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Best Practices of Sustainable Newsrooms

Asian Investigative Journalism Conference

Seoul, 7 October 2018

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Media Sustainability?

Sustainable in the media context has become a focus on revenue – often commercial revenue (selling something to someone).

But really what we are talking about is knowing the goal and mission of your organization and the thing you are sustaining. And then planning for that sustainability.

Whether it’s a contingency plan for how to keep broadcasting in the advent of a government crack-down

Or an audience engagement plan in advance of a subscription or membership drive

Or the staffing plan in the event of an advertiser boycott! (Not all plans are fun!)

If these types of plans – these words – are unfamiliar to you or they make you uncomfortable, then your sustainability is threatened.

If you are new and starting to think about sustainability, start putting things on paper. Plan

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Prerequisite

“Know your mission and goals”… � what cannot be compromised?

Know your audience… �the people you “produce for”

Why do they care about you? Your brand? Your stories? �

Be Honest

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Commercial Sustainability

Market facing

Fast moving

Relationship focused

Compromise heavy

Profit generating (hopefully)

Commercial sustainability �isn’t guaranteed … it’s work!

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Step 1: What Product? Benefit?

What?

Who?

Companies

Consumers

Services

Advertising

Syndication

Classifieds

Subscriptions

Events

Content

Training

Business Information

Factchecking

Technology

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Step 2: Competitive Risk?

What?

Who?

Companies

Consumers

Services

Advertising

Syndication

Classifieds

Subscriptions

Events

Content

Training

Business Information

Factchecking

Technology

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Step 3: Strengths and Weaknesses

Take an internal inventory

Where do you have strengths that will give you an advantage?

Where are there weaknesses that you need to fill in or plan around?

Try looking at your media through another’s eyes.

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Step 4: Innovate

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Step 4: Innovate – Product Definition

Product attributes?

How will you compete? Cheaper? Better quality

Pricing?

Other support features�- Reporting�- Service and Support

Cost

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Step 5: Go to Market

Who sells? [Channels]�
Promotions

Payment?�- Credit Card/Paypal�- Micropayments �- Bank Transfer

Reporting?�

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Step 5: Measure and Improve

Know the contribution

Marginal Revenue and Cost
Profit

Contribution to operations.

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Finally…

Be clear about your “boundaries”

Commercial Sustainability… it’s work!�- But the market adds value�- It provides information and limits and CASH

Know the market – Audience or Institution

Measure and improve

Be absolutely honest