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.
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”
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”
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