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After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
After the Media Establishment: Who Will the News Players Be in 2018?
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After the Media Establishment: Who Will the News Players Be in 2018?

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Rob Barrett, vice president of news and finance for Yahoo!, was the keynote speaker at Five Years Past/Five Years Forward: Next Steps for Sustaining Journalism, held at RJI on Sept. 10, 2013.

Rob Barrett, vice president of news and finance for Yahoo!, was the keynote speaker at Five Years Past/Five Years Forward: Next Steps for Sustaining Journalism, held at RJI on Sept. 10, 2013.

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  • BRANDS NEED PLATFORMS FOR SCALEFIRST, A LOOK AT WHERE THINGS ARE NOW AS NEWS CONSUMPTION IS SHIFTINGTO DIGITALYAHOO TOP SOURCE OF SHARED CONTENT FROM AP, BRANDS ETCNEWS BRANDS MUST USE OTHER PLATFORMS – ABC AND OTHERS USE YAHOO, CNN/NBC ET AL USE FACEBOOK, LEVERAGE FB API, CONTENT IS TWO-WAY
  • WHO ARE THE EMERGING PLAYERS NOW AND HOW IS THE FIELD SHAPING UP FOR THE NEXT 4-5 YEARS?THATFUTURE IS HERE: A HYBRID OF BRANDS, SOCIAL PLATFORMS AND THE FREE AGENTS WHO USE BOTH: BRANDS RUSH TOWARD SOCIAL AND EMBRACE INDIVIDUALS; SOCIAL AND INDIVIDUALS RUSH TOWARD BRAND STATUS.Individuals become self-sustaining brands (Nate Silver): NY Magazine: ”[Jill] Abramson put on a full-court press" to keep Silver at the newspaper. "When Silver announced he was leaving, Abramson was angry."Platform companies like LinkedIn are becoming media powerhouses.” Newsmakers “go direct” on Twitter (etc.) – ELON MUSK, BRADLEY MANNING AND EDWARD SNOWDENCorporations are hiring journalists and publishing their own content (NewsCred). News brands are working hard to keep up (NBC building SlateV-like digital unit, acquiring Stringwire), while individuals are becoming self-sustaining brands (Nate Silver). Yet the demand and need for accurate news and information has never been greater. Where will today's (and tomorrow's) journalists - whether Fourth or Fifth Estate - finally land in this emergent news ecosystem? THAT FUTURE IS HERE: A HYBRID OF BRANDS, SOCIAL PLATFORMS AND THE FREE AGENTS WHO USE BOTH: BRANDS RUSH TOWARD SOCIAL AND EMBRACE INDIVIDUALS; SOCIAL AND INDIVIDUALS RUSH TOWARD BRAND STATUS.
  • Erik Wemple, WaPo: The NYT was suffering from “platform deficit.”
  • Timeline for that story:· July 25. Reza Aslan is interviewed by Fox News host Shannon Bream. The topic: His book about the life of Jesus. The interview became about: Whether a Muslim like Aslan is qualified to write a book about Jesus.· July 26. Politico journalist Blake Hounshell tweeted the Fox News video clip.· July 27. Buzzfeed reporter Andrew Kaczynski tweeted the clip and later in the day posted it on Buzzfeed. This was one of the earliest posts covering the event. A Twitter search reveals that links to the Buzzfeed article outnumber any other media site. Technically, Hounshell “scooped” Kaczynski, but Buzzfeed, with its established social presence, leveraged it best and got the page views. It also speaks to Buzzfeed’s strategy of finding things that are already minor viral successes and making them bigger. The article was shared via email 8153 times, with 3.4M referrals from Facebook, 245K from Twitter, 149K from Reddit and 11K from Google search. In total, social referrals drove 77% of the total 5.5M views.
  • • Algorithms auto-scan all sources (UGC and Brand) for hundred of thousands of entities (eg. Turkey, Protest, Explosion)• Verification and other authenticity measures done automatically• Major event with velocity (viral breaking news) is auto-surfaced to editorial staffA viral story we picked up and then published on Reddit drove 1.1MPVs – ALL OFF NET VISITORS; Indicates power of finding early and seedingWe have already tested this approach and used it to:Break a major international story on Israel’s new Iron Dome technologyBreak news of a recent U.S. military tanker plane crash in Kyrgyzstan ahead of AP and ReutersGenerate several quick hits, including one on an Indian airliner in which the pilot had gone to take a nap in first class and let flight attendants pilot the plane. General newswires often don’t pick that kind of thing up but it’s a no-brainer for a quick-hit writer to grab and go.
  • WHO ARE THE EMERGING PLAYERS NOW AND HOW IS THE FIELD SHAPING UP FOR THE NEXT 4-5 YEARS?THATFUTURE IS HERE: A HYBRID OF BRANDS, SOCIAL PLATFORMS AND THE FREE AGENTS WHO USE BOTH: BRANDS RUSH TOWARD SOCIAL AND EMBRACE INDIVIDUALS; SOCIAL AND INDIVIDUALS RUSH TOWARD BRAND STATUS.Individuals become self-sustaining brands (Nate Silver): NY Magazine: ”[Jill] Abramson put on a full-court press" to keep Silver at the newspaper. "When Silver announced he was leaving, Abramson was angry."Platform companies like LinkedIn are becoming media powerhouses.” Newsmakers “go direct” on Twitter (etc.) – ELON MUSK, BRADLEY MANNING AND EDWARD SNOWDENCorporations are hiring journalists and publishing their own content (NewsCred). News brands are working hard to keep up (NBC building SlateV-like digital unit, acquiring Stringwire), while individuals are becoming self-sustaining brands (Nate Silver). Yet the demand and need for accurate news and information has never been greater. Where will today's (and tomorrow's) journalists - whether Fourth or Fifth Estate - finally land in this emergent news ecosystem? THAT FUTURE IS HERE: A HYBRID OF BRANDS, SOCIAL PLATFORMS AND THE FREE AGENTS WHO USE BOTH: BRANDS RUSH TOWARD SOCIAL AND EMBRACE INDIVIDUALS; SOCIAL AND INDIVIDUALS RUSH TOWARD BRAND STATUS.
  • Transcript

    • 1. September 5, 2013 After the Media Establishment: Who Will the News Players Be in 2018? Rob Barrett, Yahoo News Next Steps for Sustaining Journalism, Sept. 10. Yahoo! Confidential & Proprietary
    • 2. 2 © 2013 Frank N. Magid Associates, Inc. Facebook, YouTube Top Destinations For Digital News Consumption; Yahoo News Top “Traditional Source” Which of the following websites do you access at least once per week for news and information? Select all that apply. 5% 5% 7% 11% 11% 12% 16% 19% 20% 28% 31% 35% Flipboard Buzzfeed Reddit Other NY Times USA Today Twitter Google News CNN Yahoo! News YouTube Facebook Base: Total Mention N=2,400. Q61.2. Which of the following websites do you access at least once per week for news and information? Select all that apply.; Q169A. Which of the following sites or apps do you access on your smartphone at least once per week for news and information? Select all that apply; Q7.8A. Which of the following sites or apps do you access on your tablet at least once per week for news and information? Note: Much of the news-related video on Facebook is from YouTube Facebook YouTube Yahoo News Facebook 100% 76% 60% YouTube 67% 100% 55% Yahoo News 47% 49% 100% Cross-Usage - News and Info/Weekly+
    • 3. News media companies will not be the only (or even the most important) news players Outsiders are now insiders: Social platforms like LinkedIn are becoming media powerhouses. Newsmakers “go direct” (on Twitter et al.). Individuals are becoming self-sustaining brands. Corporations are hiring journalists and publishing their own content. 1 3 4 3 2
    • 4. “[Jill] Abramson put on a full-court press" to keep Silver at the newspaper. "When Silver announced he was leaving, Abramson was angry.” – New York Magazine 4
    • 5. “So when everyone is a publisher, how do we know what to believe and what not to believe? How do we know when something is a marketing message and when it isn’t? The short answer is that we don’t. For better or worse, everything is media now.” – Matthew Ingram, GigaOm 5
    • 6. 6 © 2013 Frank N. Magid Associates, Inc. 20% of Social Media Users Post News Articles Regularly What activities do you do regularly (at least once per week) on social networks? 14% 20% 27% 31% 35% 39% 41% 44% 46% 52% 57% 65% Follow brands, companies or organizations on Twitter Post news articles Search for/invite friends Visit the Facebook pages of brands, companies or organizations Play games Share content "Like" brands, companies or organizations on Facebook Read or send emails Update own status Comment on status updates or walls Post or view photos Read other people's status Base: Respondents who use social media regularly. N=1717. Q66A.2. What activities do you do regularly (at least once per week) on social networks? Select all that apply. 45-54 (45%)
    • 7. Buzzfeed: Reza Aslan story, July 27 July 25: Reza Aslan interviewed by Fox News host Shannon Bream. July 26: Politico’s Blake Hounshell tweets the Fox News video clip. July 27: Buzzfeed reporter Andrew Kaczynski tweets the clip and later in the day posts it on Buzzfeed. Links to the Buzzfeed article outnumber any other media site. Social referrals drive 77% of the total 5.5M views.
    • 8. Source UCG video, photos, stories by detecting social news spikes Yahoo News Real Time Trending News Dashboard 8
    • 9. Social dashboards sourced photos and videos of the crash 17 minutes before the first Associated Press report. Detecting Social News Spikes Early 9
    • 10. #Syria: Breaking Syria First via UGC Sourcing 8/20 @ 7:15PM PT, Dashboard alerts attacks took place via twitter 8/20 @ 11:20 PM PT, AP tweets about attack 8/20 @ 11:00PM PT, Storyful staff ources, verifies and publishes first video 8/21 @ 04:00 AM PT, AP publishes its first videos • Sourcing major news events from UGC, news orgs should have competitive focus to vet and verify • Aug 20th chemical weapon attack in Syria: Y!News alerted <1 hr after attack, beating AP by 4 hrs • Video sourced from UGC networks 5 hours ahead of news wires First videos sourced and verified ~5 hours ahead of any News Agency (AP first follower) ~6:00pm Witnesses say chemical weapons used in attack 10
    • 11. For journalism, the 2018 “field” is basically here. News brands embrace (and compete with) social platforms. News brands embrace (and compete with) free agents. Social platforms and free agents reach “news brand” status. News orgs have powerful role in ecosystem: Verification, voice, habit. 1 3 4 11 2

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