ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news
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ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news






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  • What is the research telling us about the new audience? I want to offer six lessons I see in the data. Almost every piece of data I am going to refer to today is something that can be found in more than one source.
  • First, technology is adding to news consumption.
  • Let me put that on a slide for emphasis
  • Your print circulation dropped by 16% during that time
  • And most of them go to established trusted familiar traditional news brands.
  • This deepens your engagement with them, makes you more useful
  • Iresearch also shows it makes your advertising more effective and valuable.
  • And most of of all it means mobile. Mobile is the real web. 2..0. it is your second chance in digital..
  • You also must be social…This year 163.5 million Americans are on social networks now. well over half the U.S. population, and it is expected to grow to 183 million, up 17% since 2012.
  • What we used to think of as behavior on screens was a crude over simplification. People wouldn’tread long-form. The average time per page was 30 seconds. Wewerewrong. That wasjustbehavior on computers in the office.
  • Print reading spikes around breakfast, but picks up again after the commute. People us computers at work before lunch. Smart phone usage occurs all day, tablet consumption spikes after dinner….but there are different audiences here.
  • Here is the breakdown of one paper that is pioneering mobile and making its audience younger.
  • It will not be enough to put the same content on every screen.
  • Smartphones are an app driven worldTablets are not.
  • On smartphones, the most popular apps help people with jobs to be done—they are not necessarily portals
  • This is a huge opportunity for local publishers that is still largely untapped.
  • This means research
  • How you present the news must also change. In the old era, the brand was imagined to speak for itself.
  • Today, people need to know why should trust any piece of content. Why should I believe this. How do you know? Evidence based presentation. Show Your Work.
  • Journalists bring: Vetting, Translation, Organizing Info, Curating Discussion, VerifyingCommunity brings: Experience, Expertise, Multiple Sentinels, Passion, Solutions

ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news Presentation Transcript

  • “FACT”
  • 6 Lessons
  • 1. Audiences Are ConsumingMore News, Not Less
  • 2. Technology has likelyincreased your audience…
  • 59% of adults 18-24 read newspapercontent regularly on some deviceThe majority do it digitally• Scarborough Research ( print and online weekly, mobile monthly)
  • “Total” Newspaper AudienceDropped 10% 2006-2012 Print fell 16%69% of all adults consume newspaper contentregularly• Scarborough Research ( print and online weekly, mobile monthly)
  • 3. Understand the Cycleof News DiscoveryPeople move across platforms, based on time ofday, the questions they want to know, wherethey are.
  • News consumers are loyalacross platformsUse the samebrands acrossplatforms67%Source: New York Times
  • Leverage the ‘synergy ofscreens’Users “gravitate to whatever device is mostappropriate or convenient given the context theyfind themselves in.”• Business Insider Intelligence
  • Ads Work Better Across Screens
  • Smartphone and Tablet owners• Are Twice As Likely in the U.S. to pay for newsonline as other adults.• Reuters Institute Digital News Report 2013
  • 4. Your Future is Mobile….and Social
  • Mobile will be your pimary digitalplatform in 3-5 years
  • Design Mobile First?• Then back to the web.• ESPN does. And grew mobile by over 59% trafficlast year, even with web. NPR does…• Buzzfeed is 45% mobile• Mobile is VERY local. It is about walking around,here and now.
  • DO NOT WAIT FOR REVENUE• Design for mobile• The revenue will comeEl Nuevo Dia doubled mobile revenue in a yearto 9% simply by creating mobile products.
  • 5. There is no such thing as“the online experience”
  • Behavior Changes with Time ofDay
  • By DeviceSmart phones v. Tablet
  • By Place and Context“Bored at Work” is DifferentThan “Stuck in Line”Or double screening a game…
  • And by audience group• “Mobile Only” users are a growing cohort• Power Users (across platforms)• Casual but loyal users (“a lower meter pricepoint.”
  • Weekday Reading Patterns By Device
  • Source: 2011 Scarborough Rel 2, Boston DMAWhat is your audience % by generation?Gen X40%GoldenGen16%Boomers27%Gen Y17%
  • 6. The future is ResponsiveAND Apps
  • Apps account for 4 out of every 5mobile phone minutesTablets are a 50-50 web and app world• comScore
  • Smartphoners Like “Task Specific”Apps•Top 5 iPhone Apps: i-Tunes, Facebook,YahooSports, GoogleMaps, YahooWeather• Top 5 Droid Apps: GoogleMaps, GooglePlay,GoogleSearch, Gmail, YouTube
  • Think smartphone “Tasks”• Garage Sales• Local and prep Sports Teams• Open Houses• Local Traffic• Restaurants• Neighborhoods• Etc.• Maybe Hackathon these?
  • Yes to “responsive design” but…• Short videos on small screens (and daytimeuse)• Evening tablet products that are long-form• Social apps for tasks on the go• Be “platform orthodox,” not “platformagnostic”
  • Thriving = UnderstandingYour Audience DeeplyResearch, test, ask, respect, don’tunderestimate
  • Once Your Audience Has SeenSomething Better• Better becomes their expectation• Something more convenient, that makes lifeeasier• Watch ESPN or HBO Go – Why not on CBS?
  • Do what you do best• Be Great At Certain Things• ESPN: “We Serve the Fan”• Deseret: World Class at 6 Core Topics• The Web Rewards Specialization• It Punishes the Adequate Generalist• Mobile Reward Convenience and Simplicity
  • News will be less a static product• Our stories• our site
  • And More A Service• That makes the lives of citizens better• Helps them do tasks, save money, etc.
  • Before: Trust = BrandThe news spoke for itself
  • Now:Trust = TransparencyEvidence,Convenience,Meeting Expectations
  • Journalism as CollaborativeIntelligence• Machines Can Count• Citizens bring experience, expertise, multiple vantages• Journalists organize, triangulate, verify, translate, withdiscipline of dispassion
  • “Is there somethingthat I need to know?”