Journalism @ 2014
Shaun Milne : @milnemedia
!

Edinburgh Napier University : MA in Journalism
Guest lecture, Merchiston Ca...
Here is the news …
•

News hasn’t changed - the customer has

•

Their needs, demands & consumption habits have altered

•...
One size doesn't fit all
•

Responsive design is a vital tool for serving online audience

•

Users expect to access conten...
Responding to change
•

Ad supported spin off sites can provided extra value content with real time
news, competitions & U...
Kinds of content
•

Breaking: headline grabbing ‘OMG you’ve gotta see’

•

Live: time sensitive stories probably worth kno...
Understand the cycle
•

Customers may focus on their mobile in the morning for a first
glance at what’s going on

•

They c...
Stop Press! This just in
•

Print media followed a similar publishing cycle before but have
apparently forgotten

•

Eveni...
Don’t blame the Internet
•

24-hour rolling news broadcasts have arguably had a far more
caustic affect on the print publi...
Get social, media
•

Every newsroom should have dedicated specialist social media
teams - journalists & data researchers

...
Challenges & realities
•

Resources: journalists can be multi-skilled, but not superhuman. Give them both the tools &
coll...
Journalism @ 2014
•

This can be one of the most privileged jobs in the world - treat it
with respect

•

Make your choice...
“aut viam inveniam aut faciam.”
!
“I will find a way, or I will make one”

Follow me : @milnemedia @scotpapers @scottishmed...
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Journalism @ 2014 - notes for MA Journalism students by @milnemedia

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Shaun Milne lecture notes for Edinburgh Napier University MA in Journalism course (Jan 22, 2014)

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Journalism @ 2014 - notes for MA Journalism students by @milnemedia

  1. 1. Journalism @ 2014 Shaun Milne : @milnemedia ! Edinburgh Napier University : MA in Journalism Guest lecture, Merchiston Campus, January 22, 2014 NB: Presentation & opinions are those of the author & independent of his employers
  2. 2. Here is the news … • News hasn’t changed - the customer has • Their needs, demands & consumption habits have altered • Users have a greater power of choice • Fixed times of mass news delivery no longer exist - we are in a constant rolling cycling of peaks & troughs • We are in an era of discoverable news • We must woo customers with outstanding journalism
  3. 3. One size doesn't fit all • Responsive design is a vital tool for serving online audience • Users expect to access content when they want & how they want it regardless of device • If content is King, personalisation will be Queen - stop using algorithms to guess habits. Allow self selection & learn from it • Finders, keepers - content should be downloadable, viewable offline & easy to share in one click • Gamification of news is here. Give loyal customers something back • Join the dots - take the user on a content journey • Invest in content, you have nothing without it
  4. 4. Responding to change • Ad supported spin off sites can provided extra value content with real time news, competitions & UCG • Use your core sites to concentrate on journalism, long form, lifestyle & exclusives. Bake it into subscription models if you have any • Geolocation is your friend. Let it help • Understand the modern publishing cycle • Newspapers should rip up the old print model & start again. Think like a magazine • Go agile. Move faster. • Stop making it complicated. A good idea needs commitment not a committee
  5. 5. Kinds of content • Breaking: headline grabbing ‘OMG you’ve gotta see’ • Live: time sensitive stories probably worth knowing • Impact: the big hits - Snowden, MPs expenses • Fractured: listiciles, social media, bite-sized • Stand-out: Snowfall, iWonder, project based • Community: engagement, news you can use, UGC • Niche: sports, business, arts & more
  6. 6. Understand the cycle • Customers may focus on their mobile in the morning for a first glance at what’s going on • They could pick up a paper or free sheet for the morning commute or switch to a Kindle or tablet • At work they face a desktop or laptop as well as mobile for their lunch break • Home may involve a smart TV but certainly a second screen • We must now serve all these publishing windows and more • The phrase “It’s the way we’ve always done it” has no place in modern journalism
  7. 7. Stop Press! This just in • Print media followed a similar publishing cycle before but have apparently forgotten • Evening newspapers used to roll out several editions to meet user needs & geo-locations • They would serve niche content too with special supplements & separate sports editions • Newspapers also had the original paywall - its called a cover price • Editors need to take a similar approach to online & realise its the way that needs adapted, not necessarily the what
  8. 8. Don’t blame the Internet • 24-hour rolling news broadcasts have arguably had a far more caustic affect on the print publishing & buying cycle than web • TV responded quicker & better to changes online, seeing an opportunity to both build new audience & breathe commercial life into legacy content • Sky for iPad is a thing of beauty & has set the bar in the UK • Smart TV is here - publishers should be seeking on air content partners or developing apps of their own • The internet provides a bigger potential audience than ever before - box out every day
  9. 9. Get social, media • Every newsroom should have dedicated specialist social media teams - journalists & data researchers • Use it to learn from your audience - discover what content works & when - analytics are there to educate • Consider social media an additional online newswire you don’t need to pay for • Think rolodex - hundreds of PRs & contacts at the end of an instant message • It is a billboard, letters page, tip off line & paperboy in one • Work at social as part of the overall picture - it’s just part of the jigsaw
  10. 10. Challenges & realities • Resources: journalists can be multi-skilled, but not superhuman. Give them both the tools & colleagues they need to do their own jobs well • Specialists: good reporters can & will turn hands to anything, but specialists give you an edge on a story & deep knowledge to exploit. Learn to work smarter & target resource to content that builds audience & save by scrapping the vanity pieces • If newsrooms just want to re-write wire copy, they should hire teams of talented subs. Otherwise let journalists be journalists • Content is your Unique Selling Point - it is the only thing that can set apart from the mundane • We live in 24/7 live global media window. Newsrooms shouldn’t stop because of our 9am - 5pm society. They should staff up and seize the opportunity of night audience • Every media business has budgets to meet, but so do staff. Workers won’t do as well if they are worrying about their bills. Colleagues perform far better & stay longer if they feel valued & are treated with respect. The same should be true of trainees & interns • If bottom lines don’t balance, manage expectation & don’t stretch your team thin. Focus on what you do best, better. Build from there
  11. 11. Journalism @ 2014 • This can be one of the most privileged jobs in the world - treat it with respect • Make your choices wisely. People will exploit you. Decide if it’s worth the long term gain • Trust your gut, instincts are usually right • Read, read, read. Learn, always • Doing is better than talking • Talking is better than doing nothing • Always remember to close the garden gate
  12. 12. “aut viam inveniam aut faciam.” ! “I will find a way, or I will make one” Follow me : @milnemedia @scotpapers @scottishmedia @scottishjschool
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