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All about competencies and skills needed for the management of modern media companies in the publishing industries
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Six Competencies
of the
Next Generation Media
Organization
Michael P. Smith Media Management Center
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
Competency #1:
The Platform Strategist
How can I move eyeballs from one platform to another?
-Kenneth A. Bronfin, President, Hearst Interactive Media
“ ”
1) Know the platforms, technologies and players - Develop a strategy to meet discrete needs of every
screen experience
2) Know the consumer - Capture new market opportunities
3) Know the organization
- Understand your own strengths and weaknesses
Platform Strategist Skills
30-inch
screen
13-inch
screen
3-inch
screen
Content when the consumer wants it
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
Competency #2:
The Marketer
A lot of media executives are trying to figure out how to keep up with technology. In order to answer those
questions, you have to first ask these questions: What is your identity? What is your brand?
– Amy Vickers, Director, Global Enterprise Solutions, Avenue A l Razorfish
” “
Power to new players, including amateurs
Technology trends will favor media brands that can create strong
audience engagement
Democratization of Media
Technology Impact
The Marketer
Marketer Skills
1) Differentiate on Content – Define your brand
– Define content
2) Differentiate on Opinion – Promote perspectives – Promote the perspectives of others
How do we get their attention?
The Marketer
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
How can I aggregate communities around passionate interest?
- Ben Elowitz, Chief Executive Officer, Wetpaint.com, Inc.
Competency #3:
The Community Builder
” “
1) Driving Collaboration – How can you involve others in the reporting and sharing
of news?
– News organization must hold communities together and aggregate around interests
2) Employing Micro-segmentation – Targeting segments of consumers with similar interest profiles is possible
Community Builder Skills
”
“ Micro-segmentation
Interests are micro-segmented; people have very specific interests and they’re looking to connect with content and other people who share those very specific micro-segmented interests.
-Ben Elowitz, Chief Executive Officer, Wetpaint.com, Inc.
The Community Builder
Sports
Fan
Football
Fan
Spain fan
Andres
Iniesta
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
Personalization has to happen. The publishers that allow the consumer to be in control will
survive because if they aren’t, they can certainly go elsewhere.
- Susan Hickey, Chief Marketing Officer, Nielsen Online
Competency #4:
The Data Miner
“ ”
Rapid increase in quality of information
available
Technology will participate with users in learning from their
expressed choices and activities
Richer information of individuals and groups
Technology Impact
The Data Miner
Data Miner Skills
1) Use technology efficiently – Store and retrieve content
– Store and retrieve data about your consumers
2) Become an expert at customization – Editor-in-software technologies
3) Generate new revenue streams – Package information in interesting ways
Hal Varian: “What’s ubiquitous and
cheap? Data. What is scarce? The
analytic ability to utilize the data.”
Data are becoming the new raw material of business: an economic input
almost on a par with capital and labour.
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
The one thing you can’t deny is we are in an increasingly visual society.
-David Hobby, photojournalist, The Baltimore Sun and author of the blog Strobist
Competency #5:
The Complete Storyteller
” “
Visual content will be shared
seamlessly, quickly and effortlessly
There will be ever-increasing outlets for visual journalism and storytelling
Technology Impact
Digital technologies give a much broader palette and set of tools
to use in storytelling
The Complete Storyteller
1) Providing rich context – Need for contextual history in news stories – Adopt tagging
2) Creating Interactivity – Stories must engage and interact with audience
3) Visualization of information and design – Communication of ideas through visual display of information
Complete Storyteller Skills
…versus The Big Picture
The Complete Storyteller
Creating for Interactivity
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
News organizations will need to figure out what the end consumer is going to want and
what they are willing to pay for.
- Albert Cheng, Executive Vice President, Digital Media, Disney-ABC Television Group
Competency #6:
The Entrepreneur
” “
1) Creating partnerships
2) Experimentation
Keep pace with innovations
3) New revenue models
New models will develop rapidly
Entrepreneur Skills
The Entrepreneur
The Entrepreneurial Journalist
• Know your passion.
• Create a clear, authoritative, respected voice.
• Always maintain your independence.
• Carefully navigate the ethical waters.
• Drive traffic, and partner serially with bigger players.
The Entrepreneur
Ezra Klein
The Entrepreneur
Andrew Sullivan
The Entrepreneur
ethn
Six Competencies of the
Next Generation News Organization
Complete Storyteller
Entrepreneur
Data Miner
Marketer
Platform Strategist
Community Builder
