Midwest Newspaper Summit

9:22 Bill Densmore

Thu, 17 Sep 2009 15:22:28 GMT

Good morning.

9:23 Bill Densmore

Thu, 17 Sep 2009 15:23:46 GMT

This is Bill Densmore of the Information Valet Project at the Reynolds Journalism Institute, Missouri School of Journalism. I've joined about 270 newspaper executives and employees from eight Midwestern states for the day in Dubuque, Iowa, for the Midwest Newspaper Summit. I'll try to live blog parts of the summit today.

9:24 Bill Densmore

Thu, 17 Sep 2009 15:24:26 GMT

For full disclosure, I'm also a co-founder of CircLabs Inc. (http://www.circlabs.com) a venture spun out of my research at RJI and which has the backing of The Associated Press and RJI.

9:24 Bill Densmore

Thu, 17 Sep 2009 15:24:42 GMT

We are now listening to Alan Mutter speak. I'll describe his background in a minute.

9:25 Bill Densmore

Thu, 17 Sep 2009 15:25:49 GMT

If you wish to post to this feed, or ask a question, you can do so using your Twitter account and just put the tag "#midwestnews" at the end of your Tweet. It will automatically show up as part of this feed. You can also post to the bottom of the screen where you are reading this live blog. Please type in your real name in the field shown.

9:27 circlabs via twitter

Thu, 17 Sep 2009 15:27:54 GMT

Live blogging the Midwest Newspaper Summit in Dubuque, Iowa -- follow and contribute . . . http://bit.ly/1Fjr8D

9:27 infovalet via twitter

Thu, 17 Sep 2009 15:27:54 GMT

Live blogging the Midwest Newspaper Summit in Dubuque, Iowa -- follow and contribute . . . http://bit.ly/1Fjr8D

9:28 circlabs via twitter

Thu, 17 Sep 2009 15:28:37 GMT

To join the live blog with your comments add the has #mns to your tweet.

9:28 infovalet via twitter

Thu, 17 Sep 2009 15:28:37 GMT

To join the live blog with your comments add the has #mns to your tweet.

9:28 circlabs via twitter

Thu, 17 Sep 2009 15:28:37 GMT

ive blogging the Midwest Newspaper Summit in Dubuque, Iowa -- follow and contribute . . . http://bit.ly/1Fjr8D #mns

9:28 infovalet via twitter

Thu, 17 Sep 2009 15:28:37 GMT

ive blogging the Midwest Newspaper Summit in Dubuque, Iowa -- follow and contribute . . . http://bit.ly/1Fjr8D #mns

9:29 Bill Densmore

Thu, 17 Sep 2009 15:29:08 GMT

CORRECTION: Use the hashtag #mns to have your tweet show up on the live blog.

9:30 Bill Densmore

Thu, 17 Sep 2009 15:30:23 GMT

Alan D. Mutter started his newspaper career in Chicago at the Chicago Sun-Times and was an editor at San Francisco newspapers. Later he made money as a cable industry executive, tried a couple of dot-com startups, and is now a principal in ViewPass, an effort to rally industry support for a way to finance journalism online.

9:30 Bill Densmore

Thu, 17 Sep 2009 15:30:43 GMT

Mutter says, "I'm coming to you with a hypothesis. I can't promise to you whether it will work or not work."

9:32 Bill Densmore

Thu, 17 Sep 2009 15:32:16 GMT

Mutter things the industry could be making more money by charging for some types of content. I think we're sending a message to the industry. He thinks overall the trajectory of the industry is "extremely unpleasant" becuase three principal advertising categories will not recover from the recession.

"I think it is not unreasonable that newspaper print sales will continue to shrink," he says.

9:33 Bill Densmore

Thu, 17 Sep 2009 15:33:45 GMT

Eight Midwest newspaper associations organized today's Midwest Newspaper Summit which drew some 270 people to the Missippi River city of Dubuque, Iowa, (pop. 54,000), which over the last years has completed a massive river bottomlands renewal that includes a casino, indoor water part, hotel and river ecosystem acquarium and museum.

9:34 Bill Densmore

Thu, 17 Sep 2009 15:34:45 GMT

Mutter doesn't think newspaper can count on "boomers" to rescue them. He doesn't think they will stick with newspapers to the bitter ends. He thinks circulation dollars will go up because papers charge more per unit, not because circulation will climb.

9:36 Bill Densmore

Thu, 17 Sep 2009 15:36:29 GMT

Mutter is now talking about the Northwest Voice, a weekly paper started by the Bakersfield Californian that targets neighborhoods with user-generated content, and goes from web to print. It has a record of five years of losses -- has never made any money -- and there is speculation that management of the family-owned paper is thinking about "throttling the project." It says its fate is unknown. "Maybe it won't last," says Mutter. But he says he likes the idea -- repurposing user-generated content web to print -- but "we haven't seen it work anywhere yet."

9:38 Bill Densmore

Thu, 17 Sep 2009 15:38:08 GMT

Mutter now talks about "Go!" a white-offset tabloid product of the Lawrence (Kansas) Journal-World targetted to women ages 25-45, and wrapped around the daily paper. Eighty percent of the advertising accounts were new, sold in 26- and 52-week flights and the result was $340,000 in new revenues, Mutter says. He suggests papers collaborating on such a product.

9:39 Bill Densmore

Thu, 17 Sep 2009 15:39:37 GMT

A third idea he talks about is the Tween Tribune, a website for students 18-14 just launched in August, Ga., with vendor-generated content, it has been introduced into classrooms with student partiicpation. The sell 52-week sponsorships. "It is actually getting students interested in the news, which could be a good thing for newspapers," said Mutter. Tween Tribune is online only.

9:43 Bill Densmore

Thu, 17 Sep 2009 15:43:00 GMT

The Chicago Sun-Times started "Your Season," a prep-sports site that covers 380 schools and aggregates top local blogs and user-generated content. It sends mobil alerts. Ht has generated 1.7 million page views and 170+ sponsorships sold.

9:43 Bill Densmore

Thu, 17 Sep 2009 15:43:56 GMT

CORRECTION: Tween Tribune is in Vladosta, Ga.

9:46 Bill Densmore

Thu, 17 Sep 2009 15:46:24 GMT

Mutter is now talking about the idea of "putting up paywalls," which he calls a "a very dicey proposition." He says the newspapers which have access-restricted their websites have done so to shore up their print circulation. He cites data from a Belden Interactive survey of about 118 newspaper website operators and 4,113 consumers, unveiled earlier this week at an American Press Institute seminar. The survey found that 52% of consumers believed it would be easy to replace news and information from a newspaper website that started charging. By comparison, 68% of the newspaper respondents said it would be difficult.

9:49 Bill Densmore

Thu, 17 Sep 2009 15:49:06 GMT

He says about charging: "I want you think long and deeply about whether it is a sustainable program." He wrote a number of pieces in his blog this week, http://newsosaur.blogspot.com ("Reflections of a Newsosaur") about the issue. Mutter is concerned how many people will be lost by putting up a pay wall. He said the API research found that about half the consumers in the survey sample said they wouldn't pay; the rest say they might pay about $5 a month.

9:51 Bill Densmore

Thu, 17 Sep 2009 15:51:16 GMT

Despiteall this, says Mutter: "I am a pro-charge guy." He is just saying that papers have to think carefully about how they are going to charge and what they should charge for. "But be mindful of the fact you might be as indispensible as you think you are."

9:52 Bill Densmore

Thu, 17 Sep 2009 15:52:43 GMT

He suggests the following things are among those which consumers might pay for: Unique, time sensitive, business critical, targeted to business users, and entertaining or local to consumer users. He thinks you probably can't charge for routine content to either group.

9:54 Bill Densmore

Thu, 17 Sep 2009 15:54:31 GMT

Mutter talks about the problem with web stats at this post:
http://newsosaur.blogspot.com/2009/09/inflated-traffic-stats-cloud-pay-wall.html
and at other posts below that on his blog.

9:57 Bill Densmore

Thu, 17 Sep 2009 15:57:54 GMT

Mutter now talks a bit about Packer Insider, a paid-only web product the Milwaukee Journal Sentinel has been publishing since 2001 with new data from Martin Kaiser, the paper's editor, who is here in Dubuque.

He also sites China Confidential, a special service offered via the Financial Times website that is about 600 Euros for three months, it's a twice-monthly online newslatter with instant news updates to subscribers and special access to Financial Times staff.

Mutter suggests there may be an opportunity create a premium-product service covering statehouses with cutbacks in general state coverage -- or something such as a premium service about green-agriculture technology.

10:00 Bill Densmore

Thu, 17 Sep 2009 16:00:34 GMT

He now sites Runner's World, which has a free website with training logs, nutrition tips, but there is an annual-subscription service for $119 a year that includes personal training and other features.

Finally, he talks about the mobile-content-delivery option. There are 30 million iPhones and 75,000 iPhone apps, that have been downloaded 1.8 billion times ranging in price from free to $9.99. He notes that Rupert Murdoch announced earlier this week the Wall Street Journal is going to start charging $1 to $2 a month (Mutter says month but I'm thinking I read $1 or $2 a week), for access to the WSJ via iPhone and Blackberry. Right now it has been free for a trial period.

10:01 Bill Densmore

Thu, 17 Sep 2009 16:01:49 GMT

Here's where the NiemanLabs blog talked about the API study data released on Monday and there's a link to the slide stack: Lots of data to mull on charging for online content.

10:08 Bill Densmore

Thu, 17 Sep 2009 16:08:11 GMT

A key opportunity for papers is to become "information experts" in their community by helping advertisers and others with seach-engine optimization -- and even making consulting revenue by helping people understand how to use Google ads.

10:09 Bill Densmore

Thu, 17 Sep 2009 16:09:22 GMT

Why does search-engine optimization (SEO) matter, asks Mutter? Because 54 percent of consumers prefer searching the Internet to Yellow Pages. He sites other statics about the overall trend toward consumers using the web to find and use information.

10:15 Bill Densmore

Thu, 17 Sep 2009 16:15:07 GMT

Today's event is called: "Newspaper Evolution: Survival of the Fittest in the Digital Age." Besides Alan Mutter, who we are listening to now, other speakers are Karen Feldman, an IBM researcher who has co-authored studies on radical change in how advertising will work and on consumer's willingness to share personal information for things of value. This afternoon Mary Peskin of the American Press Institute is on the card, and there's a panel set for 1 p.m. CENTRAL including Kaiser of the Milwaukee Journal Sentienl, Mutter, Chuck Peters of Gazette Communications and Jennifer Towery of the Peoria (Ill.) Newspaper Guild.

10:16 Bill Densmore

Thu, 17 Sep 2009 16:16:34 GMT

Mutter also mentions Red Beacon, a site which providers service-provider referral. And he talks about VillageSoup.com, a service established by Richard Anderson in mid-Coast main which allows business to update their blogs by themselves. "Merchants like it because it enables them to be very dynamic about what they are doing." (http://www.villagesoup.com)

10:17 Bill Densmore

Thu, 17 Sep 2009 16:17:31 GMT

If you wish to post to this feed, or ask a question, you can do so using your Twitter account and just put the tag "#mns" at the end of your Tweet. It will automatically show up as part of this feed. You can also post to the bottom of the screen where you are reading this live blog. Please type in your real name in the field shown.

10:18 Bill Densmore

Thu, 17 Sep 2009 16:18:31 GMT

Live blogging the Midwest Newspaper Summit today in Dubuque, Iowa:
http://www.inanews.com/midwestsummit.html

10:20 Bill Densmore

Thu, 17 Sep 2009 16:20:06 GMT

Alan Mutter now recites some of the things newspapers didn't do which prevented change. He says newspapers didn't:

-- Recognize their business was rapidly eroding
-- Grasp changign needs and desires of market
-- Properly identify the competition
-- Understand and embrace new media
-- Develop or commit to a forward-looking strategy
-- Effectively manage and support active R&D
-- Isolate -- and defend -- new ventures from the old

10:21 Bill Densmore

Thu, 17 Sep 2009 16:21:34 GMT

(ASIDE: Note some these are similar with suggestions from a break-out panel at API earlier this week:
http://www.newshare.com/wiki/index.php/Api-content-ideas

10:21 Bill Densmore

Thu, 17 Sep 2009 16:21:42 GMT

END OF ASIDE)

10:23 Bill Densmore

Thu, 17 Sep 2009 16:23:17 GMT

Now Mutter notes the "unfair advantages: that newspapers have:

-- Commanding, highly visible, well-regarded brands
-- Editorial and commercial credibility
-- UNrivaled content-creation capabilities
-- Large, geographically concentrated audiences
-- Millions of "free," cross-media marketing impressions
-- Deep and long-standing advertising relationships
-- Rich cash flows superior to those of many industries
-- Use them or lose them

10:23 Comment From Guest

Thu, 17 Sep 2009 16:23:42 GMT

Good comment about search--was talking to Miriam Pepper (KC Star) yesterday--local papers may be at disadvantage as they don't regularly mention the city name but searchers use the city reference (e.g. Kansas City mayor) which is why stories NOT from the local paper are top in the organic search list

10:25 Bill Densmore

Thu, 17 Sep 2009 16:25:53 GMT

Mutter: How rnews/media companies embrace change:
-- Segment market to develop multiple niche opportunities
-- Become an angile, media-agnostic cluster of start-ups
-- Embrace technology; modernize team and infrastructure
-- Incubate new technologically and commercally astute productds
-- Develop transaction-oriented ad paradigms
-- Migrate existing audience to your new services and brands
-- Shamelessly exploid "unfair advantages" you have

10:27 Bill Densmore

Thu, 17 Sep 2009 16:27:57 GMT

Here are the "known knowns":
-- Technology will evolve persistently
-- New platforms will change consumer behavior
-- News and information will bend to suit the media

"Known unknowns:"

-- What the next generation technologies will be
-- What the next-generation media formats will be
-- Future audience preferences and behavior
-- Future business models and sales opportunities

10:28 Bill Densmore

Thu, 17 Sep 2009 16:28:40 GMT

Here's Mutter's contact information: Alan D. Mutter, www.newsosaur.blogspot.com / alan.mutter@broadbandxxi.com / 415-519-2495

10:28 Bill Densmore

Thu, 17 Sep 2009 16:28:58 GMT

Mutter is now taking questions.

10:30 Bill Densmore

Thu, 17 Sep 2009 16:30:29 GMT

Q: Do you know of newspaper or media companies who are doing what you are talking about -- being a one-stop SEO shop for local advertisers?

Mutter: Yes. He doesn't mention any specifically by name. Most companies are not pursuing an SEO plan because their advertising sales teams are so focused on selling convention special sections and other projects.

10:33 Bill Densmore

Thu, 17 Sep 2009 16:33:52 GMT

THE OPPORTUNITY TO IMPROVE PAGE RANK -- SYNDICATE

Q: If newspapers worked together to take advantage of traffic, they could help their former Yellow Page customers with their search engine optimization?

Mutter: Yes, it would be a good idea for newspapers to help companies with their online presence and help them with Yellow Page-type services. The other important point the questioner made, Mutter says: When Google algorithms rank search result listings, they do it by page rank and page rank could be dramatically increased if newspapers got together and pointed at each othre's websites. "If you all got together to create as it were a syndicate ... to leverage your individual page rank and then confer that on our customers, you could help them to improve their page rank then that is a beautiful thing and everbody would win."

10:36 Bill Densmore

Thu, 17 Sep 2009 16:36:51 GMT

There's a break now until 10:45 a.m. CENTRAL (11:45 a.m. EASTERN).

10:57 Comment From Stephanie

Thu, 17 Sep 2009 16:57:28 GMT

Agree completely that newspapers need to understand how to play the seo game for their own content before they even attempt to start selling others on a service!

10:57 Bill Densmore

Thu, 17 Sep 2009 16:57:40 GMT

Karen Feldman of IBM has now started her presentation.

10:59 Bill Densmore

Thu, 17 Sep 2009 16:59:11 GMT

Feldman starts by stating the landscape. She says the downtown for newspapers is secular, not cyclical, and the advertising downturn is speeding up, not slowing down. In the past advertisers trusted newspapers and television. Now a new breed of marketers are going after vehicles where they can understand the audience better and measure the ROI. Web advertising is on a path to exceed newspaper advertising.

11:00 Bill Densmore

Thu, 17 Sep 2009 17:00:31 GMT

She is now going to talk about two studies they have completed. She is going to talk about two things:

-- Blurring of the advertising and marketing worlds becuase of new technologies
-- Addressing consumer needs through relevancy, integration and choice offers opportunities
-- But business models and capabilities need to be put in place

11:01 Bill Densmore

Thu, 17 Sep 2009 17:01:00 GMT

"It is shifting from a massmarketing one size fits all to a more tailored approach," says Feldman.

11:03 Bill Densmore

Thu, 17 Sep 2009 17:03:35 GMT

Feldman's current slide -- she is going through a PowerPoint -- talks about the "generational chasm." They are looking at three consumer segments:

-- Massive Passives -- the are passive about consuming content. They tend to skew a bit older, they like the feel of print on their hands. They trust their local news provider. "Hold onto this group, it is the group that is funding your traditional revenue streams." Like her father -- he doesn't know how to use his DVR. "It is driving the two annuities that will help you reach the two groups you need to reach.

11:05 Bill Densmore

Thu, 17 Sep 2009 17:05:13 GMT

The other two groups are the Digital Savvies.

-- Gadgetiers -- Have all the latest tecnology. Tend to skew over age 24 but young than massive passives. Loves new devices and like to consumer media and information on those devices. They are willing to spend disposable income. But they don't have a lot of time -- that's the scarce resource. They look for time-saving strategies.

11:06 Bill Densmore

Thu, 17 Sep 2009 17:06:25 GMT

-- Kool Kids -- The third segment, under 24. "This is the group that all they know is digital." They are finding their information from social network and social media sites. They don't care about email anymore. They communicate through social media and texting.

11:08 Bill Densmore

Thu, 17 Sep 2009 17:08:26 GMT

In the second year of their survey, 35% have watched video on a portable phone, up from 25% a year ago. Over 60% are on a social-networking site, 65% are using an online newspaper website.

The slides are too complicated to summarize quickly here and get it right. I'll visit with Feldman after her presentation and see if it is possible to get her slide deck posted. If so, it will be at this url: http://www.newshare.com/ibm-slides

11:12 Bill Densmore

Thu, 17 Sep 2009 17:12:18 GMT

Now Feldman is showing a videotape excerpt of their focus-group interviewing of "cool kids" -- conducted several years ago, Feldman says. These kids seem to be kinds in the pre-teen 10-13 range. They are sorting out with flash cards their preferred information platform sources and talking about why they prefer each. The comparables are cell phone, iPod, computer, television. They are wildly more expressive about their interest in computer rather than TV, because you can have "two in one" -- games and shows on a computer. "TV is going down, X-Box is going down, radio is going down." "The stock market is going down, I think right now the computer is going up."

11:13 Bill Densmore

Thu, 17 Sep 2009 17:13:20 GMT

Cool kids are twice as likely to visit a social networking site as they are to visit a newspaper site, Feldman says the IBM research shows. Cool kids prefer watching TV online. "That might not be an issue except that the revenues generated from TV online are anywhere from 30% to 40% of revenues generated from traditional TV."

11:13 Bill Densmore

Thu, 17 Sep 2009 17:13:59 GMT

Feldman, of IBM: "The quality issue is not becomming an issue. They are willing to trade off that value in quality for being able teo watch where they want, how they want and when they want."

11:14 Comment From Zach Seward

Thu, 17 Sep 2009 17:14:05 GMT

Bill, sounds like some of the slides may overlap with IBM's response to the NAA, which is here: http://www.niemanlab.org/pdfs/IBM.pdf

11:15 Bill Densmore

Thu, 17 Sep 2009 17:15:12 GMT

Note above that Zach Seward from NiemanLabs references IBM's response to the Newspaper Association of America's request for information on digital content-payment strategies, which was briefly public last week.

11:17 Bill Densmore

Thu, 17 Sep 2009 17:17:11 GMT

Feldman says interactive, measurable formats are attracting a greater level of advertising share. IBM's slide predicts that alternative, interactive channels will go to 27% of U.S. advertising and marketing share by 2012, up from 7% in 2002 and 13% in 2007.

Tradidtional marketing will go to 42% in 2012 from 46% in 2002 and 46% in 2007.

Traditional advertising will go to 32% in 2012 from 47% in 2002 and 41% in 2007.

11:18 Bill Densmore

Thu, 17 Sep 2009 17:18:18 GMT

Feldman says this shows that interactive channel growth is entirely at the expense of traditional advertising and marketing channels/dollars. "Advertising and marketing dollar are following the audience," says Feldman.

11:20 Bill Densmore

Thu, 17 Sep 2009 17:20:30 GMT

DEMAND FOR NEW METRICS/CURRENCIES

Feldman says there is a demand for new metrics and currencies as marketing and advertising shift to interactive. In an IBM study, she says within five years 50% of advertisrs will expect 20% of deals to be impact-based -- based on an action, not an impression. "This is a fundamental shift in the way the advertising industry works." Already, Google has shifted from a mass market of one-to-many to a mass market of many to one. "It has huge implications for how advertising is bought and sold, how you target consumers and the analytics of how you find those consumers."

11:22 Bill Densmore

Thu, 17 Sep 2009 17:22:09 GMT

Feldman says in one of their surveys, IBM quotes the North American CEO of a global advertising agency: "Every contact with a conumser is now an opportunity to impact your brand/reputation as well as an opportunity to drive action." She is now pressing her argument that digital migration blurs the historic distinctions between advertising and marketing platforms.

11:25 Bill Densmore

Thu, 17 Sep 2009 17:25:54 GMT

Targetting, analytics and ROI will figure in both, she says. This also means the participants in the media ecosystem are blurring. Advertising dollars are shifting to marketing, bypassing media and becoming media producers themselves. Advertising agencies are taking on creative roles, producing their own work and working directly with advertisers.

There are two new players in the mix however:

-- Technology. Device manufactures like Apple, Amazon, are finding new device methods to distribute media. These are also creating opportunities for paid content. There are also networks and exchanges coming in -- like Google search, and automated advertising -- hundreds of advertising networks. "What they are really doing is disagregatting the content from advertising."

You now can't tell where you advertising message is going to land and it is one reason why some advertisers are still somewhat drawn to the traditional brands where the advertising environment is predictible.

11:28 Bill Densmore

Thu, 17 Sep 2009 17:28:33 GMT

CONSUMERS WILL TRADE INFO FOR VALUE

Privacy. Says Feldman: "Despite privacy concerns, we found in our global survey that consumers were overwhelmingly willing to exchange information about themselves for information they considered to have value . . .. including more relevant content or advertising."

The IBM global survey found the following percentages of consumers "willing to provide information about yourself" in exchange for value: Australia (50%), India (72%), Japan (62%), U.K. (49%), United States (45%).

11:30 Bill Densmore

Thu, 17 Sep 2009 17:30:21 GMT

CONSUMERS INTERESTED IN INTEGRATED CONTENT/MESSAGING

In another survey result, Feldman says the IBM survey found that consumers were increasingly interested in having integrated devices for messaging. They want to be able to port content from device to device. "They want to be able to establish a relationship with each provider without having to port that content."
(There is a chart with detail on this I'll have to provide later).

11:31 Bill Densmore

Thu, 17 Sep 2009 17:31:45 GMT

There's also a great slide about people's willingness to pay for content which we'll try to put up at the URL listed above. (www.newshare.com/ibm-slides)

11:34 Bill Densmore

Thu, 17 Sep 2009 17:34:31 GMT

EVOLUTIONARY BUSINESS MODELS

-- Shifting to addressability and an audience of money

-- Shifting from impression-based format to impact-based format

-- Shift to a consumer-centric marketing (vs. platform centric)

-- Census-level approached (every consumer and click tracked) "And you need to find a way to deliver that information about to the client or marketer."

-- Need integrated cross-platform approach. "A continuous approach where the consumer is at the heart, you buy across platform so you can reach that consumer whereever they are."

11:35 Bill Densmore

Thu, 17 Sep 2009 17:35:32 GMT

Feldman, the IBM researcher, is now sharing some specific examples of consumer-centric marketin in various industries. She starts with Nike Plus.

11:38 Bill Densmore

Thu, 17 Sep 2009 17:38:20 GMT

-- With Nike, you can use your iPod while you are running to track your performance, then sync it with your computer with you get home and study a lot of your running performance metrics. Runners are passionate, they like to talk about it. This is an example of web 2.0 technology married with that passion.

11:38 Bill Densmore

Thu, 17 Sep 2009 17:38:44 GMT

-- Vitamin Water creates a Facebook app to crowd-source new-product development.

11:38 Bill Densmore

Thu, 17 Sep 2009 17:38:50 GMT

BTW, Feldman works in the global business services unit of IBM in New York, and is the "media and entertainment lead" for the Institute for Business Value." (karen.x.feldman@us.ibm.com / 917-673-9417)

11:40 Bill Densmore

Thu, 17 Sep 2009 17:40:53 GMT

-- Hearst develops contextually relevant, integrated campaigs for LG, the cellphone manufacturer. This is an example of a publisher getting into the business of helping an advertising client with an integrated marketing campaign. There are ads in House Beautiful, Esquire, Marie Claire, Popular Mechanics magazines, and micro-web sites. "It's an example of the advertising being more coupled with the content . . . and leveraging the assets you do have and using them to do what they do best."

11:42 Bill Densmore

Thu, 17 Sep 2009 17:42:19 GMT

Feldman's last example of integrated, consumer-centric marketing:

-- Baby Center is Johnson & Johnson's website. J&J worked with First Response to create an online/mobile campaign called "Booty Caller." The company, First Response, marketings a pre-pregnancy product.

11:46 Bill Densmore

Thu, 17 Sep 2009 17:46:32 GMT

SOME CONCLUSIONS: What's hindering move toconsumer-centricity?

Demand for consumer-centric marketing is much higher than supply. The reason why, IBM suspects, is traditional media is trying to protect traditional revenues. And there is uncertainty about how granular targetting will truely become and which platforms will dominate, she adds.

Current industry realities, she says, also include:

-- Fragmentation -- How to drive standards in metrics, processes and formats. "What we have seen is very limited standards . . . and no standards at all in how you measure results."

-- Siloed operating models -- How to integrate across platforms to offer consistency and relevancy to the consumer.

-- Data glut -- How to turn the explosion in information into real-time actionable insights?

11:48 Bill Densmore

Thu, 17 Sep 2009 17:48:21 GMT

FINAL CONCLUSIONS from IBM's Feldman:

-- Creative process have been media centric, now they must be cross platform.

-- Insights are now inhibited by a data glut -- we have to move to insights and impact.

-- Collaboration is now hard because of proprietary models, we have to move to open collaboration.

-- Workflows are manual and analog today. We have tomoe to automated and digital processes.

11:50 Bill Densmore

Thu, 17 Sep 2009 17:50:06 GMT

Here is one of the IBM studies which Feldman helped with:
http://www-935.ibm.com/services/us/index.wss/ibvstudy/gbs/a1028798?cntxt=a1000062

11:51 Bill Densmore

Thu, 17 Sep 2009 17:51:56 GMT

MUSIC-INDUSTRY EXAMPLE

Feldman compares to the music industry. Despite all the disruption, the music industry as a whole has grown. But the dollars have shifted to participants who are closer to consumers and away from the record labels. People like Apple have had astronomical growth. iTunes is a loss leader for Apple; they make money on the device. But now with iPhone apps, Apple may be getting ready to get transactional -- to make more money on the software that the hardware.

11:54 stevebuttry via twitter

Thu, 17 Sep 2009 17:54:23 GMT

Feldman's running overtime, throwing off sked. #mns

11:54 Bill Densmore

Thu, 17 Sep 2009 17:54:41 GMT

We're now breaking for lunch. Back at about 12:30 p.m. CENTRAL with a talk by Mary Peskin of the American Press Institute.

12:24 stevebuttry via twitter

Thu, 17 Sep 2009 18:24:03 GMT

Lunch speaker Dick Doak reminiscing about days of manual typewriters, linotype, engraving. #mns

12:26 SCJThomasR via twitter

Thu, 17 Sep 2009 18:26:34 GMT

http://twitpic.com/i2bzf - pork chops for lunch @ #mns

12:27 stevebuttry via twitter

Thu, 17 Sep 2009 18:27:52 GMT

Doak worries that democracy won't survive without newspapers or something very much like them. #mns

12:30 SCJThomasR via twitter

Thu, 17 Sep 2009 18:30:53 GMT

#mns lunch - Richard Doak speaking: with few exceptions, newspapers break the news in this country.

12:31 stevebuttry via twitter

Thu, 17 Sep 2009 18:31:56 GMT

Doak waxing nostalgic about meeting stories, saying with few exceptions only mewspapers break stories. #mns

12:34 stevebuttry via twitter

Thu, 17 Sep 2009 18:34:23 GMT

Doak dissing TV, cable, radio, bloggers. "A few bloggers do original reporting." #mns

12:36 stevebuttry via twitter

Thu, 17 Sep 2009 18:36:08 GMT

This narrow-minded nostalgia really seems out of place in an otherwise forward-looking conference. #mns

12:37 SCJThomasR via twitter

Thu, 17 Sep 2009 18:37:11 GMT

doak @ #mns: editor once said first obligation of newspper is make a profit. ... what other profit-making enterprise makes money seekin ...

12:39 SCJThomasR via twitter

Thu, 17 Sep 2009 18:39:05 GMT

doak @ #mns: successful net newspaper of future will have less content and more quality.

12:43 stevebuttry via twitter

Thu, 17 Sep 2009 18:43:08 GMT

Doak thinks people will be willing to pay for someone to "simply do online what we have always done." No, they won't. #mns

1:00 stevebuttry via twitter

Thu, 17 Sep 2009 19:00:32 GMT

Next up for Midwest Newspaper Summit, my API colleague Mary Peskin, sharing recent research on paid content. #mns

1:01 stevebuttry via twitter

Thu, 17 Sep 2009 19:01:19 GMT

Peskin: Paid content goal: saving industry "or at least holding on a while." #mns

1:02 SCJThomasR via twitter

Thu, 17 Sep 2009 19:02:11 GMT

Want to follow updates from Midwest Newspaper Summit - follow #mns and #mnsummit - sorry there are 2 tags. obv need more coordination.

1:04 stevebuttry via twitter

Thu, 17 Sep 2009 19:04:08 GMT

Peskin: 5 doctrines of API's Newspaper Economic Action Plan: True value, fair use, fair share, digital delivery, consumer-centric. #mns

1:05 stevebuttry via twitter

Thu, 17 Sep 2009 19:05:01 GMT

Peskin: API paid-content approach isn't as simple as just putting up a paywall. Actually, many consumers will see it that simply. #mns

1:08 JillVanWyke via twitter

Thu, 17 Sep 2009 19:08:25 GMT

Mary Peskin of API now addressing Midwest Newspaper Summit. "The medium is secondary to the brand." #mns

1:09 stevebuttry via twitter

Thu, 17 Sep 2009 19:09:14 GMT

Peskin notes the momentum of newspapers planning to charge for content since API report on paid content. #mns

1:12 JPSantori via twitter

Thu, 17 Sep 2009 19:12:08 GMT

Peskin #mns: API results unveiled: 6 of 10 news org considering pay access

1:12 stevebuttry via twitter

Thu, 17 Sep 2009 19:12:08 GMT

Peskin: API report (released Monday) says 58% considering paid access, a quarter expect to leap in next 6 months. #mns

1:12 woobie via twitter

Thu, 17 Sep 2009 19:12:58 GMT

RT @stevebuttry Peskin: API report (released Monday) says 58% considering paid access, a quarter expect to leap in next 6 months. #mns

1:12 JPSantori via twitter

Thu, 17 Sep 2009 19:12:59 GMT

Peskin #mns #mnsummit 25% expected to launch paid model in 6 months

1:12 JillVanWyke via twitter

Thu, 17 Sep 2009 19:12:59 GMT

Peskin: 6 of 10 newspapers are considering charging for some content. My college journo students tell me they won't pay for content. #mns

1:13 JPSantori via twitter

Thu, 17 Sep 2009 19:13:46 GMT

Peskin #mns #mnsummit: Drivers= more revenue, protecting content. More defensive rather than opportunity for new venture

1:14 Bill Densmore

Thu, 17 Sep 2009 19:14:30 GMT

Thanks to Steve and Jill for keeping the discussion going here. We're back from lunch at the Midwest Newspaper Summit now listening to Mary Peskin, associate director of the American Press Institute, describing results of the API's survey on charging for content. We'll put the slide deck at this location as soon as we have it: http://www.newshare.com/api-slides

1:14 JPSantori via twitter

Thu, 17 Sep 2009 19:14:32 GMT

Peskin #mns #mnsummit 67% now offer ePaper. Median chg $5 a month

1:15 JPSantori via twitter

Thu, 17 Sep 2009 19:15:24 GMT

Peskin #mns #mnsummit: Looks like the pay wall will attract those already paying ePaper sites.

1:16 stevebuttry via twitter

Thu, 17 Sep 2009 19:16:15 GMT

API study was conducted by Belden and ITZ. Peskin: 90 percent of news sites surveyed were free. Only 3% all paid. #mns

1:16 JPSantori via twitter

Thu, 17 Sep 2009 19:16:15 GMT

Peskin #mns #mnsummit: Providers: 93% thought content was valuable; 95% users thought same

1:17 SCJThomasR via twitter

Thu, 17 Sep 2009 19:17:04 GMT

@JPSantori Thanks for adding #mns

1:17 stevebuttry via twitter

Thu, 17 Sep 2009 19:17:53 GMT

Peskin shows the numbers that @steveouting noted Monday: Publishers think news content hard to replace. Half of consumers say easy. #mns

1:17 JPSantori via twitter

Thu, 17 Sep 2009 19:17:53 GMT

Peskin: #mns #mnsummit However, disconnect was on whether content replacement could be found. Users thought not easy or somewhat easy.

1:18 stevebuttry via twitter

Thu, 17 Sep 2009 19:18:41 GMT

Actually, here's the slide @steveouting noted: 75% of publishers thought consumers would turn to print edition. 30% of public. Peskin: #mns

1:18 JPSantori via twitter

Thu, 17 Sep 2009 19:18:41 GMT

Peskin #mns #mnsummit What other sources: Visitors=other sites (68%), TV (45%), regional sites, radio, print edition (30%).

1:19 stevebuttry via twitter

Thu, 17 Sep 2009 19:19:41 GMT

Peskin: "This gives us a little pause" on paid-content approaches. Yep. #mns

1:19 JPSantori via twitter

Thu, 17 Sep 2009 19:19:41 GMT

Peskin #mns #mnsummit Providers thought #1 alternative was print edition. Disconnect!

1:20 Bill Densmore

Thu, 17 Sep 2009 19:20:06 GMT

Here's the news release about the benchmarking survey Peskin is overviewing:
http://www.americanpressinstitute.org/pages/apinews/api_news_releases/api_to_provide_benchmark_study/

1:20 JPSantori via twitter

Thu, 17 Sep 2009 19:20:36 GMT

Peskin #mns #mnsummit Half the visitors to news websites are "flybys" .. one time a month

1:20 stevebuttry via twitter

Thu, 17 Sep 2009 19:20:36 GMT

Peskin: 3 types of web readers: fly-by (54%), incidental loyalist (21%), core loyalists (20 days/month, 2-3 times/day, 25%). #mns

1:20 JPSantori via twitter

Thu, 17 Sep 2009 19:20:36 GMT

Peskin #mns #mnsummit However, local data could be different. I know our data is not reflective of this.

1:21 JPSantori via twitter

Thu, 17 Sep 2009 19:21:24 GMT

#mns #mnsummit Last comment my own

1:22 JPSantori via twitter

Thu, 17 Sep 2009 19:22:14 GMT

Peskin #mns #mnsummit Core loyalists though drive the most page views and have the highest opp for engagement

1:22 stevebuttry via twitter

Thu, 17 Sep 2009 19:22:14 GMT

Peskin: Core loyalists account for 86% of page views. They are the prime candidates for paying for content, she says. #mns

1:23 JPSantori via twitter

Thu, 17 Sep 2009 19:23:46 GMT

Peskin #mns #mnsummit Flybys will have the most resistance to pay walls.

1:23 stevebuttry via twitter

Thu, 17 Sep 2009 19:23:46 GMT

Peskin: Fly-bys may make some micropayments, but will resist paywalls. #mns

1:23 Bill Densmore

Thu, 17 Sep 2009 19:23:55 GMT

She's now giving some of her conclusions:

She says it are the behaviors and patterns of "core loyalists" to websites -- who drive about 86% of monthly pageviews -- that are most important in considering how to develop some consumer pay strategies. These core loyalists are have higher engagement than other users. But there are issues about how often they really visit -- uniquely -- because some "clear their cookies" once a week or so. So the number of core loyalists -- actual people -- may be lower than the analytics indicate. "We are basing our predictions on a much-inflated number," Peskin says. There has to be a "really shrewd number about who is coming to your website, when and why."

"Fly bys" only come about once amonth. They are driven by search or other reference to specific county, and Peskin says they may like per-click payments. The third group, "incidental loyalists" are driven by specific countent and might like a day pass, single story or micropayment solution.

1:24 Bill Densmore

Thu, 17 Sep 2009 19:24:24 GMT

"Core loyalists" visit 18+ days a month and 2-3 times a week, are driven by local or breaking news and may like a day-pass or subscription access.

1:24 stevebuttry via twitter

Thu, 17 Sep 2009 19:24:41 GMT

Peskin: Incidental loyalists may go for day passes or single-story fees. #mns

1:26 JPSantori via twitter

Thu, 17 Sep 2009 19:26:17 GMT

RT @stevebuttry: Peskin: Incidental loyalists may go for day passes or single-story fees. #mns #mnsummit

1:27 JPSantori via twitter

Thu, 17 Sep 2009 19:27:12 GMT

Peskin #mns #mnsummit fair share/fair use Pubs losing $250M annual through copying content

1:27 Bill Densmore

Thu, 17 Sep 2009 19:27:15 GMT

THE DOCTRINE O F FAIR USE / FAIR SHARE

The API's Mark Peskin is now talking about the balance between fair share and fair use. She says Dean Singleton set the discussion on this when he declared at the Newspaper Association of American convention in San Diego in the spring that the news industry would no longer let people use and share its content based on "misguided legal theories."

Peskin says there's a need to reinterpret the copyright doctrine of fair use for our digital times. This, she says, would enable the free-flow of authentic, original news gathering by providing a way of compensating to work it takes to produce. "It requires some dialog and negotiation with aggregators like Google," she says. Some dialog will be back and forth, and some may require lawyers, she says.

1:27 Bill Densmore

Thu, 17 Sep 2009 19:27:58 GMT

The API / Belden Associates survey which API's Mary Peskin is detailing says the news industry is concerned about content piracy but is doing little about it.

1:29 JPSantori via twitter

Thu, 17 Sep 2009 19:29:03 GMT

Peskin #mns #mnsummit Survey: 44% very concerned about piracy but 75% aren't doing anything about it

1:29 stevebuttry via twitter

Thu, 17 Sep 2009 19:29:03 GMT

Peskin: 44% of publishers very concerned (41% somewhat) about content piracy. But 75% not doing anything about it. #mns

1:29 JillVanWyke via twitter

Thu, 17 Sep 2009 19:29:03 GMT

Peskin: 44% of news publishers "very concerned" about unauthorized/uncompensated use of content. But only 25% are tracking it. #mns

1:29 SCJThomasR via twitter

Thu, 17 Sep 2009 19:29:54 GMT

@JillVanWyke RE concerns about unauthorized/uncompensated use of content - the AP is working on a solution for this. #mns

1:30 JPSantori via twitter

Thu, 17 Sep 2009 19:30:41 GMT

Peskin #mns #mnsummit: Digital delivery: Twitter and facebook are still most popular for alt delivery of news

1:30 JillVanWyke via twitter

Thu, 17 Sep 2009 19:30:41 GMT

Peskin: Twitter, Facebook, email alerts, mobile/PDA are top digital delivery platforms for news publishers. Lots of potential here. #mns

1:31 stevebuttry via twitter

Thu, 17 Sep 2009 19:31:28 GMT

Peskin shows list of missed opportunities, new opportunities. #mns

1:31 JPSantori via twitter

Thu, 17 Sep 2009 19:31:28 GMT

Peskin #mns #mnsummit: Consumer centric opportunities inc. Collaboration, syndication, unbundling, content expertise, customization

1:32 SCJThomasR via twitter

Thu, 17 Sep 2009 19:32:33 GMT

RT @JillVanWyke: Peskin: Twitter, Facebook, email alerts, mobile are top digital delivery platforms for publishers. Lots of potential. #mns

1:32 JPSantori via twitter

Thu, 17 Sep 2009 19:32:33 GMT

Peskin #mns #mnsummit: More opp=Community niche, social networking, content across platforms, consumer value proposition.

1:34 JPSantori via twitter

Thu, 17 Sep 2009 19:34:44 GMT

Peskin #mns #mnsummit: They are still taking respondents for survey at API (API/ITZBelden survey)

1:35 JPSantori via twitter

Thu, 17 Sep 2009 19:35:36 GMT

#mns #mnsummit The material shown today will be available at the newspaper evolution website www.newspaperevolution.com

1:36 JillVanWyke via twitter

Thu, 17 Sep 2009 19:36:53 GMT

Next up at Midwest Newspaper Summit: "A Time for Innovation" panel with Marty Kaiser, Alan Mutter, Chuck Peters, Jennifer Towery. #mns

1:36 JPSantori via twitter

Thu, 17 Sep 2009 19:36:53 GMT

#mns #mnsummit: Panel on Time for Innovation= Marty Kaiser of Milwaukee JS; Alan Mutter; Chuck Peters, Cedar Rapids Gazette Comm and...

1:37 stevebuttry via twitter

Thu, 17 Sep 2009 19:37:45 GMT

Panel discussion: "A Time for Innovation," w/ @cpetersia, @newsosaur, Marty Kaiser of Milwaukee JS, Jennifer Towery of Peoria Guild. #mns

1:37 JPSantori via twitter

Thu, 17 Sep 2009 19:37:45 GMT

#mns #mnsummit ...Jennifer Towery of Nwspaper Guild in Peoria and moderated by Jo Martin of Times-Citizens Comm Iowa Falls

1:41 JPSantori via twitter

Thu, 17 Sep 2009 19:41:07 GMT

#mns #mnsummit: Kaiser: What we're driving home importance of prof journalism. Protect trusted news coverage.

1:41 stevebuttry via twitter

Thu, 17 Sep 2009 19:41:07 GMT

Kaiser (president of ASNE): Still trying to drive home the importance of professional journalism, being "trusted place for content." #mns

1:41 JPSantori via twitter

Thu, 17 Sep 2009 19:41:54 GMT

#mns #mnsummit: Kaiser: and we carry this out to our advertisers. (good point of differentiation to other sources)

1:42 JPSantori via twitter

Thu, 17 Sep 2009 19:42:57 GMT

#mns #mnsummit: Kaiser: We need to separate the media of opinion and media of reporting. Cable news or cable opinion?

1:43 stevebuttry via twitter

Thu, 17 Sep 2009 19:43:56 GMT

Kaiser: Dissatisfaction with media focuses on opinion; value lies more in reporting, verification. #mns

1:44 stevebuttry via twitter

Thu, 17 Sep 2009 19:44:51 GMT

Kaiser: As newspapers consolidated to one in most towns, "we got less competitive." #mns

1:46 stevebuttry via twitter

Thu, 17 Sep 2009 19:46:30 GMT

Kaiser recalls Chicago Sun-Times days, when his staff was the scrappy underdog. Again, "we are the underdog," need to take chances. #mns

1:47 stevebuttry via twitter

Thu, 17 Sep 2009 19:47:41 GMT

Kaiser: Culture is created by the leaders of your news org. Leaders are responsible for changing the culture. #mns

1:49 JPSantori via twitter

Thu, 17 Sep 2009 19:49:17 GMT

#mns #mnsummit Kaiser: We need to take more chances cause there is no one newspaper who has the answer ... or we'd all fly there for answer

1:49 Bill Densmore

Thu, 17 Sep 2009 19:49:32 GMT

Kaiser says news organizations have to start a conversation with their newsrooms about the future of journalism. There needs to be a focus on four things:

1:50 Britta_SF via twitter

Thu, 17 Sep 2009 19:50:04 GMT

We need to separate the media of opinion and media of reporting. Cable news or cable opinion? via @JPSantori #mns #mnsummit

1:50 stevebuttry via twitter

Thu, 17 Sep 2009 19:50:04 GMT

Kaiser: Focus on what we can do best, maintain the brand. #mns

1:51 Bill Densmore

Thu, 17 Sep 2009 19:51:16 GMT

-- Immediacy -- breaking news. "We're posting it as fast as we can. We've developed an area on our website called NewsWatch. it's two or three graphs, written in a completely different way . . . it's giving people information as quickly as we can . . . there is a joke in our town that our NewsWatch has become the assignment desk for local TV stations." They make choices later in the day about whether the story gets into the newspaper. Some things don't.

1:51 andybechtel via twitter

Thu, 17 Sep 2009 19:51:41 GMT

Why I like Twitter: I can prepare for class and follow the Midwest Newspaper Summit at the same time. #mns

1:52 stevebuttry via twitter

Thu, 17 Sep 2009 19:52:35 GMT

Kaiser: Journal Sentinel developed "newswatch" section of web page for immediate posting of breaking news: http://bit.ly/UBWkv #mns

1:53 Britta_SF via twitter

Thu, 17 Sep 2009 19:53:22 GMT

Twitter, Facebook, email alerts, mobile/PDA are top digital delivery platforms for news publishers. Lots of potential. #mns via @JillVanWyke

1:54 stevebuttry via twitter

Thu, 17 Sep 2009 19:54:56 GMT

Kaiser: Another Journal Sentinel emphasis: listening to readers, getting info (readers provided photos within 15 min. of train wreck) #mns

1:56 stevebuttry via twitter

Thu, 17 Sep 2009 19:56:41 GMT

Kaiser: Journal Sentinel got 2M+ page views of user-submitted photo-manipulations of Favre as a Viking. #mns

1:56 Bill Densmore

Thu, 17 Sep 2009 19:56:52 GMT

-- Second focus cited by Martin Kaiser, the executive editor of the Milwaukee Journal Sentinel: "It isn't all about us." Listen to readers.

-- Third focus -- Invite listeners into the conversation.

1:57 JPSantori via twitter

Thu, 17 Sep 2009 19:57:32 GMT

#mns #mnsummit Kaiser: Biggest area is developing brand out of investigative reporting. Stuff you cannot get anywhere else.

1:57 stevebuttry via twitter

Thu, 17 Sep 2009 19:57:32 GMT

Kaiser: Journal Sentinel developed brand around enterprise reporting no one else can provide. Big drunk driving project last year. #mns

1:57 JPSantori via twitter

Thu, 17 Sep 2009 19:57:32 GMT

RT @stevebuttry: Kaiser: Journal Sentinel got 2M+ page views of user-submitted photo-manipulations of Favre as a Viking. #mns #mnsummit

1:58 Bill Densmore

Thu, 17 Sep 2009 19:58:11 GMT

-- Fourth focus -- More emphasis on investigative reporting and about accountability. They have found consumers like it. "We are going to continue it even with a smaller staff."

1:58 JillVanWyke via twitter

Thu, 17 Sep 2009 19:58:27 GMT

Kaiser: Milwaukee JS stresses 4 things: immediacy/breaking news; reader community; video; investigative and enterprise reporting. #mns

1:59 stevebuttry via twitter

Thu, 17 Sep 2009 19:59:23 GMT

RT @andybechtel Why I like Twitter: I can prepare for class and follow the Midwest Newspaper Summit at the same time. #mns

1:59 JPSantori via twitter

Thu, 17 Sep 2009 19:59:23 GMT

#mns #mnsummit Kaiser: Rptr team focused on explanatory, investigative services that will distinguish us from the rest. (Worth repeating!)

2:01 stevebuttry via twitter

Thu, 17 Sep 2009 20:01:34 GMT

Kaiser: Series withheld from web until after print publication got tremendous traffic posted after series concluded. #mns

2:02 JPSantori via twitter

Thu, 17 Sep 2009 20:02:22 GMT

#mns #mnsummit Handing over the rest of tweeting to @stevebuttry. Doing admirable job (and my batteries are low.)

2:05 stevebuttry via twitter

Thu, 17 Sep 2009 20:05:53 GMT

Towery discussing L3C model: low-profit limited liability corp. Not non-profict (so endorsements are OK). Can leverage foundation $$. #mns

2:05 JillVanWyke via twitter

Thu, 17 Sep 2009 20:05:53 GMT

Towery: Consider new biz model for newspapers: a low-profit, limited liability company, with social benefit as its first priority. #mns

2:06 Bill Densmore

Thu, 17 Sep 2009 20:06:22 GMT

At the Midwest Newspaper Summit in Dubuque, Iowa, there's now a panel underway. We just heard from Marty Kaiser, editor of the Milwaukee Journal Sentinel. Now an editor at the Peoria (Ill.) Journal Star is giving us a primer on the "L3C" form of ownership, something new developed in Vermont and now being enacted by many states.

"The beauty of an L3C is it can draw from a wide pool of investors," says Jennifer Towery, the Peoria editor who, as head of the local Newspaper Guild chapter, is trying to put together a mechanism for the Peoria community and employees of the Journal Star to acquire the newspaper from its group owner.

"When a L3C is registered, you set up an operating agreement (like an LLC or regular corporation), except that you also spell out in the operating agreement how you are going t meet your social mission,"

2:07 stevebuttry via twitter

Thu, 17 Sep 2009 20:07:51 GMT

Towery: L3C must serve public purpose. 3 tiers of investment: equity (big risk, big return; foundations not venture capitalists) 1/2 #mns

2:09 Bill Densmore

Thu, 17 Sep 2009 20:09:14 GMT

She says each L3C can structure its operating agreement as it wishes. She talks about how she would structure her newspaper.

In a traditional equity capital structure, the equity financing would come from venture capital or other investors who are only interested in rate and timing of return. In an L3C, she says, the first-tier equity financing comes from a foundation or other investor who is interested in a social return.

The next level of investor, the mezzanine investors, are people who are primarily interesting in support the organization's social mission.

The last level of investor can then be investors who want a market rate of return. These could be pension funds.

2:10 stevebuttry via twitter

Thu, 17 Sep 2009 20:10:22 GMT

Towery: "mezzanine" investor (employees, community) invest to support cause. "Senior" investor gets guaranteed return. 2/2 #mns

2:11 Bill Densmore

Thu, 17 Sep 2009 20:11:28 GMT

That last level is called the "senior" level.

Towery now talks about the challenge of access to news. Some people can't afford to pay the cost of subscribing to a print newspaper. So her L3C would set up a scholarship fund which could be used to support subscriptions for people who can't afford a subscription.

2:12 Bill Densmore

Thu, 17 Sep 2009 20:12:19 GMT

There will be competing interests in the L3C. The key is to cover the competing interests on the board.

2:12 stevebuttry via twitter

Thu, 17 Sep 2009 20:12:19 GMT

This is a fascinating biz model. Not sure it would work, but I hope someone tries. Glas to hear such a different approach. #mns

2:13 stevebuttry via twitter

Thu, 17 Sep 2009 20:13:54 GMT

Towery: Illinois is "poster child" for need for watchdog reporting. #mns

2:14 stevebuttry via twitter

Thu, 17 Sep 2009 20:14:42 GMT

Towery: Need to put training into the model before profit. Absolutely. Training payoff is huge, but it's not free. #mns

2:15 Bill Densmore

Thu, 17 Sep 2009 20:15:22 GMT

Here are some links to other L3C resources:
http://www.newshare.com/wiki/index.php/Blueprint-resources-l3c
http://newshare.typepad.com/newshare/2009/04/building-a-profitmaking-company-with-a-social-mission.html

2:16 stevebuttry via twitter

Thu, 17 Sep 2009 20:16:23 GMT

Towery: If community buys even a share or two, they will be loyal to the newspaper. #mns

2:18 stevebuttry via twitter

Thu, 17 Sep 2009 20:18:29 GMT

Towery: Roadblocks to L3C papers: untested; need clear IRS ruling; lack of education about L3C; need to sell importance of journalism. #mns

2:21 stevebuttry via twitter

Thu, 17 Sep 2009 20:21:13 GMT

For more on L3C approach: http://bit.ly/17qRHN #mns

2:22 Bill Densmore

Thu, 17 Sep 2009 20:22:35 GMT

"So take advantage of that, ask them to help you do it."

ROADBLOCKS

towery says the L3c is "a a really great idea that has great potential but nobody has tried it yet."

Roadblocks to getting it going:

-- Untested
-- Lack of clear IRS ruling on its tax status
-- Lack of education in L3C
-- Lack of education on the importance of journalism

(COMMENT FROM Bill Densmore: The Federal Trade Commission is organizing a conference for Dec. 1-2 in Washington, D.C.,and it intends to explore the policy implications of non-profit newspapers. Here's a link to the announcement:
http://www.ftc.gov/opa/2009/08/news2009.shtm

Towery says there is a website devoted to the L3C and Bob Lang, the creator of the site, is present for the day in Dubuque:
http://www.americansforcommunitydevelopment.org

2:23 Bill Densmore

Thu, 17 Sep 2009 20:23:38 GMT

Chuck Peters, CEO of Gazette Communications Inc., in Cedar Rapids, Iowa, is now offering his perspective based upon his role reinventing the structure of his family and employee-owned publishing company as well as head of the Newspaper Association of America's technology horizon-scanning committee.

2:23 stevebuttry via twitter

Thu, 17 Sep 2009 20:23:43 GMT

.@cpetersia: News biz fundamentally flawed in reliance on packaged stories and unrelated advertising. #mns

2:24 stevebuttry via twitter

Thu, 17 Sep 2009 20:24:48 GMT

.@cpetersia: @newsosaur showed that model is going away. This isn't cyclical. #mns

2:24 infovalet via twitter

Thu, 17 Sep 2009 20:24:48 GMT

Reminder: Live blogging of Midwest Newspaper Summit at this URL: http://bit.ly/2KSRNM

2:25 jtmstream via twitter

Thu, 17 Sep 2009 20:25:43 GMT

Reminder: Live blogging of Midwest Newspaper Summit at this URL: http://bit.ly/2KSRNM #mns

2:26 Bill Densmore

Thu, 17 Sep 2009 20:26:07 GMT

Peters: "We have to so fundamentally change how we pursue our work in the first instance that it makes me sick," says Peters. "I wish we could keep the big flywheel of profitability going. We can't. We have to splinted that flywheel into different areas. Why can't we do that?"

2:26 stevebuttry via twitter

Thu, 17 Sep 2009 20:26:37 GMT

.@cpetersia: Core of success is building community and easing commercial transactions, not printing newspapers or running TV stations. #mns

2:28 Bill Densmore

Thu, 17 Sep 2009 20:28:07 GMT

Peters says his company knew 12 years ago it had to be the information provider of choice for its community. But how could they change the flywheel? IN the past, you just invited people into the flywheel. Now they have to create a service which allows each member of the community to select who they want to connect with.

2:29 stevebuttry via twitter

Thu, 17 Sep 2009 20:29:09 GMT

.@cpetersia: Why haven't we been faster to act? Culture. #mns

2:30 stevebuttry via twitter

Thu, 17 Sep 2009 20:30:16 GMT

.@cpetersia: We have to fundamentally change our business model. #mns

2:30 stevebuttry via twitter

Thu, 17 Sep 2009 20:30:16 GMT

.@cpetersia: In addition to culture, we needed to change organization. Org was focused on products. #mns

2:31 stevebuttry via twitter

Thu, 17 Sep 2009 20:31:56 GMT

.@cpetersia: Technology is third issue (w/ culture and org) blocking us from changing fast enough. #mns

2:32 Bill Densmore

Thu, 17 Sep 2009 20:32:05 GMT

SETTLING ON THE REFRIGERATOR REPAIRMAN

Peters gives the example of finding a refrigerator repairman. A consumer has to find the list of repair outfits, find out who has time to service them, who has the best reputation, what it will cost and if they have the parts. That process takes the consumer hours. Why shouldn't the organization offering the complete community information connection do all that work?

"We can make it easier and we can be paid for that transaction," says Peters. "I think they would pay us $5 or $10 for making that happen."

2:32 stevebuttry via twitter

Thu, 17 Sep 2009 20:32:42 GMT

.@cpetersia: We have to achieve a new relationship with our communities. If we do that, our products will be stronger. #mns

2:34 Bill Densmore

Thu, 17 Sep 2009 20:34:46 GMT

INDUSTRY NEEDS COMPLETE REVOLUTION

Newspapers were manufacturing industries which were like a spinning flywheel and all of the management focused around not doing anything to change or slow down the flywheel, says Peters.

"Now we need a complete technological revolution, becuase at the core of the systems it is has been protect the package," says Peters. "We had a flywheel that was making money. Don't screw it up. Don't let an ad get in there that doesn't belong, don't let content get in there that we don't want."

"There is a ton of work to do but we can't do that work unless we are organized and focused on the things that make a difference," says Peters.

NOBODY TO FOLLOW

"I wish there is somebody that we could follow. But as far as I know there is no one person in the world who knows what to do. So we have to be very open and transparent .... we have to find a new relationship with our communities . . . And if we engage in those communities I believe our products will be stronger."

2:35 jamiic via twitter

Thu, 17 Sep 2009 20:35:27 GMT

At newspaper evolution summit - hearing some interesting ideas. Follow it at #mns.

2:37 stevebuttry via twitter

Thu, 17 Sep 2009 20:37:14 GMT

.@cpetersia: Instead of flywheel, we neeed to be create a new spider web. #mns

2:38 Bill Densmore

Thu, 17 Sep 2009 20:38:24 GMT

Now Q and A underway. And about 2:50 p.m. CENTRAL Roger Fidler of the Reynolds Journalism Institute at the Missouri School of Journalism is going to offer a market update on the status of e-readers and other portable devices.

2:38 JillVanWyke via twitter

Thu, 17 Sep 2009 20:38:55 GMT

Chuck Peters of Gazette polled room of about 300. Most were publishers or news-side. Only a handful from advertising. Problem! #mns

2:41 Bill Densmore

Thu, 17 Sep 2009 20:41:43 GMT

Alan Mutter says Google's success in the news ecosystem is that it creates an audience of one dynamically in the moment. The future is having information find you without you having to go look for it.

2:42 stevebuttry via twitter

Thu, 17 Sep 2009 20:42:25 GMT

Ideal product in the interactive world is what you need at the moment, @newsosaur says. #mns

2:43 Bill Densmore

Thu, 17 Sep 2009 20:43:21 GMT

A questioner asks whether newspaper websites in the future should be wide, or deep -- all kinds of info or just the best info. Chuck Peters says that is a falso dichotomy. You can do both. You can link to the deepness, and focus on the creation of the best. "We have to be able to create the system that allows the individual to be able to get what they need when they want that," says Peters. "There is going to be technology that is going to make that so much easier to get than you can imagine."

2:44 stevebuttry via twitter

Thu, 17 Sep 2009 20:44:03 GMT

.@newsosaur: Future model will be to provide what people need without them even searching. #mns

2:45 JillVanWyke via twitter

Thu, 17 Sep 2009 20:45:11 GMT

I keep tripping on conference name: "Newspaper Evolution." No, it's a Revolution. Clay Shirky's take: http://bit.ly/rynA9 #mns

3:01 Bill Densmore

Thu, 17 Sep 2009 21:01:14 GMT

Roger Fidler is now being introduced at the Midwest Newspaper Summit. Roger is head of the Digital Publishing Alliance at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. He's the nation's most-recognized experts on e-books since as the Kindle.

3:06 stevebuttry via twitter

Thu, 17 Sep 2009 21:06:30 GMT

Next Midwest Newspaper Summit speaker: Roger Fidler of Reynolds Journalism Institute. Talking about e-readers. #mns

3:06 neilbudde via twitter

Thu, 17 Sep 2009 21:06:30 GMT

RT @stevebuttry: .@newsosaur: Future model will be to provide what people need without them even searching. #mns DailyMe already does it

3:07 stevebuttry via twitter

Thu, 17 Sep 2009 21:07:42 GMT

I attended #RJI e-reader summit (it's been a summit) week Mon-Tue but was too tired, distracted to tweet it. Catching up w/ Fidler now. #mns

3:07 JillVanWyke via twitter

Thu, 17 Sep 2009 21:07:42 GMT

Roger Fidler of Reynolds Journalism Institute: Kindle newspaper readers aren't paying for content; they're paying for convenience. #mns

3:09 stevebuttry via twitter

Thu, 17 Sep 2009 21:09:56 GMT

Fidler: Packages still have value (a rebuttal to @cpetersia, who's already left). #mns

3:09 stevebuttry via twitter

Thu, 17 Sep 2009 21:09:56 GMT

Fidler: Kindle presentation is based on e-books. Missouri experimenting with visually rich e-display on magazine-size e-reader. #mns

3:12 stevebuttry via twitter

Thu, 17 Sep 2009 21:12:39 GMT

Fidler: In Columbia Missourian e-reader project, ads were sold specifically for e-reader, mostly to new advertisers. #mns

3:15 stevebuttry via twitter

Thu, 17 Sep 2009 21:15:08 GMT

Fidler: e-papers hyperlinked w/ multimedia, readable on computer, not just e-reader. #mns

3:16 stevebuttry via twitter

Thu, 17 Sep 2009 21:16:08 GMT

Fidler: E-reader may be way to monetize investigative reporting: Sell project as one book-like file for e-reader. #mns

3:18 Bill Densmore

Thu, 17 Sep 2009 21:18:34 GMT

"We would expect to see some e-readers under the $200 threshhold next year and under $100 in a few years," says Fidler. "We are anticipating color by the beginning of 2011 and the beginning of video capability a year after that."

3:19 stevebuttry via twitter

Thu, 17 Sep 2009 21:19:48 GMT

I love my Kindle, & I think news orgs should deliver content on multiple devices, but don't see e-readers as big part of news' future. #mns

3:25 JillVanWyke via twitter

Thu, 17 Sep 2009 21:25:57 GMT

Final session at #mns: "Staying Relevant to Next Generation" with Chris Rhoades, Thomas Ritchie, Chris Snider.

3:30 JillVanWyke via twitter

Thu, 17 Sep 2009 21:30:47 GMT

Snider: It's an exciting time in journalism. We can make an impact in our business. #mns

3:32 Bill Densmore

Thu, 17 Sep 2009 21:32:09 GMT

Sinder is assistant managing editor for digital innovation at the Des Moines Register, a Gannett Co. Inc. company. Ritchie is online editor at the Sioux City Journal. Moderator is Steve Buttry, who is information content conductor (formerly editor) of the Gazette and its related services in Cedar Rapids, Iowa. Chris Rhoades is the Sales Director for Enterprise Publishing in Blair, Nebraska.

3:34 Bill Densmore

Thu, 17 Sep 2009 21:34:59 GMT

Ritchie has a fresh view of the daily news cycle: News is reporting in the morning and afternoon, the community's view is solicited as the day goes on and by evening the story starts to become final for print (having been on web already), and then is analyzed for follow up. It starts on Twitter, which reaches 3,000 followers, and then moves on from there. "We try to readers what we are doing before we do it, as we do and after we do it," says Ritchie.

3:37 JillVanWyke via twitter

Thu, 17 Sep 2009 21:37:41 GMT

Troubling that so many folks left for the final panel session on "staying relevant for younger next generation." Good insights. #mns

3:40 JillVanWyke via twitter

Thu, 17 Sep 2009 21:40:45 GMT

Chris Rhoades of Blair, Neb: We need to charge for our content. If it's valuable, people will pay for it. #mns

3:42 Bill Densmore

Thu, 17 Sep 2009 21:42:42 GMT

In Des Moines, Chris Snider (fixing spelling) sees some resistence to using Twitter and using mobile devices. That's why he thinks it's important that The Register is feeding multiple platforms, including print.

3:45 JillVanWyke via twitter

Thu, 17 Sep 2009 21:45:49 GMT

Snider: We distribute content everywhere we can: Twitter, Facebook, email & text alerts. It establishes us as "the source" of info. #mns

3:49 JillVanWyke via twitter

Thu, 17 Sep 2009 21:49:19 GMT

Snider: Younger readers/users expect interaction with news and with reporters. They appreciate when we offer that to them. #mns

3:49 Comment From Randy Picht (AP)

Thu, 17 Sep 2009 21:49:31 GMT

Hats off to all providing coverage. I feel like I'm there!

3:49 Comment From Guest

Thu, 17 Sep 2009 21:49:38 GMT

Bill -- what does Ritchie mean by "analyzed." How and using what tools?

3:51 infovalet via twitter

Thu, 17 Sep 2009 21:51:05 GMT

RT [Comment From Guest ] RT Guest asks: Bill -- what does Ritchie mean by "analyzed." How and using what tools? #mns

3:52 JillVanWyke via twitter

Thu, 17 Sep 2009 21:52:49 GMT

Rhoades: It's a mistake to simply shovel your print content to online. #mns

3:52 Bill Densmore

Thu, 17 Sep 2009 21:52:51 GMT

Ritchie: One challenge is bitting off more than you can chew -- promising coverage of a story via Twitter or elsewhere in the morning and then later on realizing you aren't going to be able to get it, or you might not be able to get the video or photos you promised.

3:54 Bill Densmore

Thu, 17 Sep 2009 21:54:29 GMT

Audience question: Wants to know if this is all about sending people back to your website or doing something more than that?

Snider says it is more than that. It is driving traffic. "But we do need to think at some point do we need to make money on Twitter are there things we can do there?"

Buttry says: "we are just starting to figure out how valuable some of these tools can be."

3:56 kaylacraig via twitter

Thu, 17 Sep 2009 21:56:08 GMT

So true! RT @JillVanWyke Rhoades: It's a mistake to simply shovel your print content to online. #mns

3:56 Bill Densmore

Thu, 17 Sep 2009 21:56:27 GMT

------------------------------------------------------------------------------------
(OBSERVATION FROM Bill Densmore: What if the news industry, with individual newspapers as the hosts, could develop their own news social network so that monetizing would not be an issue of dealing with Twitter or Google, but of doing it yourself, because you manage the user relationship direct? ADVERTISEMENT: That's the promise of Circulate -- http://www.newshare.com/midwest
---------------------------------------------------------------------------------------

3:57 JillVanWyke via twitter

Thu, 17 Sep 2009 21:57:59 GMT

Snider: Goal of social media isn't just to drive traffic to site. It's to get people to interact with us on those platforms. #mns

4:00 Bill Densmore

Thu, 17 Sep 2009 22:00:22 GMT

Audiencde member: "Get the young people who are driven in there and they will attract their peers . . . they understand what is going on. Don't get it from the people in this room, because they don't."

Panel ends, thank-you and wrap ups now.

The Midwest newspaper assocations are planning a Midwest Newspaper Summit 2 Feb. 5, 2010 in Des Moines as part of the Iowa Newspaper Association's annual convention. Here again is the URL from today's summit:

http://www.inanews.com/summit/summitprogram.html

Thanks for watching this stream.

-- bill densmore
http://www.circlabs.com
http://www.newshare.com/midwest

4:00

Thu, 17 Sep 2009 22:00:30 GMT