The document discusses several challenges facing traditional media companies as they transition to digital platforms. It notes that journalism is expensive, content alone is no longer king as conversation becomes more important, and the failure of the advertising model. Google is seen as both an opportunity to reach new audiences but also a threat that has succeeded through algorithms rather than large staffs. Revenue has been lost as audiences shift from print to digital. Sustainable business models for digital media are needed as users will not pay for content. History is not always a guide for the future and media companies must adapt to new digital platforms and behaviors.

1. Thursday 4 February 2010

2. This is a free world
(so what are you talking about?)
Thursday 4 February 2010

3. M Y M ISSIO N
Thursday 4 February 2010

4. The laws of nature
Thursday 4 February 2010

5. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

6. N UL ÄGE T
Thursday 4 February 2010
One line of code is not cheaper than one line of editorial content. Google invests aprox
$175K/employee/year

7. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

8. FR AMT I DE N ?
Thursday 4 February 2010
content isn't king - conversation is

9. CO N TE N T I S K I NG
Thursday 4 February 2010
Så det finns en tradition. Men är ”besökare” verkligen den viktigaste?

10. CO N TE N T I S K I NG
Thursday 4 February 2010
För så här kan man också se på utvecklingen...

11. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

12. GO O GLE A S T HE E N E M Y
Hubert Burda:
” Google is not too powerful, Google is
opening new markets for us. We have to
be creative everyday to build our brands
for meeting the new markets that Google
bring us
The problem is that we don't understand
that software is what is most important.
People think that a website with 40
editors is better than 20 editors. And
then Google comes and take over the
world with an algorithm. Nobody in my
business vicinity has written an
interesting algorithm.”
Thursday 4 February 2010
somewhat 30 trafic from google

13. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

14. FO RM P RIN T TO DIGI TAL
Thursday 4 February 2010
the trade from print do digital. At the same time markets grow

15. FR AMT I DE N ?
Thursday 4 February 2010
but digital is losing to digital

16. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

17. T HE AD M O DE L ( FAI LE D)
Thursday 4 February 2010
Svenskar med bredband hemma

18. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Newsmedia is a pillowstone of democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

19. SUSTAI NAB LE BUSI NE SS
Thursday 4 February 2010
this toddler will not pay.

20. WH AT I H E AR D
The laws of nature
• Journalism is expensive
• Content is king
• Google is the enemy
• Revenue is lost from print to digital
• The failure of the ad model
• Free conversation is a pillowstone of
democracy
Thursday 4 February 2010
admodel: the reason is not as simple as measurement, creativity, individuaity - it is that we
don't invent beyond the paper.

21. I S TH IS YOU ?
Thursday 4 February 2010
hur det känns att tvingas prata om framtiden

22. Thursday 4 February 2010
50%
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80%
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H AR D F AC TS

23. H ISTOR Y
” I’m old enough to know a lot of things
from life experience.
I know that newspapers is where you
get your political news and how you
look for a job. I know that music comes
from stores. I know that complicated
things like software and encyclopedia
have to be created by professionals.
And in the last 15 years, I’ve had to
unlearn every one of those things and
a million other because they stopped
being true.”
Thursday 4 February 2010
Också en wired-snubbe (+ NYT, WSJ etc). Om hur historien leder oss fel. Den hjälper liksom
inte heller...

24. N OTE S TO ME DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters
• Walk the talk
Thursday 4 February 2010
It's not ok to not blog, not know twitter, not be on facebook.

25. WH E RE IS E VE R YON E
Thursday 4 February 2010
men hur blev det så?
Tomas Baeckdahl

26. N OTE S TO ME DIA
Monetize the audience
Not the content
(the users money may not be the best currency...)
Thursday 4 February 2010
It's not ok to not blog, not know twitter, not be on facebook.

27. N OTE S TO ME DIA
It's not a law of nature
that Google ads are smart
and ours are stupid.
So why is it still so?
Thursday 4 February 2010
It's not ok to not blog, not know twitter, not be on facebook.

28. TH AN KS
http://mindpark.se
http://jardenberg.se
joakim@jardenberg.com
@jocke
jardenberg@googlewave.com
+46 735 187700
Thursday 4 February 2010