Rji-pivot-project-new-network-approach

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Revision as of 19:47, 1 August 2012 by Bill Densmore (talk | contribs) (Local)
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

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
    • Each local market operator can maintain unique, dominant relationship with their users

    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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