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The Medium is the Message 2.0 <br />Jan Boyd<br />October 8, 2009<br />
Transform or Die<br />It happened in the late ‘90’s but I am still annoyed about losing an editorial argument to a 25-year...
Local TV Ain’t Silicon Valley<br />Tech companies start from scratch.<br />TV stations go with what they have. <br />Newsp...
Redefining Relationships<br />No longer talk at the audience. Instead talk with our community.<br />Don’t sell spots.  Hel...
Nuts & Bolts<br />
What to Sell<br />
The New New Journalist<br />Architect and construction worker. <br />Must know the story and understand the power of each ...
What’s Next<br />The argument I’d have with that Yahoo engineer would be slightly different today.  If I could get past th...
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KENS 5 Web strategy outline

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This was presented in the October, 2009 workshop by Jan Boyd, digital producer for KENS 5 News in San Antonio, TX.

Published in: Business, Technology
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  • Imagine losing an editorial argument to a 25-year-old Yahoo engineer. Past 15 years tech setting the content agenda. As DOS Boots says, Cash is King.
  • Additional products: search, email blasts, interactive games, rich media. Combination = multi-platform, and stronger, message. A new medium.
  • The storyteller now thinks on two levels: What is the story’s beginning middle & end?How do I employ my digital tools for maximum impact?
  • Transcript of "KENS 5 Web strategy outline"

    1. 1. The Medium is the Message 2.0 <br />Jan Boyd<br />October 8, 2009<br />
    2. 2. Transform or Die<br />It happened in the late ‘90’s but I am still annoyed about losing an editorial argument to a 25-year--old Yahoo engineer.<br />
    3. 3. Local TV Ain’t Silicon Valley<br />Tech companies start from scratch.<br />TV stations go with what they have. <br />Newspapers: only the U.S. Postal Service is more resistant to change.<br />Need to reconstruct station culture.<br />Must re-think editorial structure.<br />Forced to re-focus sales staff.<br />TV is 24/7 and cash-strapped. Difficult to innovate in the usual way.<br />
    4. 4. Redefining Relationships<br />No longer talk at the audience. Instead talk with our community.<br />Don’t sell spots. Help clients make effective marketing choices. <br />
    5. 5. Nuts & Bolts<br />
    6. 6. What to Sell<br />
    7. 7. The New New Journalist<br />Architect and construction worker. <br />Must know the story and understand the power of each tool. <br />
    8. 8. What’s Next<br />The argument I’d have with that Yahoo engineer would be slightly different today. If I could get past the gates to his very big and expensive estate. <br />
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