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The Power of the Massesreal mass communication

Bert Wiggers

Director New Media

Sanoma Magazines International

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How it all started

• In 1995 a bi-annual survey amongst the readers of Intermediair

• In cooperation Hay Management Consultants

• Normally we published articles in magazine

• Now we used the database for a interactive search basis voor interactief Salariskompas

• And now people wanted to share their own information

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Respondents ‘LOOPBAANENQUÊTE’

respondents inquiries sentDirect mail 2.921 10.000Magazine 2.178 250.000Internet 2.379

Combined with the 1995 results we had 12,000 people in database. This was where Hay wanted to quit.

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Sharing: revolution in publishing

• Publishing has always been about broadcasting, target groups etc.

• Publishers not really interested in individual readers or visitors

• Audiences don’t have access to platforms• Therefore an individual could hardly get

relevant information• Solution: sharing information

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Sharing: newsNU.nl is no.1 Dutch news site

NuFoto gets 30 photo’s per day from readers

Now selling to news agencies

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Sharing: newsAfrica News is trying to get news focus on Africa

Reporters in the whole continent

Text, video, photo

Selling to regular agencies

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Sharing: experiencesKieskeurig.nl

Product comparison site100,000 products600,000 reviews

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Sharing: experiencesZoover.nl

119,000 accomodations480,000 reviews

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Sharing: knowledge

Wikipedia

2,3 mio articles (in English)

Shows history and disputes

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Sharing: social contactsFacebook: social networking

Launched in 2004

80 million users

2 mio new users per week

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Sharing: opinions

Nujij.nl

All articles written and judged by readers

In 1 year: 175,000 articles725,000 votes1.4 mio reactions

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Sharing: information

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And the publisher...

• Has to re-invent and re-define his role– From broadcaster and information generator

to platform manager

– Accomodate visitors and help them publish

• Needs a completely different attitude– Forget about target groups

– Manage one-to-one communication

• No focus on commerce, but on visitors

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