Rji-pivot-project-new-network-approach

Buzz Wurzer

• An outline of the reasons why traditional media need a new collaboration of local markets working in tandem with a global shared-user network for trust, identity, privacy and information commerce. An "information newco" is proposed. Buzz Wurzer.
  

BACKGROUND ON BUZZ WURZER
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NEW TECHNOLOGY OPENS OPPORTUNITIES FOR MEDIA TO STRENGTHEN RELATIONSHIPS WITH THE COMMUNITIES THEY SERVE

• Content becomes more compelling through the real time inclusion of all stakeholders
• New tech tools enable ease of input and output of real time content
• Improved content is formatted for use in all available distribution channels
• A tandem of a local market network along with a global shared user network best monetizes improved content efforts, increased engagement and sustainability

GUIDING PRINCIPLES TO ACHIEVE THESE OPPORTUNITIES ARE TO:

• Specify the architecture for improved content
• Parcel out the action points to achieve the architecture
• Outline the partnerships, alliances and collaborations to distribute and monetize the improved content

DIGITAL DISRUPTION HAS LED TO KEY CORE ISSUES

• Digital publishing has over taken traditional media publishing model
• Traditional media's role as an information gatekeeper has been transformed to a user based publishing model
• Information users are inundated with too much information and of limited value
• The market choices for content along with the plularity of digital devices and user packages is in a continual state of flux
• Traditional media revenue has seriously eroded with little end in sight

[http://www.newshare.com/pivot/newconetworkstrawman.pdf PRINTABLE CHART

KEY NECESSARY ACTION STEPS:

• A new model for information gathering is imperative to rebuild community relationships
• An assessment of what users seek as valued content is needed
• Traditional media needs to partner with innovative technology, software and digital startups to highlight their storied brands, provide creative navigation tools and distribute compelling content in a platform neutral environment.

OLD VS NEW INFORMATION CONTENT MODEL:

The old model:

• Get and report key story facts
• Expand story to a news analysis when more facts are available
• Provide editorial opinion when appropriate
• Place serendipitous advertising around the above

The new model:

• Include all publics in the real time, ongoing story discovery process
• Optimize navigation, search and social network tools to enhance story value
• Continue, build and distribute story value for all digital/analog channels
• Enhance story value with targeted opt-in advertising messages and pertinent product and services e-commerce

KEY USER INFORMATION NEEDS:

Local information users desire real time contextual content that cover local

• Issues and events
• Environment, economic and social
• Education
• Government
• Leaders, Organizations

General information users desire real time contextual content by topics that help them direct their daily lives which feature information on

• Healthcare/Wellness
• Politics/Taxes
• Economic Environment
• Education
• Environment
• Faith Based/ Religion
• Global Affairs
• Technology

LOCAL vs. NATIONAL NETWORKS ROLES:

As each local market embraces real time, contextual information gathering and distribution it paves way for a global shared-user network

• Each market develops its proprietary local network with unique registration, payment plan and data base profiling
• Each market augments its sustainability by increased local ads and e-commerce software from increased audience engagement
• All local markets form an alliance network to amass collective audience data setting up a Newco global network opportunity

A global shared network is formed to provide topical information to help users better direct their daily lives

• This network is formed and operated as an independent, entrepreneurial Newco
• This network works in tandem with local markets digital offerings, regardless of digital device
• This networks content is created by partnering with new digital startups in each sector working in tandem with traditional media editors on a national, regional and state and local market basis
• This network is accessed by a common ID Pass
• This is a shared user network that provides, atomized, or disaggregated, content within each topical area
• This network employs personal information agents that users interact with to enrich their sector’s information and increase engagement
• With opt-in user profiling and user data base formulation, this network becomes a real consideration for national interactive advertising and marketing budgets
• This network provides authentication and micro-accounting aggregation and settlement protocols that allow users to use this network in tandem with any and all other proprietary networks of their choice and have all parties appropriately compensated
• A quick synopsis might be...this network operates with a US toll road pass pass, not a State toll road pass; it has a Universal Credit Card card, not an individual merchants card; it has an ASCAP type royalty return for all parties, whether Local Only; whether Newco only; whether users move back and forth between any and all networks

SOLVING THE REVENUE PROBLEM:

Local

• Local markets continue to sell traditional local advertising, but with stronger community involvement and increased engagement
• Local markets build new local digital revenue via improved civic storytelling and various commercial offerings that apply to broadest base of local revenue sources

National

• Provides common protocol for reaching shared users in independent databases
• Permits opt-in niche databases relative to each content sector
• Becomes a valid consideration for national interactive, marketing/advertising budgets
• Paves way for numerous possibilities of partnerships with digital and technology startups as well as with key advertisers
• Paves way for potential alliances with mass and class portals
• New revenue stream finances Newco operating expenses with majority of revenue returned to local media partners for re-investment and sustainability




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