Successful digital media properties require a convergence of three areas: editorial, revenue & audience. Over the course of this talk, you’ll learn how to marry the three to carve out where your product fits in a person’s consumption habits and how to leverage that. Speaker: Dan Maccarone, Co-Founder & CEO, Charming Robot

1. The Triangle to Media
Success
30 April, 2018
How to Leverage Edit, Ads &
Audience to Create Media Gold

2. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
Hi, my name is Dan.
I run a company called Charming Robot.
I host a podcast: storyinabottle.charmingrobot.com

3. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

4. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
ROUGHLY 20 YEARS
AGO THE WORLD WIDE
WEB ENTERED THE
REALM. NO ONE KNEW
WHAT TO DO.
1996: Martin Nisenholtz
President New York Times Electronic Media Group
“
”
“To the extent that readers choose to use
the Internet to get their news, we need to
become that choice — to be the greatest
‘newspaper’ in the cyberspace world — and
to attract new forms of ‘interactive’
advertising.”

5. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
SOME DISMISSED IT AS A FAD
The truth is no online database will replace
your daily newspaper, no CD-ROM can take
the place of a competent teacher and no
computer network will change the way
government works.
“

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
SOME UNDERVALUED ITS POWER
Using Twitter for literate communication is
about as likely as firing up a CB radio and
hearing some guy recite The Iliad.
“
”

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
AND NO ONE MONETIZED IT

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of Charming Robot LLC and may not be reproduced, distributed
or disclosed, in whole or in part, without its express consent.
©2016
AND NOW
HERE WE ARE.

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
PEOPLE HAVE MORE CONTENT OPTIONS THAN EVER

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
BUT TWO COMPANIES REALLY DOMINATE

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
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consent.
©2016 Charming Robot LLC. All rights reserved.
MAYBE THREE…

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and may not be reproduced, distributed or
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©2016 Charming Robot LLC. All rights reserved.
THIS CREATES A CONSUMPTION PROBLEM
“You don’t decide what gets in [to
your filter bubble], and more
importantly you also don’t
actually see what gets edited out.
Eli Pariser, Author of The Filter Bubble

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
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©2016 Charming Robot LLC. All rights reserved.
THE “FILTER BUBBLE” CREATES AN INVISIBLE FENCE
BETWEEN WHAT PEOPLE SEE AND WHAT THEY NEED TO SEE

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
MOST PEOPLE DON’T
KNOWWHAT BRANDS
THEY ARE EVEN
READING

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
WE NEED TO
REEVALUATE WHAT
MAKES A NEWS
PRODUCTVALUABLE
Experience
Design
The
Business
Users
The
Product

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
WHAT SLICE OF THE
MEDIA PIE DO YOU
OCCUPY?

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
WHAT SLICE OF THE
MEDIA PIE DO YOU
OCCUPY?
✦ What kind of pie are
you in the first place?

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
KNOWWHY YOU EXIST!

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

20. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

21. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

22. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
WHERE ARE YOUR USERS
CONSUMING YOUR
CONTENT?

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
BRANDS STRUGGLE TO
UNDERSTAND HOW TO
MONETIZE ONLINE
John Wanamaker, (attributed)
US department store merchant (1838 - 1922)
“Half the money I spend on advertising
is wasted; the trouble is I don't know
which half.”

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
THE REVENUE MODELS ARE GROWING, BUT YOU NEED TO FOCUS

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and may not be reproduced, distributed or
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©2016 Charming Robot LLC. All rights reserved.
…AND TRADITION DOESN’T CUT IT ANYMORE
2018 Industry Views on Digital Display Advertising

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

27. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
MOBILE SHOULD BE YOUR FIRST LINE OF ATTACK

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
MOBILE SHOULD BE YOUR FIRST LINE OF ATTACK
*Mobile searches drive 300% more website traffic than social media.

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
EMAIL HAS MORE REACH, AND IS
MORE AFFORDABLE THAN ANY OTHER
CONTENT PLATFORM

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proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
EMAIL IS ONE OF
THE PRIMARY WAYS
PEOPLE CONSUME
CONTENT

32. This material contains confidential and
proprietary information of Charming Robot LLC
and may not be reproduced, distributed or
disclosed, in whole or in part, without its express
consent.
©2016 Charming Robot LLC. All rights reserved.
THE FUTURE IS ABOUT LEVERAGING YOUR USERS & DATA
Most Important Initiatives for 2018

33. Q & A

34. THANKS
SAY HI:
@danmaccarone
dan@charmingrobot.com