Road Map for Reinventing Local News Connecting Communities through New Technologies

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Marriott Wardman Park, Washington DC
• May 22, 2009
• Adam Clayton Powell III
• Vice Provost for Globalization
• University of Southern California

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Malcolm Gladwell

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand
• - Prego introduced multiple varieties

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand
• - Prego introduced multiple varieties
• (extra spicy, extra chunky, extra
  thick)
• Each had a passionate following.
• Own the niche. Own the audience.

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand
• - Prego introduced multiple varieties
• - extra spicy, extra chunky, extra
  thick
• - minimal incremental cost

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand
• - Prego introduced multiple varieties
• - extra spicy, extra chunky, extra
  thick
• - minimal incremental cost
• - significant incremental revenue

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• The wisdom of spaghetti sauce
• - Ragu was dominant brand
• - Prego introduced multiple varieties
• - extra spicy, extra chunky, extra
  thick
• - minimal incremental cost
• - significant incremental revenue
• You can do the math

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Works for spaghetti sauce

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Works for spaghetti sauce
• - Works for paper towels

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Works for spaghetti sauce
• - Works for paper towels
• - Works for media

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Works for spaghetti sauce
• - Works for paper towels
• - Works for media
• - Works for digital media

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• You have advantages as incumbent

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• You have an advantage as incumbent
• - Build on existing brand

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• You have an advantage as incumbent
• - Build on existing brand
• - Build on promotional advantage

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• You have an advantage as incumbent
• - Build on existing audience
• - Build on promotional advantage
• - Best promotion is your air
• 32 of online listeners
• discover their online
  stations
• from on-air station
  mentions
• - Pierre Bouvard,
  EVP, Arbitron

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• You have an advantage as incumbent
• - Build on existing audience
• - Build on promotional advantage
• - Best promotion is your air
• - You have video!

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Podcasts, Mobile media, Phones

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Podcasts, Mobile media
• - Facebook, social media
• (Pages, post links)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Podcasts, Mobile media
• - Facebook, social media
• FB 276m unique users, 2x Google

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Podcasts, Mobile media
• - Facebook, social media
• - Daily Me
• (audience has control of time)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• - Podcasts, Mobile media
• - Facebook, social media
• - Daily Me - Daily Us
• (audience - more time with you)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - Washington, DC
• - Salt Lake City, UT

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville radio
• WTOP 1500 AM traditional news audience

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville all-news radio
• WTOP 1500 AM traditional news audience
• WTOP-FM new, younger audience

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• WTOP 1500 AM traditional news audience
• WTOP-FM new, younger audience
• wtop.com new, younger audience
• (same programming)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• What happened next?

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - WTOP 1500 AM Gone (more later)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - WTOP 1500 AM Gone
• - WTOP 103.5 FM 1 station in DC

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - WTOP 1500 AM Gone
• - WTOP 103.5 FM 1 station in DC
• - wtop.com packages w WTOP-FM

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• Wait, theres more

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - federalnewsradio.com
• (presold, profitable at launch)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - federalnewsradio.com
• - WFED 1050 AM
• (and sports at night, weekends)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - federalnewsradio.com
• - WFED 1050 AM becomes

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study Bonneville Radio
• - federalnewsradio.com
• - WFED 1050 AM becomes
• - WFED 1500 AM
• 76,800 cume, 66 GS-11

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - Home page wcbstv.com/

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• wcbstv.com/advhawthornemortgages

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Car Shopper
• www.dealernet.com/Partner/33904-10000/

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Car Shopper
• - WCBS-TV Obituaries
• wcbs.tributes.com

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Car Shopper
• - WCBS-TV Obituaries

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Real Estate

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Real Estate
• - Free to users, GUI
• (compete with Craigslist)

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Case study WCBS-TV, New York
• - WCBS-TV Mortgage broker
• - WCBS-TV Real Estate
• - Free to users, GUI
• - Revenue from transactions

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Industry, education, government

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Industry, education, government
• - Destination, recreation, military

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Industry, education, government
• - Destination, recreation, military
• - Microlocal

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Microlocal

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Ann Arbor, MI (no newspaper)
• - Quincy, IL
• - Microlocal

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Spaghetti sauce
• - Paper towels
• - Local media

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Brand extension
• Whats in your hand?
• - Free slides
• - Free contact data
• - Free book

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Marriott Wardman Park, Washington DC
• May 22, 2009
• Adam Clayton Powell III
• Vice Provost for Globalization
• University of Southern California

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Road Map for Reinventing Local NewsConnecting
Communities through New Technologies

• Marriott Wardman Park, Washington DC
• May 22, 2009
• Adam Clayton Powell III
• acpowell_at_usc.edu