Kansas Press Association February 8, 2001
By Bernard Re, Jr., Online General Manager, The World Company
Convergence: Using content, marketing and technology to your advantage
Using --- Content (print/online/cable)
--- Marketing (and cross-promotion)
--- Technology (and company services)
in a way
THAT IS APPROPRIATE FOR YOUR
I hope to have some time at the end of this to take some questions
Regarding this title
It could be shortened to:
Doing what we do best.
Doing - - > MORE of what we do best.
Some BACKGROUND first
SEPARATE OR INTEGRATED
INJERSEY separate businesses print VS online VS classifieds VS
"you're not letting me participate"
"your pricing is too high for the local businesses to get involved"
"businesses that the paper helped build and helped build the paper were frozen out"
LAURIN NO integration NO communication
"you're stealing my content"
"dont talk to the sales people"
SC JOURNAL SOME integration SOME news commitment SOME sales effort
"bring as little news online as possible"
"protect the print"
WORLD COMPANY DEEP commitment DEEP integration DEEP cross-promotion
"online news INTEGRATED and INDEPENDENT"
"online sales PRINT BUNDLES and ONLINE ONLY"
"company CONVERGENCE religion"
WHAT HAVE I LEARNED? (in my travels)
"company divisions KILL success" (the INJERSEY model)
"lack of communication KILL success" (the LAURIN model)
"integrating halfway KILLS success" (the SCJOURNAL) model
MORE IMPORTANTLY Ive learned
HOW TO WORK WITH
"resources" (and limited resources)
HOW TO FOSTER BETTER
HOW TO WORK WITH
"integration" (convergence and cross-promotion)
AND HOPEFULLY HOW TO WORK WITH
"a company the BELIEVES and ACTS in convergence mode"
*** ask me back next year and Ill let you know how that is going :)
How to TO BUILD SUCCESS
"for online and the company as a whole"
SOUNDS LIKE CHAOS? SOUNDS LIKE ORDER?
ITS IN FACT Chaordic which is the organization of CHAOS and ORDER
WORD CREATED BY
Dee Hock Birth of the Chaordic Age (chaordicalliance.org) VISA independent yet united into one of the largest organizations on the planet
Hock SEES MANAGEMENT AS THE ART of inducing ordinary people to do extraordinary things.
He writes in THE BIRTH OF THE CHAORDIC AGE :
"One need not know and be able to prove in advance what could be accomplished.
One need not have a precise plan about how to get there.
In a complex, rapidly changing world, a clear sense of direction, a compelling purpose, and powerful beliefs about conduct in pursuit of it, seemed to me infinitely more sensible and robust than mechanical plans, detailed objectives and predetermined outcomes."
He is talking about moving from the industrial age to the information age.
A friend of mine wrote this in a review of HOCKs book
"LEADERSHIP (HOCK) WRITES, is about not what things were, or how they are, but how they might become.
SOME QUOTES from the book
"Rules and regulations, laws and contracts, can never replace clarity of shared purpose and clearly, deeply held principles about conduct in pursuit of it . . .
"Force is the tool of tyranny . . . Lead yourself, lead your superiors, lead your peers, employ good people, and free them to do the same. All else is trivial.
SO HOW WILL WE
- - > MOVE
industrial age cogs and wheels
(command and control)
information age (Chaordic Age) people and process
(evolutionary and inclusive)
By UNLOCKING digital assets and people assets
By EMPOWERING your people with "Trageted Action" plans
By helping your people GROW (don't hold them in a job that you
need them in IF THEY WHAT TO GROW)
SCJournal - borrow people from other departments - AND help them grow
By using cross-promotion as the FIRST STEP to convergence
-convergence group / email / list
-what's coming / email / list / from each department
By remembering what we do best.
Getting readers for our content **(We are communicators.)**
Introducing our content and advertisers to our readers**(We are marketers.)**
By doing WHAT WE DO BEST.
By OPENING UP the process to more people.
TO BE SUCCESSFULL we must be in AT LEAST two businesses.
1) Communications business 2) Marketing business
AND We must act more like a COLLAGE ARTIST that works with the materials at
hand only adding elements when they can be integrated
into the work and making it better.
BUT WE ARE ALSO IN
The business we ARE (must be) in TODAY
The business we WANT (need) to be in
Using CONTENT (print/online/cable)
We need to INTEGRATE - GROW - CROSS-PROMOTE and CONVERGE your content, people and technology to be successful in this new age.
Doing what you do best
---- example ----
ELECTION SWEEPS content
Election Sweeps (Content "Sweeps" Idea)
How Idea Was Implemented:
We are building "Sweeps" packages around high profile news events. This is a
concept that takes what we do best reporting the news and leverages that effort into marketing opportunities for target advertisers.
We first used this during the national elections. We brought print content online into a election section along with other election related content.
This included online newspaper story content, where to vote, polls, forums, voter tools, links to state and national election sites, links to party pages, viewpoints, video from our cable news station and more. This all lead up to election results pages and ongoing coverage.
Into this burst of content and reader interest we sold short term 10-day banner positions site wide and sponsor positions with election section.
We covered the election the same way we would have normally and did not create any special content. What we did was position the content and packaged it for a specific audience event.
We cross-promoted with print ads, cable spots and online banners and our online editor DAVE TOPLIKAR co-anchored the live news from the Courthouse as results came in with our cable news anchor.
We illustrated and tested how to launch a converged news event between print, cable and online and in our case convergence relating to our weekly online newspaper sites as well.
Online traffic increased 27% from the previous week.
We earned $1,500 for 10-days of billboard banner advertising.
The important thing here is that EXISTING CONTENT, existing TECHNOLOGY and a marketing idea were used to create readership, viewers and revenue.
We simply used the technologies at hand
to distribute the content not drive the content creation process.
We are in the communication business and the marketing business.
Using MARKETING (and cross-promotion)
Doing MORE of what you do best
IN A INTEGRATED WAY
- use and share content without giving up your brand identity or independence
Let's look at what are you doing now - PUT YOUR
MARKETING HAT ON...
- bring PRINT news = /politics/columnists/weather/sweeps/ ONLINE and
ORGANIZE INTO special packages
= target audiences
(as listing ONLY)
- bring PRINT tabs online (INTRODUCE YOUR ADVERTISERS TO THE WEB)
= target audiences
- classifieds with ASSOCIATED CONTENT
= target audiences
(low cost, target audience pages that advertiser can relate to)
*** target audience pages ARE POSITION PAGES FOR
billboard banner advertisers
= target audiences
- special online sections (that ARE IMPORTANT TO YOUR MARKET)
(hunting - fishing - arts - boating, - electronics - home & garden)
*** local companies that have HIGH INTEREST LEVEL to local/national
LIKE Gateway Computer
= target audiences
organize existing content per audience segments (SECTIONS)
= target audiences
= billboard banner positions
- blend of inter-related products that
BUILD RECOGNITION (SUCCESS)
- PROFILE page
- COUPON page
- DOT COM directory
- AD page (or what we call FOCUS page)
- MENU pages
Using TECHNOLOGY (and services)
TECHNOLOGY as DISTRIBUTION VERSIONS
VERSION 1 - delivery people CUMMULATIVE +
VERSION 2 - newsstands WE TEND TO ADD +
VERSION 3 - delivery verticals NOT SUBTRACT +
VERSION 4 - racks
VERSION 5 - bulk postal
VERSION 6 cable television
VERSION 7 - internet = NEW DISTRIBUTION METHODS
VERSION 7a - audiences niches and products (content and classifieds)
VERSION 7b - expanding area
(neighborhood + town + county + state + region = world)
BUT WE NEED TO GET BACK TO THE
- - > MORE TIMELINE of coverage
Back to "super-local" coverage
People and technology
Remember empower your people with new technology
AND help them grow
SCJournal - borrow people from other departments
AND help them spread technical
E-MAIL AS AN ORGANIZATION TOOL
After driving people nuts for a few months we came up with this
- Use "Targets for Discussion" e-mail
A "Target For Discussion" e-mail roughly outlines a "PROJECT" that is coming up.
This e-mail is sent to (CONVERGENCE GROUP) list
- Print Content Champion (print editor)
- Online Content Champion (online editor)
- Sales Champion (sales manager)
- Convergence Champion (?)
It is designed to open up a dialogue in advance of any "Action Plan" between (CONVERGENCE GROUP) member and the people within their departments
THEN MEET and set "Action Plan" (per the discussions with people in your areas)
THEN disperse and communicate project needs, issues and assignments
within your specific areas and get the "Target" project done.
E-MAIL would keep members of this group informed
AND other regularly scheduled meetings
(CONVERGENCE GROUP) would not have another
joint meeting on this "Target" unless necessary
- "Action Plan" communicated to cross-promotion e-mail list
Content (print and online)
Interaction (poll, forum, e-mail response, etc.)
Promotions (print and online)
Cross-Promotion (print promotes online and online promotes print)
Project Graphics (used in print and online)
Programming (if needed try to use what you have
Revenue (print and online bundled and independent adv strategies)
E-MAIL AS A CROSS-PROMOTION TOOL
We PASS upcoming content with headline, brief and date to appear
between (CONVERGENCE GROUP) members
- FEATURES editor print organizes (features, arts and entertainment and MAG print and theMAGonline.com
upcoming content (HOLDS BACK SOME AS PRINT
ONLY we promote it online see below)
- PAPER editor organizes and e-mails upcoming main news stories and packages
- ONLINE organizes and e-mails upcoming online news stories and new sections and tools
- 6NEWS production manager organizes and e-mails upcoming
cable news and programming additions, changes and updates
- NOW ON TO Classifieds and Circulation
We HAVE A CROSS-PROMOTION ICON that we ALL USE
- - > MORE www.ljworld.com/section/election01
- - > IN PRINT
WE NOW HOLD BACK SOME PRINT FEATURE STORIES and promote them
online as IN PRINT ONLY
WE provide a link to our print subscription page
Strange coming from a ONLINE GUY
But I ALSO WANT PRINT TO PROMOTE THE ONLINE
ONLY CONTENT THAT WE CREATE
Building value for the whole company.
So THIS is Convergence?
Ok once again with feeling :)
- It is NOT SOMETHING FORCED
- It is INTEGRATED MARKETING over all available distribution methods
- It is ABOUT BUILDING a INTERNAL and EXTERNAL BASE of
- It is INCLUSIVE
- It is ABOUT A NETWORK OF OPPORTUNITIES
- - > content distribution methods
- - > departments
- - > people
- - > us and our community of readers and advertisers
- - > systems
- It is NOT DIFFICULT BUT takes WILL POWER
Start small then infect EVERYONE in the building!
- It is A PROCESS
- It is NOT THE SAME FOR EVERYONE but any news business can do it
- It is NOT DRIVEN BY TECHNOLOGY but
by CONTENT and MARKETING
and PEOPLE MOST OF ALL
Convergence is everything our CONNECTION
with everything we work on and everyone we work with.
Thank you. QUESTIONS ?
For more information on using this concept in your local area * contact Bernard Re, Jr, at GlobalHome.