| About the Author |
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xiii | |
| Foreword |
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xv | |
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| Preface |
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xix | |
| 1 Understand the News Ecosystem |
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1 | (24) |
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4 | (9) |
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Digital rewind: The disruption begins |
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4 | (3) |
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Flashback: Change has happened before |
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7 | (1) |
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How traditional media evolved |
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8 | (3) |
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11 | (2) |
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Startup snapshot: West Seattle Blog |
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13 | (1) |
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Yesterday's missteps, today's opportunities |
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14 | (8) |
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15 | (2) |
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Opportunity knocks as ad dollars shift |
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17 | (5) |
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Build your business: Stage 1 |
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22 | (3) |
| 2 Get Inspired by Success |
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25 | (42) |
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What makes a successful news startup? |
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28 | (13) |
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29 | (2) |
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The influence model: Quality content pays |
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31 | (3) |
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Do business while being a journalist |
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34 | (3) |
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Test, try, play, fail, try again |
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37 | (4) |
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Startup snapshot: Newsvine |
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41 | (1) |
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Grow a blog into big business |
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41 | (6) |
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Use digital media for a new kind of journalism |
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44 | (1) |
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Blog networks: Strength in numbers |
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45 | (1) |
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One formula, many successes |
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46 | (1) |
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New media Is now big media |
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47 | (7) |
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One path: Aim big, get big |
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48 | (3) |
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Another path: Pick a niche and go deep |
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51 | (3) |
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Due diligence: Be ethical-and show it |
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54 | (10) |
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Target audiences for targeted advertising |
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54 | (6) |
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Check out the new app economy |
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60 | (2) |
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Keep going when the passion wanes |
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62 | (2) |
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Build your business: Stage 2 |
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64 | (3) |
| 3 Make Your Money Plan |
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67 | (44) |
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Yes, you can make money online |
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70 | (8) |
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72 | (2) |
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Hook into the value chain |
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74 | (4) |
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Make money with advertising |
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78 | (8) |
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80 | (2) |
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Leverage advertising networks |
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82 | (2) |
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Let advertising platforms help you manage inventory |
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84 | (1) |
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Seek mobile advertising opportunities |
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85 | (1) |
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Startup snapshot: Hello Metro |
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86 | (2) |
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Access affiliate marketing programs |
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87 | (1) |
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Explore alternative revenue streams |
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88 | (6) |
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Charge for content, access |
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92 | (2) |
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Due diligence: Challenges, advantages for women as entrepreneurs |
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94 | (12) |
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94 | (3) |
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Consider apps, software and services |
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97 | (2) |
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Host events, sell merchandise |
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99 | (2) |
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Go nonprofit-but don't forget to make money |
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101 | (5) |
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Build your business: Stage 3 |
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106 | (5) |
| 4 Don't Wait; Innovate |
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111 | (30) |
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Don't wait for an epiphany |
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113 | (10) |
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114 | (5) |
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Have creativity, will innovate |
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119 | (1) |
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120 | (3) |
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Startup snapshot: Marketwatch |
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123 | (1) |
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Starting small, or starting alone |
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123 | (7) |
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Make innovation a strategy |
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124 | (2) |
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See innovation as a product |
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126 | (4) |
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Innovating from the inside: Be an "intrapreneur" |
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130 | (7) |
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Innovation does happen at big news companies |
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131 | (2) |
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Bring startup culture to your newsroom |
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133 | (2) |
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New news jobs-and more of them |
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135 | (2) |
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Build your business: Stage 4 |
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137 | (4) |
| 5 Turn Your Idea into a Business |
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141 | (32) |
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Do you have an idea or a business? |
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144 | (4) |
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Ideas are cheap; execution is everything |
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145 | (1) |
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Solve a problem or cure some pain |
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146 | (1) |
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Don't keep it secret; socialize your idea |
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147 | (1) |
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Idea or product? Money is the difference |
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148 | (2) |
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Choose customer development before product development |
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150 | (5) |
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Money has to change hands |
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152 | (3) |
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Startup snapshot: I-News: The Rocky Mountain Investigative News Network |
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155 | (1) |
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The basics of product development |
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156 | (8) |
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156 | (2) |
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Build and deploy your product or service |
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158 | (5) |
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163 | (1) |
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Due diligence: How to appeal to investors |
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164 | (5) |
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Build your business: Stage 5 |
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169 | (4) |
| 6 Build Your Business Know-How |
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173 | (38) |
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176 | (6) |
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Divide work into four areas |
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177 | (2) |
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179 | (1) |
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Consider staffing options |
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179 | (3) |
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Determine your money options |
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182 | (1) |
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Startup snapshot: Dallas South News |
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183 | (3) |
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Can you bootstrap your business? |
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184 | (1) |
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Pros and cons of loans, grants and investment |
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185 | (1) |
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Skip business school, start here |
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186 | (10) |
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187 | (6) |
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Do you need an accountant? |
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193 | (3) |
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196 | (2) |
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197 | (1) |
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Due diligence: Do not fear failure |
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198 | (8) |
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204 | (1) |
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Be agile, continuous and lean |
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205 | (1) |
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Build your business: Stage 6 |
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206 | (5) |
| 7 Harness the Technology |
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211 | (34) |
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213 | (12) |
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215 | (1) |
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Blog systems good at any size |
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216 | (3) |
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Get power, flexibility from a CMS |
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219 | (2) |
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Ready to go, out of the box |
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221 | (1) |
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222 | (3) |
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Extend your reach, track your progress |
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225 | (1) |
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Leverage social media tools |
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225 | (1) |
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Due diligence: Harnessing user-generated content |
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226 | (11) |
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Go beyond social networking |
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232 | (4) |
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236 | (1) |
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Start-up snapshot: Baristanet |
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237 | (1) |
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Develop a mobile-first strategy |
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238 | (4) |
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Not Just apps: Mobile websites work, too |
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240 | (1) |
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Location, location, location |
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241 | (1) |
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Build your business: Stage 7 |
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242 | (3) |
| 8 Go to Market |
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245 | (34) |
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247 | (11) |
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248 | (6) |
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Audience: How much is enough? |
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254 | (4) |
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Understand the competitive landscape |
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258 | (1) |
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Startup snapshot: Every Block |
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259 | (3) |
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Assess competitors and comparables |
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260 | (1) |
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Identify your value proposition |
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261 | (1) |
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Build an audience from scratch |
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262 | (2) |
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Make your site findable through search |
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262 | (2) |
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Due diligence: Partnering with big media |
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264 | (11) |
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Develop a social media strategy |
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268 | (4) |
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272 | (3) |
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Build your business: Stage 8 |
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275 | (4) |
| Business Appendix |
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A Pegasus News Business Plan-Annotated by founder Mike Orren |
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279 | (22) |
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B Resources for Journalism Entrepreneurs |
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301 | (4) |
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305 | (2) |
| Index |
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307 | |
Daugiau apie elektronines knygas