Slightly more ads per page than averageHigher CPMs compared to other categories Substantial difference in impressions comes from pages per UVTV news site is getting nearly 3x the number of pages per UV as the newspaper siteTo put in context, a pay-only model for 1/4 the newspaper site's audience at $1.00 per month would double revenueComparison of three sites w/ comparable UV and ads per pageMore video contentPodcastsSurface channels for producing and consuming UGCDistribution: RSS + WidgetsBetter cross-romotion of contentPersonalization of contentMore exclusive content -analysis over breaking newsIncrease engagementVideo yields higher CPMs than displayReduce dependence on ad nets to sell remnant inventory at reduced ratesDemonstrate the value of your audience to advertisers (e.g., older, higher income demos)Enable advertisers to easily execute more targeted ad buysDemonstrate the effectiveness of your site for advertisers to improve brand perception or drive actionIncrease CPMsHow can news sites increase online ad revenueSource of authority: "I was there, you were not, let me tell you about it"First paid model for news was like British/Amsterdam merchants hiring informants in Venice to exclusively report on going-onsPrior to founding of London Times in 18th century, rise of the Public and public opinionPhilanthropyEntertainment -e.g., tabloidsAdvertisingRelated businessesUnrelated businesses -e.g., WaPo and KaplanMost passionate usersClever spinoff business -e.g., TechDirt's Insight communityReputational capitol -esp. for bloggers, who get paid for speaking or consulting as a result of their expertiseEvents & Performance -e.g., get people to pay for you to talk about what you knowCombinations of all of the aboveConference title should have been "Who will subsidize the messenger"Instead of paying messengers, make the data itself transparent and eliminate the need altogether31 teams sent reporters to World SeriesWe shouldn't be paying messengers who are providing redundant servicesChurch of the Savvy -e.g., David Gregory ("we asked all the questions, we poked, we prodded" in run-up to Iraq war)In current system, no way to get rid of messengers who aren't fulfilling their dutyRediscover self-informing publicWhat is causing this paradox?And yet faith in Trust of journalism is fallingEducation and training of journalists has gone up over last three decadesJay Rosen (NYU)Healthier, more democratic, more vividOne part of media/journalism is growing: discussion universeNews executives projecting that in 5 years, all classified ads will be goneRevenue is shrinkingNot an audience problemPrintAudience is disappearingAdvertising mechanism still works very nicely (but fewer are watching)TVNo sustainable revenue modelOnlineProblems vary by mediaReporting universe of media is shrinkingDo what you do best, borrow the restAll newsrooms will be niche newsroomsJournalism shifting from being a product (our stuff) to being a service (how can we help you)Pushing content out instead of pull users inInstead becoming our own editors, aggregatorsWhile media is making it more participatory, he does not feel it is turning people into citizen journalists en masseCoverage becoming more immediate, heavier focus on breaking newsWill the values of the old newsroom (independence, verification, commitment to audience first) translate to new media?Do we need this to be full-time? If so, how will it be funded?Can the Wiki culture (post-publication verification and discussion) succeed the notions of professionalists?Authenticator -what of the things we are hearing are true or not trueSense-maker -facts were commodity, but we needed someone to make order and sense of them all Embedded in this role were several functions which we want to survive:20th-century model: journalist as gatekeeperTom Rosenstiel (Director, Pew Center for Excellence in Journalism)
Yale Law Journalism Conference Page 2
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