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The Power of the Masses real mass communication

The Power of the Masses real mass communication. Bert Wiggers Director New Media Sanoma Magazines International. How it all started. In 1995 a bi-annual survey amongst the readers of Intermediair In cooperation Hay Management Consultants Normally we published articles in magazine

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The Power of the Masses real mass communication

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  1. The Power of the Massesreal mass communication Bert Wiggers Director New Media Sanoma Magazines International

  2. How it all started • In 1995 a bi-annual survey amongst the readers of Intermediair • In cooperation Hay Management Consultants • Normally we published articles in magazine • Now we used the database for a interactive search basis voor interactief Salariskompas • And now people wanted to share their own information

  3. Respondents ‘LOOPBAANENQUÊTE’ Combined with the 1995 results we had 12,000 people in database. This was where Hay wanted to quit.

  4. Sharing: revolution in publishing • Publishing has always been about broadcasting, target groups etc. • Publishers not really interested in individual readers or visitors • Audiences don’t have access to platforms • Therefore an individual could hardly get relevant information • Solution: sharing information

  5. Sharing: news NU.nl is no.1 Dutch news site NuFoto gets 30 photo’s per day from readers Now selling to news agencies

  6. Sharing: news Africa News is trying to get news focus on Africa Reporters in the whole continent Text, video, photo Selling to regular agencies

  7. Sharing: experiences Kieskeurig.nl Product comparison site 100,000 products 600,000 reviews

  8. Sharing: experiences Zoover.nl 119,000 accomodations 480,000 reviews

  9. Sharing: knowledge Wikipedia 2,3 mio articles (in English) Shows history and disputes

  10. Sharing: social contacts Facebook: social networking Launched in 2004 80 million users 2 mio new users per week

  11. Sharing: opinions Nujij.nl All articles written and judged by readers In 1 year: 175,000 articles 725,000 votes 1.4 mio reactions

  12. Sharing: information

  13. And the publisher... • Has to re-invent and re-define his role • From broadcaster and information generator to platform manager • Accomodate visitors and help them publish • Needs a completely different attitude • Forget about target groups • Manage one-to-one communication • No focus on commerce, but on visitors

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