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Journalistic Blogging

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How to make journalistic blogging work, and the reasons you need to do so.

How to make journalistic blogging work, and the reasons you need to do so.

Published in: News & Politics, Technology

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Transcript

  • 1. Blogging Reporting in the Web 2.0 Era
  • 2. Who Am I? • Head of Blogging for RBI • 13 years of B2B journalism • Before that student mags, school mags • Started first magazine when I was 7
  • 3. And… • Started first blog in 2001 (on Livejournal) • One Man & His Blog: 2003 • Now running 5 blogs on a range of subjects • Only one of those is “paid”
  • 4. What is RBI? • UK’s largest B2B publisher • Publishes around 50 magazines • Titles include New Scientist, Farmers Weekly, Estates Gazette & Flight International • And down in the “Have I Got News For You” pile: Poultry World, Utility Week etc
  • 5. What is B2B? • Trade Magazines • Providing information & services for profession communities • Profitable, but unglamorous end of magazines
  • 6. Community “We do not create communities. We merely provide services for communities that already exist”
  • 7. Show Me The Money National Newspapers B2B Magazines Consumer Magazines Local Newspapers
  • 8. What is blogging?
  • 9. “Rants written in bedrooms by weirdoes like…”
  • 10. What is blogging?
  • 11. Two Ideas “Interesting” “Conversation”
  • 12. The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
  • 13. Conversation
  • 14. Conversation
  • 15. Conversation
  • 16. Conversation ≠ Opinion
  • 17. Conversation = Discussing topics of mutual interest
  • 18. OM&HB
  • 19. Property Week
  • 20. EGi
  • 21. What are we doing in ?
  • 22. Why? Print Web 2005 2006 2007 2008
  • 23. The Role of Social Media Forums Blogs Articles 10% 24% 66%
  • 24. The Role of Social Media Forums Blogs Articles 27% 53% 20%
  • 25. The Role of Social Media Forums Blogs Articles 34% 45% 21%
  • 26. The Good Old Days How We Miss ‘em
  • 27. Competition Stuff Journal Stuff Gazette
  • 28. Competition Stuff Weekly eStuff Online Gazette
  • 29. The Conversation Your Site
  • 30. Distributed Space Public Space Closed Space
  • 31. Private Space Akin to a house Content is “hidden” Social networks, members-only forums, sites with privacy “your space”
  • 32. Public Space Akin to a pub Open to all Hosts have control Forums, sites with comments “our space”
  • 33. Distributed Space No physical world equivalent Traffic moves freely Free form conversation Blogs, wikis, microblogging, IM “my space(s)”
  • 34. Distributed Space Public Space Closed Space Your Site Blogs
  • 35. Why? To link your site with the wider internet conversation
  • 36. In 3 years • Over 120 blogs • 4 sites run entirely using blog software • On some sites the majority of editorial traffic is on the blogs • Rapid growth in traffic and commenting • Some blogs gettings 500,000 page impressions a month
  • 37. What Works? • Find a niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
  • 38. A good blogger is… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
  • 39. Beat Blogging • The reporters notebook in public • Links, pics, video and stories from their beat • Break news here, then link to the traditional news story • “home page” for that topic
  • 40. The Expert Blog • Deep coverage for enthusiasts • Requires an extensive depth of knowledge • Greater percentage of generated content, rather than linking • Perfect for pissed old hacks
  • 41. The Group Blog • Covers a wide range of topics • Needs a large volume of posts • Posts need to be really, really good • Very hard to make work • Works brilliantly when it does
  • 42. Some Context • Forums (ours and others) • Social Media Outreach • Twitter • Watching and learning
  • 43. The Big Scary Bit • Team restructuring • Cost rebalancing (you’re sacked) • Training • Recruitment (where’s your blog?) • Some titles may not survive
  • 44. Digital Journalism • Your laptop is your desk • Get out there and report • Use your judgement on the right medium • Develop stories, don’t finish them • Continue to talk to your readers all the time
  • 45. Adam Tinworth adam.tinworth@rbi.co.uk One Man & His Blog http://www.onemanandhisblog.com Twitter: adders AIM: journoadam and many others...