Posts Tagged ‘ISOJ’

Presenting on a Grand Stage

April 26, 2013

After presenting at the International Symposium on Online Journalism last week, I wanted to share some takeaways/tips on how academics can make a more engaging presentation (particularly on a grand stage like ISOJ). I could easily title this blog post “Presentation Tips (Do What I Say, Not What I Did).”

ISOJ brings together some of the world’s leading journalists, news execs, journalism scholars and students. For the most part, the non-academics delivered far more engaging, dynamic memorable presentations than the academics (myself included). Academics are accustomed to presenting research to a small group of peers deeply entrenched in a core subject area. ISOJ is a whole different ballgame. The crowd is large (350+ in attendance, plus thousands more watching on two livestreams- one in English, one in Spanish). The audience is diverse (people from 30 different countries were present and a mix of different professions as previously noted). The coverage is intense (expect to be tweeted, recorded, blogged about and so forth).

Academics who get the privilege of presenting on this grand stage (acceptance rates are low so it truly is an honor to be selected) should heed the following advice, IMHO:
 
1)Forget the standard academic format. Yes, you’ll want to talk about the background, your research questions and what your findings are, but doing so shouldn’t follow the standard cookie cutter approach that non-academics either don’t understand or eyes glaze over at the verbose language.
 
2)Own the Stage: If you’re like me, you’re used to hiding behind the podium. The podium is a place to see the complex underpinnings of the research you’re describing, or place notes/talking points. Most of the non-academics owned the stage. They stood out front and center with the big screen behind them, much like you often find at a TED talk.

Make Like Don Draper: Channel your inner "Mad Men" when making a presentation. The fictional ad man is brilliant at making a pitch.

Make Like Don Draper: Channel your inner “Mad Men” when making a presentation. The fictional ad man is brilliant at making a pitch.

 
3)Be Tweetable. Have at least one “killer quote” that’s short, memorable and likely to be tweeted- and shared (getting your message to a wider audience).

David Ho of The Wall Street Journal had at least two such moments:

“The first step in thinking mobile first is don’t think mobile last,” he said.

 “The mouse is dead,” he also declared

Longtime Guardian staffer Emily Bell made a great NBA analogy for journalism, declaring “The power has gone from the league to the franchise to the individual.”

Deseret Media CEO Clark Gilbert had a great line about disruption rendering really smart people completely incapable.

4)Think Visually. Graphics and visual imaging tell a story and are more compelling and engaging than text-heavy slides (we all know not to use a bunch of texts but the standard academic study privileges findings).
 
5)Know Your Audience: A typical academic conference is to a small group of scholarly peers that know the subject you’re talking about. At ISOJ you have a mix of students, scholars, journalists and managers from industry and the academy. Keep your language simple and stay on message. Tell a cohesive story in whatever short amount of time you have to do so.
 
6)Show Passion and Personality: Yes, we’re discussing serious matters, but that doesn’t mean we can’t also have fun in doing so. The Washington Post’s Joey Marburger explained how the Tardis time machine from the long-running television series Doctor Who is an example of how mobile devices connect people to the rest. Even Jill Abramson, the executive editor of The New York Times, responded to a question by saying “Whoomp There It Is” (which naturally prompted a tweet with a link to the Tag Team video). Don’t be afraid to use humor in your talk or to show a lighter, more personable side.

In looking back at the video of my presentation, I #fail(ed) to do most of these. After two presentations at ISOJ, I’m confident that the third time will be the charm.  I look forward to the next time I get the opportunity to take the stage in Austin and some stellar presentations from ISOJ2014.

Modified News Micropayment Model In Action

September 30, 2011

The theoretical idea that I and Jameson Hayes developed, PBS MediaShift wrote about and we presented at Texas is now a fully-vetted, peer-reviewed,  published scholarly journal article.

The Modified News Micropayment Model (for newspapers on the Social Web) is fully outlined in this International Journal on Media Management article (note: you have to pay to access the article- we are paid content advocates afterall!).
Now that our work is published, as we wrote in the piece, “the next logical step would be to test the model in local communities. Implementing the model concurrently with the design of firm-level strategic plans-of-action would make for compelling case studies, as well as test the viability and practicality of the concepts.”
That is our goal.  Of course, we are not developers, which is why it has been rewarding to see our key concepts become reality.  Hong Kong-based CarrotPay has come the closest to providing the technology to enable our model (based off of our work).  Whereas we introduced the theoretical contribution of microearn, they have dubbed this the much more industry marketable term Share-n-Earn.  This video below does an excellent job showcasing how microearn/Share-n-Earn for news can work using the CarrotPay digital purse.

Mixed models: How micropayment can work with freemium

April 1, 2011

Note: The International Symposium on Online Journalism (ISOJ) is taking place right now in Austin, Texas.   Last year we unveiled our “Modified News Micropayment Model” at that very conference.  Panelists discussing paywalls today stressed the need for multiple business models.  I couldn’t agree more.  Now seemed like an appropriate time to write this post that I’ve been wanting to do for quite some time. Here goes.

When my colleague and I developed our “Modified News Micropayment Model” (now in press, International Journal on Media Management) we wrote that it was but one new business model for online news.  Our micropayment model not only could be, but should be, used in tandem with other digital business models.  With the launch of the New York Times’ “paywall,” the news industry’s focus has been on its tiered, metered approach.  Other smaller news organizations, such as Morris Communications’ Augusta Chronicle are following suit with similar metered approaches.

Such a freemium model, while promising, leaves out a valuable audience segment and is not without  flaws.  A micropayment system can address the flaws and fill in the gaps created by a freemium metered approach.  The good news is that micropayment can work with freemium.  Let me tell you how.

What metered approach is not

The metered approach is predicated on the old notion that news consumers will seek out the news they want to consume.  It relies on the newspaper website as a destination. The reader can have 20 free views when they come to the site. Of course, in today’s news ecosystem news often finds the reader rather than the reader finding the news.  Metered fails to capitalize on, use and harness the power of referral and sharing that takes place on the Social Web.

The existing metered approaches are also designed to get new digital subscribers.  With online content, there are a number of users who come to the site who are not in your market, who only want to read a few articles from your site (since it found them and they are not seeking out your site, brand or content) and who will never become a subscriber to your publication.  Micropayments allow for news organizations to capture some revenue from “one off” users.

Another downside to the prevailing freemium model is that it does not place a premium on valued content.

Freemium + Micropayment = Success?

Micropayment can be implemented to serve a variety of needs and in a variety of ways in tandem with freemium metered approaches:

1)Metered micropayment:  You can set benchmarks that would activate a switch toward micropayment per article.  For example, once an article that is free on your website reaches X number of pageviews, you can start to charge for that piece of content.  If a story happens to go viral, you can (literally) capitalize on the buzz and additional traffic.  John Paton, CEO of the Journal Register Co. has talked about the importance of news organizations stacking “digital dimes” and such a “metered micropayment” approach allows news organizations to monetize their most popular stories.

2)Exclusive, premium content:  You can be selective with the types of content you offer for free and the types of content users must (micro) pay for.  If your news organization offers exclusive, high quality premium (presumably hyperlocal) content that readers cannot get anywhere else, why not charge for it?  Implement a micropayment component for your most prized content.  The Augusta Chronicle offers a perfect example.  In just a few short days, The Masters golf tournament will roll into town.  The Chronicle owns that story because it is in their backyard.  Golf lovers who do not live in Augusta but want to read stories they can’t get elsewhere will likely (micro) pay for individual stories.

3)Social readers: Micropayments can serve a unique audience– users who do not want to subscribe to your newspaper.  This may be because they live out of the market.  This may be because they want to read a specific piece of content that found them (perhaps by the recommendation of a friend), not that they actively sought.  Micropayments work better as a monetization strategy for active Social readers, rather than destination-seeking Web viewers.

4)The one-off news event.  This is not an everyday event, but from time to time a breaking news story happens in your community that may attract regional, national or even international attention.  You may suddenly find foreign readers clamoring for your coverage.  Why not have a mechanism in place to make money off the increased traffic and attention your paper will receive if and when these “one-off” events find their way to your town?  Micropayment serves that need.

These are just a few examples.

The bottom line is that micropayments can work and work well with other approaches.  Thoughts?

 

 

The birth, death and resurrection of micropayments

March 7, 2011

Are micropayments dead? They were never born.- Jeff Jarvis, blogger and CUNY J-school prof

My favorite panel at the paidContent 2011 conference was “Paying it Forward: Paywalls, Meters & Subscriptions,” which consisted of an all-star panel including Journalism Online Co-Founder (and former Wall Street Journal publisher Gordon Crovitz), Financial Times.com Managing Director Rob Grimshaw, Atlantic President Justin Smith and Google’s Director of Strategic Partnerships Jim Gerber.

Toward the end of the 50-minute talk, moderator Robert Andrews, UK editor for paidContent, asked a question about micropayments. Surprisingly, most of the panelists were dismissive of micropayments. Gerber, who has helped lead Google’s OnePass initiative, said they had not heard much interest in micropayments from the public because of the friction involved in transactions.

Despite early press materials indicating the inclusion of micropayments in its PressPlus platform, Journalism Online continues to primarily advocate for a metered freemium model.

“Down with paywall, up with freemium,” was Gordon Crovitz’ final salvo during the session.

Grimshaw told me after the conference that the Financial Times’ experiments with micropayments were unsuccesful, but I suspect that has more to do with the nature of its business content (in other words, people are still likely to seek out business news, rather than have it find them as is the case with other types of news in the social web environment).

If the expert panel is any indication, then mainstream newspapers appear to have given up any hope in trying out micropayments just two years after headlines proclaimed them as the way to “save newspapers.”

This, in my humble opinion, would be a huge mistake.  Just a year ago, my colleague Jameson Hayes and I outlined how micropayments could work for newspapers (opens PDF document) at the International Symposium on Online Journalism (a more advanced and refined version of that paper is in press in the International Journal on Media Management).

The bottom line is that the only way to tell whether micropayments will succeed as a viable model for online (and mobile and tablet) news is to try them.  As CUNY professor Jeff Jarvis tweeted during the conference, “are micropayments dead? They were never born.”

This isn’t entirely true.  As we point out in our paper, micropayments were tried in the late 90s and early 2000s to no avail. A 2000 Boston Globe article, for example, shouted “MICROPAYMENTS COULD BE THE WEB’S NEXT BEST HOPE.”  Flooz, Beenz, CyberCash, Bitpass, Peppercoin and DigiCash are a few examples of failed micropayment companies from what can be considered the Micropayment 1.0 era.

The difference between Micropayment 1.0 and Micropayment 2.0 is the emergence of the Social Web.  Newspapers may be  (wrongly) hesistant to adopt micropayments, but that does not mean they are not alive and well.

Micropayments have thrived for song and video downloads on iTunes, and micropayments are poised to become even more prevalent for digital goods, gaming and virtual currencies with big time players like Facebook (Buy with Friends)and PayPal (Digital Goods) enabling them.

Not all newspapers have given up on micropayments, either.  At 99 cents for a week’s worth of issues, The Daily is basically a subscription micropayment option.  Hong Kong-based CarrotPay also offers microsyndication technology for newspaper companies to enable seamless micropayments.

Mainstream American newspaper companies may be reticent to try micropayments as a new digital pricing strategy, but there are at least two other huge underserved markets that could experiment with the new business model. Non-American media markets are ripe for micropayments (Google’s OnePass is already in play in many European countries), as are community daily newspapers (under 50,000 circulation) and non-dailies.

Don’t write off micropayments for newspapers just yet.  Newspapers are perfectly poised to contribute in a big time way to the resurrection and rebirth of micropayments on the Social Web.  The models and technology are both in place.  All that is missing are willing newspaper partners.

Now is the time for newspapers to act.

Micropayments 2.0: Model signs emerge

October 28, 2010

Last year at this time, Jameson Hayes and I were scouring through academic and industry literature and thinking conceptually in order to create a new theoretical micropayment model for news.  The result was a paper presentation at the International Symposium on Online Journalism.  At the same time, we recognized that our “modified micropayment model” had a wider appeal for online media content, not just news content.  Our theoretical micropayment papers have been accepted to two of the most prominent academic journals for media management and economics and should be published within a few months.

Our “Modified News Micropayment Model” was featured on PBS’ MediaShift blog, where host Mark Glaser commented that “it’s a hard concept to grasp because it doesn’t really exist yet.”

That is changing.  Ever since we developed our model, we’ve seen more and more movement to a media ecosystem where our theoretical drivers of microearning, socialization, hyperlocal focus and a centralized banking system are in play.

This week alone, PayPal unveiled a micropayment system for digital goods and partnered with Facebook.  As the TechCrunch post notes, “the Facebook deal is pretty significant because there are a massive amount of micropayments that flow through the social network on a daily basis with Facebook Credits, gaming and more.”

Meanwhile, Nieman reports that the Associated Press plans to launch a new “ASCAP for news,” an independent business to business clearinghouse for online news content.  While this is envisioned for businesses, not individuals, this is in essence a form of microearning in action.  The Nieman post also goes on to state that it envisions the AP clearinghouse approach will enable experimentation with “hyperpersonalized news streams,” socially curated news channels and payment processing services.

Hyperlocal content efforts are also increasing, with groups like AOL’s Patch partnering with journalism schools to cover neighborhoods and communities.

While news content is moving behind paywalls, free television on the Web is also becoming a trend of the past.

“Consumers must be made to realize that nothing is free anymore,” TIG Research analyst Rich Greenfield wrote in a blog post quoted in Ryan Nakashima’s AP article.

The media landscape is rapidly changing.  What was once futuristic thinking is slowly, but surely, becoming a reality.

Micropayments 2.0 is here.

 

Making a Model a Reality

August 3, 2010

I wanted to take the opportunity to thank Tanja Aitamurto for this excellent PBS MediaShift blog article about the Graybeal & Hayes “Modified News Micropayment Model.”

Since we presented the paper at the International Symposium on Online Journalism we have received quite a bit of attention for the model.  There is at least one international company working to implement aspects of our theoretical model.

In short, people are working to make this abstract theoretical model a reality. We’re thrilled about that.  Ultimately, to see whether a “modified news micropayment model” (or any model for that matter) will work it needs to be implemented.

We need news partners to make that happen. If you’re interested in experimenting with our model, please let us know. We’d be happy to work with you.

-Geoffrey M. Graybeal & Jameson L. (Jay) Hayes

*If you’re in Denver this week you can find me at AEJMC.  The largest gathering of journalism educators seems like a perfect setting to continue the “MNMM” discussion that began at ISOJ last spring.

Video of presentation from ISOJ

May 10, 2010

Below is a short, edited video with some highlights from the paper I presented with Jameson Hayes on a modified news micropayment for the Social Web at the International Symposium on Online Journalism in Austin, Texas:

Continuing the ISOJ discussion about ‘MNMM’

April 24, 2010

I wanted to use this forum to thank those who commented on the “Modified News Micropayment Model” that me and Jameson Hayes presented today at ISOJ.  I wanted to respond to some questions and issues raised about the model.

Alf Hermida, on reportr.net, ponders “whether this is an approach that is too radical for the news industry.”  Maybe, but time and time again speakers at the session spoke of the need for news organizations to shake up the status quo, to innovate, to invoke sweeping change.  In short, to try radical new approaches.

Hermida also points out that whether consumers are willing to pay for news is a hotly debated topic, to say the least.  I’ve conducted survey research asking whether people are willing to (micro)pay for news, and under what conditions. I’m not alone. Nielsen and WAN have conducted extensive surveys, as have other leading research organizations.  While I advocate solid research studies such as these, I think you have to take these with a grain of salt given they are asked in an environment where free is the norm. If you ask me whether I would prefer to pay for news or get it for free, I’m going to say free every time. But if the news industry forces the issue by putting its content behind a paywall and pay becomes the industry standard, the issue becomes null and void. The question is no longer whether I would pay for news, but under what conditions and whose news I choose to pay for.

Our research also looks at the existing academic literature on how to influence consumer willingness to pay (WTP), which suggests that consumers are more likely to pay once the pricing point has shifted into a “foreign currency.”

Another issue that was raised was the viability of advertising as a sustainable business model.  A student pointed out that Google has been quite successful with its search advertising model.  First, newspapers have historically relied on an impressions-based advertising model, not a search one.  As the publisher of the Dallas Morning News noted, this revenue model is waning.  Secondly, the future of advertising is a social one (advertising on and through social sites), not through search.  Search advertising is flawed in that it does not take into consideration the context of words.  If I write “I hate Florida Gators” in my email, Google’s AdSense software will provide me ads for Florida Gators.  Social advertising provides the necessary context.  Advertisers can send me targeted information about their products that I voluntarily follow on social media sites.

Furthermore, Google makes some of its money off the content it aggregates that newspapers create.  Rupert Murdoch, for one, is quite angry about this. This is one of the reasons news outlets want their content behind pay walls in the first place.  And finally, most newspapers cannot generate enough eyeballs to make search aggregation advertising a fully sustainable business model.

And finally, some Twitter users took exception with my example of paying for ringtones on a phone as an example of why we would be more willing to pay for news on the phone, than online, because we are more naturally conditioned to pay for mobile content.   Some news consumers also pay for mobile news apps now.  Once that new distribution platform is in place and we become accustomed to receiving news content on our smartphones, will we miss it once news companies flip the pay switch?

Time will tell.  Our model is an abstract theoretical model that relies on many existing technologies and factors that already exist on the Social Web.

We hope that a news partner, or partners, will seek to implement our model.  Will it work? We don’t know.  The current system, however, is broken.  We need action.  We need radical change.

Inaction guarantees failure.

Wilkinson at ISOJ: Newspapers must adapt in “age of micro media”

April 23, 2010

AUSTIN, TEXAS_ Newspapers have to adapt to the “age of micro media” in which every unit of content must have value, INMA chief Earl Wilkinson told attendees Friday morning at the International Symposium on Online Journalism.

Determining their content’s value should be a top priority for newspapers, because content value can serve as a proxy for engagement in the Digital Age, Wilkinson said during a fiery, impassioned presentation.

Even if  newspapers never charge for content, segmenting “content platform,  audiences” forces a market approach to growth and places them in the context of today’s “abundance of information,” Wilkinson said.

The traditional business model will not survive,  Wilkinson said.

“We clearly have reached a point where we need alternative funding sources,” he said.

Advertising will account for a smaller portion of a newspapers’ revenue, but won’t disappear entirely, Wilkinson said.  The pure value of content, however, keeps changing.  Newspapers must find ways to monetize content, which will require significant leadership and industry collaboration, Wilkinson said.

The global recession accelerated changes to the news industry.

“It’s transformed our business models and we’re never going to go back,” Wilkinson said.

Newspapers are going through transformation and evolution, but they’re not going to die, Wilkinson said.

The future media landscape will consist of less advertising and smaller companies, Wilkinson said. There will be less journalists, but more editors as print complexity is replaced by a digital one.  According to Wilkinson, newspapers should invest more in sales, marketing and research, while focusing on product development and speedy delivering of news enhanced through social media.

Wilkinson says that  “Value= Audience + content + platform”

I found myself often nodding in agreement during Wilkinson’s presentation because, in my humble opinion, he “gets it.”  His presentation, more than any other, has me fired up to present my paper proposing a new business model tomorrow.