are we trying hard enough? 10th international symposium on online journalism by premesh chandran ceo...
TRANSCRIPT
Are we trying Are we trying hard enough?hard enough?
10th International Symposium 10th International Symposium
on Online Journalismon Online Journalism
By Premesh ChandranBy Premesh Chandran
CEO malaysiakini.comCEO malaysiakini.com
April 2009April 2009
Malaysiakini – how we startedMalaysiakini – how we started
Duality in media legislationDuality in media legislation Print & broadcast media tightly controlled Print & broadcast media tightly controlled
through licensing, owned by government through licensing, owned by government political partiespolitical parties
Internet free of censorship due to Internet free of censorship due to government’s pledge to foreign IT investors – government’s pledge to foreign IT investors – “Multimedia Supercorridor” initiative “Multimedia Supercorridor” initiative
1998: Arrest of deputy PM Anwar Ibrahim, 1998: Arrest of deputy PM Anwar Ibrahim, huge demand for independent news, huge demand for independent news,
Raised US$ 10,000 from friends and then Raised US$ 10,000 from friends and then in $100,000 grants. Malaysiakini launched in $100,000 grants. Malaysiakini launched on Nov 20on Nov 20thth, 1999, 1999
Internet penetration about 20% but hit Internet penetration about 20% but hit 100,000 unique readers a day within 10 100,000 unique readers a day within 10 monthsmonths
MissionMission““To use the Internet to To use the Internet to
provide independent and provide independent and balanced news to the balanced news to the Malaysian public and to set Malaysian public and to set new standards in journalism new standards in journalism as well as to support the as well as to support the development of freedom of development of freedom of speech, social justice and speech, social justice and democracy in Malaysia”democracy in Malaysia”
Value PropositionValue Proposition Independent news with Independent news with
accuracy, credibility, accuracy, credibility, balancebalance
To be the first in newsTo be the first in news Plural and incisive ViewsPlural and incisive Views
ReadershipReadership
35 editorial staff produce 50 stories per day in 35 editorial staff produce 50 stories per day in English, Malay, Chinese and Tamil & 3 videos English, Malay, Chinese and Tamil & 3 videos per day per day
1.8 million absolute unique visitors per month, 1.8 million absolute unique visitors per month, 250,000 unique readers per day, 250,000 unique readers per day,
Ranked 13 by Alexa and Google, No 1 Ranked 13 by Alexa and Google, No 1 Malaysian site, top 12 being global sites. Malaysian site, top 12 being global sites.
Charge $40 for reading English newsCharge $40 for reading English news
ImpactImpact
Broke through state control of mediaBroke through state control of media March 8March 8thth 2008 - Key role in democratic 2008 - Key role in democratic
breakthrough, ruling party lost in 5 states, breakthrough, ruling party lost in 5 states, winning federal government only by slim winning federal government only by slim majoritymajority
““Underestimating the Internet was our biggest Underestimating the Internet was our biggest mistake” – PM Abdullah Badawimistake” – PM Abdullah Badawi
Major swing among young and urban votersMajor swing among young and urban voters
The business of Malaysiakini (2008)The business of Malaysiakini (2008)
IncomeIncome Subscriptions: $600,000Subscriptions: $600,000 Advertising - $200,000Advertising - $200,000 Grants - $200,000Grants - $200,000
Total - $1,000,000Total - $1,000,000
ExpenditureExpenditure Editorial – $420,000Editorial – $420,000 Admin– $150,000Admin– $150,000 Marketing - $80,000Marketing - $80,000 Technology - $50,000Technology - $50,000
Total – $800,000Total – $800,000
Subscription businessSubscription business Challenges: Challenges:
Convincing our staffConvincing our staff Creating an online payment system which workedCreating an online payment system which worked Fighting the notion that Internet is all for freeFighting the notion that Internet is all for free
2002 - 100,000 unique readers, conversion 1%2002 - 100,000 unique readers, conversion 1% 2009 – 250,000 unique readers, conversion 5%2009 – 250,000 unique readers, conversion 5%
(Malay, Chinese, Tamil and part of English still (Malay, Chinese, Tamil and part of English still free)free)
Generates 60% of incomeGenerates 60% of income Other independent websites drawing audience Other independent websites drawing audience
but little revenuebut little revenue
Key success factorsKey success factors
UniqueUnique in its independence and speed in its independence and speed Very limited free content (high wall)Very limited free content (high wall) Political developments in Malaysia generating Political developments in Malaysia generating
interestinterest We drive the message subscription = support for We drive the message subscription = support for
independent media = democracy & justiceindependent media = democracy & justice We thank our subscribers for their supportWe thank our subscribers for their support Tried to model around pay TV – single subscription Tried to model around pay TV – single subscription
multiple websites, not enough paid contentmultiple websites, not enough paid content
Does Media Industry = Journalism?Does Media Industry = Journalism?
Fragmentisation of media & advertisingFragmentisation of media & advertising Loss of advertising to search and non-media Loss of advertising to search and non-media
websiteswebsites Media Industry = Profitability = EntertainmentMedia Industry = Profitability = Entertainment Driven by ownership, advertising, state Driven by ownership, advertising, state
prioritiespriorities Divergence between journalism and media Divergence between journalism and media
industry (Do journalists belong in the media?)industry (Do journalists belong in the media?)
Strategies & Future PlansStrategies & Future Plans
1.1. Increase content but not costsIncrease content but not costs Crowd sourcing, citizen journalism, “top of the Crowd sourcing, citizen journalism, “top of the
blogs” “malaysiakini 2.0”blogs” “malaysiakini 2.0”
2.2. Push content to new platforms Push content to new platforms Home TV, Mobile, WebHome TV, Mobile, Web
3.3. Leverage on existing audience: Leverage on existing audience: Voize.my, Earth247.tv, Find it All, othersVoize.my, Earth247.tv, Find it All, others
4.4. Home market media InnovationsHome market media Innovations Digital Ink devices, retail screens, innovate printDigital Ink devices, retail screens, innovate print
Future of Journalism?Future of Journalism?
Some journalism has to be funded by public Some journalism has to be funded by public funds (individuals, foundations, taxes), funds (individuals, foundations, taxes), distributed by the media industrydistributed by the media industry
Some non-advertising revenue (subscribers, Some non-advertising revenue (subscribers, foundations etc) keeps media honestfoundations etc) keeps media honest
Facebook Email: [email protected] Email: [email protected]
Yahoo MSN Skype: premeshchandranYahoo MSN Skype: premeshchandran
Thank You!Thank You!