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  • 1. ISOJ 2013Clark Gilbert - Strengthening journalism in an era of digital disruption- Thinks disruption is the wrong terms - says its opportunity.- Hes doing things in Salt Lake that some say cant be adapted; not true!- Disruption in print media - early on an industry under performs what amarket needs (example: when your computer used to be too slow for 60words per minute.)- Then, companies move to do MORE than what any of us need- example:processors inside computers today are faster than anyone knows or caresabout.- Benchmarking local media online market share --- Characteristics of highmarket share sites = Separate physical location for businesses, separate salesteam, separate content, product and ethnology teams, separate managementstructure- Finding new market growth: The disruptive business starts outside thecore, established business.- As time goes on, the disruptive business encompasses the established one- Online will and is encompassing all other forms of media and creates newgrowth, but the established businesses are blind to that- Gilbert says journalism is on the brink of a growth opportunity, butjournalists focus on what has been lost by digital revolution.- Before an industry "dies" its has a "last gasp"/ a final period of increasedrevenue. For example: In newspaper industry theres almost no separation ofprint only and online. Both decline together as showed by Gilbert’s graph.They cant see the line on the graph of green growth thats increasing andtotally separate- Build your business around the "green space."- Transformation in the face of disruption is made up of:Transformation A: legacy organization -- dramatically lower costs inthe core, reposition core around a Post-disruption "job to be done."Transformation B: separate disruptive organization -- create separateP&L, management structure, hire people from the "green space"- We want traditional journalism to thrive in this new world, we dontwant it to die. But theres fundamental physics going on in ourindustry, however there is a path to survival- What goes in the "rotator" on the main home page? It depends on
  • 2. who you ask- web team, news editor, sports etc. all have differentopinions- You cant ignore editorial voice, real-time interest (ChartBeat), etc. SoGilbert says he created a temporary "exchange team" composed of membersfrom both "sides" to figure it out and compromise; the team figured out howto divide the rotator spots-- first 2-3 were always news, next 2-3 storiescould come from anywhere, be things with more social "lift"- NYT vs HuffPo unique users are nearly the same, but head count is WAYdifferent - HuffPo has 50-100 workers, NYT has over 1,000Is it advertisers job to pay for our newsrooms?The web has forced us to focus resources and answer the question, "What dowe want to be the best in the world at?" (No one is coming to KVUE.comfor sports news, they go to ESPN.com for that)- Gilberts news organization noticed poll data that indicated frustration withnews on faith and family; people didnt like the NYT, but they didnt likeSean Hannity either. So Gilbert’s team capitalized on that un-met need.They did stories on faith and family that were well researched. Example:Where have all the PG movies gone? Fatherless America? A third ofchildren now live without dad***Have the rigor to decide what were going to be good at, then set up aweb-only team for that content because it makes the entire journalisticproduct stronger***This isnt just theory, Gilbert is doing it and it’s working***Find the conversation people are already having and put your contentinto that flow.***To find that conversation, you must first know what you are/want to begood at do you know where to look for the conversation._________________Disruption and Innovation - News organizations strategies for the newmedia ecosystem**David Skok- Director of Digital, Global News, Canada- How do we attract and audience?The user looks at you to fulfill a job in their life. What job are we trying todo? Entertain? Inform?- How do we reach sustainability?
  • 3. Modularity vs. interdependence- How do we change the culture? Its hard, especially in broadcast becauseit’s deadline heavy.RPP Model:You have your resources, your processes, and your priorities -- the prioritiesof the organization really do provide the precedent for what everyone else inthe organization thinks/does- for example, if management ignores a big webpiece, but praises a TV piece that wins an Emmy- at Global News:Every story is ongoingEvery beat is a siteThey did a site redesign and revamped the content management system-using open source WordPress. Acknowledges thats not easy if yourecompany is concerned about securityGlobalNews focuses on searchable and shareable content instead of waitingfor people to come to your homepageThey:Focus on breaking newsFocus on local newsSupper hour news??? Two different cultures: broadcast and web - theyveseparated them into two different entities**Jennifer Carroll - VP of digital outreach at GannettTakes innovation, disruption, "jobs to be done" to heartTheyre working on moving digital out of the traditional parent- USA TodayTheyre a collection of developers and information architects. Their DNA isdifferent.Look for the common in the uncommon. Whats going on around the edges?Theyre intrigued by the "three screen" phenomenon rather than just sayingTV is no longer relevant.
  • 4. Instead of capturing the living room, capture the bedroom (people withtablets in bed!)Fail fast, fail cheaply. Create prototypes!!**Jim Brady, pres of ONA, EIC at Digital First MediaDigital First Media is parent company of 75 daily newspapersThunderdome-- its purpose is to centralize non-local news editing and webproduction for all its dailies (example: Boston bombings could be one, well-written story for them all)Data team, video team, curation teamCreation of new traffic and revenue- driving content channel and productsBasically, they save money by eliminating redundancy; massive teamwork.(They were able to send extra reporters to help bolster the Boston paperssmall staff)Create viral content (images of how Obama aged in his first term) -- a laBuzzFeed -type contentData-driven content, original video story-telling, photo galleries ("trafficgold") = all important, all things theyre doing***Jim Moroney - Dallas Morning NewsProblem in the newspaper industry = the hope that ad revenues will stopdropping is NOT a strategyDigital revenue will NOT save print - theres too many ads and not enoughdemand for them so price goes downDMN has more news because they have more reporters than all of the TVstations combined - so they must find ways to sustain this scale so they cansustain their competitive advantageHow do you sustain the brand and the business? - Diverse sources of
  • 5. revenue - start or purchase new businesses**PANEL DISCUSSION with all the above speakers:Brady- has found ScribbleLive does well on his sites; says its similar toTwitter as a real-time feedMoroney says DMN is careful with branded content; doesnt do anythingthat could put the credibility of his news organization in jeopardyBrady- theres too much scolding in this industry, if you try something and itfails, just move on!Skok- The newsroom and the web being separate entities is great for culturebecause when the web wins awards for its work, itll get the TV peoplesattention and admirationWhat skills are needed for journalism students?Moroney- need more data analystsRest of panel- developers needed, they help produce good journalism(example: digging through result numbers of Boston marathon runners tofind locals)Brady- thinks newsrooms merging with digital was somewhat of a cover-upfor cutting costs** being separate doesnt mean being strangers to each other; news stillneeds no think about where their publishing, digital firstYou need someone to work as a "bridge" between the two worldsSeparation gives you the freedom to try new things; separate budgets___________________Paper presentationsChristian Science Monitor guy:What is engagement?SEO has made the CSM relevant. Thats a lever you can pull. Admittedly,theyre not good at engagement.CSM invests in international news but if you look at the numbers, no one isreading it, theyre reading national news and other areas
  • 6. CSM is mistaking loyalty for deep engagement = they are not the same! Justbecause a user comes back to your site several times a month, doesnt meantheyre talking to you, about you, spending a lot of time on siteResearch panel discussion:Tell people HOW the audience / your viewers have contributed to yourcoverage or social conversation. That increases their trust in you. Shows yousee your audience as equals and important to the conversation.Thank our viewers for re-tweeting our content_____________Andy Carvin – NPR – Link to his complete transcript:http://www.andycarvin.com/?p=1773Theres a sin much worse than getting the story wrong in broadcast-- deadair. We have to fill air time, which is a scenario in which even the bestjournalists make mistakesHes not here to throw broadcast under the bus. How often do we all post areport without a second or third source to back it up? And social mediarequires you to work even more rapidly than before.Errors have always been a part of journalism but corrections are more recent.Social media makes an obvious target- never before have we been able tospread misinformation so rapidly. Its never been easier to spread rumors.Before, youd hear the rumors, but you could scrutinize them and leave themout of that story. That era is over. Today everyone has a device in theirpocket that can send information.So what should we in the media do now that the public can inform eachother? We need to get back to the core of journalism. Rethink what it meansto inform the public. To create a more informed public means to help peopleunderstand, not telling them what to think.Perhaps we can use social media to SLOW the news cycle, not just to sendout breaking news headlines or asking for the publics help. Actively addressrumors and challenge them. Tell the public what we do and do not know.
  • 7. We should help the public understand what it means to confirm something.The public doesnt understand our jargon.We can no longer afford to underplay the publics role in helping telling astory.We must understand what it means to be both producers and consumers ofinformation.We must do whatever we can to create a more informed public.Minutes before he took that stage, Andy tracked down the real Twitteraccount of one of the Boston Marathon suspects!!!! Talks about how he didit – The guy’s friends were saying "I cant believe I know him ," the accountmade references to Chechnya, had pictures that look like himTwitter is 99.9999 percent noise. Its our job to sort through the .001 percent.Do your job. We have the ability to put things in their proper context.______________Responsive Design panelVox MediaResponsive plus redesign all at once is incredibly complicated.Responsive design is a way of making the Web work, its not a contentstrategy.Its not about layout. Mobile has exacerbated this.Advertising is hard and publishers and ad/sales people rarely talk withpeople who are making the website. More communication needed; withresponsive sites, it only gets worse.***Mobile is an idea, not a specific size. Its not a cell phone or an iPad. Itcould be huge! We dont know how people are going to access our content.Fixed position ads were a big problem for NYTimes layout
  • 8. Responsive design has been around for a while, but is an unsolved problemQuartz - qz.com -- kept a fixed height, changed the widthsAds are complimentary to the site. Need them to work with us, not againstusKeep in mind people on a fast, business Internet network arent always thepeople accessing your site. Consider users bandwidth.Build tolerant ads- flexible width is better than heightsAds - theres room for someone to own this space today. Like back in "MadMen" days when ads were essentially art.Responsive design is table stakes.Responsive design isnt just width. Itd includes other parts of the usersexperience- what time of day are they coming to our site? What if we had aDay v. Night version of the site? What about location? What about whatyour users have seen/interacted with on our site? What are our viewersreading or sharing? What are they talking about/ commenting on?When a user looks at our site at 5pm, what happens if an important story hasalready fallen off the page? The site needs to adapt to what they need to see.We should spend more time to make ad concepts as good as our content -advertising is really our business.------------------------The Post-industrial PresentEmily Bell - Columbia University, former director of digital content forThe GuardianThe Industrial Age of journalism is drawing to a close.We had been training journalists for predictable jobs but now training needsto focus on skill sets.
  • 9. Were seeing movement away from the packaged journalistIn the past, J-schools taught students how to join brands. Today, teach themhow to survive on their own.NBA analogy for journalism -- The power has gone from the league to thefranchise to the individual.A deepening of technical skills and specialized areas will be critical.Data skills, statistical literacy, technical literacy (basic knowledge of code)Journalists need to be transparent in how they construct their stories andarrive at their conclusions. You need to do your work in public and interactwith citizens.Journalists need to be self-organizing and collaborative. Competing natureof employers stops collaborations among journalists with common interests.Become better, faster. Real-time storytelling.The US tends to think news has to make a profit to be good, but the rest ofthe world doesnt see it that way._______________Mobile Panel:***Ivo Burum - Australia, Burum MediaBeen developing a style of journalism called user-generated storiesCreated the NT MoJo project- put cameras in the hands of indigenous peopleand trained them how to shoot their own stories, taught them a skill set theycan now use in their own communitiesNext, he went into schools doing workshopsBelieves mobile is headed to TV
  • 10. Neo JournalismHow do we take journalists and staff with us as we move online?Listen to their fearsNeed experienced leaders, experimentation requires experienceCost of transition - shared resourcesForward scouts - change teams infiltrating traditional journalismReal use-- not wasting their time - where is all their work going to end up?Burum says: Web TV***Chris Courtney - mobile product manager for Tribune Company(Chicago Tribune)Going Lean - failing as fast as possible in the land of mobileStrategy is never 100% - assume youre doing it wrongApps are tricks, the last thing you need, you need get to the customers asquickly as possibleThe stealth build cycle - idea, meeting, wireframe it, meeting to discuss thewireframe, mock ups, meeting again, RFP document, meeting about the factthe vendor doesnt want to build our product because they couldnt helpcollaborate, then MVP, meeting, creep - everyone wants to criticize, meeting= this is a sad reality. Things take too long to make.Meet: the LA Walk of Fame app - great product, but he feels bad about itbecause no one wanted it. Was an ultra-niche marketFind your customers and talk to them!!! Dont build anything until you nowwho that customer is!"The suits" fear youll hurt the brand. They want to release something thatsperfect. Then dont use your brand name. Do your research at Starbucks.Go do things that will help people, solve problems***David Ho - editor of mobile, tablets, and emerging technology at TheWall Street JournalThey were the first newspaper app in the iTunes Hall of FameThey learned from the newspaper reading experience and take those best
  • 11. elements to create a new experience for mobilePeople use their apps A LOT, they have great engagement.Tips for mobile engagement:Tip 1: Do not annoy - it is so easy to make people mad on a mobile device.Be careful about the thing you think is really, really cool. Its probably onlycool once.Tip 2: Listen to your readers.Tip 3: Make it an experience. News apps need to sing. They need to be asbeautiful as the stories they deliver. We need to make it worth our userstime.Tip 4: Beware of phrases like "click here." The mouse is dead!! You nowhave voice recognition and touch screens. If you see "click here" on yourtouch-screen device, youre insulted***Joey Marburger - mobile design director at Washington PostSIMPLIFY!!! Its his mantra and also ApplesYoure competing for peoples time, so you dont want anything to be taxing.Speed leads to satisfaction. People remember if something took a lot of time.Good apps:- Summly - simple design, focuses on content- FourSquare started out very simple and clean and slowly did progressiveenhancements to keep their users happy- Rise - an alarm clock, cool, simple design. You want to wake up and behappy. Very gesture-based (you can shake it and it snoozes)User experience: 37 % think mobile sites are difficult to navigateResponsive web design is not a mobile strategy.Keynotopia- you can make a faux app on itMobile advertising revenue is expected to reach $11 billion this yearThink big! You have to be innovative
  • 12. ***Allissa Richardson - Bowie State UniversityTeaching MoJo (mobile journalism)The five cs:- choice- conversation- curation- creation- collaborationChoice - students must know how to use a mobile device to locate, vet andselect reputable news sourcesConversation - students must know how to use mobile device to start onlinedialogue straight from the fieldCuration - students must know how to use a mobile device for newsgathering and data aggregationCreation -- Students must know how to use a mobile device to make a photosideshows, audio and video podcasts and mapsCollaboration -- students must know how to use the mobile device to reportneed with global colleagues they have never metNever lose respect for where we came from but acknowledge things arechanging.Mobile panel Q & AThere are tools that will allow you to build apps rather than having a floorfull of developers.