Rji-pivot-project-information-newco

• An outline of the reasons why the news industry needs a shared-user network for trust, identity, privacy and information commerce. Champion: Buzz Wurzer.
  

BACKGROUND ON BUZZ WURZER

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TO THREE OPPORTUNITIES ARE TO SEEK:

• More compelling content
• The best distribution channels for improved content
• The most efficient way to monetize the improved content

GUIDING PRINCIPLES 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

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CORE ISSUES:

• Digital publishing has over taken print publishing
• Newspapers role as an information gatekeeper has passed
• Information users are inundated with too much information and of limited value
• Newspapers revenue has seriously eroded with no end in sight

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KEY NECESSARY ACTION STEPS:

• A new model for information gathering and compelling value is mandatory
• An assessment of what users seek as valued content is needed
• A duality of information networks are necessary to return newspapers to sustainability
• Newspapers need to partner with innovative technology, software and digital startups to brighten 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 all 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 markets -- covering community

• Issues and daily life events
• Environment, economic and social
• Education
• Government
• Leaders, Organizations
• Events
• Sports

General information --covering by interest sectors

• Healthcare/Wellness
• Politics/Taxes
• Economic Environment
• Education
• Environment
• Faith Based/ Religion
• Global Affairs
• Technology
• Entertainment/Arts/Culture
• Sports
• Home Living/Food

LOCAL vs. NATIONAL NETWORKS ROLES:

Local networks -- This local network requires dramatic fixing

• The network consists of individual newspapers, market by market, migrating from legacy to digital only
• Every newspaper must migrate to the new model of information gathering and distribution
• Each market is its own proprietary network with unique registration, payment plan and data base profiling
• Each market is augmented by its own local ads and e-commerce software
• Each market sets their own costs

National shared-user network -- This network needs to be created and work in tandem with each local network

• This network is formed and operated as an independent, entrepreneurial Newco
• This network shares the home page of each local market digital offering
• This network creates the information by sector that drives people’s lives beyond their community
• Each sector content is created by partnering with new digital only startups in each sector working in tandem with legacy editors on a re-organized national, regional and state basis
• The network is accessed by a common ID Pass
• It is a shared user network that provides, atomized, or disaggregated, content
• The network offers personal information agents that users interact with to enrich their sector’s information
• With opt-in user profiling and mass user data base, this new network becomes an attractive buy for the massive national interactive advertising and marketing budgets
• This network has new, dynamic authentication and micro-payment processing protocols
• The network has a US tolls pass, not a Florida Sun Pass; it has a VISA card, not a Macy’s card; it has an ASCAP royalty return for all parties, whether Local Only; whether Newco only; whether user move back and forth between any and all networks
• Newco establishes a cost structure that all members agree to accept

SOLVING THE REVENUE PROBLEM:

Local

• Local keeps print revenue as long as possible
• Local builds new local digital revenue via improved civic storytelling and various commercial offerings

National

• Provides massive data base of collective shared users
• Builds large niche data base relative to each content sector
• Becomes a must consider for all national interactive, marketing/advertising budgets
• Paves way for endless possibilities of partnerships with digital start-ups and key advertisers
• Paves way for potential alliances with mass and class portals
• Major share of new revenue returned for local network investment




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