ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of newsPresentation Transcript
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”
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.