Here's the presentation I delivered at ICEEfest 2016 in Bucharest. The rush for scale in the past few years is diminishing everything we know about user value. Instead of building a better, deeper relationship with out users, we've turned them into anonymous numbers, distilled down to page views. And when advertisers wanted more views at a lower price, we created more. And we wonder why newsrooms are dying.
Death by a million page views: How the mindless pursuit of reach is killing publishers
1. Alan Soon
Founder & CEO
alansoon@thesplicenewsroom.com
@alansoon
@splicenewsroom
ICEEfest Bucharest
Death by a million page views:
How the mindless pursuit of reach is
killing publishers
2. About Splice… and why this matters to me.
• Newsroom strategy and operations consultant
• Digital transformation and change management
• Career journalist
• Radio, TV, newswires, magazines, online
• Ex-CNBC, Bloomberg, Star TV, Channel NewsAsia, Yahoo
• ONA Singapore co-founder
• Rockstart startup accelerator in Singapore
3. I’m not here to piss you off.
But if you’re a publisher,
you’re destroying
your brand and your audience
4. This is an appeal.
We need to un-fuck ourselves.
5. "We are coming at last to the
end of the Gutenberg Age."
— Jeff Jarvis, Director of the
Tow-Knight Center for
Entrepreneurial Journalism
6. How the mass media business model works
1. Create as much content as possible.
2. Sell as many as ads as possible.
9. It’s time to ask:
Why are we so obsessed
about reach?
10. "It’s like, well, we put junk
food in front of them and
they ate that, so that
must be what they want.”
— Ev Williams, co-founder
and ex-CEO of Twitter
11. Let’s be honest here.
The pursuit of reach and impressions
doesn’t matter if you can’t…
1. Produce great content cheaply, at scale
2. Sell ads against all that content, at scale
3. Build a habit in your users
12. Attention spans have…
The average attention span today is
8 seconds (a 33% decline since
2000)
(Btw, a goldfish has 9 seconds of
attention)
17% of page views last less than 4
seconds
49% of people read less than 111
words on a web page
13. How far can we push this?
Source: kissmetrics.com
14. We’re in peak content.
Journalists are forced to
keep churning more stories
— even though there aren’t
enough eyeballs, time or
ad revenues to go around.
15. We’re killing our users with our
headlines.
“8 things you should never feed to…”
“You wouldn’t believe what happened
when…”
“I did this… and this amazing stuff
happened…”
16. As journalists, we got into this
business to inform and educate
society.
23. Why hotels?
• Creating products and services that people
actually want to pay for
• Investing in behavioral analytics to understand
what people want
• Obsessed about the user’s experience
24.
25.
26.
27.
28. Some of the things they
share in common.
• Prioritizing bars and social spaces for
interactions
• Free, fast internet
• Comfortable common spaces for work
29. For publishers in the crowd…
How are you rewarding your users?
How are you building loyalty?
How are you building new
experiences?
34. Alan Soon
alansoon@thesplicenewsroom.com
Alan Soon is Asia's leading specialist on newsroom
operations, digital transformation and the business of
media. He is the Founder & CEO of The Splice
Newsroom, an editorial consultancy that builds,
develops and transforms newsrooms.
For more than 20 years, Alan has worked in radio, TV,
news wires, magazine and online across Asia. He
started out as a reporter and grew into other
operational roles including producer, editor, newsroom
manager and eventually a business leader.
Alan led one of the largest digital news teams in the
industry as Yahoo’s Managing Editor for India and
Southeast Asia. He’s also worked at CNBC and
Bloomberg across Asia.
Alan is a regular speaker at international media
conferences and is a co-founder of the Online News
Association in Singapore.