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mesh13

Rethinking the Value of Online Readership

By media stream, mesh13

The Future of Journalism
A keynote conversation with
Josh Benton of Nieman Journalism Lab

The web has been a double-edged sword for journalism and the media — on the one hand, it has made it easier than it has ever been to create and distribute content of all kinds. As Clay Shirky has said: “Publishing used to be an industry — now it’s a button.” Social tools like blogs and Twitter and Facebook and the rise of smartphones have led to an explosion of content, including some powerful journalism from places like Egypt during the Arab Spring — much of it generated by non-journalists.

At the same time, however, the web has also broken the traditional business model that journalism used to rely on, both by increasing the amount of content available and by destabilizing the advertising industry — which traditional media outlets have always relied on to support their content. Now, media companies are trying to fill that gap by putting up paywalls or relying on subscription models, as well as experimenting with controversial new forms of advertising such as sponsored content and “brand journalism.”

Josh Benton, the director of the Nieman Journalism Lab at Harvard University, is one of the most astute observers of these and other changes that are taking place in the world of media, and the Nieman Lab blog has become the go-to source for anyone who wants to find out what is going on in journalism online. In this keynote conversation we’ll be talking with Josh about what he sees when he looks into the future of digital media.

Learn more about our Media keynote, Josh Benton (Nieman Journalism Lab).

Click here for the full mesh13 schedule.

The Rise of Brand Journalism

By marketing stream, mesh13

A keynote conversation with Kyle Monson of Knock Twice

Brand journalism or brand content. You’ve likely heard, read or even followed the buzz. You may have even dabbled in it yourself.

Brand journalism involves honest brand storytelling that invites audiences to participate. It’s about producing solid stories that can help advance a company’s branding but does not push its marketing efforts. The goal is to lead a conversation not be the central star of the plot. The fundamentals of journalism carry into this approach to storytelling, which involves creating content that informs while it compelling readers to share, comment and republish this content. In many ways, brand journalism reflects how the evolution of marketing and PR. Business that can do this properly can unlock a huge competitive advantage.

Learn more about our Marketing keynote, Kyle Monson (Knock Twice).

Click here for the full mesh13 schedule.

Publish, Search, Fulfill & Converse…

By business stream, mesh13

The Future of Work and the Enterprise
A keynote conversation with JP Rangaswami, salesforce.com

In 2010 when Salesforce.com CEO Marc Benioff hired JP, he said, “I can think of no one better as salesforce.com’s Chief Scientist than JP Rangaswami. He has the rare talent of being able to see what the future should be, knowing what it takes to get there, and the enthusiasm to make it happen. He is a true innovator.”

When we decided to explore the topic of the future of work and the enterprise, we looked to salesforce.com because it has been a pioneer in developing enterprise platforms. Given JPs experience and expertise and insight, we are sure JP will deliver terrific insight about the future of work, how it is being disrupted and where work will go next.

On his blog, JP has said it is only a matter of time before enterprise software consists of only four types of application: publishing, search, fulfilment and conversation. During this keynote conversation, we will delve deeper into this expectation, its impact on the enterprise and, ultimately, its impact on you.

Learn more about our Business keynote, JP Rangaswami (salesforce.com)

Click here for the full mesh13 schedule.