Digital Realism


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A presentation given at the CAPSIG AGM on 11 March 2010. It focused on the challenges facing media businesses in the wake of the recession and changing patterns of content consumption by audiences.

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Digital Realism

  1. 1. Digital Realism <ul><li>The art of the possible in a constrained world </li></ul>Defining digital journalism From audience to charging customers New digital metrics Hybrid events Phil Clark, digital director, UBM Built Environment 11 March 2010
  2. 2. UBM Built Environment
  3. 3. Digital options <ul><li>news </li></ul>data blog wiki forum network micro-blog video podcast virtual events
  4. 4. What is digital journalism? <ul><li>Rewriting press releases? </li></ul><ul><li>The multi-platform journalist </li></ul><ul><li>(notebook / cameras / audio recorder / mobile)? </li></ul><ul><li>The end of news? </li></ul><ul><li>Comment / analysis / data? </li></ul><ul><li>Paid Content? </li></ul>
  5. 5. Age of realism: metrics and characteristics <ul><li>Pre-realism </li></ul><ul><li>Page impressions </li></ul><ul><li>Unique users </li></ul><ul><li>Search engine optimisation </li></ul><ul><li>Volume/ quantity </li></ul><ul><li>Breadth </li></ul><ul><li>Digital Vs Live divide </li></ul>Post-realism Audience/ customers Engagement Value Data Experience Hybrid events
  6. 6. Paid for <ul><li>From unique users to customers </li></ul><ul><li>Strategic direction taken autumn 2009 </li></ul><ul><li>Freemium model </li></ul><ul><li>Importance of print subscribers: key customers </li></ul><ul><li>Investment in our main sites </li></ul><ul><li>Producing focused and need to know information </li></ul><ul><li>Journalism matters (but we need to know what is most valued) </li></ul>
  7. 7. Our boss on paid for… <ul><li>David Levin, UBM chief executive, Media Guardian, 5 March 2010 </li></ul>“ We deal with niche communities. If you want the type of content that the Building team are capable of producing, for instance, there are not that many other places.” And a web native (and guru) on free… “ Having everything freely accessible to everyone else actually just creates a mediocre mush.” Jaron Lanier, Observer, 21 February 2010
  8. 8. Treating our audience as customers Inspired by Grateful Dead <ul><li>Joshua Green, Atlantic Magazine, March 2010 </li></ul>The Dead were masters of creating and delivering superior customer value… Treating customers well may sound like common sense. But it represented a break from the top-down ethos of many organizations in the 1960s and ’70s.
  9. 9. Live and virtual: partners not enemies <ul><li>Since we started in 2008: </li></ul>11 events 12,000 visitors
  10. 10. Reithian principles: Inform educate and Entertain Realism doesn’t mean hairshirts #constructionsongs on To Hell With Part L   Are you for real man? Is this just fantasy? Part L too Complex There’s No chance of reality Open your eyes Look up to the skies and pray I'm just a Roof  boy  I need no sympathy Because I'm easy come, easy pay Work up high ,  -- work long days Any thing the regs say   Doesn't really matter to me, to me Part L  just confused a man Put an SBEM in his head Entered data, now it’s read No clue,  what it means to me But now I've gone and ignored it any way part L , ~ O ~ O ~ O Is it  mean’t  to make me cry If it’s not clear to you this time tomorrow Carry on, carry on,  ‘cos no one understands it
  11. 11. Me and my links… <ul><li>Delicious bookmarks for this presentation: </li></ul>