How to become a Happy (German) Digital Publisher in 29 easy steps
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Online Publishers Association, 22 June 2012
How to become a Happy (German) Digital Publisher in 29 easy steps
Jochen Wegner . [email protected] . http://wegner.io . 6/2012
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1. Stop waiting for the next big thing*.
* The Web, Display, Search, Local, Social, Mobile, Tablets, Paid, girls pinning pictures
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2. Embrace complexity*.
*Since there is no next big thing, you will have to deal with many small things to be successful.
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3. Pick your battle*.
*Don‘t fight too much against: Google, the sheere mechanics of the internet, your users, your publishing house, other digital outlets, copyright infringers
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4. Thou shalt not lie*.
*Especially in the course of the battles listed in 3.
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5. Be serious about digital.
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6. Fix your organization*.
*In 9 of 10 cases we see, digital business fails due to trivial organizational issues. Simply put: if there is no real digital management, there may be no serious digital business.
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7. Play.
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8. Fail*.
* Establish a culture of failure. Your product and IT people should have the feeling that they don‘t loose their face if they fail from time to time.
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9. Be post-agile.
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10. Be more product centric.
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11. Think first about your journalism...
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12. ...then think about content development.
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13. Embrace Google. (See: 3.)
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14. Do your homework. Finally.
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15. Think about SEO more strategic.
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16. Measure. Measure again.
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17. Live social.
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18. Embrace Facebook.
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19. Act wisely.
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20. Ignore Twitter. (Hell yes, it‘s cool.)
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21. Learn to love G+. (Hell yes, it‘s ugly.)
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22. Don‘t let your own community run dry.
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23. Don‘t blog. Publish.
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24. Your core tablet strategy shall be straight and simple.
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25. Publish many apps.
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26. Charge.
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27. Sell a good service. Not your content.
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28. Find (hybrid) subscription models.
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29. Be simple and straight*.
*Especially when you think about product marketing, content models, multi platform, subscription models, payment.