from web world into paper world
  • influenced by identity of the paper's brand
• can editors vet blogs?
• increase in blogs and links to blogs in
• breaking stories
• "trusted aggregator"
• how to bring content together
• what type of newspapers are we talking about?

agreed to do:

• take slide presented today
• everybody write 2 lines on each point
• by 5pm May 8th

Assignment

For your chosen industry/organisation, start to develop a basic view of assets, product and market segmentation

What assets do you have? What value do they have now and will they have in the future?

• large reader base
• reporting staff
• access to government, corporations and other exclusive organizations
• physical media distribution
• Long term relationships with other news companies (AP & Reuters)

What is the most useful definition of "products"?

• physical media
• information gathering and pruning
• Real product is credibility (http://www.asne.org/index.cfm?ID=2189)

What is a useful audience segmentation to understand how to deliver the products/service?

• developing world
• new media consumers
• "out of range" consumers==Are there any potential audiences, currently unserved?==

Where is the value in the value chain? What are the drivers that will determine the value chain in future?

• reporters --> editors --> printing --> delivery/POS --> customer
• reporters --> editors --> syndication --> customer
• value is in reporting and editing

Who are the competition?

• bloggers, youtube, online papers, news aggregators
• Television news, current affairs programmes

What are useful performance measures for the output?

• readership (eyballs, ads) + sales + syndication