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Page 1: C3 For Siberia

The Complete Community Connection

Steve Buttry, Gazette CommunicationsPress Development Institute-Siberia

3 December [email protected]

@stevebuttry on TwitterSlideshare.net/stevebuttry

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Iowa & SiberiaIowa

Area: 145,744 square kilometers

Population: 3 millionTemperature: 9o

Terrain: rolling plainsResources: corn,

soybeans, hogs

SiberiaArea: 13.1 million

square kilometersPopulation: 38 millionTemperature: -10o

Terrain: varied: plains & mountains

Resources: oil, gas, minerals

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Gazette Communications• Community recovering from disaster• Gazette is 127 years old• 54,000 daily circulation, 67,000 Sunday• KCRG, #1 TV station in market• kcrg.com, gazetteonline.com• Several print, digital niche products

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U.S. newspapers• Most revenue from advertising• Home delivery & street sales• Consolidation to one daily in most metro

area• National papers: NY Times, USA Today,

Wall Street Journal• Consolidation of ownership

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Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy

2009: 12.9% of population buys newspaper

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Graphic from Reflections of a Newsosaur, Alan Mutter

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“We intend to charge for our news web sites. … to increase our revenues from all our content.”

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Newspaper Next

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Disruption in telecommunications

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Create Once Publish Everywhere• NPR.org• NPR.org Player• NPR News iPhone app• Mobile web site• NPR Addict iPhone app• Public Radio Player• WBUR.org• Minnesota Public Radio• iTunes• NPR on iGoogle

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C3’s new relationshipsFor the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.

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C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.

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Our current relationshipwith business customers

• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition

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C3’s digital marketplace• Move beyond advertising• Direct sales (tickets, reservations, gift

registries, sports paraphernalia)• Lead generation & targeted ads• Sponsorships, memberships & events• Mobile ads & applications• Handle multiple needs (yes, competing ads)

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The new relationshipwith business partners

• Revenue line in budget (maybe still expense line, too)

• Delivering high value, tailored to needs• One-stop shop for connecting with

customers

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Community Content• Driving• Home• Conversation• Calendar• Local knowledge

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Driving• How often do you buy a car?• How often do you drive, gas up, service

car?• Databases, conversations, services

focused on drivers’ everyday needs

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Driving• How often do you buy a car?• How often do you drive, gas up, service

car?• Databases, conversations, services

focused on drivers’ everyday needs• Connect auto services with drivers

(emergency repair services)

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Personal content• Births• Youth milestones• School• Graduation• College life• Military service• Weddings• Parenthood

• Divorce• Jobs, pets, holidays,

food, interests, health• Illness• Empty nesters• Retirement• Reunions• Obituaries

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Personal news• Big news in small circles• Some we do as formula, some we ignore• Great opportunities

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Entertainment• Traditional entertainment in digital form• Entertainment news• User-generated entertainment, events• Games

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Business services• Direct sales• Local search• Mobile applications• Communication & marketing services

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Enriched news content• What’s happening now (Twitter,

liveblogging, real-time video, traffic, scanners, live-streaming)

• Community engagement in news, enterprise, sports coverage

• Storytelling (narrative, multimedia)• Aggregation, curation

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C3 at Gazette Communications• Reorganized to separate content, product• Developing new processes, tools to

develop content independently from products

• Hoping to launch C3 projects in 2010• Long way to go• Hoping to learn from your efforts

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Our mobile future – and present Projected 2009 worldwide cell-phone sales: 1 billion 7.4 million iPhones sold last quarter (+7%) More than 90,000 iPhone apps available News orgs need mobile-first strategy

Sources: GB Guide blog, Apple

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Mobile-first strategy• Executives must emphasize mobile

priority• Journalists focus on mobile news & info

delivery & presentation• Tech staff focuses on mobile apps• Sales staff meets business customers’

mobile needs

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Mobile-first strategy• Text messages• Email• Applications• Tweets• Easy-to-use mobile web sites• Podcasts• Location-based news & commercial info

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Do we want to be the monks or Gutenberg?


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