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10 Trends That Could Make (or Break) Our Editorial Careers
 

10 Trends That Could Make (or Break) Our Editorial Careers

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Webinar presentation to membership of the American Society of Business Publication Editors, April 29, 2010.

Webinar presentation to membership of the American Society of Business Publication Editors, April 29, 2010.

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    10 Trends That Could Make (or Break) Our Editorial Careers 10 Trends That Could Make (or Break) Our Editorial Careers Presentation Transcript

    • 10 Trends That Could Make (or Break) Our Editorial Careers
      Jim Sulecki
      Director, eMedia
      Meister Media Worldwide
    • Jim Sulecki
      • Daily / weekly newspapers, essays, op-eds
      • B2B writer and editor
      • Editorial management
      • Publishing management
      • TV writing, audio production
      eMedia management
      • Web developers
      • Studio M video / audio
      • Content / graphics
      • Advertising / marketing
      • Audience development
    • Unprecedented Transition
    • TV Is Not Just Radio Before a Camera
    • Likewise…the Internet Not Just Print on a Screen
      • Interactivity
      • Multimedia
      • Immediate access to deeper data
    • Few media ever go away. They just step sideways to accommodate new ones.
    • Potential for Best of All Worlds
      • Incisive text
      • Brilliant images
      • Direct paths to deeper data
      • Audio / video
      • Animation
      If…we prove our value through the transition.
    • So how do we remain relevant?
    • (1)
      Know that we will be measured.
    • “There are no lies / When you see that look in their eyes”
      - Fastball, “Warm, Fuzzy Feeling” (1998)
    • Watch Metrics
      • Many editors now check visitor and pageview reports every day
      • Some as much as every 15 minutes (!)
      • On-the-fly testing: multivariate testing on heds
      • Leeway given to editorial-mission coverage
    • Set Targets
      • Shoot for continuing growth
      • E.g., MMW: 52% YOY growth in UVs, 83% in PVs, 41% in time spent
      • Performance integrated into annual reviews, even financial incentives
      • Use this FOR you! E.g., in pay raise discussions
      • You = content = more web traffic = more $
    • More PVs, UVs
      (1) Check our egos
      (2) Become fastidious number-checkers
      (3) Learn from the monster number-gatherers
      - e.g., if your own tradeshow is gathering the most PVs, maybe there’s an editorial idea there
    • More PVs, UVs
      (4) Clarity over cute – write heds that could be translated into another language and still be meaningful
      (5) Use numerals
      (6) Get to the point – quick
      (7) Link out. Try to get links in.
    • (2)
      Our content will become “co-creative” with our audiences’.
    • One-to-Many
      Many-to-Many
    • Content not with a megaphone, but as a conversation-starter.
    • I Am Audience, Hear Me Roar
    • I Am Audience, Hear Me Roar
    • Audience-Generated Content
      Article comments
      (2) Polls
      (3) Message boards
      (4) Online communities
      (5) Blogs by experts (heirs to magazine columns)
      (6) User-contributed images/video: e.g., Magnify.net
    • Audience-Generated Content
      (7) Crowdsourcing / wikis
    • Now, for the sake of print...
      How do we circle this type of engagement back into our magazines?
    • Re-Engagement in Print
      Re-purpose online comments as ‘letters’
      (2) Photo pages / contests
      (3) First-person stories (‘as told to…’)
      (4) Any kind of ‘roundup’ stories
    • (3)
      Content produced by editors will focus predominantly on analysis and exclusives.
    • So Much Information…
      Fri, April 16
      12:46 pm
      1:32 pm
      2:37 pm
    • So Much Information…
    • So Much Need for Analysis
      RBI CEO Says Sky is Not Falling
      Analyst: News Foretells More Closings
      Editorial: Media Must Stop the Bleeding
    • 400 Words of Analysis…
    • …4400 Words
      of Audience Comment
    • The Power of Exclusives
      State-of-the-industry reports
      (2) Rankings
      (3) Own-event coverage
      (4) Own-award coverage
      (5) Webinar coverage
    • (4)
      We are in theentertainment – as well as information – business.
    • Business ≠ Boring
      ‘Will It Blend?: 83 Million Views on YouTube
    • Animated Presentations of Content
    • Let Us Entertain Them
    • Don’t Work Without a Script
    • (5)
      We (not publishers)will be the primary marketers of our content.
    • Our Job to Make Stories Go Viral
      • Social media
      et etc.
      • Monitor PVs. Adjust heds, angles, etc.
      • Check no. ofinbound links
    • (6)
      No one will pay usor our publishersdirectly for our content.
      • Estimate: As few as 5% of online users will pay for content.
      • Good news: Most B2B has operated in this environment for decades.
      • Editors may have to work more with publishers than ever.
    • (7)
      The fading “bright line” between editorial and sales will get even dimmer.
      • “Print dollars to digital dimes.”
      • Audience engagement = more UVs/PVs = better ad environment.
      • Web metrics are like incessant readership studies. (‘We will be measured.’)
      • Editor’s creativity/knowledge in more demand than ever.
      • No ‘gutter’ on web pages to delineate edit and ad pages.
      • Fewer type fonts to signal editorial copy from advertiser copy.
      • Savvy marketers know content deepens message.
      • How to represent sponsored content?
    • (8)
      Our content will be read as often (if not more) on mobile devices as on computer screens.
      • ‘Maw’ of fresh content gets hungrier
      • Copy must be more incisive than ever
      • Graphics: utility rather than pretty
      • Apps? Video?
    • (9)
      Print content will gothe premium route.
    • Coming B2B Model
      • Industry leaders get premium magazine and access to website
      • Anyone meeting basic occupational levels get access to website with registration
      Current B2B Model
      • Industry leaders get magazine
      • Anyone meeting basic occupational levels get magazine
      • All get website
    • Impact on Magazine
      (1) Bigger trim sizes return
      (2) Paper stock goes back up
      (3) Long-form features return
      (4) Lavish graphics return
      (5) ‘News of record’ moves to web
      (6) Most ‘departments’ move to web
    • (10)
      The Millennials will wantour content, but in different packages.
    • “Still reading magazines? What are you? Amish?”
      - Wired, 2009
    • Millennials
      • Nothing against print. Un-green, can’t be texted or Facebook-ed.
      • Content like dim sum – if tasty and brought to their attention.
    • Trade Media for Millennials
      • Media company ‘finds’ Millennial.
      • eMailed avatar promises to help make Millennial awesome in their new job.
      • Interactive demo walks Millennial through media’s many job resources.
      • Facebook / online community becomes hub of all communication.
    • Closing Thoughts
    • Workday of the Near Future?
      8:00: Check web metrics
      8:15: Check email
      9:00: Article lead
      9:15: Tweet formulated as question / trial balloon
      9:30: First call on lead
      10:15: Tweet summary (attributed or unattributed)
      11:45: Short item for day’s enews / website
      11:50: Item with link on Twitter, Facebook, blog
      1:00: Check web metrics
      1:15: Second call
      2:15: Begin scripting 2- to 3-minute audio feed
      4:00: Begin formulating full-length magazine feature
    • A Few Tips
      • Don’t get bogged down by print. It’s just one piece.
      • Gather and disseminate content in real-time, as a constantly moving ‘slipstream.’
      • Make use of every bit of content around you.
      • Cut mercilessly. If it’s not generating interest, advertisers, or industry leadership – why do it?
      • Demonstrate and prove your worth.
    • So Where to Next?
      • Chin up – the future will be great
      • Know your audience better than ever
      • Tap your inner creativity
      • Good writing, storytelling still trumps all
      • Work hard but have fun
      • Know that you’re part of a media revolution
    • Thank You
      Jim Sulecki
      jsulecki@meistermedia.com
      twitter.com/jimsulecki
      eMediaEncyclopedia/blogspot.com
    • Q&A