10 Trends That Could Make (or Break) Our Editorial Careers<br />Jim Sulecki<br />Director, eMedia<br />Meister Media World...
Jim Sulecki<br /><ul><li> Daily / weekly newspapers, essays, op-eds
 B2B writer and editor
 Editorial management
 Publishing management
TV writing, audio production</li></ul>eMedia management<br /><ul><li> Web developers
 Studio M video / audio
 Content / graphics
 Advertising / marketing
 Audience development</li></li></ul><li>Unprecedented Transition<br />
TV Is Not Just Radio Before a Camera<br />
Likewise…the Internet Not Just Print on a Screen<br /><ul><li> Interactivity
 Multimedia
 Immediate access to deeper data</li></li></ul><li>Few media ever go away. They just step sideways to accommodate new ones...
Potential for Best of All Worlds<br /><ul><li> Incisive text
 Brilliant images
 Direct paths to deeper data
 Audio / video
 Animation</li></ul>If…we prove our value through the transition.<br />
So how do we remain relevant?<br />
(1)<br />Know that we will be measured.<br />
“There are no lies / When you see that look in their eyes”<br /> - Fastball, “Warm, Fuzzy Feeling” (1998)<br />
Watch Metrics<br /><ul><li> Many editors now check visitor and pageview reports every day
 Some as much as every 15 minutes (!)
 On-the-fly testing: multivariate testing on heds
 Leeway given to editorial-mission coverage</li></li></ul><li>Set Targets<br /><ul><li> Shoot for continuing growth
 E.g., MMW:  52% YOY growth in UVs, 83% in PVs, 41% in time spent
 Performance integrated into annual reviews, even financial incentives
 Use this FOR you! E.g., in pay raise discussions
 You = content = more web traffic = more $</li></li></ul><li>More PVs, UVs <br />(1) Check our egos<br />(2) Become fastid...
More PVs, UVs <br />(4) Clarity over cute – write heds that could be translated into another language and still be meaning...
(2)<br />Our content will become “co-creative” with our audiences’.<br />
One-to-Many<br />Many-to-Many<br />
Content not with a megaphone, but as a conversation-starter.<br />
I Am Audience, Hear Me Roar<br />
I Am Audience, Hear Me Roar<br />
Audience-Generated Content<br />Article comments<br />(2) Polls<br />(3) Message boards<br />(4) Online communities<br />(...
Audience-Generated Content<br />(7) Crowdsourcing / wikis<br />
Now, for the sake of print...<br />How do we circle this type of engagement back into our magazines?<br />
Re-Engagement in Print<br />Re-purpose online comments as ‘letters’<br />(2) Photo pages / contests<br />(3) First-person ...
(3)<br />Content produced by editors will focus predominantly on analysis and exclusives.<br />
So Much Information…<br />Fri, April 16 <br />12:46 pm<br />1:32 pm<br />2:37 pm<br />
So Much Information…<br />
So Much Need for Analysis<br />RBI CEO Says Sky is Not Falling<br />Analyst: News Foretells More Closings<br />Editorial: ...
400 Words of Analysis…<br />
…4400 Words<br />of Audience Comment<br />
The Power of Exclusives<br /> State-of-the-industry reports<br />(2) Rankings<br />(3) Own-event coverage<br />(4) Own-awa...
(4)<br />We are in theentertainment – as well as information – business.<br />
Business ≠ Boring<br />‘Will It Blend?: 83 Million Views on YouTube<br />
Animated Presentations of Content<br />
Let Us Entertain Them<br />
Don’t Work Without a Script<br />
(5)<br />We (not publishers)will be the primary marketers of our content.<br />
Our Job to Make Stories Go Viral<br /><ul><li>Social media</li></ul> 	 et			etc.<br /><ul><li>Monitor PVs. Adjust heds, an...
Check no. ofinbound links</li></li></ul><li>(6)<br />No one will pay usor our publishersdirectly for our content.<br />
<ul><li> Estimate: As few as 5% of online users will pay for content.
 Good news: Most B2B has operated in this environment for decades.
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ASBPE Webinar: 10 Trends That Could Make (or Break) Our Editorial Careers

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Jim Sulecki's slide presentation from the April 29, 2010 ASBPE webinar. Upcoming webinars at http://www.asbpe.org/webinars

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ASBPE Webinar: 10 Trends That Could Make (or Break) Our Editorial Careers

  1. 1. 10 Trends That Could Make (or Break) Our Editorial Careers<br />Jim Sulecki<br />Director, eMedia<br />Meister Media Worldwide<br />
  2. 2. Jim Sulecki<br /><ul><li> Daily / weekly newspapers, essays, op-eds
  3. 3. B2B writer and editor
  4. 4. Editorial management
  5. 5. Publishing management
  6. 6. TV writing, audio production</li></ul>eMedia management<br /><ul><li> Web developers
  7. 7. Studio M video / audio
  8. 8. Content / graphics
  9. 9. Advertising / marketing
  10. 10. Audience development</li></li></ul><li>Unprecedented Transition<br />
  11. 11. TV Is Not Just Radio Before a Camera<br />
  12. 12. Likewise…the Internet Not Just Print on a Screen<br /><ul><li> Interactivity
  13. 13. Multimedia
  14. 14. Immediate access to deeper data</li></li></ul><li>Few media ever go away. They just step sideways to accommodate new ones.<br />
  15. 15.
  16. 16.
  17. 17. Potential for Best of All Worlds<br /><ul><li> Incisive text
  18. 18. Brilliant images
  19. 19. Direct paths to deeper data
  20. 20. Audio / video
  21. 21. Animation</li></ul>If…we prove our value through the transition.<br />
  22. 22. So how do we remain relevant?<br />
  23. 23. (1)<br />Know that we will be measured.<br />
  24. 24. “There are no lies / When you see that look in their eyes”<br /> - Fastball, “Warm, Fuzzy Feeling” (1998)<br />
  25. 25.
  26. 26. Watch Metrics<br /><ul><li> Many editors now check visitor and pageview reports every day
  27. 27. Some as much as every 15 minutes (!)
  28. 28. On-the-fly testing: multivariate testing on heds
  29. 29. Leeway given to editorial-mission coverage</li></li></ul><li>Set Targets<br /><ul><li> Shoot for continuing growth
  30. 30. E.g., MMW: 52% YOY growth in UVs, 83% in PVs, 41% in time spent
  31. 31. Performance integrated into annual reviews, even financial incentives
  32. 32. Use this FOR you! E.g., in pay raise discussions
  33. 33. You = content = more web traffic = more $</li></li></ul><li>More PVs, UVs <br />(1) Check our egos<br />(2) Become fastidious number-checkers<br />(3) Learn from the monster number-gatherers<br />- e.g., if your own tradeshow is gathering the most PVs, maybe there’s an editorial idea there<br />
  34. 34. More PVs, UVs <br />(4) Clarity over cute – write heds that could be translated into another language and still be meaningful<br />(5) Use numerals<br />(6) Get to the point – quick <br />(7) Link out. Try to get links in.<br />
  35. 35. (2)<br />Our content will become “co-creative” with our audiences’.<br />
  36. 36. One-to-Many<br />Many-to-Many<br />
  37. 37. Content not with a megaphone, but as a conversation-starter.<br />
  38. 38. I Am Audience, Hear Me Roar<br />
  39. 39. I Am Audience, Hear Me Roar<br />
  40. 40. Audience-Generated Content<br />Article comments<br />(2) Polls<br />(3) Message boards<br />(4) Online communities<br />(5) Blogs by experts (heirs to magazine columns)<br />(6) User-contributed images/video: e.g., Magnify.net<br />
  41. 41. Audience-Generated Content<br />(7) Crowdsourcing / wikis<br />
  42. 42. Now, for the sake of print...<br />How do we circle this type of engagement back into our magazines?<br />
  43. 43. Re-Engagement in Print<br />Re-purpose online comments as ‘letters’<br />(2) Photo pages / contests<br />(3) First-person stories (‘as told to…’)<br />(4) Any kind of ‘roundup’ stories<br />
  44. 44. (3)<br />Content produced by editors will focus predominantly on analysis and exclusives.<br />
  45. 45. So Much Information…<br />Fri, April 16 <br />12:46 pm<br />1:32 pm<br />2:37 pm<br />
  46. 46. So Much Information…<br />
  47. 47. So Much Need for Analysis<br />RBI CEO Says Sky is Not Falling<br />Analyst: News Foretells More Closings<br />Editorial: Media Must Stop the Bleeding<br />
  48. 48. 400 Words of Analysis…<br />
  49. 49. …4400 Words<br />of Audience Comment<br />
  50. 50. The Power of Exclusives<br /> State-of-the-industry reports<br />(2) Rankings<br />(3) Own-event coverage<br />(4) Own-award coverage<br />(5) Webinar coverage<br />
  51. 51. (4)<br />We are in theentertainment – as well as information – business.<br />
  52. 52. Business ≠ Boring<br />‘Will It Blend?: 83 Million Views on YouTube<br />
  53. 53. Animated Presentations of Content<br />
  54. 54. Let Us Entertain Them<br />
  55. 55.
  56. 56. Don’t Work Without a Script<br />
  57. 57. (5)<br />We (not publishers)will be the primary marketers of our content.<br />
  58. 58. Our Job to Make Stories Go Viral<br /><ul><li>Social media</li></ul> et etc.<br /><ul><li>Monitor PVs. Adjust heds, angles, etc.
  59. 59. Check no. ofinbound links</li></li></ul><li>(6)<br />No one will pay usor our publishersdirectly for our content.<br />
  60. 60. <ul><li> Estimate: As few as 5% of online users will pay for content.
  61. 61. Good news: Most B2B has operated in this environment for decades.
  62. 62. Editors may have to work more with publishers than ever. </li></li></ul><li>(7)<br />The fading “bright line” between editorial and sales will get even dimmer.<br />
  63. 63. <ul><li> “Print dollars to digital dimes.”
  64. 64. Audience engagement = more UVs/PVs = better ad environment.
  65. 65. Web metrics are like incessant readership studies. (‘We will be measured.’)
  66. 66. Editor’s creativity/knowledge in more demand than ever.</li></li></ul><li><ul><li> No ‘gutter’ on web pages to delineate edit and ad pages.
  67. 67. Fewer type fonts to signal editorial copy from advertiser copy.
  68. 68. Savvy marketers know content deepens message.
  69. 69. How to represent sponsored content?</li></li></ul><li>(8)<br />Our content will be read as often (if not more) on mobile devices as on computer screens.<br />
  70. 70. <ul><li> ‘Maw’ of fresh content gets hungrier
  71. 71. Copy must be more incisive than ever
  72. 72. Graphics: utility rather than pretty
  73. 73. Apps? Video?</li></li></ul><li>(9)<br />Print content will gothe premium route.<br />
  74. 74. Coming B2B Model<br /><ul><li> Industry leaders get premium magazine and access to website
  75. 75. Anyone meeting basic occupational levels get access to website with registration</li></ul>Current B2B Model<br /><ul><li> Industry leaders get magazine
  76. 76. Anyone meeting basic occupational levels get magazine
  77. 77. All get website</li></li></ul><li>Impact on Magazine<br />(1) Bigger trim sizes return<br />(2) Paper stock goes back up<br />(3) Long-form features return<br />(4) Lavish graphics return <br />(5) ‘News of record’ moves to web<br />(6) Most ‘departments’ move to web<br />
  78. 78. (10)<br />The Millennials will wantour content, but in different packages.<br />
  79. 79. “Still reading magazines? What are you? Amish?”<br />- Wired, 2009<br />
  80. 80. Millennials<br /><ul><li> Nothing against print. Un-green, can’t be texted or Facebook-ed.
  81. 81. Content like dim sum – if tasty and brought to their attention.</li></li></ul><li>Trade Media for Millennials<br /><ul><li> Media company ‘finds’ Millennial.
  82. 82. eMailed avatar promises to help make Millennial awesome in their new job.
  83. 83. Interactive demo walks Millennial through media’s many job resources.
  84. 84. Facebook / online community becomes hub of all communication.</li></li></ul><li>Closing Thoughts<br />
  85. 85. Workday of the Near Future?<br />8:00: Check web metrics<br />8:15: Check email<br />9:00: Article lead<br />9:15: Tweet formulated as question / trial balloon<br />9:30: First call on lead <br />10:15: Tweet summary (attributed or unattributed)<br />11:45: Short item for day’s enews / website<br />11:50: Item with link on Twitter, Facebook, blog<br />1:00: Check web metrics<br />1:15: Second call<br />2:15: Begin scripting 2- to 3-minute audio feed<br />4:00: Begin formulating full-length magazine feature<br />
  86. 86. A Few Tips<br /><ul><li> Don’t get bogged down by print. It’s just one piece.
  87. 87. Gather and disseminate content in real-time, as a constantly moving ‘slipstream.’
  88. 88. Make use of every bit of content around you.
  89. 89. Cut mercilessly. If it’s not generating interest, advertisers, or industry leadership – why do it?
  90. 90. Demonstrate and prove your worth.</li></li></ul><li>So Where to Next?<br /><ul><li> Chin up – the future will be great
  91. 91. Know your audience better than ever
  92. 92. Tap your inner creativity
  93. 93. Good writing, storytelling still trumps all
  94. 94. Work hard but have fun
  95. 95. Know that you’re part of a media revolution</li></li></ul><li>Thank You<br />Jim Sulecki<br />jsulecki@meistermedia.com<br />twitter.com/jimsulecki<br />eMediaEncyclopedia/blogspot.com<br />
  96. 96. Q&A<br />
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