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Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
Finding a Niche in Business Reporting by Angel Gonzalez
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Finding a Niche in Business Reporting by Angel Gonzalez

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The Seattle Times' Angel Gonzalez presents the Reynolds-sponsored session, "Finding a Niche in Business Reporting," at the National Association of Hispanic Journalists' annual conference in San …

The Seattle Times' Angel Gonzalez presents the Reynolds-sponsored session, "Finding a Niche in Business Reporting," at the National Association of Hispanic Journalists' annual conference in San Antonio, Aug. 9, 2014.

For more information on business journalism training, resources and tips, please visit http://businessjournalism.org

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  • 1. Down  to  business Basics  of  repor,ng  on  publicly  traded  companies     Angel  Gonzalez,  Sea-le  Times   @gonzalezsea8le   agonzalez@sea8le,mes.com  
  • 2. The  publicly  traded  company 5,008  publicly  traded  companies  in  U.S.  exchanges  as  of  Feb.   2014  (WSJ).  That’s  less  than  there  used  to  be.       Thousands  more  are  traded  over  the  counter  (OTC  markets)   Generally  ruled  by  a  CEO  and  a  board  of  directors,  these   companies  have  one  goal:  TO  MAKE  INVESTORS  MONEY.  
  • 3. 8  out  of  10  biggest  public  cos  are  U.S.  based Company   Industry   Apple  (CA)   Informa,on  technology   Exxon  Mobil  (TX)   Energy   Microso  (WA)   Informa,on  Technology   Google  (CA)   Informa,on  Technology   Berkshire  Hathaway  (NE)   Finance,  transporta,on,  manufacturing   General  Electric  (CT)   Manufacturing,  energy   Johnson  and  Johnson  (NJ)   Consumer  products   Wal-­‐Mart  (AK)   Retail   Chevron  (CA)   Energy  
  • 4. Essen@als •  Revenues  minus  cost  equals  net  profit   •  Investors  some,mes  value  profits,  other  ,mes  they  value  topline   growth.     •  Amazon  ($108  million  in  net  quarterly  earnings,  $150  billion  in  market  cap)  vs   Costco  ($473  million  in  net  quarterly  earnings,  $50  billion  in  market  cap)   •  No  profits  plus  no  growth  equals  trouble   •  Lying  to  investors  also  equals  trouble   •  Shareholders  have  become  increasingly  watchful  and  pugnacious    
  • 5. Going  digging Companies  put  out  a  lot  of  informa,on  during  their  lifecycle.   That’s  where  the  dirt  is.       To  find  it:  SEC.GOV     Here  companies  post   -­‐  Quarterly  results  (10-­‐Q)   -­‐  Proxies  (DEF14A)   -­‐  Annual  reports  (10-­‐K)   -­‐  Unscheduled  events  (8-­‐K)   -­‐  Purchases  and  sales  of  shares  by  corporate  officers  (Form  4)                            
  • 6. Mining  quarterly  results   •  Lots  of  informa,on  at  the  end  of  every   quarter.     -­‐  Press  releases,  slides   -­‐  A  conference  call  where  analysts  ask   ques,ons.  These  can  yield  stories   -­‐  A  10-­‐Q  form,  which  has  plenty  of  details   for  stories  
  • 7. Proxy  statements •  They  outline  annual  shareholder  mee,ngs   •  Provide  fodder  for  stories  about   compensa,on  and  perks   •  Related  party  transac,ons:  there’s  all   sorts  of  good  stuff  buried  in  there   •  Execu,ve  bios  can  also  provide   important  color  for  stories  
  • 8. Annual  reports •  10-­‐Ks:  like  10-­‐Qs,  but  more  so   •  Good  comprehensive  review  of  the  year   •  They  also  have  nuggets   •  Other  types  of  reports:  annual  responsibility   reports  can  yield  stories  like  these  
  • 9. Plenty  of  fields  to  choose  from ENERGY   Fracking  boom   The  future  of  coal   Jobs   Safety     FOOD   COMMODITIES       A  good  gauge  on   infla,on     Everybody  relates       Window  to  the   world       INEQUALITY   Minimum  wage  increase   efforts     Soaring  CEO  pay       SPORTS   Adver,sing  contracts   Impact  on  retailers,   business    
  • 10. It’s  all  about  storytelling •  Business  is  about  winners  and  losers   •  Details,  found  in  documents  or   interviews,  help  cra  a  compelling   story   •  Understanding  business  helps  us  see   major  changes  in  the  way  we  live   •  Seeing  the  world  through  the  lens  of   business  can  unearth  more  personal  stories  

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