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KENS 5 Web strategy outline
 

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.

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

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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?

KENS 5 Web strategy outline KENS 5 Web strategy outline Presentation Transcript

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