lo que viene, anp 2013 (1)
TRANSCRIPT
![Page 1: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/1.jpg)
El futuro de
los medios
![Page 2: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/2.jpg)
Outdoor
• Cine
• Radio
TV
Consumo de Medios promedio de horas por semana (Microsoft)
![Page 3: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/3.jpg)
1945, huelga de 17 días de los
distribuidores de diarios de NY
![Page 4: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/4.jpg)
![Page 5: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/5.jpg)
![Page 6: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/6.jpg)
![Page 7: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/7.jpg)
![Page 8: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/8.jpg)
• En vez de cobrar al lector por el costo
de hacer los contenidos se apostó por
esperar que las utilidades las diera el
avisaje que llegara junto a los lectores
digitales.
• Se perdieron suscriptores y los
avisadores presionaron a la baja los
precios… también en lo impreso
![Page 9: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/9.jpg)
“let me give you something to think about. If
you are going to give away for free what you
stand for, then what kind of message are you
sending? It’s a message I don’t think you
want to send,”
![Page 10: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/10.jpg)
![Page 11: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/11.jpg)
Los medios se fragmentaron
• 13.500 estaciones de radio (frente a 6 mil en 1960)
• 17 mil revistas (frente a 8.400 en 1960)
• 82 canales de TV por casa (frente a 5 en 1960)
Y todo el web, con sitios y blogs
![Page 12: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/12.jpg)
![Page 13: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/13.jpg)
![Page 14: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/14.jpg)
La Calidad es rentable, Phil Meyer
Calidad de Contenidos
Credibilidad
Influencia Social
$ Rentabilidad
Circulación
![Page 15: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/15.jpg)
• En 1986 llegar a 100 dueñas de casa con un aviso de TV costaba 8,2 US$, en el 2008 ya costaba 32 US$.
• El colapso del sistema tradicional se dio junto a la explosión de un sistema fluido de comunicación entre los consumidores que creen más en otros como ellos que en comerciales o endorsment de celebridades.
• “La gente ahora visita Facebook, Google y otros espacios miles de veces más que tu sitio.” Lo que fue llamado como “the slow death of the destination websites”.
![Page 16: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/16.jpg)
El sistema free de Google no
sirve a los medios
![Page 17: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/17.jpg)
![Page 18: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/18.jpg)
![Page 19: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/19.jpg)
![Page 20: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/20.jpg)
![Page 21: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/21.jpg)
Algunos post de mis blogs
![Page 22: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/22.jpg)
![Page 23: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/23.jpg)
![Page 24: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/24.jpg)
![Page 25: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/25.jpg)
Los sitios de
internet no sirven
No generan dinero
Solo atraen audiencias que hacen visitas
cortas
Se trata de creaciones realizadas con la
mentalidad impresa
![Page 26: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/26.jpg)
![Page 27: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/27.jpg)
• la mayor amenaza viene de los medios que hacen solo un producto suficientemente bueno para la mayor parte de nuestros lectores. • (Seth Godin)
![Page 28: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/28.jpg)
Lo Móvil + la Nube + lo Social
![Page 30: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/30.jpg)
![Page 31: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/31.jpg)
![Page 32: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/32.jpg)
![Page 33: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/33.jpg)
![Page 34: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/34.jpg)
![Page 35: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/35.jpg)
![Page 36: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/36.jpg)
![Page 37: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/37.jpg)
The Story So Far, CJR, mayo 2011
![Page 38: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/38.jpg)
As late as 1998, Google founders Larry Page and
Sergey Brin rejected the idea that their search
engine should be supported by advertising. “We
expect that advertising funded search engines will
be inherently biased towards the advertisers and
away from the needs of consumers,” they wrote.
“The better the search engine is, the fewer
advertisements will be needed by the consumer to
find what they want.”32 The Internet was expected,
as Madison Avenue feared deeply, to make
advertising irrelevant and obsolete
![Page 39: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/39.jpg)
![Page 40: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/40.jpg)
![Page 41: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/41.jpg)
![Page 42: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/42.jpg)
“Googled, the End of the
World as We Know It”
Ken Auletta
The Penguin Press, 2009
![Page 43: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/43.jpg)
“Googled, the End of
the World as We
Know It”
Ken Auletta
The Penguin Press,
2009
![Page 44: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/44.jpg)
“Googled, the End of the
World as We Know It”
Ken Auletta
The Penguin Press, 2009
![Page 45: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/45.jpg)
La Nacion elicits a rather self-effacing, intellectual, and
subdued reaction among average citizens. Its readers like
the elegance of its prose and the steadiness of its
ideological position. Even among many of those who do not
like the paper, their dislike tends not to be very passionate.
In contrast, Clarin inhabits a stronger and more central
space in popular consciousness and often generates a
more passionate response among proponents and
opponents alike. Its readers appreciate the accessible style,
the extensive coverage of topics such as sports
![Page 46: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/46.jpg)
1) Aprovechar el
cambio hacia el
internet móvil
![Page 47: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/47.jpg)
![Page 48: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/48.jpg)
CLAVES: LO QUE VIENE ES MÓVIL
![Page 49: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/49.jpg)
![Page 50: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/50.jpg)
![Page 51: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/51.jpg)
Apple reinventó
el teléfono
• Steve Jobs en enero del 2007
![Page 52: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/52.jpg)
![Page 53: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/53.jpg)
![Page 54: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/54.jpg)
![Page 55: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/55.jpg)
![Page 56: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/56.jpg)
![Page 57: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/57.jpg)
![Page 58: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/58.jpg)
![Page 59: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/59.jpg)
![Page 60: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/60.jpg)
![Page 61: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/61.jpg)
Apple Apps: ¿hay vida fuera del open source?
![Page 62: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/62.jpg)
![Page 63: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/63.jpg)
![Page 64: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/64.jpg)
![Page 65: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/65.jpg)
![Page 66: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/66.jpg)
![Page 67: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/67.jpg)
![Page 68: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/68.jpg)
![Page 69: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/69.jpg)
![Page 70: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/70.jpg)
![Page 71: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/71.jpg)
![Page 72: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/72.jpg)
![Page 73: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/73.jpg)
![Page 74: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/74.jpg)
![Page 76: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/76.jpg)
Lo que viene es Freemium
• “Es el año 2015… leo en mi móvil los
artículos de mis diarios y revistas…
algunos son parte de una
suscripción, de otros me llega un
resumen y pago unos centavos por
leerlos, también leo artículos que me
llegan gratis gracias a la publicidad”
– Eric Smith, Ceo de Google
(WSJ, 1 de diciembre)
![Page 77: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/77.jpg)
90-95% Gratis
Freemium
5-10% pagado
![Page 78: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/78.jpg)
![Page 79: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/79.jpg)
![Page 80: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/80.jpg)
“Google, Facebook y Apple están redefiniendo el futuro de la computación por
una dominada por la ola móvil + nubes + social”
![Page 81: Lo que viene, anp 2013 (1)](https://reader033.vdocuments.co/reader033/viewer/2022051017/55d751f7bb61ebcf798b4686/html5/thumbnails/81.jpg)