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TechScout: The Mobile Advertising Challenge - How One Company May Portend Things to Come
 How DOES Twitter make money? I hear that refrain constantly so I'm sure you wonder about it too. When I interviewed one of the founders a few years ago for the Media Management Center, Twitter was a fledging service popular with only early adopters in the Valley. When I asked Biz Stone how they would monetize the service, he told me they had a few models in mind. Now, when Twitter has fully bloomed - even Larry King is twittering! - we still see no advertising. We continue to wonder. One thing is sure: Making money on mobile advertising is tricky.
In a recent blog, I wrote about Tony Fish, one of the leading industry consultants on mobile. I asked Fish what companies were ushering in the era of mobile as the 7th mass media. Who was making money and how? He mentioned Blyk. Blyk is a company that optimizes a user's digital footprint - its interests, attitudes and behaviors - in exchange for the right to share advertising.
So, I interviewed Leif Fagelstedt, the COO of Blyk, and learned about their theory of mobile advertising and how the service works. The Finnish company provides a mobile service for young people in the UK. Blyk provides free texts and cell phone minutes in exchange for receiving relevant communications (offers, information and entertainment) from brands on their mobile phones. They also become part of an invitation-only community.
Fagelstedt outlined some strategies he has identified for monetizing the mobile space and predicted which would be the winners and the losers. "There are the content enablers like AdMob, ScreenTonic and others who serve advertising through operators with response rates similar to the on-line space in the area of 0.01%. There are companies that think search and banner advertising will be the next big thing. There are those who are trying to figure out how to give people something for free in exchange for receiving a certain number of ads. »more
TechScout: History Lessons - Can the Past Help Us Create a New Business Model for News?
Some say history can be thought of as a spiral. As the spiral climbs ever higher, we deal with the same problems, but in a slightly different context. Can that experience be true with the news industry? If so, what can we learn from that history? Andrew Odlyzko is a Professor of Mathematics at the University of Minnesota and the founding director of the Digital Technology Center. »more
TechScout: Mobile Ahead - How Your Digital Footprint Will Change the Media Landscape
From the moment you wake up to when you go to sleep at night, who is your most intimate companion? Well, I'll give you a hint. It's not your partner or spouse. It's not your Chihuahua either. It's probably your mobile phone. Not only does your device bring you immediate access to your social circle whenever you want it, but when its GPS is enabled, it reveals intimate secrets about you and your behaviors. »more
TechScout: What If News Searched for You?
Imagine for a moment that you didn't search for news, but news searched for you. The news knew your mood. What you wanted and needed to know showed up on your television, your netbook, your computer and, especially, your mobile device. If you had trouble getting out of bed, you might get an inspirational story on the radio. If you were interested in local politics, you would be served a story on your handheld about the debate on affordable housing. About 4 in the afternoon, your computer would suggest a dinner idea and, when you came home from a hard day, the television would provide three options for a movie on-demand. »more
TechScout: Using Technology to Enhance Journalism’s Future
Less investigative reporting? Less high-quality news available? These are frequently heard concerns as news organizations struggle for survival. But what if the disruption in the market for news and information could lead to fresh, new media products that have yet to be imagined? This is the view of Dr. Irfan Essa, Professor in the College of Computing at Georgia Tech. Essa works in the areas of human computer interaction and artificial intelligence and coined the term "computational journalism." »more
TechScout: Answers on Monetizing Mobile from Tomi Ahonen
Tomi Ahonen is a best-selling author and media consultant based in Hong Kong. His expertise in third generation (3G) technologies and global wireless trends gives him an authoritative voice in new ways to monetize the mobile channel. His "Seven New Capabilities for Mobile" have been popularized across the media community. These "seven firsts" include: the first personal mass media, the first permanently carried and 'always on' mass media, the first built-in payment mechanism, the first content-capture at point of creative impulse, the most accurate audience measurement and the first capture of social context of media consumption. »more
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The many changes in the media are forcing media companies to push for efficiencies and innovation at the same time.
To meet that need, the Media Management Center has created an intense, innovation-focused two-week program called the Media Executive Leadership Program. It will be offered July 20-31 at the James Allen Center on the Northwestern campus.
In the middle of a devastating media recession where many newspapers and television stations are thinking only of survival, it is easy to overlook the fact that tomorrow's media organizations are being built today.
We already know some media companies will not survive. Others will so damage their brands that their future viability will be in question. Those that do survive will face a changed world, filled with great pitfalls, but also great opportunity.
In this unprecedented environment, media organizations must make one of two choices. The first is to do nothing - business as usual. Organizations that make this choice allow events and competitors to shape their destiny. Staying the same means giving up the opportunity to lead. What will be the result? Only time will tell.
The second choice is to apply proven strategic thinking and innovative ideas to traditional media brands. This approach involves moving beyond current cultural, platform and sales limitations. This second approach requires highly skilled change agents willing to use fresh thinking and the latest ideas to advance organizations into an important new world. If done right, the result will be a dynamic, forward thinking organization with the potential for incredible profits.
For almost two decades Northwestern University's Media Management Center has taken a leadership role in creating the future of media. With the resources of both the Kellogg School of Management and Medill, the Center occupies a unique role in international media development. Part research organization, part think tank, part educator, the Media Management Center is the clear leader in future media thinking.
We know the public's demand for news and information continues to grow. Some media organizations will take great advantage of this growth. They will build great brands that also result in great profits. If you are a change agent, willing to look at the world in a fresh way, then the Media Executive Leadership Program is for you.
Please download and return this application by July 6. Cost is $11,400, which covers tuition, materials, food, lodging and activity expenses - everything but transportation to Evanston.
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Washington Post sells access, $25,000+
Politico - "For $25,000 to $250,000, The Washington Post is offering lobbyists and association executives off-the-record, nonconfrontational access to "those powerful few" - Obama administration officials, members of Congress, and the paper’s own reporters and editors." »more
Tribune Co. makes advertising deal with Dallas Morning News
Los Angeles Times - "In a bid to leverage its advertising sales infrastructure, the parent company of the Los Angeles Times has reached an agreement to sell national print and online ads for the Dallas Morning News, the flagship media division of A.H. Belo Corp." »more
Facebook to Offer New Features to Allow Users to Control Privacy of Information
New York Times - "Facebook's biggest asset - its population of more than 200 million users - is also part of its Achilles' heel. As more people join and connect with more people they know, the chances grow that one's embarrassing photographs from a night of carousing might be seen by the wrong person." »more
Study: M&A Market Indicates Convergence
MediaPost - "Despite a 'definite uptick' in recent weeks, mergers and acquisitions in the broader media markets continued to decline during the second quarter of the year, according to new analysis from Jordan Edmiston Group." »more
Save journalism? Beats us, panel says
Politico - "'At any given moment, there is a panel taking place somewhere in the world discussing the future of journalism,' Aspen Institute president and longtime journalist Walter Isaacson said at the end of Tuesday night's panel discussion titled, 'What's the News Worth to You?'" »more
MediaNews Group: We're Not On Brink of Bankruptcy
Editor & Publisher - "MediaNews Group late Wednesday denied a report in an investors newsletter that it is arranging a pre-packaged bankruptcy - or readying any change in ownership of the Denver-based publisher controlled by William Dean Singleton and Richard B. Scudder." »more
Movie-themed Video Games Transforming the Industry
Nielsen - "Summer blockbuster season is in full swing, bringing with it video games tied to the latest cinematic franchises. Though dismissed in the past, movie games are garnering more attention in the entertainment industry as studios look to leverage the value of their franchises." »more
Bing Taking A Little Piece
MediaPost - "Microsoft's new search engine Bing continues to take share from Google, Yahoo and Ask, albeit small." »more
Coverage of Jackson's Death Seen As Excessive
Pew Research Center - "The public closely tracked the sudden death of pop superstar Michael Jackson last week, though nearly two-in-three Americans say news organizations gave too much coverage to the story." »more
Industry Tightens Its Standards for Tracking Web Surfers
New York Times - "In an effort to fend off federal regulation, major trade groups in the advertising industry have announced stricter guidelines on how their members use and collect online data." »more
Russia has World's Most Engaged Social Networking Audience
comScore - "comScore, Inc. today released a study of the social networking category in Russia, based on data from the comScore World Metrix audience measurement service. The study found Russia to have the world's most engaged social networking audience, with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month." »more
Nielsen: Digital Nearly Done Deal
MediaPost - "Nielsen figures released Wednesday suggest that all but a few U.S. homes will have full digital TV reception by the first week in August." »more
Gannett Will Cut More Than 1,000 Jobs
Wall Street Journal - "Gannett Co., the largest U.S. newspaper publisher by daily circulation, will cut between 1,000 and 2,000 jobs out of its 41,500-person work force in response to continuing revenue declines, according to a person familiar with the company's thinking." »more
TV Station Revenues Continue To Slide; BIA Now Expects 17% Decline from 2008
BIA - "With television station revenues continuing to slide downward, primarily due to the economy, BIA Advisory Services has revised its earlier projected revenue estimates for 2009 to $16.6 billion, a 17.3 percent decline from 2008 and a return to a level not seen since 1995." »more
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