Newspaper working group outbrief


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  • 118 ideas in brainstorming sessions
  • Almost 7 out of 10 Airmen read at least half the issues 8-point decline from 2001 survey Senior NCOs and FGOs most like to take paper home. Junior enlisted least likely (7%)
  • Can we retain editorial control if CE or Services published? Dr Everett study 2001/2004-data compiled 2005 Chain of command, other personal sources are most important (increase from 2001). Near universal Internet access 70% access from work computer, 65% from home Recommend Guidance encourage CCs to keep print under terms of COA Expands reach of information Gives audiences multiple channels Web based provides Immediacy, Ability to correct quickly
  • Define audiences-stateside vs overseas (workforce vs workforce & dependents) Brainworks " We publish 19 newspapers plus two county-wide sections every week which means we must be very efficient. Brainworks EdPerks has made it possible for us to streamline our workflow. Our reporters work in four different cities, yet they all file their stories directly into the EdPerks Database at Maplewood. Our editors love the user defined story shapes that let them format a story in seconds. " -Peter Worrall, Vice President, MIS Worrall Community Newspapers Update 35-101, 33-129, Dod pubs-allow info targeted to internal audience to be placed on public web site Establish public web as new AF standard for primary info tool Eliminate data gathering currently done by PA-Services, chapel schedule, yard sales…organizations can input data with PA review before adding to web
  • Search engine-archival, keyword search database
  • Newspaper working group outbrief

    1. 1. Newspaper Working Group Chief Master Sgt. Janice Conner 18-20 July 2006
    2. 2. <ul><li>CMSgt Janice Conner, PA Enlisted Career Field Manager, SAF/PA </li></ul><ul><li>MSgt Sean Cobb, PA Enlisted Career Field Manager assistant, SAF/PA </li></ul><ul><li>Mr. Mark Niccum, Simpler Consulting, AFSO 21 Facilitator </li></ul><ul><li>CMSgt Ron Kriete, AFSPC CCC </li></ul><ul><li>Mr Larry Clavette, Director, SAF/PAX </li></ul><ul><li>Maj Tadd Sholtis, Readiness Officer, SAF/PAR </li></ul><ul><li>Capt Denise Burnham, PAO, 39 ABW/PA </li></ul><ul><li>SMSgt Kenneth Fidler, Superintendent, 18 WG/PA </li></ul><ul><li>SMSgt Terry Sommerville, AF Newspaper Consultant, AFNEWS </li></ul><ul><li>MSgt Mark Haviland, Newspaper Consultant, ACC/PAI </li></ul><ul><li>MSgt Andrew Cleaver, Editor, USAF Band </li></ul><ul><li>Ms Karen Petitt, Senior Editor, AFCA/PA </li></ul><ul><li>Mr Rob Ely, Internal Information Chief, AFMC/PA </li></ul><ul><li>TSgt Kate Rust, Newspaper Consultant, AFSPC/PAI </li></ul><ul><li>TSgt Chris Eder, Broadcast Supervisor, ACC/PAVT </li></ul><ul><li>TSgt Michael Hammond, Newspaper Consultant, AETC/PAN </li></ul><ul><li>TSgt Timothy Taylor, Reserve Newspaper Consultant, 302 AW/PA </li></ul><ul><li>SSgt Donald Branum, Editor, 50 SW/PA </li></ul><ul><li>SSgt Monte Volke, Editor, USAFA/PA </li></ul>Working Group Members
    3. 3. WG Strategy <ul><li>Identify issues/concerns </li></ul><ul><li>Identify goals </li></ul><ul><li>Identify products/timelines </li></ul><ul><li>Identify expectations </li></ul><ul><li>Brainstorm </li></ul><ul><li>Map impact/difficulty </li></ul><ul><li>Identify Do-its, Rapid Improvement Events, Projects </li></ul>
    4. 4. Issues/concerns <ul><li>Trend for “Every Issue” reading: 1994: 57%; 1997: 44%; 2001: 46%; 2004: 38% </li></ul><ul><li>Skill level/News judgment of newspaper staff </li></ul><ul><li>Quality vs quantity </li></ul><ul><li>Approx 117 AD products produced by 292 AD members </li></ul><ul><li>2,080 hours per week across AF expended on layout/design </li></ul><ul><li>Lengthy review process/last minute changes </li></ul><ul><li>Ad content (bars/tattoo parlors) </li></ul>
    5. 5. Goals <ul><li>Determine best way to deliver the right info </li></ul><ul><li>Ensure equal to better quality, and base on voice of customer </li></ul><ul><li>Determine way ahead-future state and ideal state </li></ul>
    6. 6. COA <ul><li>Transition to Web-centric internal information delivery with hard copy newspaper options </li></ul><ul><ul><li>Leverage existing effort to field AFPIMS (1 Oct 2007 completion) </li></ul></ul><ul><ul><li>Continued modernization (news alerts, podcasts, etc.) </li></ul></ul><ul><ul><li>More focus on visual (photo, video) media – broadcast, VI integration </li></ul></ul><ul><ul><li>Train/operate like we fight: common process at home/deployed location </li></ul></ul><ul><li>Newspaper from Web content-3 potential options </li></ul><ul><ul><li>Civilian publisher takes care of layout/design (funded by ads) </li></ul></ul><ul><ul><li>Services takes care of layout/design (funded by ads) </li></ul></ul><ul><ul><li>Commander funds manpower/publication out of pocket </li></ul></ul>
    7. 7. Way Ahead <ul><li>Define audiences </li></ul><ul><li>Renegotiate/modify publishing contracts; establish deadline for completion </li></ul><ul><li>Establish software standard for real time content management </li></ul><ul><li>Integrate solutions into deployed comm infrastructure </li></ul><ul><li>Update AFIs/policy as needed </li></ul><ul><li>Identify/standardize content PA is responsible for </li></ul><ul><li>Market, market, market! </li></ul><ul><li>Hold Customer focus groups </li></ul>
    8. 8. Ideal State
    9. 9. Interesting Sidebars <ul><li>Target Talking Point papers (CCMs/supervisors) </li></ul><ul><li>Establish one mass multimedia info repository </li></ul><ul><li>for distro/download </li></ul><ul><li>Create capability for audience to provide feedback </li></ul><ul><li>Build google-like search engine to “pull” info </li></ul><ul><li>Speak in “link” language </li></ul><ul><li>PA Primer for airmen </li></ul><ul><li>Cross-promote PA products </li></ul>
    10. 10. Potential Issues <ul><ul><li>AFPIMs not yet fielded AF-wide </li></ul></ul><ul><ul><li>Pushback from publishers if units elect to discontinue newspaper publication </li></ul></ul>
    11. 11. Conclusion <ul><li>Questions? </li></ul>
    12. 12. Conclusion