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Online Media Growing Pains
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Online media
GROWING
PAINS andMatthew Buckl
Publisher
matt@mg.co.za.matthewbuckland.netwww
.blogmark.co.za/matthewbucklandwww
.mg.co.za/netsavvywww
matt@mg.co.zaall mediums
eventually powered
by the internetmurdoch
"What is happening is a revolution in the way
young people access their news. The next
generation have a different set of expectations
about the kind of news they will get, including
when and how they will get it, where they will
get it from, and who they will get it from."
"want They control over their media , instead of
being controlled by it."murdoch
"…unless we awaken to these changes, and
adapt quickly, we will as an industry, be
relegated to the status of also - rans, or
worse, many of us will disappear
altogether …"
Rupert Murdoch at American
Society of Editors (2005)background
˛ Dot.boom hype:
˛ expansion, huge revenue predictionsFast
˛ years' time"predictions: "Print dead in 10 Wild
˛ Dot.bomb industry crash:
˛ advertising dries; eOnline - commerce slows
˛ tocks, perceptions about sector crashTech s
˛ Dot.reality
˛ layers disappear, serious players leftUnviable p
˛ advertising recoveryOnline
˛ of Web 2.0 & GoogleRisenow...
˛ Hype turning into reality…
˛ New revenue stream for company
˛ New audiences (young/int'l)
˛ New types of journalism
˛ Empowered, active audience
˛ Strong day - time/work channel
˛ Aggregating to new platforms
˛ Permanence of contentsouth africa
˛Elitist, niche medium
˛Expensivconnectivity & socioe -
economic restraints
˛7 - million worldwide readers
˛2,9 - million local readers
˛OPA: www.opa.org.za
˛On same measurement platformwww.mg.co.za
˛Run as a separate business with own
editor, subs, journos
˛Create a competitive "online culture"
˛3X readership; but generates 1/10
revenue of paper
˛Profitable division first time in 11 yrs
˛Multimedia skills˛ Trust
˛ Legally stronger
˛ In - depth
˛ Better storyadvertising
˛ Online advertising recovery
˛ Emerging as THE key day - time channel
˛ Highly measureable
˛ Access high LSM
˛ Still in its infancy/rudimentary
˛ a Multimediadvertising
˛ Convergence with TV ads via broadband
˛ Search advertising (via Google adsense)
˛ Google bringing model to radio & printbill gates
Interactive Advertising Bureau conference, Oct 2005
"The future of advertising
is the internet"
(Saying that all media channels will
ultimately be powered by the internet)what' s next?
˛ Rise of citizen media
˛ Power shift?
˛ Media model changing
˛ Segmented, 1 - to - 1, decentralised
˛ Bloggers competing for audience
˛ Bloggers competing for ad revenue
˛ Reader = mini - media owner & competitor!web 2.0 lexicon
blogging, splogging , wikiing, vlogging , tagging ,
podcasting ,
Pluck , Digg , Flickr , Technorati , del.icio.us , blogosphere ,
dsRSS fee & RSS readers , cosmos links ,
trackbacks, pings ,
mash - ups and folksonomiesmainstream media
˛ Join in, or get left out
˛ Embrace, learn & utilise citizen media
˛ Symbiotic & competitive relationship
˛ Not a replacement, but complementary
media stream
˛ Blogs: traffic / watchdog / niche topics /
alternative views
˛ Beware of the hype, ask the hard questionshow?
˛Create blogging platforms
˛set news Give up control, users to
agenda?
˛the conversatBe part of ion: Link to &
acknowledge blogosphere
˛Journalists to blog
˛Podcast your news & link to podcaststhe big question
…a shift in media via technological
advances & changes in
[reader/viewer/user/listener] behaviour
…is there a bigger shift, a shift in the very
nature of society itself?the future?
Technology will empower individuals but
disempower the control governments have
over their citizens…
Nation states will become less important and
probably collapse while the netocrats and
their networks , their "electronic tribes", will
have a huge impact on world events.
Netocracy, t and Alexander Bard (2001)by Jan Söderqvisthe future?
"To find something comparable, you have to go
back 500 years to the printing press , the birth
of mass media - which, incidentally, is what
really destroyed the old world of kings and
aristocracies.
"is Technology shifting power away from the
editors, the publishers, the establishment, the
media elite. Now it's the people who are taking
control."
Rupert MurdochTHANK YOU
GROWING
PAINS andMatthew Buckl
Publisher
matt@mg.co.za.matthewbuckland.netwww
.blogmark.co.za/matthewbucklandwww
.mg.co.za/netsavvywww
matt@mg.co.zaall mediums
eventually powered
by the internetmurdoch
"What is happening is a revolution in the way
young people access their news. The next
generation have a different set of expectations
about the kind of news they will get, including
when and how they will get it, where they will
get it from, and who they will get it from."
"want They control over their media , instead of
being controlled by it."murdoch
"…unless we awaken to these changes, and
adapt quickly, we will as an industry, be
relegated to the status of also - rans, or
worse, many of us will disappear
altogether …"
Rupert Murdoch at American
Society of Editors (2005)background
˛ Dot.boom hype:
˛ expansion, huge revenue predictionsFast
˛ years' time"predictions: "Print dead in 10 Wild
˛ Dot.bomb industry crash:
˛ advertising dries; eOnline - commerce slows
˛ tocks, perceptions about sector crashTech s
˛ Dot.reality
˛ layers disappear, serious players leftUnviable p
˛ advertising recoveryOnline
˛ of Web 2.0 & GoogleRisenow...
˛ Hype turning into reality…
˛ New revenue stream for company
˛ New audiences (young/int'l)
˛ New types of journalism
˛ Empowered, active audience
˛ Strong day - time/work channel
˛ Aggregating to new platforms
˛ Permanence of contentsouth africa
˛Elitist, niche medium
˛Expensivconnectivity & socioe -
economic restraints
˛7 - million worldwide readers
˛2,9 - million local readers
˛OPA: www.opa.org.za
˛On same measurement platformwww.mg.co.za
˛Run as a separate business with own
editor, subs, journos
˛Create a competitive "online culture"
˛3X readership; but generates 1/10
revenue of paper
˛Profitable division first time in 11 yrs
˛Multimedia skills˛ Trust
˛ Legally stronger
˛ In - depth
˛ Better storyadvertising
˛ Online advertising recovery
˛ Emerging as THE key day - time channel
˛ Highly measureable
˛ Access high LSM
˛ Still in its infancy/rudimentary
˛ a Multimediadvertising
˛ Convergence with TV ads via broadband
˛ Search advertising (via Google adsense)
˛ Google bringing model to radio & printbill gates
Interactive Advertising Bureau conference, Oct 2005
"The future of advertising
is the internet"
(Saying that all media channels will
ultimately be powered by the internet)what' s next?
˛ Rise of citizen media
˛ Power shift?
˛ Media model changing
˛ Segmented, 1 - to - 1, decentralised
˛ Bloggers competing for audience
˛ Bloggers competing for ad revenue
˛ Reader = mini - media owner & competitor!web 2.0 lexicon
blogging, splogging , wikiing, vlogging , tagging ,
podcasting ,
Pluck , Digg , Flickr , Technorati , del.icio.us , blogosphere ,
dsRSS fee & RSS readers , cosmos links ,
trackbacks, pings ,
mash - ups and folksonomiesmainstream media
˛ Join in, or get left out
˛ Embrace, learn & utilise citizen media
˛ Symbiotic & competitive relationship
˛ Not a replacement, but complementary
media stream
˛ Blogs: traffic / watchdog / niche topics /
alternative views
˛ Beware of the hype, ask the hard questionshow?
˛Create blogging platforms
˛set news Give up control, users to
agenda?
˛the conversatBe part of ion: Link to &
acknowledge blogosphere
˛Journalists to blog
˛Podcast your news & link to podcaststhe big question
…a shift in media via technological
advances & changes in
[reader/viewer/user/listener] behaviour
…is there a bigger shift, a shift in the very
nature of society itself?the future?
Technology will empower individuals but
disempower the control governments have
over their citizens…
Nation states will become less important and
probably collapse while the netocrats and
their networks , their "electronic tribes", will
have a huge impact on world events.
Netocracy, t and Alexander Bard (2001)by Jan Söderqvisthe future?
"To find something comparable, you have to go
back 500 years to the printing press , the birth
of mass media - which, incidentally, is what
really destroyed the old world of kings and
aristocracies.
"is Technology shifting power away from the
editors, the publishers, the establishment, the
media elite. Now it's the people who are taking
control."
Rupert MurdochTHANK YOU
