Conversation

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Conversation
Insight
Action
Results
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Mainstream Media Collapse
2008 Newspaper Layoffs Nearly 9,000
Source Erica Smith (graphicdesignr.net)
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Old Media Facts

• Magazine newsstand sales fell 12 in 2008 and
  have dropped another 22 this year.
• TV Guide was sold in October for 1, or 2 less
  than a single copy.
• 2009 TV station ad revenue to drop 20 - 30
  (Bernstein Research)
• NBC prime time audience down 14.3 in the past
  year.
• Cost of reaching 1,000 households with 30-second
  TV spot in 1986 8.28
• In 2008 22.65 (Media Dynamics)
• NBC and CBS execs have publicly entertained the
  possibility of becoming cable channels.
• Age of average network evening news viewer 63

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New Media Facts

• Teens watch TV 60 less than their parents and
  spend 600 more time online than their parents.
• Twitter membership grew more than 1,400 last
  year (Nielsen)
• Facebooks population would make it the worlds
  fifth largest country.
• 64 of online teens create some kind of published
  content (Pew)

One-third of Americans under 40 say the Daily
Show and Colbert Report are replacing traditional
news outlets.
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Internet Eclipses NewspapersAs Preferred News
Source
Source Gallup (Dec., 08)
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Howd We Get Into This Mess?

• Publishers saw Internet as just another channel
• Content devalued through free distribution
• Media delusions of grandeur
• Failure to address information democratization
• Craigslist
• Google
• High infrastructure cost
• Media consolidation
• Recessionary perfect storm.

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The Traditional Model
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Information Democratization
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How We Share Influence
PRE MEDIA AGE
MASS MEDIA AGE
SOCIAL MEDIA AGE
Personal blog
Comments on blogs
Talk face to face
Social network page
Comments on websites
Phone call
Talk face to face
Widgets
Viral emails
Talk to shop worker
Phone call
Video sharing site
Auction websites
Consult a professional
Talk to shop worker
Talk face to face
Photo sharing site
Wish lists
Readers Letters
Talk to shop worker
Consult a professional
Chat rooms
Ratings on retail sites
Phone in TV / Radio
Readers letters
Message boards
Reviews on retail sites
SMS
Phone in TV / Radio
Source Universal McCann Erickson
Social Bookmarking
Price comparison sites
Email
Chat room
Social shopping sites
Instant Messenger
Consumer influence channels
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• Can This Patient Be Saved?

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When someone demands to know how we are going to
replace newspapers, they are really demanding to
be told that we are not living through a
revolution. They are demanding to be lied to.
--Clay Shirky
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We, the Media
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The New Newspaper?
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v
Trust
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(No Transcript)
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A Multitude of Ideas
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The New Media Structure
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The New Journalism
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The Future of Media Is About

• Small markets
• Aggregation
• Inclusion
• Community
• Conversation
• Fast
• Flexible
• Experimentative

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Thank you!
Paul Gillin 508-202-9807 paul_at_gillin.com www.gilli
n.com Twitter pgillin
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