HORIZON WATCHING INITIATIVE
Table of ConTenTs
IntroductIon . . . . . . . . . . . . . . . . . . . . . 5 By Randy Bennett
Some observers are mired in the haze, predicting the imminent demise of the local newspaper franchise. But other more thoughtful visionaries see brighter days ahead, IF newspapers embrace market trends and rethink product, marketing and organizational strategies.
It’s about people, not products . . . . . . 21 By MaRy lou fulton
The key insight was to identify the most compelling “lenses” through which people look at the world. What do they value? How do they relate to the world around them? How can information and advertising be more intuitively connected to that world view?
From GutenberG to Galaxy: there Has never been a better time to be a news entrepreneur . . . . . . . . . 7 By Paul Saffo
I fyouwanttofindanewmodel,lookforanobscureold model. All of the big personal media winners got where they are by leveraging once obscure—or downright heretical—business models.
tHe Future Is all about connectIons, not tecHnoloGy . . . . . . . . . . . . . . . . . . 24 By l. John haile
Newsrooms have finally abandoned that silliness of separating old and new media, with publishers and editorshavingrecognizedthattheirjobwasn’ttointroduce new products but rather to change the very business and the culture that drives that business.
tHe Future oF newspapers: a roadmap for transition . . . . . . . . . . . . . 10 By Paul Ginocchio
My belief is that newspapers (“news enterprises” is a more accurate phrasing in this new media era) have significantcompetitiveadvantagesintoday’smedialandscape, levers that I believe they can better exploit, and which should allow them to make a successful leap into the digital future.
construct your communIty’s InFo-structure . . . . . . . . . . . . . . . . . . 27 By Jan SchaffeR
News... [continues]
Table of ConTenTs
IntroductIon . . . . . . . . . . . . . . . . . . . . . 5 By Randy Bennett
Some observers are mired in the haze, predicting the imminent demise of the local newspaper franchise. But other more thoughtful visionaries see brighter days ahead, IF newspapers embrace market trends and rethink product, marketing and organizational strategies.
It’s about people, not products . . . . . . 21 By MaRy lou fulton
The key insight was to identify the most compelling “lenses” through which people look at the world. What do they value? How do they relate to the world around them? How can information and advertising be more intuitively connected to that world view?
From GutenberG to Galaxy: there Has never been a better time to be a news entrepreneur . . . . . . . . . 7 By Paul Saffo
I fyouwanttofindanewmodel,lookforanobscureold model. All of the big personal media winners got where they are by leveraging once obscure—or downright heretical—business models.
tHe Future Is all about connectIons, not tecHnoloGy . . . . . . . . . . . . . . . . . . 24 By l. John haile
Newsrooms have finally abandoned that silliness of separating old and new media, with publishers and editorshavingrecognizedthattheirjobwasn’ttointroduce new products but rather to change the very business and the culture that drives that business.
tHe Future oF newspapers: a roadmap for transition . . . . . . . . . . . . . 10 By Paul Ginocchio
My belief is that newspapers (“news enterprises” is a more accurate phrasing in this new media era) have significantcompetitiveadvantagesintoday’smedialandscape, levers that I believe they can better exploit, and which should allow them to make a successful leap into the digital future.
construct your communIty’s InFo-structure . . . . . . . . . . . . . . . . . . 27 By Jan SchaffeR
News... [continues]
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