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Publishing in a Many-to-Many Online Word . The Gilbane Conference San Francisco April 11, 2007. Moderator is the new role model. Today’s Agenda. About the Union-Tribune’s SignOnSanDiego.com Many-to-many techniques for publishers Problems and challenges A new role for publishers.

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publishing in a many to many online word
Publishing in a Many-to-Many Online Word

The Gilbane Conference

San Francisco

April 11, 2007

Moderator is the new role model

today s agenda
Today’s Agenda
  • About the Union-Tribune’s SignOnSanDiego.com
  • Many-to-many techniques for publishers
  • Problems and challenges
  • A new role for publishers
san diego s leading local news site
San Diego’s Leading Local News Site
  • Updated 24x7
  • Focused on breaking local news
  • Partnership with print newsroom
  • Staff of 70 for sales, content, operations
  • Email, wireless & multimedia content

Typical mix of local, national news

growing commitment to multimedia
Growing Commitment to Multimedia
  • Online and print staff shoot video
  • Averaging one local video clip daily
  • Frequent use of audio slide shows
  • New all-local Internet radio station
  • Goal: beat local TV

Yvette De La Garza on location

web sites with largest local audiences
Web Sites with Largest Local Audiences

Local Web Site Audiences

  • SignOn ranks 13th, but San Diego is only the 27th DMA
  • Online reach is 32%, versus 49% for print
  • Site adds 11 points to combined reach
  • Challenge ahead: build daily, repeat traffic

Source: The Media Audit

solid economic model but still tied to print
Solid Economic Model, But Still Tied To Print
  • Large, growing audience
  • Profitable since 2002
  • 15% growth in 2006
  • 50%+ margin
  • Revenue tied to print under pressure
  • Most growth coming from direct online sales

Fast food promoted by email

many to many techniques for publishers
Many-to-Many Techniques for Publishers
  • Reader comments
  • Guest Weblogs with reader comments
  • Reader-created multimedia
  • Wikis
  • A good, old-fashioned human touch

Forums with 2.4 million posts

reader comments in many forms
Reader Comments in Many forms
  • Gated communities: Traditional BBS formats
  • Hyde Park Corner: comments with articles
  • Advice: user reviews and ratings
  • Reader cataloging: photos, audio, video

Comments as front-page news

publishers must encourage give and take
Publishers Must Encourage Give and Take
  • Pay attention and nurture discussion
  • Register participants, but keep in simple
  • Rely on ‘common carrier’ legal protection
  • Understand that you can’t control this

Padres forum on opening day

weblogs are niche publications with feedback
Weblogs are Niche Publications with Feedback
  • Blogs give voice to a niche or community
  • Readers can follow on with comments
  • A discussion hosted by the publisher
  • A ‘super’ thread among all discussions

Blogging from Chula Vista, Calif.

user generated images audio video
User-Generated Images, Audio & Video
  • Photo galleries
  • Video galleries
  • Internet radio
  • Publishers gain content and context
  • No organization can field a staff this big

A day in the life of San Diego

wikis go mainstream
Wikis Go Mainstream
  • The next step after simple comments
  • Let experts among readers contribute
  • Publishers gain a breadth of new content
  • Readers help shape the product

Prototype indie music wiki

wikis challenge many publishers
Wikis Challenge Many Publishers
  • A major step beyond comments and photos
  • Assumes the gestalt of publishing
  • ‘You Tube’ had similar affect on TV
  • Potentially the most powerful technique

Wikis can be conprehensive

don t forget the human touch
Don’t Forget the Human Touch
  • Sometimes the best conversation is in person
  • Communication is not necessarily conversation
  • Hire top-notch customer service staff
  • Read email and take calls

A person in the loop

noise amid the many to many conversation
Noise Amid the Many-to-Many Conversation
  • Libel, slander & bad taste are problems
  • Readers can get too much of a good thing
  • It’s hard for people to find what they want
  • Sometimes publishers must take charge

A community becomes crowded

envisioning a long term strategy
Envisioning a Long-term Strategy
  • Publishers nurture conversations to build new audiences
  • Professional values still count…
  • …but publishers must relinquish some control
  • We’re moderators now

Publishers must reach out

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