A http://www.ConverseDigital.com digital media keynote: In this age of digital media, content marketing and media fragmentation -- is public relations (as a marketing discipline) still relevant? Will it be relevant in 10 years? This presentation seeks to answer those questions. It was delivered by Tom Martin, at the IABC Regional Conference in New Orleans, LA during the Fall of 2011.

1. the walls are falling
TomMartin

2. “ One also gets the sense the insider feel is part of the appeal of
”
blogging and blog reading in the first place.
State of the Media Report 2006
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3. “ Citizen journalism, in short, is becoming less something that
is dismissed as the amateur hour before the professionals take
State of the Media Report
”
the stage and more something that enriches the conversation
2007
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4. “ Heading into 2008, Web 2.0 and citizen media have taken
root as significant elements in the news of the future. And
they have become a true competitor to traditional media.
State of the Media Report
”
2008
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5. “
From producing original content and commentary to sharing
and ranking news produced by professionals, citizens became
State of the Media Report
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an even larger part of the daily news information flow in 2008.
2009
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6. “
The major impediment to citizen journalism success is that
the sites that do not have the financial backing of foundations,
the work of professional journalists, or some supportive links
with legacy media...
” State of the Media Report 2010
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7. “
In 2010, however, some of the biggest new media institutions
”
began to develop original newsgathering in a significant way.
State of the Media Report 2011
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8. “
In 2010, however, some of the biggest new media institutions
”
began to develop original newsgathering in a significant way.
“
Traditional newsrooms, meanwhile, are different places than they
were before the recession. They are smaller, their aspirations
have narrowed and their journalists are stretched thinner.
”
State of the Media Report 2011
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9. “
It may be that in the digital realm the news
industry is no longer in control of its own future.
”
State of the Media Report 2011
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10. the walls have fallen

11. the perfect storm
 Me Too programming
 Distribution Technology
 Channel vs Content
 Rise of the Individual

12.  me too....

13.  me too....

14. name that network...

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24. Tomorrow news will be instant
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25.  Channel or Content?
Today we think in terms of CHANNEL
Tomorrow we think in terms of CONTENT
local |sports | entertainment | weather |national

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source: Audit Bureau of Circulations.

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source: Audit Bureau of Circulations.

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source: Audit Bureau of Circulations.

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source: Audit Bureau of Circulations.

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Pete founded Mashable in 2005 as a blog
source: Audit Bureau of Circulations.

34. Mashable’s 13 million monthly unique visitors
and 4 million social media followers
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35. 
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36. 
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37. the perfect storm

38. the perfect future
All Things Digital
Televisions Computers Photography
Stereo Mobile Videography
Product Reviews Product Reviews Product Reviews
Compare Shop Latest News How To’s
Current News Tech Schools Portfolios
Technology Breakdown Ask The Pro Competitions

39. the perfect future
All Things Digital
Televisions Computers Photography
Stereo Mobile Videography
Product Reviews Product Reviews Product Reviews
Compare Shop Latest News How To’s
Current News Tech Schools Portfolios
Technology Breakdown Ask The Pro Competitions

40. “ The major impediment to citizen brand journalism success is
that the sites that do not have the financial backing of
foundations, the work of professional journalists, or some
”
supportive links with legacy media...
State of the Media Report 2010
105,000 jobs were lost in newspapers
between 2001 and 2008.
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