1. Road Map for Reinventing Local News Connecting Communities through New Technologies Marriott Wardman Park, Washington DC May 22, 2009 Adam Clayton Powell III Vice Provost for Globalization University of Southern California

2. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Malcolm Gladwell

3. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand

4. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties

5. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties (extra spicy, extra chunky, extra thick) “Each had a passionate following.” Own the niche. Own the audience.

6. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties - extra spicy, extra chunky, extra thick - minimal incremental cost

7. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties - extra spicy, extra chunky, extra thick - minimal incremental cost - significant incremental revenue

8. Road Map for Reinventing Local News Connecting Communities through New Technologies “The wisdom of spaghetti sauce” - Ragu was dominant brand - Prego introduced multiple varieties - extra spicy, extra chunky, extra thick - minimal incremental cost - significant incremental revenue You can do the math

9. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension

10. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Works for spaghetti sauce

11. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Works for spaghetti sauce - Works for paper towels

12. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Works for spaghetti sauce - Works for paper towels - Works for media

13. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Works for spaghetti sauce - Works for paper towels - Works for media - Works for digital media

14. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension You have advantages as incumbent:

15. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension You have an advantage as incumbent: - Build on existing brand

16. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension You have an advantage as incumbent: - Build on existing brand - Build on promotional advantage

17. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension You have an advantage as incumbent: - Build on existing audience - Build on promotional advantage - Best promotion is your air 32% of online listeners discover their online stations from on-air station mentions - Pierre Bouvard, EVP, Arbitron

18. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension You have an advantage as incumbent: - Build on existing audience - Build on promotional advantage - Best promotion is your air - You have video!

19. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Podcasts, Mobile media, Phones

20. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Podcasts, Mobile media - Facebook, social media (Pages, post links)

21. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Podcasts, Mobile media - Facebook, social media FB: 276m unique users, 2x Google

22. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Podcasts, Mobile media - Facebook, social media - Daily Me (audience has control of time)

23. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension - Podcasts, Mobile media - Facebook, social media - Daily Me -> Daily Us (audience -> more time with you)

24. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - Washington, DC - Salt Lake City, UT

25. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville radio WTOP 1500 AM traditional news audience

26. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville all-news radio WTOP 1500 AM traditional news audience WTOP-FM new, younger audience

27. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio WTOP 1500 AM traditional news audience WTOP-FM new, younger audience wtop.com new, younger audience (same programming)

28. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio What happened next?

29. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - WTOP 1500 AM Gone (more later)

30. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - WTOP 1500 AM Gone - WTOP 103.5 FM #1 station in DC

31. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - WTOP 1500 AM Gone - WTOP 103.5 FM #1 station in DC - wtop.com packages w WTOP-FM

32. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio Wait, there’s more:

33. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - federalnewsradio.com (presold, profitable at launch)

34. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - federalnewsradio.com - WFED 1050 AM (and sports at night, weekends)

35. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - federalnewsradio.com - WFED 1050 AM becomes…

36. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: Bonneville Radio - federalnewsradio.com - WFED 1050 AM becomes… - WFED 1500 AM 76,800 cume, 66% GS-11+

37. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - Home page: wcbstv.com/

38. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker wcbstv.com/advhawthornemortgages

39. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Car Shopper www.dealernet.com/Partner/33904-10000/

40. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Car Shopper - WCBS-TV Obituaries wcbs.tributes.com

41. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Car Shopper - WCBS-TV Obituaries

42. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Real Estate

43. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Real Estate - Free to users, GUI (compete with Craigslist)

44. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension Case study: WCBS-TV, New York - WCBS-TV Mortgage broker - WCBS-TV Real Estate - Free to users, GUI - Revenue from transactions

45. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand?

46. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Industry, education, government

47. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Industry, education, government - Destination, recreation, military

48. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Industry, education, government - Destination, recreation, military - Microlocal

49. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Microlocal

50. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Ann Arbor, MI (no newspaper) - Quincy, IL - Microlocal

51. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Spaghetti sauce - Paper towels - Local media

52. Road Map for Reinventing Local News Connecting Communities through New Technologies Brand extension What’s in your hand? - Free slides - Free contact data - Free book

53. Road Map for Reinventing Local News Connecting Communities through New Technologies Marriott Wardman Park, Washington DC May 22, 2009 Adam Clayton Powell III Vice Provost for Globalization University of Southern California

54. Road Map for Reinventing Local News Connecting Communities through New Technologies Marriott Wardman Park, Washington DC May 22, 2009 Adam Clayton Powell III acpowell@usc.edu