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2014 Annual Conference: Chicago
Revenue Panel

Revenue 5.0?
Lets start with 2.0!
JournalismAccelerator.com
How to make money
best news about the
news business is the
gigantic expansion of
the addressable
market
total addressable market for news by 2020 is
around 5 billion people worldwide
@lskube | JournalismAccelerator.com
How to make money
we all have to get
more sophisticated about
defining and segmenting
markets. It is critical to
really understand the
who, where, when, and why to serve that
massive market effectively.
@lskube | JournalismAccelerator.com
@lskube | JournalismAccelerator.com
Game Strategy! More $
 Vet Demand = Articulate Value







CMS/CRM = Optimize Equity
Ask & Incentivize = Intel/Iterate
Future Proofing = Look Ahead
Expectations & Risk = Readiness
Diversify $ Mix = Sustainability
@lskube | JournalismAccelerator.com
Vet Demand: Product
Principles of product:

Understand how your
product is used, of value,
shared & extends identity
@lskube | JournalismAccelerator.com
Vet Demand: Product
Principles of product:

How to understand?

ASK
@lskube | JournalismAccelerator.com
Vet Demand: Product
Principles of product:

Why Ask?
To understand product requirements
To fine tune community touch points
To deepen connection = lasting
relationship = tapping the love
@lskube | JournalismAccelerator.com
Articulate Value
Principles of practice/service:

Holding power accountable
Principles of product:

Serve the public ahead of
any other interest
@lskube | JournalismAccelerator.com
Articulate Value
Value Proposition: journalism impact?

Sustainable democracy
Value propositions are also referred
to as the customer promise
@lskube | JournalismAccelerator.com
Articulate Value
Product and service combined:

Q: What is my identity?

A:

of your

BRAND
@lskube | JournalismAccelerator.com
Articulate Value
Brand identity attributes: Access
Experienced through touch points
Newsletter or Alerts or email or social
(e.g. Ask for mobile # -- gain ability to share text)
Comment threads, turn them into forums!
Events --- be creative !!! (online & offline)
Panels (online & offline)
Website (integrate offline with online)
@lskube | JournalismAccelerator.com
Ask & Incentivize
When youre running a nonprofit news organization, it
can seem like youre always asking people for money.

The reality is, you might not be asking them
often enough.
We made significant strides with our membership
program at the San Francisco Public Press this year.
Along the way, we learned that we werent giving our
supporters enough different opportunities to support
our brand of local public-interest journalism.
Lila LaHood, Publisher, SF Public Press
@lskube | JournalismAccelerator.com
Ask & Incentivize
Survey Readers  let them weigh in on editorial focus
Pop Quiz  leverage humor or data in ways that engage readers
Poll Readers  to show power where the readers stand on a
topic and post the poll results
Invite Feedback  to let readers know you think theyre smart
and appreciate their perspective
Host Conversation features or stories that are complex or
critical to community, vet questions for a fixed period of time,
invite questions from readers in advance - are they angry or
hopeful? Fulfill civic promise, serve as tour guide
@lskube | JournalismAccelerator.com
Ask & Incentivize
Create

Revenue

programs (!!!)
Referred to as campaigns, initiatives, outreach
What are your communities pride points?

Your publication/org is a town

square

Events, panels, beloved civic leaders,
music, affinity brands, other media
producers, other community groups?
@lskube | JournalismAccelerator.com
Ask & Incentivize
Create

Revenue programs (!!!)

Social Community: Convert to customer
Subscription: Renew community w/impact
Membership: Renew community w/ identity
 Affinity Ambassadors  Brand Advocates
 Whistle Blower  Build Feedback Channels
 Rewards Programs  Track Kindness
 Participants in panels, events, source
 Programs are expressions of identity
@lskube | JournalismAccelerator.com
Ask & Incentivize
Source here

@lskube | JournalismAccelerator.com
Ask & Incentivize
Source here

@lskube | JournalismAccelerator.com
CRM: Track & Optimize

PauPress  a commercial CRM initiative built on top of the open
source WordPress platform, designed specifically for contentrich workflows that are aligned with many of the needs of nonprofits and journalists in mind: http://paupress.com/ 
@lskube | JournalismAccelerator.com
CRM: Optimize

http://paupress.com/

@lskube | JournalismAccelerator.com
CRM: Super Power
Future Proofing = Look Ahead
Expectations & Risk = Readiness
Trusted Advisors
You are the source
Know your community
They will reward you
@lskube | JournalismAccelerator.com
$ Mix = Sustainability
Chasing Sustainability on the Net (collection of 69)
The Jbusinessmodels101.com database reflects
1) business models and production concepts, 2) work processes,
and 3) journalistic identities

@lskube | JournalismAccelerator.com
$ Mix = Sustainability

http://e-benchmarksstudy.com/
@lskube | JournalismAccelerator.com
$ Mix = Sustainability

http://e-benchmarksstudy.com/
@lskube | JournalismAccelerator.com
Whos JA?
A neutral arbiter, the JA brings online
collaborative capabilities, serving as connective
tissue across siloed news efforts where
communities share a common stake. Hosting a
shared conversation, showcasing emerging
practices, analysis, resources and business
models.
JA design explored during a RJI Fellowship & seed funded by The Patterson Foundation.
@lskube | JournalismAccelerator.com
Resources: Resource Index
Analysis: Blog Index
Find us here:
www.journalismaccelerator.com
@journaccel
facebook
linked in
storify

@lskube | JournalismAccelerator.com
Ad

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Ad

The Media Consortium 2014 Conference: Revenue Panel

  • 1. 2014 Annual Conference: Chicago Revenue Panel Revenue 5.0? Lets start with 2.0! JournalismAccelerator.com
  • 2. How to make money best news about the news business is the gigantic expansion of the addressable market total addressable market for news by 2020 is around 5 billion people worldwide @lskube | JournalismAccelerator.com
  • 3. How to make money we all have to get more sophisticated about defining and segmenting markets. It is critical to really understand the who, where, when, and why to serve that massive market effectively. @lskube | JournalismAccelerator.com
  • 5. Game Strategy! More $ Vet Demand = Articulate Value CMS/CRM = Optimize Equity Ask & Incentivize = Intel/Iterate Future Proofing = Look Ahead Expectations & Risk = Readiness Diversify $ Mix = Sustainability @lskube | JournalismAccelerator.com
  • 6. Vet Demand: Product Principles of product: Understand how your product is used, of value, shared & extends identity @lskube | JournalismAccelerator.com
  • 7. Vet Demand: Product Principles of product: How to understand? ASK @lskube | JournalismAccelerator.com
  • 8. Vet Demand: Product Principles of product: Why Ask? To understand product requirements To fine tune community touch points To deepen connection = lasting relationship = tapping the love @lskube | JournalismAccelerator.com
  • 9. Articulate Value Principles of practice/service: Holding power accountable Principles of product: Serve the public ahead of any other interest @lskube | JournalismAccelerator.com
  • 10. Articulate Value Value Proposition: journalism impact? Sustainable democracy Value propositions are also referred to as the customer promise @lskube | JournalismAccelerator.com
  • 11. Articulate Value Product and service combined: Q: What is my identity? A: of your BRAND @lskube | JournalismAccelerator.com
  • 12. Articulate Value Brand identity attributes: Access Experienced through touch points Newsletter or Alerts or email or social (e.g. Ask for mobile # -- gain ability to share text) Comment threads, turn them into forums! Events --- be creative !!! (online & offline) Panels (online & offline) Website (integrate offline with online) @lskube | JournalismAccelerator.com
  • 13. Ask & Incentivize When youre running a nonprofit news organization, it can seem like youre always asking people for money. The reality is, you might not be asking them often enough. We made significant strides with our membership program at the San Francisco Public Press this year. Along the way, we learned that we werent giving our supporters enough different opportunities to support our brand of local public-interest journalism. Lila LaHood, Publisher, SF Public Press @lskube | JournalismAccelerator.com
  • 14. Ask & Incentivize Survey Readers let them weigh in on editorial focus Pop Quiz leverage humor or data in ways that engage readers Poll Readers to show power where the readers stand on a topic and post the poll results Invite Feedback to let readers know you think theyre smart and appreciate their perspective Host Conversation features or stories that are complex or critical to community, vet questions for a fixed period of time, invite questions from readers in advance - are they angry or hopeful? Fulfill civic promise, serve as tour guide @lskube | JournalismAccelerator.com
  • 15. Ask & Incentivize Create Revenue programs (!!!) Referred to as campaigns, initiatives, outreach What are your communities pride points? Your publication/org is a town square Events, panels, beloved civic leaders, music, affinity brands, other media producers, other community groups? @lskube | JournalismAccelerator.com
  • 16. Ask & Incentivize Create Revenue programs (!!!) Social Community: Convert to customer Subscription: Renew community w/impact Membership: Renew community w/ identity Affinity Ambassadors Brand Advocates Whistle Blower Build Feedback Channels Rewards Programs Track Kindness Participants in panels, events, source Programs are expressions of identity @lskube | JournalismAccelerator.com
  • 17. Ask & Incentivize Source here @lskube | JournalismAccelerator.com
  • 18. Ask & Incentivize Source here @lskube | JournalismAccelerator.com
  • 19. CRM: Track & Optimize PauPress a commercial CRM initiative built on top of the open source WordPress platform, designed specifically for contentrich workflows that are aligned with many of the needs of nonprofits and journalists in mind: http://paupress.com/ @lskube | JournalismAccelerator.com
  • 20. CRM: Optimize http://paupress.com/ @lskube | JournalismAccelerator.com
  • 21. CRM: Super Power Future Proofing = Look Ahead Expectations & Risk = Readiness Trusted Advisors You are the source Know your community They will reward you @lskube | JournalismAccelerator.com
  • 22. $ Mix = Sustainability Chasing Sustainability on the Net (collection of 69) The Jbusinessmodels101.com database reflects 1) business models and production concepts, 2) work processes, and 3) journalistic identities @lskube | JournalismAccelerator.com
  • 23. $ Mix = Sustainability http://e-benchmarksstudy.com/ @lskube | JournalismAccelerator.com
  • 24. $ Mix = Sustainability http://e-benchmarksstudy.com/ @lskube | JournalismAccelerator.com
  • 25. Whos JA? A neutral arbiter, the JA brings online collaborative capabilities, serving as connective tissue across siloed news efforts where communities share a common stake. Hosting a shared conversation, showcasing emerging practices, analysis, resources and business models. JA design explored during a RJI Fellowship & seed funded by The Patterson Foundation. @lskube | JournalismAccelerator.com
  • 26. Resources: Resource Index Analysis: Blog Index Find us here: www.journalismaccelerator.com @journaccel facebook linked in storify @lskube | JournalismAccelerator.com