The document discusses the challenges modern newsrooms face in integrating technology and content to create engaging experiences for increasingly promiscuous digital audiences. It argues that newsrooms must pivot from creating just great content to also creating great experiences using multimedia and interactivity. However, integrating content and technology is difficult as journalists and developers have different views of content and code. The document suggests newsrooms embed developers to improve collaboration and rethink strategies like shelf-life to better engage audiences online.

1. © 2011 Dow Jones & Company, Inc. All rights reserved.
Experiential Newsrooms
&
Why the Intersection of Technology
and Content is our New Challenge
@rajunarisetti
#ISOJ12
Austin April 21, 2012 1

2. © 2011 Dow Jones & Company, Inc. All rights reserved.
Our recent past, our present and our
future lies in expanding our digital
audiences
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3. © 2011 Dow Jones & Company, Inc. All rights reserved.
In 2012, “talking” about print and web
integration issues in a newsroom is akin
to sweating over dial-up web access.
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4. © 2011 Dow Jones & Company, Inc. All rights reserved.
But what is reality in Circa 2012 is that
the definition of a journalist’s job must
now include:
“getting more people to
consume more of my journalism”
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5. © 2011 Dow Jones & Company, Inc. All rights reserved.
But we also know now that digital
audiences are and will be more
promiscuous, amid a proliferation of
original and aggregated content, and
multiple platforms.
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6. © 2011 Dow Jones & Company, Inc. All rights reserved.
So how do we both bring new
audiences to our journalism and keep
this inherently promiscuous reader
coming back to our “virtual” newsroom
and brand?
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7. © 2011 Dow Jones & Company, Inc. All rights reserved.
Great and relevant journalism is a
given.
But just great content is no longer
enough.
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8. © 2011 Dow Jones & Company, Inc. All rights reserved.
To first win, and then get readers to
come back for more, news rooms
should pivot from
creating great content to creating great
experiences.
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9. © 2011 Dow Jones & Company, Inc. All rights reserved.
And in the “experience” is where we
will either win or lose journalism’s
future.
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10. © 2011 Dow Jones & Company, Inc. All rights reserved.
Words + Picture + Chart + Sound +
Slide Shows + Interactive Graphics +
Databases + Video
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11. © 2011 Dow Jones & Company, Inc. All rights reserved.
The Good News
News rooms by and large have
mastered the parts that make for a
complete digital story. And we are
getting good at doing things
On THE WEB
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12. © 2011 Dow Jones & Company, Inc. All rights reserved.
The Bad News
We are terrible at turning the parts into
a great experience every day. We are
nowhere close to doing journalism
Of THE WEB
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13. © 2011 Dow Jones & Company, Inc. All rights reserved.
Good (and Bad) Experiences all come
at the same intersection:
of content and technology
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14. © 2011 Dow Jones & Company, Inc. All rights reserved.
If we thought integrating print and
online in the newsroom was hard, try
integrating
Content & Code/Hacks & Hackers
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15. © 2011 Dow Jones & Company, Inc. All rights reserved.
Some lessons, learnings and
observations from this ongoing
battlefront
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16. © 2011 Dow Jones & Company, Inc. All rights reserved.
Developers see Content as “stuff” and
Code as “art.” Journalists see Code as
“stuff” and Content as “art.”
So, can we begin with what is the
audience/user “experience” we want to
create? 16

17. © 2011 Dow Jones & Company, Inc. All rights reserved.
The “experience” can’t come from the
IT department alone:
Developers are not short-order cooks
Can we “embed” developers in the
newsroom, into news flow?
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18. © 2011 Dow Jones & Company, Inc. All rights reserved.
Where you sit--physically and
organizationally--matters
-- Architecture matters
-- Titles matter
-- Credit (s) matter
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19. © 2011 Dow Jones & Company, Inc. All rights reserved.
To preserve good experiences, in a
world of digital permanence, news
rooms must now plan for
impermanence.
Re-thinking shelf-life matters
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20. © 2011 Dow Jones & Company, Inc. All rights reserved.
A growing challenge is how do we find
this “experiential” journalist?
We moved from “Show Don’t Tell” to
“Show and Tell”
Can journalism training pivot to
engaging our audiences/users?
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21. © 2011 Dow Jones & Company, Inc. All rights reserved.
Streams on WSJ.com
A New Way To Engage Readers With Top News & Events
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Streams are a new immersive experience which update in real
time around events, breaking news, markets coverage and other
important areas that are core to the Journal’s reporting. It pulls
content from across WSJ including articles, blog posts, photos,
video and Twitter to present a total view of all the coverage.
http://on.wsj.com/zYMRgS

22. © 2011 Dow Jones & Company, Inc. All rights reserved.
Markets Stream
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Streams will come to life every day on the
Markets section of WSJ.com a real time stream
of what’s happening in the economic
marketplace and the impact it has on personal
and professional lives.

23. © 2011 Dow Jones & Company, Inc. All rights reserved.
WSJ.com and “The Ticker” Mobile Streams
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Available for iPhone and Android devices

24. © 2011 Dow Jones & Company, Inc. All rights reserved.
News Viewer
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Newshounds need to stay on top of the latest news, but don’t always
have much time to do so. News Viewer allows them to see the latest
news, markets, and blog updates in a quick digestible manner.
How it works: After clicking on “Latest Headlines” on wsj.com,
users will be directed to the News Viewer landing page which gives
them a list view of latest news articles, and when they were
published that day.
Social: Users can share featured top stories within the News Viewer
with their Facebook and Twitter networks.

25. © 2011 Dow Jones & Company, Inc. All rights reserved.
A promiscuous audience is our new
reality.
Are our news rooms ready to
give them an experience worth coming
back to, over and over again?
@rajunarisetti
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