Road Map for Reinventing Local News Connecting Communities through New Technologies Marriott Wardman Park, Washington DC May 22, 2009 Adam Clayton Powell

Road Map for Reinventing Local NewsConnecting Communities through New

Technologies

Marriott Wardman Park, Washington DC

May 22, 2009

Adam Clayton Powell III

Vice Provost for Globalization

University of Southern California


Technologies

“The wisdom of spaghetti sauce”

- Malcolm Gladwell


Technologies

“The wisdom of spaghetti sauce” - Ragu was dominant brand


Technologies


- Prego introduced multiple varieties


Technologies

“The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties (extra spicy, extra chunky, extra thick)

“Each had a passionate following.” Own the niche. Own the audience.


Technologies

“The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties - extra spicy, extra chunky, extra thick - minimal incremental cost


Technologies



- extra spicy, extra chunky, extra thick

- minimal incremental cost

- significant incremental revenue


Technologies



- extra spicy, extra chunky, extra thick

- minimal incremental cost

- significant incremental revenue

You can do the math


Technologies

Brand extension


Technologies

Brand extension

- Works for spaghetti sauce


Technologies

Brand extension


- Works for paper towels


Technologies

Brand extension



- Works for media


Technologies

Brand extension



- Works for media

- Works for digital media


Technologies

Brand extension

You have advantages as incumbent:


Technologies

Brand extension

You have an advantage as incumbent:

- Build on existing brand


Technologies

Brand extension

You have an advantage as incumbent: - Build on existing brand - Build on promotional advantage


Technologies

Brand extension

You have an advantage as incumbent: - Build on existing audience - Build on promotional advantage - Best promotion is your air 32% of online listeners

discover their online stations from on-air station mentions - Pierre Bouvard, EVP, Arbitron


Technologies

Brand extension

You have an advantage as incumbent:

- Build on existing audience

- Build on promotional advantage

- Best promotion is your air

- You have video!


Technologies

Brand extension

- Podcasts, Mobile media, Phones


Technologies

Brand extension

- Podcasts, Mobile media

- Facebook, social media

(Pages, post links)


Technologies

Brand extension



FB: 276m unique users, 2x Google


Technologies

Brand extension



- Daily Me

(audience has control of time)


Technologies

Brand extension



- Daily Me -> Daily Us

(audience -> more time with you)


Technologies

Brand extension

Case study: Bonneville Radio

- Washington, DC

- Salt Lake City, UT


Technologies

Brand extension

Case study: Bonneville radio

WTOP 1500 AM traditional news audience


Technologies

Brand extension

Case study: Bonneville all-news radio


WTOP-FM new, younger audience


Technologies

Brand extension



WTOP-FM new, younger audience

wtop.com new, younger audience

(same programming)


Technologies

Brand extension


What happened next?


Technologies

Brand extension


- WTOP 1500 AM Gone (more later)


Technologies

Brand extension


- WTOP 1500 AM Gone

- WTOP 103.5 FM #1 station in DC


Technologies

Brand extension


- WTOP 1500 AM Gone

- WTOP 103.5 FM #1 station in DC

- wtop.com packages w WTOP-FM


Technologies

Brand extension


Wait, there’s more:


Technologies

Brand extension


- federalnewsradio.com

(presold, profitable at launch)


Technologies

Brand extension



- WFED 1050 AM

(and sports at night, weekends)


Technologies

Brand extension



- WFED 1050 AM becomes…


Technologies

Brand extension



- WFED 1050 AM becomes…

- WFED 1500 AM

76,800 cume, 66% GS-11+


Technologies

Brand extension

Case study: WCBS-TV, New York

- Home page: wcbstv.com/


Technologies

Brand extension


- WCBS-TV Mortgage broker

wcbstv.com/advhawthornemortgages


Technologies

Brand extension



- WCBS-TV Car Shopper

www.dealernet.com/Partner/33904-10000/


Technologies

Brand extension

Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Car Shopper - WCBS-TV Obituaries

wcbs.tributes.com


Technologies

Brand extension



- WCBS-TV Car Shopper

- WCBS-TV Obituaries


Technologies

Brand extension



- WCBS-TV Real Estate


Technologies

Brand extension




- Free to users, GUI

(compete with Craigslist)


Technologies

Brand extension




- Free to users, GUI

- Revenue from transactions


Technologies

Brand extension

What’s in your hand?


Technologies

Brand extension


- Industry, education, government


Technologies

Brand extension



- Destination, recreation, military


Technologies

Brand extension



- Destination, recreation, military

- Microlocal


Technologies

Brand extension


- Microlocal


Technologies

Brand extension


- Ann Arbor, MI (no newspaper)

- Quincy, IL

- Microlocal


Technologies

Brand extension


- Spaghetti sauce

- Paper towels

- Local media


Technologies

Brand extension


- Free slides

- Free contact data

- Free book


Technologies


May 22, 2009


Vice Provost for Globalization

University of Southern California


Technologies


May 22, 2009


[email protected]

Documents

Road Map for Reinventing Local News Connecting Communities through New Technologies Marriott Wardman Park, Washington DC May 22, 2009 Adam Clayton Powell