Where are news audiences taking journalism?


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Tom Rosenstiel discusses where news audiences are taking journalism, the myths, mission and what people almost always get wrong.

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Where are news audiences taking journalism?

  1. 1. Where is the new news audience taking journalism? Tom Rosenstiel Executive Director The American Press Institute
  2. 2. 5 Common Mistakes and 5 Ideas
  3. 3. What everyone knows….
  4. 4. But the story is more nuanced…
  5. 5. Mistake #1…platforms are not sources
  6. 6. Look at the chart again…
  7. 7. Mistake # 2With Choices the Young Don’t Get News
  8. 8. By various measures, people aregetting more news than they used toTotal +15 Net change Increased No Change Decreased 25% 65% 10% Source: New York Times
  9. 9. Especially Mobile users…Mobile +24 Net change Increased No Change Decreased 32% 60% 8%Non-mobile +8 Net change Increased No Change Decreased 20% 68% 12% Source: New York Times
  10. 10. …And mobile news consumers are younger
  11. 11. • 75% under age 50 are mobile online• vs. 30% over age 50Source: Pew Research Center
  12. 12. Mistake #3Mobile will further hurt attention spans and familiar news sources
  13. 13. …Mobile is driving people to familiar brands (touchscreen) …tablets are getting people to readlong form on digital…for the first time. (lean back)
  14. 14. Mobile is the true 2.0 moment fornews 54% own a smart phone, up more than 60% since 2011 31% own a tablet in January, up 24% in 6 mos. Youth means it only grows Will soon surpass computer connection (its flat at 70%)
  15. 15. Mistake #4Everyone, especially the young, now get their news from social media (the filter bubble)
  16. 16. Social news consumption is growingbut is still limited
  17. 17. And remember platform vs. source
  18. 18. Mistake #5New platforms are cannibalizing and destroying old
  19. 19. It’s not that simple: New and old platforms are interdependent …in a “cycle of news discovery”
  20. 20. Half of people first hear about breakingnews from television How first heard about a breaking news story Television 50% Computer (net) 17 Someone I know 11 Radio 11 Smartphone 5 Newspaper 2 Tablet 1 Source: New York Times
  21. 21. More than 8 in 10 then follow the storyusing a second sourceAmong those who used a second source, half of respondents switchedplatforms 83% went to another …of those, source… 51% went to different platform Source: New York Times
  22. 22. Online, 6 out of 10 went to an legacy newssite as their second source Second source if online Established News (e.g. NYT, CNN, Fox News) 60% Web Native News (e.g. HuffPo, Yahoo News, 13 Drudge) Search Engine 12 (e.g. Google, Bing) Social Media (e.g. Facebook, Google+, 6 Twitter) Source: New York Times
  23. 23. News consumers are loyalacross platforms Use the same 67% brands across platforms Source: New York Times
  24. 24. So how will you invent the nextjournalism to meet this newaudience?
  25. 25. Five Ideas to Guide You
  26. 26. 1. The Medium is Not theMessage
  27. 27. The Story Is The Message• Watch TV to see the towers are on fire• Instagram pictures the snowstorm• The hurricane is breaking on Twitter• I finally “got Mitt” after that profile in the New Yorker• I didn’t get the NRA until I talked to my uncle who loves guns
  28. 28. Remember the Cycle ofDiscoveryIt depends on what people want toknow and where an event is in thearc of the story
  29. 29. 2. So each platform is a differenttool more than a competing one With its own strengths and weaknesses We have more tools We can make a vastly superior journalism
  30. 30. Learn their strengths and weaknessesInstagram v. Twitter, etc.Tablet v. web v. phoneVideo v. audioData visualization v. interactiveEtc.
  31. 31. Let the story and its arc drive thetools you use How is this story best told? What do people need to know know about it?
  32. 32. Your journalism should use them all Long form, short, visual, iterative, etc.
  33. 33. 3. The Next Journalism is a service…not a product• It answers citizen questions when it’s convenient for them
  34. 34. It’s function is social connectionand community knowledge….• It’s more than stories and advertising
  35. 35. It always has been…• 19th C. -- Classifieds, Comics, Letters to the Editor• 21st C. -- Yelp, AutoTrader, RealEstate.com , Open Table, Angie’s List
  36. 36. So invent new ways to connect• Storify, instagram, new apps, new ways to tell narrative• New ways to tell stories better• New more convenient ways to reach citizens• But YOU MUST KNOW HOW TO WRITE AND THINK
  37. 37. 4. Technology is OpportunityNot a threat….those who see it thatway are doomed to lose those whosee its valueThe future belongs to those whobelieve in the future
  38. 38. 5. News must adapt to people’sbehavior, not the other wayaroundPeople consume news differently on computersthan tabletsThey consume differently during the workday(computers) vs. night (tablets) or on the go(phones).Your journalism must match it (iterative vs. long
  39. 39. There is no better time You Will Invent the Next Journalism It will be better, richer, wider than what your professors ever dreamed. But it will be more like a big dinner party… than this talk has been.
  40. 40. Questions?