Thursday, November 19, 2009

A new era for specialist media?

I'm doing a keynote at SIPA's (Specialist Information Publishers Association) online publishing and marketing summit this morning. As is my custom, I like to share my slides beyond the silo of the room :-)

This is my brief, on the subject 'A new era for specialist media':

Media fragmentation and social technologies are opening the door to a new era for specialist media – find out how to adapt to a world of global mass niche publishing.

• Why the internet-powered long tail of demand is a disaster for traditional broad mass media models but a huge opportunity for specialists
• How fragmentation means you can never hope to target all emerging niche communities - and what you can do to counter that
• Why the control of content production, distribution and user experience is now in the hands of everyone - and what that means for publishers
• Why we need to think of specialist content as 'social objects' to discover where the ROI will come from when nobody wants to pay for content and no one clicks on the ads.

So, here here are the slides (below); hope you'll see a few #SIPA09 tweets (my guess) as we go.

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The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?