The Power of the Masses real mass communication

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The Power of the Massesreal mass communication

• Bert Wiggers
• Director New Media
• Sanoma Magazines International

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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

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Respondents LOOPBAANENQUÊTE
Combined with the 1995 results we had 12,000
people in database. This was where Hay wanted to
quit.
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Sharing revolution in publishing

• Publishing has always been about broadcasting,
  target groups etc.
• Publishers not really interested in individual
  readers or visitors
• Audiences dont have access to platforms
• Therefore an individual could hardly get relevant
  information
• Solution sharing information

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Sharing news
NU.nl is no.1 Dutch news site NuFoto gets 30
photos per day from readers Now selling to news
agencies
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Sharing news
Africa News is trying to get news focus on
Africa Reporters in the whole continent Text,
video, photo Selling to regular agencies
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Sharing experiences
Kieskeurig.nl Product comparison site 100,000
products 600,000 reviews
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Sharing experiences
Zoover.nl 119,000 accomodations 480,000 reviews
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Sharing knowledge
Wikipedia 2,3 mio articles (in English) Shows
history and disputes
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Sharing social contacts
Facebook social networking Launched in 2004 80
million users 2 mio new users per week
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Sharing opinions
Nujij.nl All articles written and judged by
readers In 1 year 175,000 articles 725,000
votes 1.4 mio reactions
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Sharing information
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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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