clark gilbert, ceo deseret digital media - understanding the digital economy
TRANSCRIPT
![Page 1: Clark Gilbert, CEO Deseret Digital Media - Understanding the Digital Economy](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d731a9bb61eb43328b4588/html5/thumbnails/1.jpg)
Always Pioneering
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Our Mission
Trusted voices of light and knowledge reaching hundreds of millions of
people worldwide Align Actions Pursue
Excellence Champion
Virtues Improve Lives Work Together Invest
Personally
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“In the early 1980s AT&T asked McKinsey to estimate how many cellular phones would be in use in the world at the turn of the century. The consultancy … concluded that the total market would be about 900,000. At the time this persuaded AT&T to pull out of the market.”
— The Economist, 1999
“The ‘telephone’ has too many short-comings to be seriously considered as a means of communication. The device is inherently of no value to us.”
— Western Union internal memo, 1876
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Sustaining versus Disruptive InnovationP
rod
uct
Perf
orm
an
ce
Time
Performance that customers
can utilize or absorb
New performance trajectory
Disruptive Innovation
Pace of
Technological
Progress
Sustaining Innovation
Breakthrough
Incremental
Source: The Innovator’s Dilemma
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A Transformational Shift in Media Spending
Source: Borrell and Associations
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EstablishedBusinessEstablishedBusiness
DisruptiveBusinessDisruptiveBusiness
Net NewGrowthNet NewGrowth
Starts Outside Established Business
Starts Outside Established Business
DisplacementDisplacement
"Overall, the newspaper industry's involvement with the Internet has been one where it had a lot to lose and it's been trying not to lose it, as opposed to starting from scratch and having a lot to win."
--President of Online Newspaper Division
Finding New Market Growth
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Two Transformations
Reposition the Core
Launch Disruptive Growth Business
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The Deseret NewsA Trusted Voice Since 1850
“We propose publishing a weekly sheet as far as our local circumstances will permit” Deseret News Prospectus, Willard Richards, 1850
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Distinct Editorial Voice
Six Areas of Focus•The Family•Excellence in Education•Faith in the Community•Financial Responsibility•Care for the Poor•Values in the Media
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Report Out: The Family
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Report Out: Faith
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Report Out: Media
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Distinct Editorial Voice
Paul Edwards, Opinion Editor•PhD / JD Berkely•Former Provost of SVU•Director of Mercatus Center in Washington D.C.•Former BYU Political Science Faculty
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Deseret News National Sunday Edition
2011-12 Forecasted Growth: Fastest Growing
U.S. NP
Loca
l
Stat
e-wid
e
Natio
nal
- 20,000 40,000 60,000 80,000
100,000 120,000 140,000 160,000 180,000
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Deseret News Innovation Strategy
What is our distinctive voice?
What innovations will we need to grow?
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The Vision of the Deseret News
The Deseret News will be the nation’s largest news publication focused on faith and family
oriented audiences
By 2015, the Deseret News will be a Top 25 Newspaper Publication and a Top 10
Newspaper Website
• This will require we reach 300,000 circulation
• 8-10 Million Uniques and 100 Million Page Views
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Growth in DDM Network: Deseretnews.com
December 2009
June 20110
1
2
3
4
Unique Users (106%)
December 2009
June 20110
10
20
30
40
Page Views (67% Growth)
1.5M
3.1M
21M
35M
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Monthly Web Visitors
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Deseret News Referrer Report
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SEO and Referral Lift
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New Content Model: Family Media
Product Strategy
Data
aggregation
UGC
Deseret Connect
Evergreen
Social
Ties to Mission
Monetizable
Market
“This is brilliant. Fantastic implementation. This is exactly the sort of thing newspapers need to do in order to survive: Create innovative editorial constructs that take advantage of the web, instead of trying to replicate their print version online. I can certainly see your coverage expanding beyond Utah -- I'd find it far more useful as a repository of opinion, for instance, than what Rotten Tomatoes is doing.”
Aris Christofides, CEO of critics.com and kids-in-mind.com
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Research on New Media Innovation
Separate Physical Location
Separate P&L Separate Direct Sales Separate Content,
Product, and Technology Teams
Separate Talent Pool
Benchmarking Local Media Online Market Share
Souce: Borrell and Associates
Characteristics of High Market Share Sites
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Digital Team Leadership
Chris Lee, VP of DigitalDeseret News
•Web Analytics•Design Resources•UI and Content Merchandising•Search Engine Optimization•Social Media Outreach•Digital Innovation Culture
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New Media Talent at Deseret Digital
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DDM Revenue Growth Leads the Nation
Jan 2010
Feb 2010
March 2010
Apr 2010
May 2010
June 2010
July 2010
Aug 2010
Sept 2010
Oct 2010
Nov 2010
Dec 2010
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
0%
20%
40%
60%
80%
100%
120%
140%
Reven
ue
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On the Frontier