in a marketing landscape fueled by technology and consumer-driven behavior, brands need to combine big data plus big emotion to engage with audiences.The tech-led empowerment of customers will only grow as the "Internet of Things" connects everything to everyone, driving down the marginal cost of production and distribution, just as technology has done with the supply of information.Emotional fulfillment, not technology, will be the standout offering of a winning brand. People like technology -- but people mostly really like other people. The more digital life gets, the more people will value being understood, touched and involved by other people. The brands that win will be real and personable -- whether it's a live person on screen, a physical store interaction or the mass intimacy of a stadium event, from football to rock....
Via Jeff Domansky
“ The D.O.: How do you hope to see the future of journalism evolve? A.R.: I think there are some things you hope will never change — the sort of fundamental purposes, duties and responsibilities of journalists. I think almost everything else will change and maybe that’s a good thing. The technology and the medium in which we work, and the relationship between journalists and readers will change, much of it for the better. As long as we do not lose sight of the core purpose of what we do.”
Via Manuel Pinto
De Correspondent, the Dutch crowdfunding success story, has built a $2-million base of subscribers in just a year — and it has also learned a lot about how being open with readers and seeing them as partners can change the way that journalism works
Visual content is exploding on social media, with sites like Pinterest and Vine leading the charge.
Even Twitter, which started as a place to post short and simple messages, now has images for a more visual experience. Indeed, the future of digital media is upon us — and it’s rich with visual content.
According to an infographic from Oracle, there are five tweets per second that include a Vine link. The acquisitions of Tumblr and Vizify point to an increased interest in interactive media and infographics, with Yahoo investing in visual media.
by Vincenzo Marino - translated by Roberta Aiello The Guardian and its community
Last Wednesday, the editor of the Guardian Alan Rusbridger launched a membership program that allows subscribers to be part of the “club of the English newspaper (The Guardian Membership). The idea is to create an ever more faithful community - concretely cohesive - through a plan that provides for the supply of various activities, including courses and events, hosted in 2016 in the “Guardian Space,” a structure of almost 30,000 square feet that the newspaper is restructuring with the aim of creating a meeting point between the newspaper and readers. It is possible to become part of The Guardian Membership for free with the Friends formula (which allows one to book live events and keep up to date on the community), with £15 per month with the “Partners” plan (discounts on events and priority over other members) and with £60 for the “Patrons” package (backstage passes and newsroom guided tours).
The Guardian is not new to external initiatives, and the very significant finding in terms of attendance has encouraged the company to focus on the brand as a total and collective experience. As noted by Ken Doctor, the circulation of the newspaper is at a standstill at 200,000 copies (plus 100,000 digital members), in spite of 105 million unique visitors that the website claims to achieve. According to Doctor, the goal is to try to work on this delta that, in digital and economic terms, appears difficult to fill with classic journalism. Hence the idea, explained by Rusbridger, is to take inspiration from the music industry, which saw the growth of live events and sharing - combined with free use, such as for online news - despite a relentless growth of digital media.The more digital the world becomes, so the appetite for physical meet-ups and live events grows, a concept that Jay Rosen summarizes on Twitter in this way: Related to Guardian's membership push: Digital makes the cost of a copy zero, pushing up the value of live events, which cannot be copied.
— Jay Rosen (@jayrosen_nyu) 10 Settembre 2014
From community to paywalls
The membership program does not seem to be within the reach of everyone. The Guardian, which has long been called a liberal sentinel of British journalism (and more generally, of all English language journalism), is a highly recognizable brand and undisputed news outlet in the most relevant news reports in recent years (from Wikileaks to DataGate), which led it to win the Pulitzer Prize in 2013. It has long been at work in a project of territorial expansion (of which we have already discussed here) that led it to strengthen the US and Australian newsrooms and to compete with the Daily Mail and the New York Times for the primacy of the most widely read website in the world. The Guardian Membership is an example that will not remain unnoticed in many other newsrooms. In recent times, the initiatives of the Wall Street Journal (which launched the WSJ + plan with newsroom tours, discounts, free ebook) and Slate (with SlatePlus which provides special access to some content) were noticed. The question is inescapable: how many other Guardians can afford to experiment with such solutions?
It is important to note that the contents of the website will remain free, which implies that journalism, in 2014, is not only the flow of news produced by a newsroom, regardless of the medium on which it arrives (here an interesting analysis by Mike Ananny and Kate Crawford on how the news for mobile is shaped by designers). The ownership of the newspaper, in terms of economic subsistence, has always been against the paywall (revealing some small openings only last year), although this system is still firmly at the center of a large segment of the editorial market.
This week Ken Doctor of NiemanLab analyzes the acquisition of Press+ by PianoMedia. With this move the two, which both build paywalls, become the largest company in the sector (with 645 walls around the world). The news - which at first sight seems only technical and of little relevance - shows two signals: the paywall is alive, well and palatable, and its business is not exactly journalistic, demonstrating all the slowness of the media groups in their launch on the market, especially for news companies that have invested much of their future in the paywall. If the revenues from digital music players are really important, Doctor continues, why don’t they build their own paywall?
Recently, other companies have chosen to adopt a kind of “personal paywall”. This week, Ricardo Bilton of DigiDay has analyzed the trend with the case of Beacon, a sort of KickStarter for authors and journalists. Beacon allows anyone to propose their own piece and have it financed by crowdfunding - so far there have been 250 registered users, who have collected a total of over 500 thousand dollars. What is new is that Beacon is beginning to work directly with publishers. The Huffington Post - as we reported last week - has used the platform to finance its media coverage on the events in Ferguson, which exceeded $40,000. Techdirt has raised $70,000 for a post on the debate about net neutrality. “Journalism is expensive,” Bilton says, and although it could not work for all (and it is not clear why a media company has to resort to the public in order to pay a reporter), the system can become one of the few viable options.
In the last few days, Esquire - whose online version is free - has relaunched an old article of 2003 on the 11/9 attacks and about the so-called falling man” photo, putting it behind a paywall. It is another case of a paywall limited to one post (with a cost of $2,99) - which already had a precedent last year (The Prophet, $1,99) - that will help the funding of a scholarship of Maquette University dedicated to James Foley, the American correspondent killed by terrorists of the Islamic State this August. Mathew Ingram of GigaOm believes that the initiative - regardless of the specific case - might be a good idea. It is interesting as an editorial experiment and useful as encouragement to donate to good causes.
As journalist/programmer Stijn Debrouwere has argued in a persuasive essay about the challenges facing the news business, journalism isn’t being disrupted just by different forms of journalism — it’s being disrupted by things that don’t even look ...
...But into the breach stepped our new CMO Yuval Harari with the following that I felt it was only fair to share. If you want to know about the world of circulation as it applies to the online business – then read on."Dear Team, Hope this note helps you to make some sense out of all this mess. You are right about the need to know exactly how much and what kind of traffic you have.Let us set the terminology right, so we can work together better, understand each other and be updated like pros....
Via Jeff Domansky